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Exclusive Course
10-Day Copywriting
Challenge
Day 9
By
Jimmy D. Brown & Paul Evans
Benchmark Publishing, LLC
10-Day Copywriting Challenge: Day 9
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10-Day Copywriting Challenge: Day 9
Challenge #9: Postscript
You probably know a postscript by its abbreviation: P.S. And while the postscript
seems a bit like an afterthought, it’s actually one of the most important parts of the
sales letter.
Here’s why…
While your ultimate goal is to write a compelling, “sit on the edge of the seat” letter
that keeps your prospects hanging on your every word, the truth is that not everyone
will read the entire letter. Some will read the headline, let their eyes scan the page as
they scroll down quickly, and then they’ll read the postscript. And that means the
postscript is often the second-most read part of your letter (right behind the
headline).
As such, the purpose of your postscript is to put forth or reiterate one of your
product’s strongest selling points. Once again, this is where you want to shoot one of
your biggest guns!
You see, if the person has read the rest of the letter, then your postscript helps close
the sale. For those who’ve merely skimmed your letter, your postscript needs to
present a big benefit that makes the skimmer stop in his tracks. This prospect needs
to be so intrigued that he scrolls back up to read more of your letter.
With those end goals in mind, here are different ways to create a compelling
postscript…
Play Your Ace
You should craft your postscript in much the same way that you craft a headline or a
bullet point. In other words, it should present a big benefit or make a big promise to
the prospect. And since this is your postscript, you can remind them of a benefit that
you mentioned elsewhere in the letter.
Tip: However, do NOT refer to the same benefit as the one in the
headline. As mentioned before, some prospects will read the
headline and then skip right down to the postscript. That’s why you
need to offer something different, since you want the skimmers to
go back and read more.
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10-Day Copywriting Challenge: Day 9
So what types of benefits should you offer in your postscript? Could by anything,
including but not limited to:
A reminder about one of the product’s major benefits.
•
A reminder about your product’s unique selling proposition (USP). That is,
why should the prospect buy your product instead of the competitor’s
product?
•
A reminder of the guarantee (and how this is a risk free offer).
•
A reminder of a special discount.
•
A reminder about a special bonus.
•
Tip: Instead of hitting them up with one benefit, you can
offer one sentence that recaps the entire offer (what
they get and for what price).
Surprise Them with a New Benefit
Whether your prospects skim the letter or read the whole thing, virtually all of them
will read the postscript. And that’s why you can mention a benefit in your postscript
that you didn’t mention anywhere else.
Tip: If you use this strategy, your postscript may start with
something like, “I almost forgot to tell you…” or “Here’s another
benefit…” In other words, make it clear that you’re sharing new
information.
This could be a benefit of the product. Or you could toss in an extra bonus or a
discount. Point being, this type of P.S. helps push people off the fence and towards
the “buy” button.
Remove Objections and Roadblocks
As your prospect reads your letter, he’s thinking of all sorts of reasons why he
shouldn’t buy your product or service. As mentioned before, offering a price
justification and a guarantee help overcome the two biggest objections. You can
mention these items in your postscript.
© 2010 i 10 day - All Rights Reserved.
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10-Day Copywriting Challenge: Day 9
Example: Don’t forget about the rock-solid “double your money back”
guarantee! This is a completely risk-free offer, so order now!
Tell Them “Everyone Else is Doing It!”
Another way to make an impact with your postscript is by using it to offer proof of
your claims.
The most common way to do that is by offering testimonials or endorsements.
Example: You might say something like this: “Just look at what
others are saying about [product]…” Or, “Not sure if this product
is right for you? Jane wasn’t sure either. But just look at her
results…”
Note:
You already know you should avoid posting weak testimonials. However, you’ll
want to post one of your strongest testimonials here, because nearly everyone reads
the postscript.
Persuade Them to Take Action
Yet another way to use this important section of your sales letter is by providing
another “pull” – that is, reiterate your call to action. And since you’re offering another
call to action, ideally you should also give your prospect a reason why they should
order now (e.g., create a sense of urgency).
You can create this sense of urgency by reminding prospects of the benefits they’ll
miss out on if they don’t order now. Or you can remind them of a special discount,
special bonus, or even the limited available of the product or service itself.
Tip: The word “because” is an extremely powerful word.
Psychologists have shown that when you make a request that includes
the word “because,” your compliance rates go up significantly.
That’s why you should try to include the word “because” in your
call to action.
Example: “Order now, because…” or “Click here to get started
now, because…”
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