One of the most ven­er­a­ble and com­mon ele­ments of good saleslet­ters, fol­low­ing the head­line, is the post­script or “P.S.” at the end.

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, because after read­ing the head­line many peo­ple tend to scroll or jump to the bottom.

It’s like the “sec­ond head­line,” so to speak.

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.

Includ­ing a P.S. in your copy may not always be nec­es­sary. I’ve seen some great, proven saleslet­ters that did not have any post­scripts at all. But if you do include one, don’t add it just for the sake of adding one. Make sure it does the job.

In fact, you shouldn’t use a P.S. the way it’s sup­posed to be used…

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