P.S. is for Power Sell
Many perceive the postscript (P.S.) to be an extraneous element of a direct mail sales letter. But research suggests the majority of consumers who open direct mail read the P.S. first.
Direct marketing consultant "Rocket" Ray Jutkins says that a P.S. can help marketers reach their objectives by giving direction, restating the benefits and offer, and urging action.
Here are three of Jutkins' "Platinum P.S. Ideas for Direct Mail Letters":
1. Emphasize your guarantee.
Example: "Remember, you can try Catnip with no risk or obligation. And as a subscriber you'll be protected by a full money-back guarantee of satisfaction. You can't lose."
2. Talk about earning, saving, making.
Example: "Remember, as a first-time paid subscriber you receive all 8 classic audiotape summaries—FREE!"
3. Repeat key benefits.
Example: "... the principles, strategies and tactics in Harvard Communi-cations Update will help you smooth your interpersonal relationships in every realm of life, not just business. Why not try it today—it's FREE."
For Jutkins' "13 Platinum P.S. Ideas for Direct Mail Letters," visit http://www.ray jutkins.com/baker/baker09.htm. Jutkins can be reached at email@example.com or (928) 785-9400.