This is part of a free online tutorial about writing sales pages.
If you’ve seen a sales page online or in a direct mail package, you’ve probably seen the P.S right at the bottom of the page. Ever wondered why it’s there and what you should do with it?
I had a reader who once emailed me to say:
Amy, why do you use a P.S in your newsletters? I don’t know why you include it, but I always scroll down and read it.
The answer lies in the questions: “I always scroll down and read it.”
The P.S exists because it’s like an upside down headline. It’s right at the bottom of your page, but…
- It stands out and gets attention
- It pulls people into your copy
It stands out – so make use of the attention
Your customer has just finished reading your sales page. If they reach your P.S and they still haven’t clicked your buy button, it’s another chance to remind them why they should. It’s that last little persuasive nudge to make the sale. You can use it to:
Restate a benefit
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Overcome an objection
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It pulls the reader in
Some readers will skip through the body of your content and end up at the P.S without really reading your sales copy. By highlighting an attractive element of your product or service, you can work to arouse their interests and direct them back into the copy to read more.
Just because the P.S comes after the body copy, doesn’t mean it should be an afterthought. Spend time thinking about what element you want to highlight and treat it like another headline.
This is the penultimate part of this series about writing sales pages. Next time I’m going to create an outline of a sales page that you can use to bring all of the pieces together!