“People don’t notice ads, they notice what interests them and sometimes it’s an ad.” — Howard Gossage
Ah, the inevitable postscript — or actually, “post scriptum,” to be completely accurate. Way before I ever decided to pursue a copywriting career, I remember growing up and reading sales letters and wondering why every letter writer seemed to have forgotten to say something in the body of the letter. Why was there always a “P.S.?” After all, if they had put so much time and effort into writing the letter, wouldn’t they have known what they wanted to include? How could they possibly forget anything? And wouldn’t the letter have been corrected before being printed so the extraneous information could be incorporated?
Yes, that’s what I thought. But now — fast forward many years later — I am a more seasoned version of my young self and, having been educated on the finer points of direct-mail marketing (not to mention a few trial-and-error experiences), I see the postscript not as the forgotten entity I used to view it as, but rather, for what it is — an integral part of a well-assembled sales message.
Make no mistake about it, folks — the postscript is a major player.
You already know the importance of having a persuasive headline for your sales letters, email promotions, and other marketing materials … but if you’re like I was, I’m guessing you have never given too much thought to how critical including a P.S. is to your sales messages.