Whilst the use of P.S. has been around for years, that doesn’t mean its usefulness as a sales hook has diminished. So let’s explore how and why you should use a P.S. in your sales emails and letters.
What does P.S. actually mean?
According to Wikipedia:
The term comes from the Latin post scriptum, an expression meaning “written after” … (which may be interpreted in the sense of “that which comes after the writing”).
A postscript may be a sentence, a paragraph, or occasionally many paragraphs added, often hastily and incidentally, after the signature of a letter …
Basically, we use P.S. as shorthand for, “Oh, I forgot I have something else important to tell you,” or “By the way, here’s one more thing you should know.”
Remember the days before home computers and word processors (yes kids, there was such a time). When we used typewriters, or heaven forbid, we wrote by hand using an actual pen on actual paper.
There was no option back then to insert a new paragraph or sentence, so if you had forgotten to mention something important, using a P.S. at the end of the letter was a get out of jail card.
Why you need a P.S. in your sales emails and letters
Today’s usage of P.S. in sales emails or sales letters has little if anything to do with its original intended purpose or really its original meaning. You didn’t really forget to mention something important you are using it as a copywriting tactic.
When a customer receives an email or sales letter, they naturally tend to quickly scan it to determine if it is worth reading. They scan the heading, the signature area (who it’s from) and then decide if they want to read the contents. Adding a postscript below the signature area works like another header, customers will scan that as well.
So this gives you another area to get a key marketing message across to your audience, grab their attention and encourage them to read the rest.
So what should the P.S. contain?
Think of the postscript like another headline. Don’t waffle, make it short and punchy. You can use it to:
- Restate the biggest benefit
- Overcome an objection
- Reinforce a sense of urgency
- Provide a Call To Action
- Restate Your Guarantee
- Give a sense of assurance
- Include a link
What about P.P.S.
P.P.S. stands for Post PostScript, it is used as an additional postscript. e.g. I may write:
P.S. This is a limited time deal, so act now
P.P.S. Remember, we have a 6o day money-back guarantee
So you never have two P.S.’s, if you need two then the above is the correct approach.
Personally, I’m not a great fan of the use of P.P.S. in sales material, I think it looks a bit too trite but I’ll leave you to your own opinion on that one.
Examples of emails using P.S.
In conclusion, the use of P.S. in your sales copywriting can be useful and the influence of a postscript in your email marketing and sales letters should not be overlooked.
How do you write PS
Postscripts are abbreviated to P.S., so always in caps and always with the full stops.
Why is the postscript important
Because people take notice of them. Copywriters have been using them for years as a technique to get readers attention.
Is postscript still used
Absolutely, just start paying attention to the sales emails you receive or those mailshots you get through the door and you’ll notice them everywhere.
Where does postscript go in a letter
Always at the bottom beneath the signature area.
Where does postscript go in an email
Always at the bottom, after the senders name/sign-off.