Secret #3: Once she can picture your promise for herself, she’s ready for logical proof.

You’ve got her where you want her. Your words have carried her away to some place in her imagination where your product makes her feel more powerful, sexier, smarter, more beautiful – whatever. She really wants to believe it – all of it. She’s letting her mind run a little wild. She’s got top down on car you want her to buy. She’s downshifting into third gear coming around a hairpin turn. Her hair is blowing in wind, sun is on her face and a blue ocean sparkles in background.

But around next corner is Ms. Skeptic, just waiting to throw cold water on this carefully crafted picture.

It’s your job to make sure she never even sees little Ms. Skeptic. You reassure her with testimonials. You tell her salt air won’t harm paint job. You let her know that this car has best safety record of anything in its class, and she’ll never have to worry about breaking down again. In other words, you give her logical reasons to justify her emotional decision.

Secret #4: Your copy should focus on a single primary benefit – your Unique Selling Proposition

Every product should have one special selling point that sets it apart from every other product in its class. It’s your job to find out what that Unique Selling Proposition is and never let your prospect forget it. It’s OK to mention other benefits, but you should drive home USP more than any other point.

Recognize these classic USP’s? They sold a lot of products…

“We’re number two – we try harder.” “Your pizza delivered in 30 minutes or less, or it’s free.”

Secret #5: Always include a specific offer and ask for action.

You’re almost there. You’ve made her a promise that hooked her emotionally. You helped her see herself living that promise. You gave her plenty of proof that she was making right decision, and you stressed your product’s USP throughout your copy.

There’s just one thing left to do. You look her in eyes and state your offer clearly. Then tell her what she must do to get it. In other words, you close sale.

To summarize: • Make a PROMISE • Let your prospect PICTURE benefits • Supply PROOF that you are telling truth • Stress UNIQUE SELLING PROPOSITION • CLOSE sale by making a specific OFFER.

How does one write an emotionally appealing P.S.? Here are three examples.

The first tugs at heartstrings of its audience, potential buyers of a United States Historical Society stained glass plate commemorating World War II Battle of Iwo Jima. It describes an additional benefit not previously mentioned in letter, and does so in an emotionally appealing way.

“P.S. In years to come, this treasured work of art will be a reminder – perhaps to generations yet unborn – of America’s finest hour.”

The next one comes from a sales letter seeking subscribers to The Economist magazine. The body of sales letter describes magazine as read by “… presidents (of countries, banks, universities and Fortune 500 companies).” The P.S. plays to this sense of exclusivity, a sophisticated emotional appeal that probably hooked a lot of new subscribers.

“P.S. As mentioned earlier, this invitation is non-transferable. It is valid in your name only. If you decide not to accept my offer, please do not pass it along to anyone else. I would prefer you simply discard it. Thank you.”

The last example is from a sales letter for Prostanol, a men’s prostrate health supplement. The copywriter could have just blandly stated guarantee. But with fear of contracting prostrate cancer on minds of many men over age 40 (the target audience here), P.S. was written instead in an emotionally attention getting way that is much more effective.

“P.S. I’ve seen men who were completely distraught from debilitating effects of poor prostrate health come back to life again. That’s how powerful this formula is and why I can confidently offer you my unequaled guarantee: unless Postanol works for you in just weeks, IT’S FREE. I’m that confidant in this scientifically-proven formula.”

To summarize, decide what you want P.S. to accomplish, then write it in such a way that it strikes an emotional chord with your target audience. If you do, it won’t matter that it may be one of first parts of letter read by your prospects.