Marketing Your Retail Store in the Internet Age by Bob Negen & Susan Negen

Author:Bob Negen & Susan Negen [Negen, Bob]
Language: eng
Format: mobi
Publisher: John Wiley and Sons
Published: 2010-02-17T14:00:00+00:00

Add a P.S.

It’s a psychological thing. Human beings are just plain attracted to that P.S. at the end of a letter.

It’s supposed to be an afterthought, something you forgot to mention in the body of your letter and then later felt was important enough to add. And that’s intriguing. What could be so important that you had to add it later—after the letter was completed? Of course, rationally we all know that in today’s age of computerized word processing you could easily go back in and add anything you thought you had missed, but emotionally the mystique of the P.S. remains.

In fact, lots of really hot copywriters believe that the P.S. is an extremely important element of writing in your marketing piece—second only to your headline. I’m not sure if that’s true, but I do know that you’ll get a better response with a P.S. than without one.

Include a P.S. with every marketing piece that reads like a letter. Of course, a P.S. won’t necessarily work with a display ad or a brochure but there are lots of times when you can use the P.S. to your advantage.

Many readers will actually flip to the P.S. and read it before they begin reading the body of the letter so it’s kind of like a second headline. Your job with the P.S. is to make them interested enough in what you’re saying to get them to start reading. It’s also the last thing people will read, so restate the strongest part of your message. It may be the product benefit, your guarantee, the amazing offer, or the tip that positions you as an expert. Reiterate your call to action and remind the reader what you want them to do.

Here are some examples:

• P.S. As you know, this is a limited edition print, with only 200 being offered. Please reserve yours before they are all gone. Call 1-800-555-4243 now, as there is no time to waste.

• P.S. A full night’s sleep can be yours—drug free—with the new patented sleep pillow. Order by March 1 and I’ll throw in a free copy of my special report “How to Dream Away the Pounds While You Sleep.”

• P.S. If you want to own this ball, you’d better move faster than Carlos Delgado’s bat because baseball fans all over the country will be clamoring after this piece of World Series history. Call me right away at 800-555-1212.

• P.S. With WhizBang! Websites you get a comprehensive email marketing system, a great-looking website you can change and update yourself, and most importantly essential how-to information from e-marketing expert Bob Negen. Sign up today at www.whizbangwebsites.com.

Because your P.S. is so important, write several in different styles. Later you can edit, revise, and then pick your favorite.

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