Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing / How a P.S. Doubled Response on a Sales Letter
Transcript
- Lucas: So, Luna, I was going through some old direct mail files the other day, and I kept stumbling on the same thing: the postscript. The P.S. And it hit me how often we ignore it in modern copywriting, even though it's one of the most-read parts of any sales letter. Luna: Right? I mean, I've heard that the P.S. is the second thing people read after the headline. But is that actually true? Lucas: It is, and there's a classic study that backs it up. Back in the 1980s, a direct mail researcher found that 79 percent of readers who opened a mailing read the P.S. before they ever got to the body copy. That's a staggering number, and it's why the P.S. is such a powerful place for a final nudge. Luna: So why do so many of us treat the P.S. as an afterthought? Like, just a quick 'oh, by the way'? Lucas: Because it's called a 'postscript' — it's literally 'written after.' But in practice, it's the opposite. The P.S. is prime real estate. And the best copywriters treat it as a strategic element, not a throwaway line. Luna: What are the functions of a good P.S.? I feel like there's more to it than just repeating the offer. Lucas: There are at least four. One: restate the offer, but in fresh words. Two: add a new reason to act — maybe a deadline or a bonus. Three: overcome a remaining objection. And four: make a personal, almost handwritten-style connection. The best P.S. often does two or three of those at once. Luna: And you mentioned a real-world example earlier. What was that? Lucas: There's a well-known case from a financial newsletter. They had a control letter that was pulling a 2.1 percent response rate. They added a single P.S. that said something like, 'P.S. — If you respond within 10 days, we'll throw in a special report on dividend stocks that pay 7 percent or more.' That one line lifted response to 4.3 percent. More than doubled it. Luna: Wow. A single P.S. doubled it. So what made that work? Was it the deadline, the bonus, or something else? Lucas: It's the combination. The deadline creates urgency, the bonus adds value, and the placement in the P.S. means it's seen by the most eyes. It's a triple whammy. Luna: So, if listeners are writing a sales letter or even an email, what's the quickest win they can apply today? Lucas: Write the P.S. first. Before you even draft the body, know what you want that final hook to be. Then reverse-engineer the body to lead there. It's a discipline that forces clarity. Luna: That's a great tip. And honestly, this kind of practical insight is why so many people listen to this show. It's like we're giving away the playbook, but there's always more to explore. Lucas: Exactly. And if these conversations have sparked something you've actually used in your own writing, that's the best compliment. It's also why listener support means so much — it keeps this show ad-free and independent. Luna: Yeah. If you've gotten value from these episodes, and you want to help us keep going, you can support us at buy me a coffee dot com slash fexingo. It's a simple way to say thanks. Lucas: And every bit helps, no matter the size. Now, back to the P.S. There's another layer to this that most people miss: the psychology of recency and primacy. Luna: Oh, that's a good point. We remember the first thing we read and the last thing we read. The P.S. is the last thing, so it's got a natural advantage. Lucas: Right. The primacy effect means we remember the headline. The recency effect means we remember the P.S. So those two bookends do most of the heavy lifting. The body is often skimmed, but the headline and the P.S. are where the decisions are made. Luna: So if someone only reads your headline and your P.S., what do you want them to take away? Lucas: That's the question. You want the headline to grab attention and the P.S. to close the sale. If they only read those two, they should still get the core promise and the call to action. Luna: And that's why a P.S. that just repeats the offer in a boring way is a wasted opportunity. It's got to have a little extra something. Lucas: Exactly. Let's break down the four functions again with examples. Restating the offer: 'P.S. — Remember, you get the full 12-month subscription for the price of 10.' Adding a new reason: 'P.S. — Respond by Friday and the shipping is on us.' Overcoming an objection: 'P.S. — You're covered by our 30-day money-back guarantee, so there's no risk.' And the personal touch: 'P.S. — I wrote this letter myself because I believe in this product, and I think you'll love it.' Luna: That last one sounds almost like a note from a friend. Does that personal touch actually work? Lucas: It can, if it's genuine. There's a famous example from a small publishing company that added a handwritten-style P.S. from the founder, mentioning a personal story about why they started the company. Response rates jumped by 25 percent. Luna: So it's not just about the words — it's about the perceived authenticity. Lucas: Right. And that's something you can't fake. But you can train yourself to write in a more personal voice. The P.S. is a great place to let your guard down a little. Luna: Now, what about the placement of the P.S. in an email? I feel like it's different from a physical letter. Lucas: In emails, the P.S. still works, but it's often at the bottom, after the signature. And with mobile, people scroll fast, so the P.S. might get seen less. But if you use a P.S. in an email, make sure it's visible without too much scrolling. Some marketers put it right after the main body, before the signature, to keep it high. Luna: So it's about testing. Like everything else in copywriting, you've got to test. Lucas: Absolutely. The P.S. is not a silver bullet, but it's a high-leverage element that's often neglected. And the best part is, it's easy to test. You can A/B test a letter with and without a P.S., or test different P.S. angles. Luna: And you mentioned that the P.S. can salvage a weak body. How does that work? Lucas: If your body copy is a bit dry or meandering, a strong P.S. can bring the focus back to the offer and the urgency. It's like a closing argument in a trial. Even if the jury zoned out during the middle, the last thing they hear is your best point. Luna: That's a great analogy. So, for someone about to write a sales letter, what would you say is the one thing they should do today? Lucas: Write the P.S. first. And make it specific. Don't say 'act now' — say 'respond by Friday to get the free report.' Specificity beats generic urgency every time. Luna: And that's a little takeaway listeners can use right away. I know I'm going to start looking at P.S. lines in every email I get now. Lucas: Same here. It's one of those hidden-in-plain-sight techniques that separates professional copy from amateur stuff. So next time you're writing, give the P.S. the respect it deserves. Luna: Absolutely. And if you want to dive deeper, we'll have more copywriting episodes coming your way. Until then, keep writing, and don't forget the postscript.