As important is the body of the mail – that is where the reader will decide whether he/she likes the tone of communication, the appropriateness of the offer, and the value of it, of course.

Where in this grade of importance lies the ending of the mail differs from time to time, but the actual vitality of it is unarguable – sometimes it is the most important, sometimes all parts are equally vital. Depending on the creativity, the author can even make any part, or any phrase the most selling and vital.

Here below are some tips for improving the P.S. of a direct mail to make it work for you (from Ray Jutkins):

1. Be either “hard” or “soft” but never be vague. You either suggest that the readers “think” or “do”. You’ll have to choose one of the ways depending on the situation at hand
2. Remind the reader of a special offer, or a gift for responding
3. Stress the guarantee policies, to make the reader feel safe about placing an order
4. Talk about what they’ll earn, or win, or save by doin business with you
5. Repeat the service/product benefits. Choose no more than 2 or 3 bullets with key advantages
6. Repeat your contacts: your phone number, fax, email, postal address etc. Push the customer who has finished reading, to do his/her emotional purchase right away
7. Make a specific limited offer. Deadlines do draw attention and call to quick action. An offer can be limited by quantity or time. Time would be preferable, since it is more transparent for an outsider, and thus, easier to follow
8. Use testimonials in the end. References from person with whom the readers can indentify themselves will increase the attractiveness of the offer immensely
9. Summarize the message in one paragraph. Bring out the most valuable positions in the offer to this ending paragraph. Remember to KISS the reader (“Keep it Short and Simple”)
10. Repeat your call to action one last time in the end. Make this final push that will make the reader reach for the phone

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