As I was sorting through my sales letter testing I thought I would pull out the results that were statistically significant to the 99% level.
Most of the results identified pieces that UNsold people from “Word of Mouth Magic”. Sorry, I’m not showing you those 
One of the losers was the P.S.
Even though many copywriters will tell you that a P.S. is a real key to getting more sales, that’s not true every time.
It turns out that statistically there were just two pieces that the MuVar software testing says were really statistically vital to making a sale.
So if I had to do a really, really short sales letter for “Word of Mouth Magic” this would be it…
Yes, it can be really hard to build mega-successful word of mouth… if you don’t have someone to show you exactly what you need to do — someone who has been there ahead of you and can show you the way. In “Word Of Mouth Magic” we reveal it all! We take you by the hand, show you the roadmap, steer you away from the danger zones… it couldn’t be easier.
&
Followed, of course, by some sort of order link eg…
The ultra-short copy version above, or the slimmed down long-copy version?
What’s your opinion?
-Martin Russell
4 Comments
Michel and I were discussing a similar topic. He wrote an article about it: http://www.michelfortin.com/are-bottlenecks-clogging-your-sales/
For example, with a PS, just writing something that starts with “PS” isn’t what makes the difference. There’s got to be some good strategy behind it.
And if you write it correctly it will increase conversion. I’ve definitely written PS’s that had no effect on conversion. I’m not sure I’ve ever written one that hurt, however.
For poor copywriters (and to me that means almost anyone who isn’t writing copy as their full-time work) I think almost anything you do can hurt sales and be as Michel says, a bottleneck.
People who talk about PS almost always imply that re-catching readers who scroll down to the bottom is a good thing. They don’t mention it might damage sales.
For the record, here is the unselling P.S. which was simply a summary of the offer features. It was Glyphius-ized and it had seemed like a good idea at the time
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http://www.hochstadt.com/the-winner-party-celebration-in-the-cozy-lounge
Thank you so much!
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thanks!
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