Done well, a P.S. should convince your prospect to dive into the rest of your letter. He should start thinking, "Hey, there really is something interesting here to read..."
There are at least 6 ways to add "pop" to your P.S. Focus on just one. Otherwise you risk writing another sales letter in your P.S.:
- Restate benefits. Nothing gets your prospect more emotionally involved in your offer than benefits. Find a few simple ways to restate the strongest ones.
- Make a new promise or reveal a surprise benefit. Again, you're going after an emotional involvement. Unveil a new benefit and your prospect can't wait to click the buy button.
- Add an extra helping of credibility. After your prospect has emotionally decided to buy, they're always looking for logical "reasons why" to buy. A credible testimonial - even better, one with a clearly stated benefit in it - can work wonders.
- Turn up the urgency so the prospect will take action now, not later. If your prospect even leans towards procrastination, you'll likely lose him forever. Motivate him to take action now.
- Revisit the guarantee and maybe make it bigger. This is part of your prospect's logical "reasons why" justification. It's nearly impossible to mention your guarantee too many times. Let him know loud and clear he's got nothing to lose and you'll quell his fears of buyer's remorse.
- Reveal a new premium or bonus. Readers love to be pleasantly surprised - so show your generosity by giving him yet another bonus to go along with his purchase.
P.S. - I think you should add a final check after crafting your P.S.: Read your headline, and then go straight to the P.S. Remember, that's how many prospects are going to first read your letter.
Make sure the Big Idea in your headline naturally flows into what you say in the P.S. If it doesn't flow, your prospect will become confused. His mind will wander, and that's it. He won't even bother with the rest of your letter.