I’ve decided something:
In direct mail, the P.S. is not optional.
I made the mistake of reading an author (hey, in my defense - he’s an industry acknowledged expert) who took a strong stand against including a ‘P.S.’ in direct mail letters.
I took his opinion as freedom from the tyranny of the postscript, and sent out a few letters of my own without them.
And you know what?
They didn’t perform as well as I’d hoped.
They didn’t bomb. But they sure weren’t great.
As a freelancer, it’s hard to make data-driven judgments. I don’t have access to the same testing conditions a larger agency might.
But…I try to keep track of the results of my work. I don’t have the results for every mailing or client – but I have quite a few.
So I looked at the letters that performed the best – wild successes each. They all had a P.S.
And then I looked at the letters that were disappointing to me:
Guess what? No P.S.
Convincing to me?
Is writing a compelling P.S. the least of your direct mail worries? Give me a call! I'm fast, and effective.
What's the most important part of any email?
The subject line.
You can have the best copy in the world - and it won’t matter a bit if no one opens the email.
Let’s get this out of the way right now:
It’s not a question of your reader’s intelligence. It’s a question of their attention span.
You want people to read what you write? Then write as simply as you can.
Short sentences. Short paragraphs. Small words.
(Notice that sentence bolded above? Stats vary, but it’s generally accepted that most people will skim a piece rather than read it. When they skim, their eyes focus on things like bolded /underlined sections. If you want to be sure to get your point across, highlight a sentence or two that summarize the essential message.)
Still here? Some of you aren’t: I lost readers on that last paragraph. A four line paragraph is stretching the limit for online attention…
Those long sentences and big industry terms that you’re sure your prospects will be able to understand?
Sure. They’ll understand them - If they read them…
Which they won’t.
So keep it simple.
Not sure how to simplify your writing? I’ll be glad to help. Give me a call!