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Summary and Postscript
We are wired to learn through repetition.That's why you want to repeat the most important benefits of your offer and product in an informative summary that is placed right before the order button.
Rather than write out the summary in paragraph form, create a bulleted list. Many people scan sales copy looking for things that catch their eye. What catches most folks eye includes:
- headings and sub-headings
- bold and italicized text
- images
- colored text or highlighted text
- blockquotes
- postscript
- lists
The main point here is to remind your potential customers of all the goodness they get by purchasing your product. Put all the goodies right before the order button so it's one small step from the benefits they want to the button to click to get them.
The Postscript
I'm sure you've seen a "PS" at the bottom of sales letters. It's not there because the copywriter remembered something important to add, like we might do when writing personal letters. It's there because it's one of the most read parts of a sales page.That's right, the humble postscript commands attention!
What you put in the postscript can vary greatly. Many marketers use it to recap the most important benefits, but if you do that before the buy button as suggested above, it doesn't make sense to do it again. Here are some effective ideas for the postscript:
- Remind folks the risk is on you because of your rock-solid guarantee.
- Use it to cite a testimonial. Something like:
Of course, don't use that specific comment. You'll have to use the words you actually get from a real testimonial. Be sure to keep a copy of any testimonials you use for your records. You might want to link to the full testimonial if there's more to it and it's good.
- Use it to tell people of what they stand to lose if they don't buy your product. For example:
Fill in the blank with whatever your product is designed to do.
- Use it to offer last minute social proof. For example:
- People find change uncomfortable, yet they want better results than they're getting. Use the PS to challenge people's thinking. For example:
- Use the PS to establish a sense of urgency:
Place a time limit on a bonus product or add-on service.
Place a deadline on a sale price.
Place a limit on the number of products available.
Offer a free upgrade to the next version if they buy this version before a deadline.
There are lots of ways to add urgency. If people think they will miss out on something they want, it's a strong motivation for them to buy now.
Just don't treat the postscript as an afterthought because it's really one of the most important parts of a sales page.
