P.S. Up to 90% of people read your PS before your letter. 😅

You want to perfect your PS.

The great news is that a compelling, high-converting PS is usually a simple reiteration of your offer. But it's a bit more than that.

You need to smush these 3 things into your PS: your offer, urgency (DEADLINE), and a strong ask.

For the love of everything, please do not ask them to pray. Don't ask them to consider. ASK FOR A GIFT NOW. All hope is not lost if your letter is currently a the printer. 😉

We still have EMAIL! You should be sending a chaser email that mirrors your direct mail appeal.

You want your EMAIL to hit their INBOX around the time your reader gets their snail mail letter.

As much as you hate it. Repetition is your forever best friend if you're going to be in direct response marketing or fundraising.

Jerry Huntsinger is old school. He has a great post on SOFII about how to craft a great PS. Lee Marc Stein is another classic direct-response expert. You can look into their work if you want to get granular. We know their stuff still works because it's tested over and over again at scale.

Would love to hear your thoughts! 😌