The 14-Step Formula for Writing the Perfect Sales Letter
14. Use your P.S. effectively. The postscript is one of the most-read parts of a letter. It should present an important message, a prime benefit, a restatement of the offer, a reminder of the deadline, a sweetener, or whatever you feel is most effective in this prime spot. Some call the P.S. a headline at the end of the letter. Ideally, it should be shor—one to three lines long.
These 14 sales letter elements are not commandments. There are occasions where you need to bend the rules a little.
I don't always use a headline. If I'm telling a story, I may not mention the offer on page one. In some letters, I've omitted the P.S. In others, I've included as many as 5 P.S.s (in an offbeat direct mail package for a Monty Python game). I've even created a letter or two without a signature (for official-looking communications).
Writing sales letters is a craft, often rising to the level of art form. But whatever your skill level, you should at least consider these 14 elements when writing any sales letter. If you choose to bend or break the rules, make sure you have a good reason.
Copywriter Dean Rieck has created sales and generated leads for more than 250 companies, including Intuit, Rodale, Sprint and American Express. For a free copy of his whitepaper, "Getting Response in a Down Economy: 4 Key Principles to Boost Your Direct Mail Profits in Today's Difficult Market," visit www.DirectCreative.com.