The power of a P.S. line in direct mail
Direct mail is a tool that has long been used to reach and persuade potential customers. One of the most underrated but powerful elements within a direct mail is the P.S. line. Also called postscript. Although originally a relic from the days of handwritten letters, the P.S. line has evolved into a strategic tool to attract attention, generate interest and reinforce the message. In this article, we dive deeper into the power of a P.S. rule in direct mail and offer tips for effective use.
The role of the P.S. rule
The P.S. line acts as an additional opportunity to capture the recipient’s attention even before the rest of the letter has been read. Because a P.S. is short and sweet, people without exception tend to feast their eyes on the P.S. line even before they actually read the contents of the letter. This makes the P.S. line an ideal place to reiterate the core message, create a sense of urgency or highlight an additional benefit.
Tips for effective use
The purpose of a P.S. line is to persuade the reader, arouse curiosity and prompt them to action. Here are some tips for creating an effective P.S. line in your direct mail:
- Repeat the core message
Use the P.S. line to repeat the main message of your letter. This reinforces the central message and ensures that it sticks, even if the rest of the letter is forgotten. Or is read even fleetingly. - Create urgency
A common tactic is to create urgency. Give the reader a reason to act quickly, such as by highlighting a temporary offer or mentioning limited stock. - Add an additional benefit
Offer an unexpected extra benefit in the P.S. line. This can motivate the reader to read further and take action. - Post a question
Ask a question that encourages the reader to think about their needs or problems that your product or service can solve. This engages the reader in the message. - Make it personal
Use the P.S. line to add a personal touch, such as a handwritten name or a brief thank-you note. This can increase the sense of connection. - Test different options
Experiment with different P.S. rules to see which one works best for your target audience. A/B testing can provide valuable insights on which approach is most effective. Read more about testing here. - Keep it concise
The P.S. line should be short and sweet. Preferably stick to one to two sentences so as not to lose the reader’s attention.
Conclusion
The P.S. rule is a powerful tool in the world of direct mail. It has the ability to hold the reader’s attention, leave a final impression and prompt them to take the desired action. By following the tips in this article and being creative in your approach, you can significantly improve the effectiveness of your direct mail campaigns.
P.S.: Have more questions about the P.S. rule or want to increase the power of your Direct Mail? Let’s definitely talk then! Contact Niels Plomp today at +31 (0) 20 – 4953838 or schedule an appointment right away.