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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