This May Shock You

You might find this hard to believe, but a lot of people don't read through all of your site.

All of that hard work to get everything just right, but what do they do? They go skimming right through everything, looking for "the bottom line".

Ok, maybe you aren't shocked. In fact, you may find yourself doing it as you browse the web.

Research has shown that many people simply skim the headings on your site and skim down to the bottom of the page. In other words, they want to get right to the point.

Of course in doing so, they are skipping right past many of the benefits and critical points that you have carefully laid out to help convert them into customers.

What To Do

There is a simple way to help overcome this browsing habit. You have probably already seen it used on other sites but it might not have occurred to you why it was there.

The trick is to use a "p.s." at the end of your sales letter ad copy.

The "p.s." at the very end is put there for a couple of reasons:

• to resummarize the more important points of the ad copy on the web site
• to summarize for the first time for those people who skipped right down your web page to see how much things are going to cost them

Now that you know the trick, you will recognize it more often when you come across it. You may even see people using multiple "p.s." lines (p.p.s. p.p.p.s....) to make sure that they get their point across.

Want To Know A Secret?

The "p.s." has a psychological effect on a lot of people.

It almost appears to be a more personal message to you than the rest of the ad copy.

It can even come across as a bit of a secret.

Because of this, visitors are more likely to at least read that portion of the site, even if they skipped everything else.

Applying the P.S. To Your Site

Not every site is appropriate for having a p.s. summarize things but many sites could use it.

It is more appropriate for a "sales letter" type of site but you can also try experimenting with it on your order form. For example your order form could use the p.s. to reinforce their purchase and remind them that they are ordering securely.

This extra reinforcement could be enough to convert a few more sales. Give it a try (if appropriate) and see what the results are.

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