Have you seen the movie Inception?
You know, that Leonardo DiCaprio flick that twisted your brain and kept you up for HOURS afterwards, trying to figure out what level of the dream they were in within each world?
Okay. Now, if I told you to think of ONE scene from that movie, what would it be?
I’m guessing you’re picturing the iconic final scene, with the top dancing maddeningly across the polished mahogany table.
Am I right?
BOOM. Clearly, I just proved I’m a mindreader. #endofblogpost
Okay, that actually wasn’t the point of this post aaaaaand I’m actually not a mindreader. (Although I would kill to know what my dog is thinking as he lies curled up on the floor as I write this!)
I just know an important psych principle about why that particular scene stands out.
It’s called the recency effect and it shows that people are more likely to remember something at the end of a list (or movie, in this case) than at any other point in the process.
Why this matters to you, as a solopreneur, is that dialing into this fun fact will help you write more compelling email copy.
…Specifically, by using the P.S. section of your emails.
6 Clever Ways to Use Your P.S. Section
I’ll start off by saying I’m personally not a fan of P.S. sections that simply repeat what’s been said in the body of the email.
A lot of people do it. I’m sure they get good results from it. But it’s just not that creative or interesting.
You want your P.S. section to be valuable for everyone, not just the scanners. And you’ll bore your loyal readers if they see the exact same sentiment in the P.S. section.
So here are six awesome ways to cleverly use your P.S. section WITHOUT simply repeating what you’ve said before.
1. Give a drill-down reason
This is my favorite way to use your P.S. section in a tantalizing way!
Drill down into a point you made in the email body. Then give readers a specific reason why they should click the link.
Giving readers a clear, tangible reason why something benefits them is shown to increase conversions by 75%. So it’s a really smart strategy to use in your emails.
Here’s a great example from Digital Marketer. In the drill-down, they tell you how easy it is to implement what they’re teaching. This piques your interest juuuust enough to want to learn more:
2. Open a loop
There are four critical things you need to know about opening loops:
1. Humans like closure.
2. We’re wired to respond to stories.
3. Once a story is started, we want to see it through to the end.
That’s the whole reason why open loops are so effective.
Once you set the stage for something to happen, our brains crave that sense of conclusion.
…Which is probably why it’s bugging you to no end that I only shared three points above. 😉
(I don’t actually have a fourth point. I totally made up the example for the sake of a teachable moment.)
See what I mean, though?
Opening a loop — aka starting a story, or promising to start one — is a very effective way to keep readers hooked.
Throw an open loop into your P.S. section to maintain interest between broadcasts and encourage people to open the next one in the email series.
Here’s an example from Russell Brunson of DotComSecrets:
3. Give a tasty piece of value
If you’ve been hanging around this space long, you know I’m big on the value-giving.
That’s because the best way to build a lifelong customer base is by constantly providing value, value, and more value.
So use your P.S. section to serve up something satisfying for your readers. It could be a golden nugget that entertains, educates, or encourages.
Not only does this feel good, it also trains your readers to keep reading your emails allllll the way to the end.
In my welcome email series, I tell the story about how I caught the attention of one Gary Vaynerchuk using a few simple copywriting techniques.
I considered using an open loop in the P.S. to get them to read the next email where I spill the secrets. But in the end, I decided to reveal a juicy piece of my strategy in the P.S. section instead.
I lay it all out for them and provide photographic evidence of how I made it happen to give readers an instant payoff, instead of making them wait for the next email.
(If you want to see this example in action, click here to join my email list. You’ll receive the entire welcome series (you’ll find this particular P.S. section in Email #2) along with other copy-related treats!)
4. Answer FAQs or address objections
Adding in short, punchy info to address key concerns is another great way to use your P.S. section.
To do this, you need to really know your audience well and understand what might be holding them back from purchasing your product, reading your blog post, or taking action on whatever you’re asking them to do.
So address it head-on in the P.S.!
Here’s an example of this type of P.S. call-out from Melyssa Griffin.
(Sidenote: I personally would have linked “PHQ” to her sales page to make it easy to click over and learn more. But you get the idea!)
5. Use an image
An image can do wonders to spice up your P.S. section. It adds visual interest and catches a reader’s eye, especially after reading a lot of text.
So mix it up from time to time and try out an image in your P.S. section. If you can add your CTA on the image to guide readers, (like Adrienne Dorison does below) even better!
Make sure to link the image to the destination url so readers can easily click it.
6. Link to your sales page
Yep, I’m giving you permission to go on ahead and do it!
BUT don’t just say something cheesy like “buy now!” with the link. That’s not going to compel anyone to click.
Instead, be strategic about this. Think about where a reader is in the launch process and which CTA will appeal to them most.
In this email below, Jeff Walker shares some details about his coaching program along with a CTA of “CLICK HERE for details about PLF.”
This was one of the first emails in his sales sequence, so it makes sense that the CTA would be to “get more details,” rather than “sign up” or “buy now.”
There are countless ways to use your P.S. section to increase engagement, click-through-rate, conversions, and of course, build your relationship and develop your brand.
To learn more about creating powerful emails that make people take action, sign up for my free training on welcome email sequences.
You’ll learn the five biggest mistakes people make with their email sequences and what to do instead.
Click the graphic below to watch instantly!
join the convo
Which of the six ways to use your P.S. section is your favorite?
How else do you use your P.S. section to punch up your emails?
And, importantly, what other movies have a final scene that haunts your dreams?