In working with a new client on a direct mail piece, I was reminded of a tried-and-true creative technique for capturing the attention of your audience: the P.S.

Use the P.S. (literally postscript) to summarize your key point and call-to-action. This single sentence is your opportunity to restate your proposition in a way that will grab your reader’s attention.

And, more importantly, the P.S. will be read by up to 90 percent of those who open the mailing. Enough said.

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