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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.
Copywriter Vincent Czaplyski owns Hampshire Cove Marketing, Inc., which provides copywriting and marketing services and products Subscribe to his free bimonthly newsletter full of powerful marketing tips at http://www.SolidNetGold.com/mh-signup.htm. Contact him at email@example.com