How a copywriter uses a P.S. (Postscript) to increase response

Ivan Levison —
Direct Mail, E-mail and Advertising Copywriting

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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

October, 2008
Volume: 23 Number: 10

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P.S. I Love You
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How can you dramatically increase the power of your next selling letter?

What's the secret of persuading the reader to order your product or service?

There are many answers to these tough questions, but here's a time- tested
idea that can help turn your letter into a winner.

Add a "P.S."

Yes. That postscript, sitting beneath the signature, can have a tremendous
effect on the power of your letter.

As regular readers know, I'm always interested in the results of copy research
and have seen reports of postscripts getting seven times the readership of the
letter's body copy! Over the years, I
have seen for myself the incredible power they can have.

No wonder I use them in virtually every selling-letter I write!What makes postscripts
such direct mail winners? Why do they get read so carefully and frequently?

The answer, I think, has to do with the way we read unsolicited mail.

As you know very well from personal experience, all mail does not get read. The
envelope must first overcome your hardened skepticism and get opened. Once it
does, you don't sit down with the letter in one hand and a glass of wine in the other,
appreciatively savoring every word the brilliant copywriter wrote. (How I wish you did!).

No. Like me you're probably flipping through your mail like a Las Vegas
blackjack dealer. Mail worth dealing with goes on one pile. Junk mail on the other.

When you DO pick up a letter with an offer, your eye moves quickly, looking for
clues to benefits.

If you're faced with a long letter with giant blocks of unrelenting copy, you'll
probably chuck it.

If you find something of value, a benefit or something you want, you'll "get into it"
more and maybe really start reading.

The point is, the postscript is one of those elements that jumps off the page.
Graphically, it's isolated under the signature and is easy to identify and read.
The reader also unconsciously know that the P.S. is literally the bottom line
and contains a restatement of benefit.

They know that in the postscript you're going to give them your best and last
shot, and they'll often grant you a quick read to see if you're offering them something
of interest.

Don't disappoint them!

Your postscript should restate the key benefit and get the reader to do the most
important thing of all - - act immediately!

Here are some quick postscript ideas worth remembering next time you
sit down to write:

1. Don't be afraid of writing a long P.S. If you're communicating important news
or information, and can keep the reader with you, don't worry about length. I have
written postscripts five sentences long and wouldn't cut a word.

2. Use underlings or your second color. To make your postscript jump even more,
grab your bag of tricks and pull out some graphic winners! Boldface, italics, handwriting,
you name it. (As always, remember - - a little goes a long way!).

3. Emphasize the call-to-action. What's one of the biggest problems a copywriter has
to contend with? Inertia! So don't forget to get the prospect to act. Add the 800 number,
right there in the postscript.

- - - - - - - - - - - - - - - - -

Before I close, let me ask you a question . . .

Do you use email to generate leads or make sales?

If you do, please check out this brand new page on my Web site right now:

http://www.levison.com/email/index.htm

It explains how having me write your next email campaign can dramatically increase
response rates and profits. Or maybe you have a direct mail project or ad that needs
writing. Whatever copywriting help you need, give me a call and let’s talk!

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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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