P.S., I love you

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From Direct magazine:

    "Read almost any book on direct mail and it will tell you that every letter you send out should have a P.S. Why do the experts love the P.S.? Is what they say true? What should you say in your P.S.?

    "First, the last word is second – in terms of units of a letter that are most frequently read. The headline or Johnson box is first, of course. Why is the P.S. second? Because after reading the head, recipients let their eyes fly down to the signature. And the P.S. is right under the signature. (Unfortunately, too many mailers don’t think a signature –not just a name and title – is necessary, so they can’t really benefit from the P.S.)"

OK, I guess I've learned my new thing for the day! This might come in handy for your next promotional mailing--but don't use a P.S. on everything. According to the article, "Steer clear of the P.S. in very short letters to anyone. After all, the P.S. is supposed to be an afterthought, and in composing a short letter you don’t have too much to think about."

You can use those postscripts to repeat your main point and/or to give potential attendees yet another reason why your meeting is a must-attend.

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