Remember the old Beatles song, “PS I Love You?” I remember it like it was yesterday, which by the way was another great song of theirs. Okay, what does this have to do with copywriting? The PS is one of the most important and also one of the most neglected parts of sales copy. Most beginning copywriters think of it as an afterthought…something to just throw together or even ignore altogether. This is bad thinking all the way around. Well, this article is going to take a good look at the PS and why YOU should be using it in your sales letters and why you MUST make it as good as it can be.

Here’s a fact about prospects that read sales letters, like it or not. Many do NOT read the whole thing. Surprised? You shouldn’t be. The average patience level of a person reading your sales pitch is about that of a child with ADD sitting in one place for more than 10 seconds. And if your sales letter is 40 pages long, forget it. You don’t have a prayer of getting that person to read the whole thing. But…many of these people will do what we call skim. They pick out certain parts of the letter to read. Studies show that the parts most often read are the headline, subheads, bullet points and yes, the PS.

But why do they read the PS? The simple answer is because they think that the gist of your copy is going to be summed up in those few little lines. And yes, if you’re a crackerjack copywriter, that’s exactly what you’re going to do. You’ll conclude your sales letter with a very well constructed PS. Okay, so just what IS a very well constructed PS? I’m going to give you the basics.

Your PS should contain a summary of what the prospect is getting. It should also contain any pertinent info regarding the guarantee, price and any bonuses. If the offer is only good for a certain length of time, the PS should remind them of this as well. Basically, what you just took 40 pages to say, you should sum up in a few lines.

Now, there is another great thing you can do with your PS and that is to introduce something new, say an additional bonus if they order before midnight. Many times these additional items will be just the thing needed to turn that prospect into a buyer.

In short, do NOT neglect the PS. It is a vital tool in your copywriting arsenal.

Want more great copywriting tips? Check out the link in my signature and turn yourself into a copywriting pro in no time.

To YOUR Success,

Steven Wagenheim
Want to write copy just like the pros? Visit my site at http://www.bcipe.com/ and discover killer copywriting tips that have allowed me to write my own copy for years and earn myself a 6 figure a year income selling my own products.