Yesterday I ended my letter with a question.
I asked if you wanted to know why the P.S. works.
You replied.
So here is the answer.
One of the most important lines in any email is not the subject line.
It is not the headline.
It is the P.S.
Eye-tracking studies prove it.
Readers read five to seven lines.
Then they skip to the bottom.
They want to know what you want.
And the P.S. tells them.
This is not an accident.
It is human nature.
We are busy.
We are overwhelmed.
And we want the bottom line.
So we skip to the end.
That means your P.S. is not an afterthought.
It is a second headline.
It is a second chance to make your point.
Here are three ways to use it.
1. Restate your offer.
If your reader missed it in the body, the P.S. gives it to them again.
There is no shame in repeating what matters.
2. Add urgency.
The body makes the case.
The P.S. closes the deal.
"Tonight only."
"Five spots left."
"This week only."
These work because the P.S. is where decisions happen.
3. Ask a question.
My favorite.
A question in the P.S. is an invitation to reply.
And replies are gold.
They tell you what your reader is thinking.
They tell you what to write next.
They build the relationship.
So here is what I want you to do today.
Write your next email. Doesn’t have to be a newsletter or selling email - when done right this works with personal email as well.
Then write your P.S. first.
Yes, first.
Decide what you want the reader to do.
Put that in the P.S.
Then write the body to support it.
Your email will be stronger.
Your results will prove it.
Hit reply and tell me - which of the three will you try first?
To your success,
Charlie
P.S. Now you know why the P.S. works. The only question left is this - are you going to use it? Hit reply and let me know what your next P.S. will say.