Ray Jutkins

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."

More Blogs