Another bite of the Apple: Postscripts for the electronic age
Out in the real world where sales people send physical letters it's common practice to use a postscript, or P.S. at the foot of a letter or proposal. It increases engagement with the item, and gives you a little extra punt at the end of your message.
Truth be known you'll probably find that a percentage of people read the postscript first as it stands out at the bottom of the page. This is by design with companies deliberately folding material into the envelope so the order of viewing is letterhead, footer and finally the body of the text.
It works either way around; If you see it first it distracts you from all the fine print in the body, or if you do read it last it'll to seal the deal with a cherry on the bottom. Either way, it's a powerful addition to the letter when used with care.
Next time you get one of those annoying Readers Digest sweepstakes mailers because your cousin signed you up, don't through it out.
Open it up slowly and think about what you see first, they spend a great deal more energy and money on designing their mail outs than most other companies and have been known to abuse the awesome descructive power of a P.S. more than once per mailout.
So, how to get the same little kick in the tail for your emailed sales pitch?
The nature of email is that you see the header and then scroll down a bit, maybe...
Tags: Are You Part of the Four Percent?
I just bought a pair of shorts. Puma 'essential workout shorts' to be precise. I don't think I've ever purchased a Puma banded product before, although I was aware of their brand. Puma are well known but the only reason I chose them was that I was looking for shorts, and their local outlet store had a sale on when I walked past I the mall.
Now that I've made my first Puma purchase, the likelihood of be being loyal to the Puma brand in the future is very high. Not because the product was cheaper or better than their competitors, although the price was good due to the sale.
Not because an attractive and successful athlete endorsed them, or because they give 5% of all their profits to the crippled outer Galapagos tree frog foundation.
I'm am now converted to the Puma brand and products because I am part of the 4%.
