Why No P.S. On The Web?

The most read part of a sales letter is the headline. So what else is new? It's this...

The next most read part of a sales letter is the post script - the two or three line 'afterthought' written immediately after the signature.

It's been known for years in the direct response industry that a skillfully written PS can increase response by up to 20%. For that reason, no respectable copywriter would EVER write a sales letter without a PS.

So why is it so rarely used on the web?

Don't ask me about the psychology of why it works. It just does. And don't worry about why a good PS attracts the reader's attention, just exploit the fact that you can increase your response with this small yet tremendously powerful instrument.

Try writing the two letters PS at the beginning of your email sig.

Try a PS at the end of your ezine Ad.

Try...well I can't do everything for you so think hard on it yourself. There are dozens of different ways to exploit this wonderful FREE response-generator.

BUT.... a PS must reinforce one of the benefits in your copy - preferably the strongest. Better still it can be used to mention an added benefit not already covered.

And PLEASE don't add a PSS. It diminishes the impact of your PS.

Your PS is supposed to be a personal after thought. It says 'Oh by the way if you....'

And when used properly it's a powerfully effective sales closer.

P.S. Try it. It works!

Mr. Robson is a nationally recognized Marketing Consultant and joint author with Ken Evoy of the the universally aclaimed Web Copywriting ebook "Make Your Words Sell".
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