Never end without a PS

One of the most well-known secrets of direct response copywriters is the simple PS.  And yet you’ll rarely find a PS in a nonprofit communication piece (unless it’s written by a professional copywriter).

Why is the PS so important?

  1. Many people jump to the end.  The PS can spike their interest in reading everything.
  2. The PS can be a summary for the impatient
  3. The PS can emphasize the most important benefit – or the ask

Multiple PS’s, will almost invariably outperform a single PS.

Your ED will say it’s “tacky” or tell you that nonprofit’s “don’t do that.”  Your board president will have a fit.  Ask them if they want to play by the rules or if they want results.




3 Responses to “Never end without a PS”

  1. Betsy says:

    This is so true! Think of how many times you get a letter in the mail, or an e-mail, and just barely skim through it while reading the end to catch the drift of the entire letter. By having a quality ps, you can actually encourage readers to go back through the letter and read more. Great tip for
    nonprofit marketing! Especially smaller nonprofits that are just starting out.

  2. jana says:

    When using a P.S. How many sentences are appropriate? Should it be asking for action or serve as a reminder of an upcoming event?

  3. Pamela Grow says:

    You know Jana I think that it depends. In Lisa Sargent’s re-write of a reader’s thank you letter (http://www.pamelagrow.com/1079/how-hopefound-says-%E2%80%98thank-you%E2%80%99-and-how-they-can-help-you-say-thank-you-too/), she uses the PS to invite the reader to visit the org’s website – and reiterates the thank you. Test.