P.S. I Want to Restate My Offer To You

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© 2001-06 By Craig Valine

Every sales letter needs a P.S. - don't even think about completing your letter until you've
created one.

The P.S. can make or break your letter.

According to DM legend Ted Nicholas, the 7 most used P.S. types in successful sales letters
are those which:

1. Motivate the prospect to take action now

==> Ex. "P.S. We will not repeat this offer in 2004. please act now. This offer expires on
12/31/03."

2. Reinforce the offer

==> Ex. "P.S. Apply today, and enjoy all the benefits of membership. Those listed here are just a
handful of what's available..."

3. Emphasize or introduce a premium or bonus

==> Ex. "P.S. We've ordered enough FREE CREELS - we think - to meet the anticipated
response. But they are likely to go fast, so why risk waiting months while we re-order? Since your
creel will be shipped as soon as you pay for your subscription, why not get it immediately by
enclosing payment now?"

4. Introduce a surprise benefit

==> Ex. "P.S. Please note that your Gift Card has your name on it - and may not be used
by anyone else."

5. Emphasize price or terms of your offer

==> Ex. "P.S. Put our statements to the proof by subscribing for the next 12 weeks for just $12.
This is the shortest subscription term we offer - and is a perfect way to get acquainted with
The Gazette."

6. Emphasize tax deductibility of purchase

==> Ex. "P.S. It's important to note that The Gazette's subscription price may be tax deductible."

7. Emphasize guarantee

==> Ex. "P.S. Should The Gazette not measure up to your expectations, you may cancel this
trial arrangement at any point and receive a refund for the undelivered portion of your subscription."