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The most read part of a sales letter is the headline. So what else is new? It's this......
The next most read part of a sales letter is the post
script - the two or three line 'afterthought' written
immediately after the signature.
It's been known for years in the direct response
industry that a skillfully written PS can increase
response by up to 20%. For that reason, no respectable
copywriter would EVER write a sales letter without a PS.
So why is it so rarely used on the web?
Don't ask me about the psychology of why it works. It
just does. And don't worry about why a good PS attracts
the reader's attention, just exploit the fact that you
can increase your response with this small yet
tremendously powerful instrument.
Try writing the two letters PS at the beginning of your
email sig.
Try a PS at the end of your ezine Ad.
Try...well I can't do everything for you so think hard
on it yourself. There are dozens of different ways to
exploit this wonderful FREE response-generator.
BUT.... a PS must reinforce one of the benefits in your
copy - preferably the strongest. Better still it can be
used to mention an added benefit not already covered.
And PLEASE don't add a PPS. It diminishes the impact of
your PS.
Your PS is supposed to be a personal after thought. It
says 'Oh by the way if you....'
And when used properly it's a powerfully effective
sales closer.
P.S. Try it. It works!
Copyright 2003 by Joe Robson * All rights reserved
Joe Robson is co-author of 'Make Your Words SELL' with Ken
Evoy. Joe and Tom Glander own The Newbie Club which is
bulging with unique NET and PC Newbie tutorials and eBooks.
CLICK ON OVER to http://newbieclub.com/ and look at their
very professional Affiliate Program. It's BIG! Joe's
Copywriting site is at http://www.adcopywriting.com
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