Why the P.S. in a direct mail appeal letter? Asked the Executive Director…
And I say because it works!
Direct mail appeal letter writing is not your average writing and there just happens to be a technical science behind it.
For one, think about what happens when you read a letter that has a P.S. in it. Don’t your eyes gravitate to it and wonder what it was that the letter writer left out?
Eye motion studies, and yes, there are eye-motion studies, find that the eye is in fact attracted to postscripts.
Who would have known that would be the case!
In fact, it has been found by research that after reading their name (and YES please make sure it is spelt correctly), a donor’s eyes then move to the P.S.
Let’s face it, we are SKIMMERS!
So be sure to put some really salient points in that postcript – “visit our website to donate online,” or “give TODAY before December 31″… well you get the idea.
But most importantly, summarize and call them to act!
