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Power of The “PS”

By on July 1, 2015

Most direct-response copywriters agree on this: that you should never end a sales letter without a PS. Why?

(1) Some people jump to the end, so the PS can serve to further their interest in reading everything.

(2) The PS can summarize the offer, for that impatient “jumper.”

(3) The PS can emphasize the most important benefit.

I’ve found that multiple PS’s almost always outperform a single PS, and find that most pro copywriters also utilize this technique.

To make different PS’s stand out, you might try some of these tricks:

  • Vary the typestyle
  • Vary the point size
  • Use all caps (if the PS is very brief)
  • Put it in color
  • Put it in handwriting
  • Put it in a box with screen color behind it
  • In handwriting, run up the side of the letter as if you ran out of space at the bottom of the page

Sometimes you may choose to use the PS to somehow “up the ante” beyond everything offered and described in the main letter, such as introducing (yet) another bonus or strengthening the guarantee.

Just as a point of interest – how long should a PS be? – the longest PS that I’ve ever used in a successful sales letter was 2-1/2 pages long. The shortest: two sentences.

Dan Kennedy

About Dan Kennedy

Dan is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to

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