Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing / How a Single Question in the P.S. Lifted Response Rates
Transcript
- Lucas: So, Luna, I was digging through some old direct response files this week, and I kept coming back to the postscript. The P.S. is the Rodney Dangerfield of sales letters — it gets no respect, but it's often the most read part after the headline. Luna: Really? I mean, I know a lot of people flip to the P.S. first, but is it actually that powerful? Lucas: It can be, but only if you use it right. And here's the angle that caught my eye: there was a case study from a B2B software company in 2024. They tested a P.S. that was a simple question, not a summary or a reminder. The question was something like, 'Want to see how this works for a company like yours?' And that one question lifted their response rate by eighteen percent. Luna: Eighteen percent from a single question? That's substantial. What made the question so different from a typical P.S.? Lucas: The key is that it's a question, not a statement. A statement invites agreement or dismissal. A question creates a conversation. It puts the reader in a position where their brain automatically starts to answer. The company in the study had a pretty dry product — enterprise scheduling software. Their old P.S. said, 'Contact us to schedule a demo.' New one asked, 'Want to see how this works for a company like yours?' See the difference? Luna: Yeah, the old one is a command. The new one is an invitation. It's almost like you're asking for their opinion. Lucas: Exactly. And that's the thing — questions are one of the most underrated tools in copywriting. We've talked about headlines, metaphors, even commas. But the question in the P.S. has a unique job. It re-engages the reader right when they're about to put the letter down. The P.S. is the last thing they read, so it's your final chance to spark a response. Luna: So the question is kind of like a cliffhanger. It leaves them with something to think about. Lucas: Right. And it's not just about open-ended questions. The company tested a few variations. They tried 'Would you like to learn more?' That one did okay, but it was too vague. The winning version was specific — it referenced the reader's industry and the use case. It felt like a human actually read their file. Luna: So specificity beats brevity. Makes sense. But how do you know what question to ask? Is there a formula? Lucas: There's a structure. The best questions in a P.S. are short, relevant to the reader's situation, and they imply a benefit. 'Want to see how this works for a company like yours?' implies that you'll get a tailored view. It's not just 'want a demo?' It's 'want to see how this solves your specific problem?' Luna: I can see that working in email too. I've seen newsletters that end with a question and I'm more likely to reply. Lucas: That's exactly the point. A question is a low-friction way to get someone to respond. And in a P.S., it's almost a conversational loop — the reader answers in their head, and then they're more likely to take the next step. The company in the study saw a big increase in replies to their follow-up emails, not just the initial demo requests. Luna: So the question has a ripple effect. It's not just about the immediate response; it primes the reader for later interactions. Lucas: Exactly. And that's why I think this technique is so potent. It's a low-effort change. You're not rewriting the whole letter. You're just rethinking the P.S. If you're writing a sales letter or a marketing email, ask yourself: what's the one question I could ask that would make a reader want to raise their hand? Then put it in the P.S. Luna: But don't you think there's a risk of it feeling gimmicky if every P.S. starts with a question? Lucas: Sure, but that's true of any technique. The rule is, the question has to be genuine. If you're just tacking on 'So, interested?' it's going to feel lazy. But if it's tied to the core benefit, it works. And the research backs that up — the study also tested a P.S. that was a rhetorical question, like 'Ready to save time?' That didn't perform as well because it was too generic. Luna: Makes sense. So the question has to feel like it's coming from a specific person who understands the reader's world. Lucas: Exactly. That's what makes it conversational. You're not broadcasting; you're inviting a reply. And that's the secret to the P.S. — it's the place where you can drop the formal sales voice and talk to the reader like a peer. A question does that naturally. Luna: I love that. And it's a good reminder that the best copywriting is about human connection, not just clever phrasing. Lucas: Absolutely. And here's a thought — we talk about this all the time on the show, and if you've picked up a tip or two that you've actually used, that's exactly what we hope for. We keep this podcast ad-free, and that's a choice we make on purpose. We want these conversations to be useful, not interrupted. If that matters to you, you can support the show at buy me a coffee dot com slash fexingo. It's a simple way to keep it going. Luna: Yeah, and it really does keep us independent. We don't have to tailor our advice to sponsor demands. We can just talk about what we think is actually effective. Lucas: Right. So, back to the question in the P.S. — one more thing. It's not just for sales letters. You can use it in fundraising emails, even in a follow-up after a meeting. The principle is the same: end with a question that shows you're listening and that you believe there's a next step. Luna: I think that's a great takeaway. The P.S. is your last chance to be memorable. A question makes it personal. Lucas: And if you're not using a P.S. at all, you're leaving money on the table. It's one of the highest-read sections of any letter. So give it a job. Ask a question. See what happens. Luna: I'm going to rewrite the P.S. on our next product update email right now. Thanks for the tip, Lucas. Lucas: Anytime. That's what we're here for.