Today, I was (re-)reading The Ultimate Sales Letter by Dan Kennedy (a must-read)
One of the most vital things I read today was the importance of having a PS at the bottom of your sales letter.
Here’s what he wrote:
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“Every sales letter needs a PS—do not consider your efforts complete until you have composed one. The PS can make or break your letter.”
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So a PS is important. But why?
See, many people simply skip to the end of your letter. Whether that be a sales page, an email, physical mail, or even a Twitter thread or a LinkedIn post.
Why do people do this? Well, they all have different reasons.
Some know there’s often a recap at the end and want to know whether the whole thing is worth reading. Others are simply lunatics and want to know how it ends before they start—believe me, they exist.
Hell, some people look up the ending of movies before they watch them.
Lunatics.
Anyway.
People do weird stuff. But that’s a tremendous opportunity for you.
By summarizing your offer/promise/most important takeaways in your PS, you can inspire the reader to read the whole thing.
And even if you’re dealing with someone who reads your stuff in the order you intended it to. Even then, it can serve as a great incentive to make people respond or commit to your offer.
You can compare it with having a second headline in your sales letter. One of the best high-impact tools any marketer has access to.
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