Whenever you write a promotional letter, whether it is part of a traditional direct mail piece or inside your catalog, you should always include a P.S.

Why? Because research has shown that 60% of people read a P.S. before they read anything else. It only makes sense that your P.S. should contain compelling information that peaks the readers interest to "read on".

Here are some tried and proven ways to write an effective P.S.:

1. Repeat your main offer in a nutshell.
   
   
2. Urge the reader to take action now -- before the deadline expires.
   
   
3. Add an extra bonus to the sale.
   
   
4. State your "unconditional guarantee of satisfaction".
   
   
5. Remind the reader of how many other satisfied customers have purchased your product.
   
   
6. Offer an additional savings to buy now.
   

Adding this powerful marketing message to all your correspondence will increase your response and revenues. So, use it often!

ABOUT THE AUTHOR
This article was written by Carol Ann Waugh, President of Xcellent Marketing a marketing and new business development firm. Xcellent Marketing offers a variety of marketing services to help education and reference publishers increase their sales and profits from; identifying new markets; providing critiques of Web sites and marketing communications such as direct mail, catalogs, space ads, etc., as well as developing effective marketing plans and strategies. Carol is the co-author of i-Tips 2000: The Insiders' Guide to School and Library Marketing and co-editor of The Experts' Guide to the K-12 School Market books published by the Internet Monitor (http://www.internet-monitor.com) Carol can be reached at cwaugh@xcellentmarketing.com or by calling (303) 388-5215.