Ray worked with B-2-B and Consumer clients throughout the world ... including USA, Canada, Mexico, Asia, the South Pacific, Europe, the Middle-East, Central & South America, Africa.

This website is a compilation of Ray's 10 years on the Web.

 
Baker's Dozen INDEX

13 Platinum P.S. Ideas for Direct Mail Letters

Every now and again some one "dreams" a P.S., the Post Script, is an unnecessary part of a direct mail letter.

These folks fail to recognize the power of P.S. in direct mail.

Well, it's going to take far more than a dream to convince me. Research indicates nearly 4 of 5 readers look at the P.S. in a DM letter before they read the letter. Only the running headline / Johnson Box at the top of the letter gets more attention than a P.S.

Because it is so important this Bakers Dozen Collection covers ... 13 P.S. Ideas for Direct Mail Letters.

1. What is a Post Script (P.S.) and Why is it important?

For starters, 79% of all who open your direct mail will read the P.S. first. Before reading any other part of the letter.

If that number was half I'd still write a P.S.

A P.S. can help you reach your direct mail objective. How? By giving direction. Serving as a reminder. Re-stating the benefits, the offer, and urging action. Now.

A good P.S. repeats the message found elsewhere in the letter. It is usually 2-3-4 lines long -- much like a caption for a picture or graphic. If it gets much longer it is divided into paragraphs -- just like the letter. Or even further segmented into P.P.S. / P.P.P.S and even P.P.P.P.S!

In direct mail the P.S. is not optional. It is mandatory.

2. Your P.S. must ...

Your P.S. can be "soft" or "hard". It must suggest (soft) what the reader is to do. Buy. Visit. Phone. Redeem the coupon. Take a demonstration. Mail a check. Send a fax.

Your P.S. is a reminder of benefits of doing business together. Possibly in a dialogue format -- steady, yet soft and easy.

3. Or, Your P.S. must ...

Or your P.S. can be stronger -- hard sell. And tell the reader what to do. And when and where to do it.

When it is tough it is specific. Call this number. Visit this booth. Return this fax. Do it today.

Soft and easy ... hard and strong -- neither is right or wrong. Just different ways to encourage your reader to respond to your offer.

4. What is NOT in a P.S.?

The primary thing NOT to do with your P.S. is to state a new fact. Introduce a new idea. Start fresh with a different thought.

The P.S. is a place to repeat the call to action. Remind the reader of the key benefits. And ask for the order.

Anything new is a distraction. Even if it is "exciting". Why?

Because for those 4 of 5 who read it first, you share "news" -- and fail to talk about it elsewhere in your letter. You confuse your reader when you introduce "new" and cover it ONLY in the P.S. Don't do that.

Here are 9 thoughts about what should be in
your P.S., with "live" examples for each:

5. P.S. -- A reminder of your premium or gift

The P.S. is a good place to remind your reader of the special something they will get when they respond. A re-statement of the "extra" awaiting them. The extras you bring to the table.

Examples:

P.S. Be sure to use the enclosed labels on your holiday correspondence, as a reminder of what your love and compassion are making possible.
P.S. Remember, a versatile 4-piece "Scissors 'N' Shears" set will also be delivered right to your door FREE. Even if you decide not to place your order for luscious, fork-tender Omaha Steaks right away, the set is yours FREE.
P.S. Order your Day-Timer full year set for a 90-day trial today, and I'll send you a FREE (and impressive) Diplomat Pen.

6. P.S. -- Emphasize your Guarantee

As you already know, a product or service guarantee is "expected" by the marketplace.

Your reader gets "comfortable" when they read your guarantee. They feel they can accept your offer because of the guarantee. The guarantee plays a major role in the success of direct mail.

One place to re-state or summarize your guarantee is in your P.S.

Examples:

P.S. Conduct your own real world test of Motorcycle Consumer News. If you're ever disappointed with our publication, just let us know and you'll receive a refund on all unmailed issues. With a 100% satisfaction guarantee, you just can't lose! Subscribe NOW!
P.S. Risk-Free Guarantee. If you choose not to subscribe just write "cancel" on the bill. You pay nothing. You owe nothing. You keep your free books no matter what.
P.S. Remember, you can try CATNIP with no risk or obligation. And as a subscriber you'll be protected by a full money-back guarantee of satisfaction. You can't lose.
P.S. Ovum guarantees all of its products. If you are not satisfied, simply return the reports within 14 days of receipt and owe nothing.

7. P.S. -- Talk about earning, saving, making

Money is a key issue with every offer. It does play a part, small or large, in every buying decision.

So, be willing to talk about money. Talk profits. Talk bottom-line results. Talk what can be earned, saved, made by accepting your offer.

Facts and figures get attention -- where applicable use them. Your P.S. is a good place to remind your audience of your financial benefits.

Examples:

P.S. A $20 discount. 5 FREE books for your business library -- a $53 value. Current, usable information on how to motivate your most important audience -- your employees: Can you afford not to subscribe?
P.S. Remember, as a first-time paid subscriber you receive all 8 classic audiotape summaries -- FREE!
P.S. Even if your auto insurance isn't about to expire, you could start saving right away. And you can choose from several convenient payment options such as using your Mileage Plus First Card or having premiums automatically withdrawn from your checking or savings account each month. Call 1-800-123-4567 today!

8. P.S.- A repeat of key Benefits

Most products have a laundry list as long as your arm of benefits. Yet, only a few -- usually 2-3-4 at the most -- are key.

Remind your reader what the real reasons are they should do business with you.

Examples:

P.S. When it comes to communicating with others, the principles, strategies and tactics in HARVARD COMMUNICATIONS UPDATE will help you smooth your interpersonal relationships in every realm of life, not just business. Why not try it today -- it's FREE.
P.S. Discover what nearly 500,000 satisfied subscribers already know! MAYO CLINIC HEALTH LETTER provides practical information that can truly have a positive impact on your health and your life, all for less than 7 cents a day. As Dear Abby wrote, there is "a wealth of practical information in this monthly newsletter."

9. P.S. -- Repeat phone, fax, E-mail + + +

It is almost impossible to repeat your contact data too often.

Giving your phone and fax numbers, address, E-mail and WWW site info over and over will insure your audiences knows how to find you.

One good place to repeat this vital information is in your P.S.

Examples:

P.S. To subscribe even faster, call toll-free 24 hours a day: 1-888-918-2736.
P.S. Send the enclosed Risk-Free Subscription Request Form for big discounts on multiple issues. Or call toll-free 800-987-6543 (212-908-7060) today.
P.S. For a limited time only I am authorized to send you a special free report that contains reprints of all the articles cited in this letter. Phone TOLL FREE 888-777-1111 or FAX us at 601-666-4444.
P.S. Be sure to visit the Caples site at http://www.caples.org -- it has a whole new look and tons of great information.

10. P.S.- Repeat your Limited Time Offer

A Limited Time Offer or a Limited Number Offer has great value.

Dates (time) call people to act now, instead of waiting. A quantity (number) lets people know when the supply is gone -- there will be no second chance. Both work to get action fast.

Examples:

P.S. Beat the deadline and get in on our "initial public offering." Remember, the risk is all ours, not yours. But you get the Charter Savings -- and the free issue.
P.S. Don't forget to enter the drawing for 2 gallons of popcorn, FREE, by returning the enclosed reply card no later than January 15, 2000.
P.S. Return your FREE order form by February 16, 2000, and I'll include Information Week 2000 -- our bonus special report of the world's most successful users of information technology.
P.S. If you wish to vote please be sure to return your ballot by January 1, 2000.
P.S. This is not a large auditorium for this seminar. The number of enrollments is strictly limited to 60. To make sure you get in immediately fax your registration form to me at (408)305-1134.

11. P.S. -- The Last Call to Action

This is direct mail. Meaning you are looking for some direct action. A response. A reply.

A "final" call in the P.S. is fitting.

Examples:

P.S. Return the enclosed postage-paid card today for your FREE trial issue and save 33% off the annual membership cost. There is no-risk and no-obligation.
P.S. The United States Postal Service fully approves these "Amazing Response Envelopes". For many mailers, they routinely pull a 35-40% response, because they appeal to the 85% of your target audience that rejects immediately anything that looks like direct mail. Call me at (310)333-1212 today for your samples ... or, to test these blockbuster envelopes for yourself!
P.S. I know letters can cross in the mail, so if you have already reordered, thank you!
P.S. Hurry! This offer is available for a limited time. Join by January 16 and get the Ideas Unlimited Plusdiskette service free. You'll receive 12 camera-ready print issues and diskettes containing the same text and clip art in "computer-ready" form. All this for only $195 ... you save $75 off the regular retail price of $270.

12. P.S. -- Reinforce your Offer

State your offer another way. Zero in on the few key points. Tell your offer story from the prospects point of view. Repeat for clarity.

Examples:

P.S. This offer is for new subscribers only! Remember, there's no risk -- if you don't like Business Mailers Review you can cancel and get your money back. The Postal Directory is yours to keep. For immediate service call now.
P.S. Check "YES" on the enclosed request card to subscribe to TEAM MANAGEMENT BRIEFINGS today, and you'll get 3 FREE bonuses with your paid subscription. These in-depth reports are packed with specific ideas, tips and strategies to build, motivate and reward high-performance work teams.
P.S. Don't forget about the "MAGIC SPELL" you'll receive if you send payment with your order. Order multiple copies and get one for every member of your team (see order card for prices). And save money too!
P.S. Is there an Easy Rider fan in your life? If so, think of what a great gift this superb model of The Billy Bike will make. So, don't wait another minute. Place your order today.

13. P.S. -- Summarize your Sales message

A 2 to 4 page direct mail sales letter can be summarized in your P.S. in 1-2 paragraphs. Do it.

Examples:

P.S. HBR is an investment that pays back over time. But you must act now. Subscribe today and get a valuable gift with our compliments.
P.S. Please don't delay in making this important decision for the future of your company. We cannot make this special Preferred Discount offer available indefinitely, so please reply today.
P.S. You'll love the gear we pack into every issue. Like the stump-jumpingest, slick-shiftingest, rock-hoppingest rigs ever to hit the mountain bike trail. New oversized racquetball racquets. New power tennis racquets. New large-head golf clubs. New Fat Stick powder skis. New high-flying jet skis. Even what to wear in bed. More to come in the next issue. Rush your reply today!

Well, that's it. A Baker's Dozen -- 13 -- ideas about the importance -- and power -- of the P.S. in your direct mail letter. Good writing!

Baker's Dozen INDEX

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