Did you know that having a postscript (P.S.) is one of the most important aspects of a successful sales letter?  In the last issue, I wrote about how important a headline is to a sales letter.

Well, the P.S. is just as important!

Many marketers even consider their P.S. message as their second headline because out of all the items in a sales letter a reader reads, it is the headline and P.S. message that are read the most.

This makes sense because people who come across a long sales letter usually scan the headline and then go to the end of the sales letter because they know the offer will be summoned up at that point.  Almost all successful sales letters have a P.S. at the end of them.

Internet marketers use their P.S. in many different ways.  For example, they may use their P.S. to:

* remind the reader to take action
* set a deadline to respond
* add more benefits to the offer
* add more credibility to the offer
* offer a free bonus to the offer
* write about the downside of not ordering

You decide what you want include in your P.S. that you feel will guarantee the sale.  You also want to make sure your P.S. is intriguing enough to make your reader curious enough to read your entire sales letter if they haven't already.

Every type of technique that you might use for your P.S. will vary from the types of offers that you have.  You can test various P.S.'s to see which one has the best better conversion ratio.

You can even incorporate more than one of the above items into your P.S. message to encourage more curiousity.  You should try to close the sales with your P.S. message rather than leaving it open-ended.

Review to the two examples below:

Example 1

P.S. - If you order today, we will send you a free ebook on how to make money with auctions.  Click here to order.

Example 2

P.S. - I have your jammed packed package ready to send to you.  After you order the package using your credit card, I will send you full instructions.  Click here to order.

Notice how the second P.S. actually closed the message by assuming that the person is going to order.  The first P.S. left the offer open by suggesting, "If you order."

Some marketers even go as far as adding a P.S.S., which is an additional note after the P.S.  I am not quite sure how successful adding a P.S.S. to the end of a sales letter works, but only by testing will you be able to find out.

The nice thing about sales letters on the Internet is that you can actually link to the order page straight from your P.S. message.  Include a link at the end or in the middle of the P.S. message to encourage your reader to click and purchase your offer.