Add a P.S. for stronger impact in marketing messages.

Add a P.S. for stronger impact in marketing messages

Add a ‘P.S.’ for stronger impact in marketing messages like a direct mail letter or email. This is a powerful way to reinforce the impact. The P.S. is one of the most important elements in a persuasive document, so don’t underestimate its value.

‘P.S.’ or ‘PS’ comes from the Latin ‘post scriptum,’ which means “written after.” A postscript is writing added after the main body of a letter or other block of text.

Some clients of copywriters say they don’t want to include a P.S. at the end of the letter because it might make them look silly – as if they forgot to say something. But experience has proven that the P.S. works – because the eye of a reader is always drawn towards it at the end of a letter. There is no doubt that when you add P.S. for stronger impact in marketing messages you obtain better results.

The best email marketers always use a P.S. in their content. Here’s a couple of them:

Image below: Email marketing expert Bob Bly uses a P.S. in almost every daily email he sends to his subscriber list.

Sponsorship consultant Chris Baylis uses the P.S. frequently in his marketing emails, as below:

Five ways a top copywriter uses postscripts

Copywriting expert Alan Rosenspan says he uses a postscript in 5 ways:

1. Repeating the offer and putting your contact number of website link in bold.

2. Tell them why they should respond now – even if they think they don’t need your product right away. For example, he says for Scott’s Lawn Service, his P.S. read “Even if you have no plans to improve your lawn right now, our Free Analysis will show you what you’ll need to do in the future. And there’s no cost or obligation.”

3. Use it to stress urgency. For example, “Our service will be in your area for one day only.”

4. Be personal. The P.S. sits right under the name and title of the person writing the letter. A personal P.S. can be very powerful. For example, “Alan – please don’t wait a moment longer to protect your family. Call 1-800-000-0000 now.”

5. Be creative. You can think of various other ways to write persuasive copy in the P.S., including a final bonus as an afterword if you wish.

Further reading

You can also find some worthwhile reading in my article, “How to communicate value to customers.”

Photo by LinkedIn Sales Navigator on Unsplash.

Kim Harrison

Kim J. Harrison has authored, edited, coordinated, produced and published the material in the articles and ebooks on this website. He brings his experience in professional communication and business management to provide helpful insights to readers around the world. As he has progressed through his wide-ranging career, his roles have included corporate affairs management; PR consulting; authoring many articles, books and ebooks; running a university PR course; and business management. Kim has received several international media relations awards and a website award. He has been quoted in The New York Times and various other news media, and has held elected positions with his State and National PR Institutes.

Content Authenticity Statement. AI is not knowingly used in the writing or editing of any content, including images, in these newsletters, articles or ebooks. If AI-produced content is contained in any published form in future, this will be reported to readers.

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Further Reading

How to develop (and maintain) your brand’s tone of voice

Your company’s messaging invokes a particular feeling when read or heard by your target audience. Are you making them excited? Curious? Or are you confusing them and creating cynicism? Consistency in a brand voice is important because it defines your organizational...

How To Develop (And Maintain) Your Brand’s Tone Of Voice
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