The P.S.
by Susan K. Jones
Studies of direct mail readers tell us that when they pick up a letter, prospects look first at the signature and next at the P.S. Thus the P.S. provides such a vital selling opportunity that almost every direct mail letter includes one. The P.S. may be used to restate the prime product benefit; highlight the urgency of the offer; refer the reader to the brochure, order form, testimonials or other component of the package. The P.S. can be utilized to remind the prospect about the premium offer, a toll-free number for ease in ordering, or emphasize the no risk nature of the offer due to Free Trial or Money-Back Guarantee.