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?
- Many people jump to the end. The PS can spike their interest in reading everything.
- The PS can be a summary for the impatient
- 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.