The use of a postscript (P.S.) is mandatory in every direct marketing letter.
Whether you’re doing postcards, or a direct marketing newsletter, I consider this one of the most important features on the marketing piece. It’s often overlooked or forgotten…and that’s a mistake.
After the headline and first sentence, the P.S. commands the highest readership. Use that important space to repeat a key benefit, or add a twist or another idea to something you’ve already said. Also repeat your call to action here, in slightly different words.
PS. Did you know: Writing “P.S.” was wildly popular in the 1770s and was in several of the letters Paul Revere delivered on his famous rides. Start using it in your marketing today.
PPS. Use of a P.S. for your online marketing, websites, and emails is also effective and highly encouraged.
Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency in Elk River, Minnesota. He plans and implements marketing programs for small to medium-sized businesses. Mitchell is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.