1. Michel Fortin shared with me that you should use 1 PS, or 3PS’s… and never 2 PS’s. Michel’s tests showed 2 PS’s almost always convert the worst.
2. Treat PS’s as valuable real estate and put your best selling arguments here. Restate the main benefit of your product, the guarantee, … and/or even a true PS (as in a valuable sales argument you didn’t share in the rest of the copy).
3. If you use 3 PS’s, put your most powerful argument (usually your scarcity) in the 2nd PS and include an order link.
Stephen Dean: Excerpted from Stephen Dean’s Blog
