For years, as a copywriter, I would integrate everything I could into the body of my sales letter or a proposal. Logically, there was no reason not to. And if you think about it, frankly, having a “PS” seems kinda half-assed in the 21st century. Dont you think too? Like someone was too lazy to go back and insert their final thoughts into the body of the communication appropriately. It didnt make sense to me then. But it makes sense to me now…
As I became more familiar with the concept of “writing like you talk” and studying real life sales-oriented conversations or conversations where someone was trying to make a difference in someone elses life, I noticed something: Theres always a “parting gift” of information or instruction. Every time.
I was amazed when I discovered the pattern. I think thats what the “PS” accomplishes today. Its that “parting gift.” For instance, lets say youre having a nice conversation with a friend or a potential prospect at Starbucks. At the end, you both get up to leave and what do you do?
You shake hands or you hug. And then someone says something like “Be sure to call X. I think Y. And then we can take the next step.” Thats the role of a PS today. Its that parting gift that informs or instructs and if done correctly, compels and inspires people to action.
PS: I saw this happen full-on at an interior design boutique in Newport Beach yesterday. The Client and employee both got up at the end of the meeting and as they were walking to the door, the employee was sharing exactly what to do next. And the Client was appreciative and left contented with a smile on her face.
The Clients final question? “Should I give you my credit number now or the next time I see you?”
Thats the power of the PS.
If youve been searching for a PROVEN, winning copywriter, one who works with the best in the business, you found him. Go to http://www.CopyRanger.com.
As I became more familiar with the concept of “writing like you talk” and studying real life sales-oriented conversations or conversations where someone was trying to make a difference in someone elses life, I noticed something: Theres always a “parting gift” of information or instruction. Every time.
I was amazed when I discovered the pattern. I think thats what the “PS” accomplishes today. Its that “parting gift.” For instance, lets say youre having a nice conversation with a friend or a potential prospect at Starbucks. At the end, you both get up to leave and what do you do?
You shake hands or you hug. And then someone says something like “Be sure to call X. I think Y. And then we can take the next step.” Thats the role of a PS today. Its that parting gift that informs or instructs and if done correctly, compels and inspires people to action.
PS: I saw this happen full-on at an interior design boutique in Newport Beach yesterday. The Client and employee both got up at the end of the meeting and as they were walking to the door, the employee was sharing exactly what to do next. And the Client was appreciative and left contented with a smile on her face.
The Clients final question? “Should I give you my credit number now or the next time I see you?”
Thats the power of the PS.
If youve been searching for a PROVEN, winning copywriter, one who works with the best in the business, you found him. Go to http://www.CopyRanger.com.
