One of the most venerable and common elements of a good salesletter, after the headline, is the postscript or “P.S.”

The end of every great sales letter should be capped with a strong P.S. We are often told that the P.S. is the second most read part of a salesletter. Why? Because after reading the headline, many people tend to skim and scroll right down to the bottom.

It’s like the “second headline,” so to speak, of a good salesletter.

This is particularly true when we know that most people tend to read the headline or the “Dear Friend” salutation, then turn to the closing of the letter to see who signed it or who is it from. Partly out of curiosity. Partly to justify reading it in the first place.

So a postscript is not really a place to introduce new pieces of information that are not supported or discussed in the letter — unless it is meant to arouse curiosity, forcing the reader back into the letter.

It is a perfect tool, however, to get the reader to take action.

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I’ve had the pleasure of meeting Russell Brunson at various seminars. Russell is not only an Internet marketer, he’s also a bright guy.

And recently, he’s proven my assessment to be true.

When he told me I was nominated as part of his Marketer of The Year 2006 Awards, in the copywriting category, at first I was somewhat reticent. But when I saw the list of those I’m up against, needless to say, I was stunned.

Nominees include the likes of Dan Kennedy, Yanik Silver, Armand Morin, Mike Filsaime, Mark Joyner, Rich Schefren, Perry Marshall, Shawn Casey, Joel Comm, Ryan Deiss, and a ton of others!

But here’s Russell’s brilliance.

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One of my former students made me realize something important.

In fact, his point was so well made because he drove it home using the very idea he was illustrating. While his comment was general in nature, I realized how beautifully it applied to copy … Particularly web copy.

But before I explain it to you, let me put the story in context so you can understand. In my Personal Selling class, we were discussing the natural human inclination to illogically and unconsciously assume that there is a parallel between a part and its whole — even when the two are totally unrelated or irrelevant to each other.

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