Today, I was reading through The Ultimate Sales Letter by Dan Kennedy.
If you perhaps don’t know who Dan Kennedy is. He’s a consultant, business coach, advisor, and author. He’s not just some simple advisor, he’s one of the most highly revered business advisors worldwide and helped many entrepreneurs catapult their businesses.
He founded the system of Magnetic Marketing, the strategy that pulls customers in instead of pushing out advertising and pitching offers to customers, back in 1970.
He wrote multiple Amazon bestsellers direct-response marketing and advertising books, including the popular NO B.S. book series.
Honestly, I could spend ages talking about what the man did. But that’s not what this email is about. Just know this: he knows his stuff.
No, as I was saying. I was reading through his book The Ultimate Sales Letter. Which is a must-read for anyone wishing to sell anything through marketing/advertising/copywriting.
One of the most vital things I read today was the importance of having a PS at the bottom of your sales letter.
Dan Kennedy himself wrote this:
That’s quite the statement.
How would such a tiny detail determine your success?
Here’s why it matters:
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. 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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