Bizop Review

When it comes to writing sales copy, the headline gets a lot of press. It’s the first thing that the visitor to a sales page sees, so it makes sense that it should command attention. After all, you don’t get a second chance to make a first impression. Not to mention you can use these powerful headlines to create your instant authority sites.

But what’s at the top of the page isn’t the only thing that deserves special attention. There’s an element at the very bottom that is much more important than you might think, and that’s the P.S.

You’re probably aware that P.S. stands for postscript. It comes from the Latin term post scriptum, meaning “written after.” In other words, it’s generally an afterthought. But when it comes to copywriting, the P.S. should be anything but an afterthought. It needs to be well written, and it should make the reader want to buy (or at least learn more).

The reason that the P.S. is so important is because it’s one of the first things that many readers look at. It sounds rather ironic, because it’s at the end of the letter. But particularly when faced with a long sales letter, the reader often scrolls to the end to see what the P.S. says. He knows from experience that it will usually sum up what’s in the rest of the letter. So he reads it in an effort to save himself some time.

Copywriters can use this tendency to their advantage by writing a powerful P.S. There’s no set formula for what to write, but whatever it is should make an impression. It should give the reader some sort of incentive to buy, and buy now.

A common theme in the P.S. of the sales letter is reiteration of the product’s unique selling proposition (USP). This is a good strategy, because those who skip straight to the P.S. would not be exposed to it otherwise. You could also state a benefit not mentioned previously. This will give those who have read the whole letter something to think about, and it might generate enough curiosity for the skimmers to go back and see what the other benefits are.

The P.S. can also be used to build a sense of urgency. You could offer a time-limited discount or mention an additional bonus for those who order quickly. Or if you really want to pack a punch, you could mention the USP, benefits and a reward for quick action.

The P.S. is an invaluable tool for copywriters. It can literally turn a curiosity seeker into a buyer. So don’t skimp on it! Put as much thought into your P.S. as you do into your headline.

So next time you’re creating your instant authority sites, make sure to employ some powerful headline tactics and end with enough P.S. for maximum effectiveness.

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