Ray Jutkins

Seventy-nine percent of donors and prospects who open direct mail appeals will read the postscript first, maintains direct mail copywriting and creative consultant Ray Jutkins. Only the running headline and Johnson Box at the top of the letter fetch more attention, he says, and a good P.S. can help you reach your direct mail objective by restating the benefits or offer, or urging action. “The primary thing not to do with your P.S. is state a new fact, introduce a new idea or start fresh with a different thought,” Jutkins cautions. “The P.S. is a place to repeat the call to action, remind the