Marketers and writers are always looking for ways to make their messages more compelling, memorable, and actionable. While subject lines, headlines, and calls to action get much of the attention, there’s an often-overlooked secret weapon in marketing communication: the postscript (P.S.). This simple yet powerful element can significantly enhance engagement, reinforce key messages, and drive conversions.
Why the P.S. Works
P.S. comes from the Latin post scriptum, which translates to “written after.” In traditional letter-writing, a P.S. might be an afterthought, something the author forgot to include in the body of the letter. It saved writers from having to rewrite an entire letter, just to include an important comment. In marketing, a P.S. serves a different function. Here are some of its key uses:
Captures Attention
Many readers skim through content, and studies show that after headlines, the P.S. is one of the most frequently read elements in an email or letter. In fact, 90 percent of people read the postscript before the rest of the message. It naturally stands out, making it a great place to highlight important points.
Reinforces the Core Message
The postscript allows you to restate your most important message in a concise and engaging way. Whether it’s a key benefit, a deadline, or a compelling offer, the P.S. ensures it sticks with the reader.
Encourages Action
By including a clear call to action in the postscript, you create another opportunity to persuade your audience. Whether it’s “Click here to learn more” or “Sign up now before the offer expires,” the P.S. can boost conversions.
Adds a Personal Touch
A well-crafted postscript can make a message feel more personal and conversational. It’s an excellent place to add a friendly remark, offer appreciation, express urgency, or even include a testimonial for added credibility.
The P.S. allows writers to add an additional thought without disrupting the flow of the main message. It conveys a critical message quickly and effectively and helps readers spot essential information quickly and easily.
How to Use the P.S. Effectively
There aren’t hard and fast rules for using a postscript in marketing, but here are some recommendations for getting the most out of the message:
Format the P.S. Correctly.
The accepted standard is P.S. (capital letters with periods and no spaces) followed by a colon or em dash. Consider bolding P.S. for extra attention.
Put It In Its Proper Place.
The postscript should follow the sender’s name. This emphasizes it as an afterthought. Consider using a line between the postscript and the signature to create visual separation. In an email where a personalized signature block includes a name, job title, company, phone number, website, logo, or other information, place the postscript above the signature block to make it more prominent. You could even customize your automated signature to include a postscript message and rotate them monthly. Example:
Best,
[First Name]
P.S.—Be sure to check out our newest white paper on book publishing!
[Full Automated Signature]
Keep it Short.
The postscript should be no more than three lines long. Any longer, and it becomes a block of text that the reader will skip over.
Restate or Add an Additional Offer.
If the postscript is part of a sales or promotional email, reinforce the key benefit or details to ensure it stands out. The P.S. is also the ideal place to add extra value, such as a discount code or freebie, to your message. This might be the extra push needed for target audiences who are on the fence when it comes to making a decision. Example: P.S.—XYZ helps automate social media posts in just a few clicks. Start your two-week trial now!
Create Urgency.
Use the postscript to highlight a limited-time offer or a fast-approaching deadline. Example: P.S.—There are just five spots left for our live webinar—reserve your spot now!
Include a Question.
A question at the end of your message can help elicit an emotional or actual response from readers. Example: P.S.—Tired of low email open rates? We can help boost your email engagement. Schedule a call with one of our experts.
Personalize the P.S.
While marketing messaging should always be tailored to target audiences, this is especially true for a postscript. Speak directly to the reader by using their name or addressing a specific concern. Example: P.S.—Bob, I’ve reserved a special discount just for you. Use BOB10 at checkout to save 10%!
Have a Little Fun.
Don’t be afraid to show a sense of humor in the postscript. That said, a single lighthearted comment is enough. Excessive or inappropriate humor is unprofessional. Example: P.S.—Bring your questions and a healthy dose of caffeine—we may need it!
The Bottom Line
In marketing communication, every element counts, and the P.S. is no exception. A well-crafted postscript is like dessert for your messaging. Whether in emails, direct mail, landing pages, newsletters, or social media posts, an effective postscript can be the difference between a missed opportunity and a successful conversion. Don’t underestimate this small but mighty tool—start leveraging the power of the P.S. in your marketing today!
P.S.—Why do writers always feel cold? Because they’re surrounded by drafts!
