The Art of the Afterthought

Why Every Direct Mail Appeal Needs a P.S. 

Writing a fundraising letter can be a tough slog. If you’ve ever gotten to the end and asked yourself “do I really need a postscript?” or “now, what the heck do I do for a P.S. line?” then this post is for you. 

First off, a postscript, or P.S., is far more than an afterthought or a space to squeeze in forgotten details. It is, in fact, a potent tool that can add considerable weight to your message and catalyze your recipients' action. 

Today, we'll explore why a P.S. is vital in direct mail and how you can use it to your advantage.

Why a P.S.?

It might surprise you, but the P.S. is often one of the first things people read. 

Driven by curiosity, readers tend to glance at the P.S. before they decide whether or not to read the entire letter. So, a compelling P.S. can be a powerful hook to pull your readers in.

Also, the P.S. sticks around in the reader's mind longer because it's placed at the end of the letter. It's like a captivating final scene in a movie – it leaves a lasting impression, making your message more memorable.

Using P.S. to Your Advantage:

Crafting a strong postscript shouldn’t strike you as a boring chore to be completed at the end of an otherwise powerful fundraising tool. Your P.S. is one of the strongest and most durable items in your copywriting toolkit.

Here’s how to make the most of it:

Call to Action (CTA): A P.S. is an excellent place to repeat or emphasize your CTA. Since it’s often the part of the mail that stands out, readers are more likely to notice and respond to your request. Whether it's a request for a donation or an invitation to an event, a P.S. can underline the urgency and importance of your CTA.

Highlight Important Information: If you have a critical piece of information that you want your readers to remember – like a donation deadline or an upcoming event – the P.S. is a great place to put it. It leverages the psychological principle of the recency effect, where people tend to remember the last thing they read or heard.

Add a Personal Touch: The P.S. can be used to add a personal element to your letter, fostering a stronger connection with your readers. You can share a short, impactful story, a personal anecdote, or express your genuine gratitude for their support.

Create a Sense of Urgency: People are more likely to take action when they feel a sense of urgency. Use your P.S. to create that feeling – remind your readers that their donations are needed urgently, or that there's a limited time to take advantage of a specific offer.

Your Secret Weapon

A well-crafted P.S. is like a secret weapon in your direct mail strategy. It grabs attention, creates a memorable impression, and can significantly improve your response rates. So, the next time you are crafting your direct mail piece, remember to give the humble P.S. the attention it deserves.

Let us help you master the art of effective copywriting. Learn more at www.thebowiegroup.ca

P.S. As we often say, it's not just about what you communicate, but how you do it – and a strategically placed P.S. can make all the difference!