MAKING YOUR LETTER BETTER WITH A P.S.

The only good letter is the one that gets read. But there are real obstacles to overcome. What happens, according to studies by the Direct Marketing Association, is that 80% of readers first "size up" the letter to determine if it's worth reading. They quickly glance at the letterhead and then skip to the signature of the writer, and then to the lowly postscript. What they read there will either entice them to go back to your letter or trash your mailing package (and investment) altogether.

In essence, your P.S. becomes the headline that pulls readers into the letter or pushes them out, depending on what is said and how. So don't fall into the trap of using your postscript as an afterthought or a way to fill up white space. That approach would be nothing short of disaster no matter how brilliant the letter.

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