In copywriting…
“P.S.” doesn’t stand for “Post Scriptum.”
It stands for “Pebble in Shoe.”
Let me explain…
The best “P.S.” sections are the ones that throw a pebble in your shoe. So that as you walk away from the email… or the sales letter… you can’t stop thinking about the offer you were exposed to. Because every step you take, the little pebble in your shoe jabs you. Reminding you of the pebble’s (read: “offer’s”) existence:
Step… Step… Step…
Ouch… Ouch… Ouch…
So how do you do this?
How do you “throw a pebble in your reader’s shoe” with your P.S. section?
One of my favorite ways is to add one final, concise, well-crafted pitch. Dig deep into the reader’s pain point one more time, concisely… or maybe confront one of their lingering objections head on… and then re-state the offer. And make it sound kind of “ultimatum-ish”:
P.S. If you’re still unsure about whether this is for you… I totally get it.
But let me say one last thing: the proof is in the pudding. My students are out there KILLING it. And they were NOT that good when they started. Just ask them; what they accomplished, they accomplished through this program.
…and if they can do it, so can you. I fully believe that. So let’s sign you up before I end my special offer tonight. Click here to sign up.
Get the idea?
That’s not the only way you can effectively use your “P.S.” section – but it’s one of my favorites.
If you want to try using your “P.S.” to do something else, that’s fine.
Just remember the goal of this section:
You’re trying to leave the reader with one, final “sticky” thought that’s gonna swish around in their minds as they walk away… and eventually cause them to come back to the letter, pick up their phone, and dial the number.
So I repeat…
In copywriting, “P.S.” doesn’t stand for “Post Scriptum.”
It stands for “Pebble in Shoe.”
