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For example, we did tests where we included three tracking links -- one in each P.S. And the winner was the 2nd one. Whether they've read the 3rd or last one more, they seem to act on the 2nd one the most in split-tests.
Funny, huh?
As I read your post, I recalled watching you a DVD of Yanik Silver's copywriting course: you said that either 1 or 3 P.S.'s was preferred. I think that you quoted Dan Kennedy when saying this.
I was anticipating mentioning about the 3 PS's in this comment, but saw that you already covered that. What I didn't know was what you said about the second, or middle PS: that people read that more then the other 2.
Thinking of what adding a PS? Allow me to offer something you should consider...
It requires a bit of html knowledge, but I think it's worth it, and I'm actually doing it right now in my self-promotion letter.
Basically, you have a link in your PS...BUT...you link is not an order link. It doesn't take them to the order page.
In fact, it doesn't take them to any other page.
But it's still a valid link.
You know where it takes them?
If you're aware of html, here's a clue: It has to do with the name attribute.
Don't worry, I'll explain it all.
This link takes them to a specific section of your sales page.
That is, whereas most links take you to the TOP of a web page, where you scroll down, an name attribute takes you to a specific section.
The section you pick is up to you. It can be 2/3rds of the way down your page, it can be where you state your offer, or, in my case, it'll be where my response form is. (There's no order page on my letter that's a separate page from the salespage. The response form functions the same as an order form would, and is part of my self-promotional letter.)
This is great because instead of having to state every nitty gritty detail about something significant in your P.S. (which would defeat the purpose of a P.S.), your P.S. can effectively say, "Want to see exactly what's included with this offer? Click here to be taken to the list of everything that's included."
If you keep in mind that you have to write your salesletters for two types of readers--the skimmers and the word-for-word readers, this will really help direct the skimmers to your most important part of your salesletter.
Something to think about.
I said I'd explain it all to you, and I didn't tell you how to do it, so let me do that.
It's quite simple.
Let's say that the most important part of your salesletter is 2/3rd down the page. It doesn't matter where it is; what really matters is that you know what it is.
Okay, so it's 2/3rds down the page, and in this case, it's the section where you display your certificate that qualifies you to be offering this product or service.
What you do, in terms of html, is look in the html code, and find where your certificate starts. If it's an image, then locate the code, or line, for the image.
Then, you place this line
Text to be displayed
above that line.
So now, that line designates that your certificate is the specific part of that page you want people to see.
The link you'd place in your PS would be in the format of
Click here to see my certificate
When they click on that link, they'll be taken right to your certificate (not the top of your letter).
Hope this helps.
It caused me to go back and rework the PS statements on my last copy. Added a #3, and strengthen #2.
John
It's not necessarily so all the time. We've had higher clickthroughs on the first and the 3rd P.S. But the 2nd one was the highest overall.
For many years I've used the last P.S. for extra testimonials that don't fit in the copy.
In some cases I might have 20 or 30 testimonials at the end of the copy.
The advantage of doing it this way is when your client gets a new testimonial you can just add it in without screwing up the flow of the copy.
Kindest regards,
Andrew Cavanagh
That's a great tip. What you're essentially doing is an anchor tag right?
I'm gonna have to try that on my next letter :)
Also, one thing I'd like to add about the P.S. that I've learned is (in offline) not to put the price in there b/c often times people look at that after they read the headline. If they see the price, you haven't created the value yet and they'll think it's too much money and just click off w/o reading the offer.
That's mostly for offline though - I don't think it's as big of a deal online.
Jeremy Reeves
www.controlbeatingcopy.com
I appreciate the answer.
P.S. We should restate the offer and the guarantee in a lucid language.
P.P.S. Remind the blog readers to buy Michel's service or at least treat him to a good coffee.
P.P.P.S. Remind the blog readers to subscribe to the feed so that they can be alerted to new posts.
These are some great tips for improving sales letters. I have been in internet marketing just over a year and I still wrestle with sales letters even though I keep a swipe file.
I'll have to make sure to include the P.S. in my next sales letter.
Thank you,
Jeff
This was an excellent article. I wonder if the same priciples apply to P.S statements in email copy.
Any thoughts on that?
"I the letter above, I mentioned three critical steps without which the entire process is doomed..."
I'll need to sleep on that one. :-)
Great post and I agree wholeheartedly. I have used this for both personal and business writing and it works wonders. With all the emails and letters we get for advertising in the mail many of us have turned into "skimmers". The PS is truly a great tool because it really is a second headline opportunity.
Jeremy
Thanks for sharing this post, I've always known about the importance of P.S. but have not been told about how to use P.S. properly. Your post has helped me to understand and better use the postscript in my emails and copy.
Asher
My feeling is that while the p.s. makes sense on paper, I don't know if the dynamics are the same on a scrolling web page.
Personally, they do nothing for me, at least not on web based sales letters.
But if you tell me they work just as well on the web, I'll take your word for it.