P.S. I Love You

Every promotional/marketing letter you send to potential patients -- and current patients -- should include a postscript.

Why? Because they virtually always get read ... and often before the main body of the letter.

When people open a letter their normal reading progression is to look at the letterhead (who is the letter from), then the salutation (to whom is it addressed), then they go to the end of the letter to see who signed it (they want to know who is *talking* to them).

While they're looking at the signature, they take note of whether there's a P.S. or not. If there is, they'll normally read it. Thus, you should include a P.S. in your promotional/marketing letters and use it to highlight a key offer/benefit/theme the letter talks about. This will usually spur the interest of the reader which usually results in their reading the letter. If they read they letter, you've got a chance.

You can also use the postscript to compliment the reader. People love to be loved.

The reading progression noted above might be altered if the prospect notices something interesting while dropping down from the salutation to the signature. That something interesting might be a subhead promising a specific benefit or any body copy that you highlighted.

Copyright 2007 by Galen Stilson