Hi, I've seen many online sales letters using one, two or even more P.S.

Is there any statistics available to confirm if using P.S. works?

Aren't readers "P.S. blind" for seeing P.S. in so many sales letters?

I read somewhere that one reason to include a P.S. was just to put another "buy now" link.

What do you think? Should I go with no P.S.?, one, two, more? I'm currently writing a sales letter for an ebook about telecommuting.

Regards!

Hi Alexis,
It is my understanding that this is where most scanners go to get the meat of the benefits and bonuses (after they read the headline and subheads, of course).

Although a lot of this is waaaay overused in a salesletter (ex. ppppps), I do think it is important piece to implement (for anxious folks who might be scanning your page).

I'd like to hear what other "seasoned" pro's have to say about this!

Hi Stephen, that's a good point, appealing to the scanners.

I also read somewhere about using headings and subheadings that could tell the whole story without having to read the whole letter.

It would be great knowing opinions from others too.

Hello Alexis:

Actually, there was research done on this exact same subject about 30 years ago, regarding direct mail pieces. I think it was done by Boardroom, but I honestly don't remember.

Anyway, researchers put a bunch of test subjects in a room together, sat them at a large table, gave them some direct mail pieces and monitored their reading habits.

They discovered when consumers received a direct mail package consisting of a salesletter, brochure, coupon, etc., they would invariably take a quick glance at everything else in the envelope, put it aside and then head straight for the salesletter and scan down to the bottom of the letter to see if what was being offered was something they'd be interested in purchasing.

So, yes, research has shown that a P.S. is a critical component of a salesletter. I personally don't know if any similar research was done regarding online salesletters.

However, considering the "quick scan" mentality of Internet users, I imagine the results would be about the same.

An effective P.S. reinforces everything you said in the body of your salesletter, and ties your offer together. It reassures the reader they're making a wise investment, and emphasizes what they could lose by waiting or procrastinating.

It also gives you the opportunity to ask for the order yet again, as well as throw in free bonuses.

So, go ahead and use a P.S. or two in your salesletter. People still read them, and they still work!

Dale King

Alexis,

The thing to remember regarding sales letters and of course marketing in general, is to write with your ideal client in mind.

I think one of the first things I learned about letters -- way back when -- was that the P.S.'s is one of the first things most people read.

Personally, I have things in my sales letters that I really don't look at myself when I read sales letters. I even added graphics to my web site, not because I wanted them there, but because my ideal clients like them.

Very helpful answers, it's quite clear I should go with a P.S.

I'm currently struggling with my sales letter, it's my first one and it's more difficult than I thought.

Thanks guys!

Alexis - shoot a PM our way and perhaps a couple of us can help you with a short "private" critique...

Heck, even Makepiece and Bly have buddies looking over their shoulder when writing copy...

-- nothing wrong with it!

A member of this forum was kind enough to point out some very critical misspellings and grammar on my site and I really appreciated it...

We're all here to help each other, right?

Great! Thanks a lot Stephen, I will do so.

Returning to the P.S. topic: I've just read Alan Sharpe's opinion, what do you think?

Alexis:

I already made my opinion very clear about using P.S.'s. Alan Sharpe is certainly entitled to his.

Dale King

This is somewhat related... and strictly opinion (I have nothing to base it on other than person experience):

I think PS's in email sales copy may be wasted -- why? Because I think people may be ignoring sig-files. In other words, stop reading at end of copy before name.

On your question about PS in online letters -- I think they're still very valid.

Wondering if Michel or anyone's run split tests? I'd love to see results.