You have a sales letter. You have grabbed their attention with a headline, given them detailed-oriented benefits using bullet points, explained your story to them, dazzled them with testimonials and other forms of proof, even delivered a great call-to-action to get them to buy. But did you forget the all-powerful P.S. statement to catch those otherwise lost sales?
All you need to know about the P.S. statement at the end of your sales letter are these three words: benefit, urgency, and action. The easiest way to apply all three is to say, “P.S.”… then list the biggest takeaway benefit from the entire sales letter, in case they skipped over it.
Then say, “P.P.S.” … and list the urgency factor involved. Will the price increase in 7 more days? Are you only selling 10 slots to your e-class? Maybe you just need to warn potential customers that their competition will get their hands on your strategies sooner or later, and run you out of business… unless you get your hands on it first.
After all that, remind them that they need to take action now and order your product, not to delay, or else something bad will happen… next week will have the same results as this week and they will not make any progress.
You would be surprised how much you can improve your conversion rate simply by adding a “P.S.” statement to your sales letter. It only takes three minutes and three sentences, but they might be the most important three sentences you ever added to your web page. Use a P.S. statement whenever possible to increase conversions in your copywriting.
