Hi there
You know what? I’m annoyed at something. Something to do with the resell rights people often purchase (or end up with) for various products.
And I’ve really got to get it off my chest. BUT as a man of my word I’m going to stick with what I promised last week and store it all up for next week (and the week after actually). But let me say this. If you’ve ever considered buying the resell rights to a product OR you own the rights and want to have a crack at selling it, then watch out for what I have to tell you…because I’m going to save you a LOT of time and frustration.
OK, now to the business at hand. The humble Post Script.
Actually, the PS isn’t that humble at all. It sits there at the bottom of your sales letter like an anchor, and its extremely important because surprisingly its one of the most often read things in a sales letter. I must confess I don’t know why this is. Perhaps its because people like to flip to the last page to look at the price or offer and it just stands out. Perhaps ‘PS’ suggests it will revealing something new and important. Anyway, the reason why isn’t important right now.
What’s important is that the use of a PS has been tested and proven to be extremely important.
Now, your PSs should include the most important things in your sales copy. So they should emphasise key elements of your message. For example your guarantee, offer or scarcity (why your offer is limited).
Also, you should have an odd number of PSs. So use 1 or 3, but never 2 or 4.
Now, here are the 5 most powerful PSs you can use.
1. Build urgency – get them to understand they must order/book straight away
2. Throw in a surprise benefit – If you’re in a service industry, remind them of another benefit of using you and how you’ll deliver. If its a product then you could tell them about the unexpected benefit an other purchaser discovered
3. Throw in another bonus – If its a seminar it could be another speaker or session. If its a product then it could be another bonus item
4. Summarise your offer – remind them of what they’re getting, what its worth and then…remind them how much they’re going pay
5. Restate the guarantee – a strong guarantee is a big selling point, so make sure you reassure your prospects that they’re protected if their purchase doesnt live up to their expectations
Anyway, its only a short one this week, but its an important one.
But don’t think for one moment that your business or product is different, and this stuff wont work for you. It will. Just learn the lessons from here and implement them. You’ll be very grateful that you did.
OK. Now keep your eyes on your inbox next week for the first part of my two part piece on what to watch out for when reselling products.
All the best,
Hugh
PS Don’t forget that the biggest thing you can get out of these entries is TAKING ACTION. Go on, if you’ve got a current sales letter or web page out now, open it straight away and put in a PS or 3. Then its done. Taking action is as simple as that…not making excuses about why you should do it later instead of now.
<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>
