Why you should include a P.S. Statement in your sales letters

The PS or post-script is often said to be the second most important part of the sales letter after the headline. With this in mind, I did a small sample survey of my friends and colleagues about the P.S. statement. Over 90% of respondents said that they glance at it while some (15%) really take the time to read it.

While this little survey is by no means quantifiable or statistical, it does show that the average reader reads the P.S. statement.

Given that people are generally time poor and reading has become glancing, here are four things to think about when writing an effective P.S. statement to suit your business.

1. Emphasize Action

All SMEs should write direct response sales letters. The call to action is so important. With your P.S. statement, you can emphasize that the reader must act now to avail of time limited bonus or special offer. It’s all about picking up the phone now and placing the order or finding out more about you.

2. Restate Benefits

Write a one liner summarising your product’s main benefit and why the reader really needs it. People buy for two reasons - they want a problem solved or the product/service produces a certain feeling or emotional response. Remind them why your product/service is the best product or service on the market.

3. Explain your Guarantee

If you talk about a guarantee on your sales letter, you can restate it here. Explain why you are giving the guarantee (relationship building etc) and tell them that you are absorbing the risk. Tell your readers that buying your product is a no-brainer - it’s a win-win for all.

4. Redefine your Unique Selling Point

Take the time to write a line about what makes you different. Why should someone buy from you over someone else. If it’s credibility that a reader is looking for, state it. If it is success stories, give details of some. Whatever makes you different to your competitor, restate it here.

So in summary,

Writing good sales letters takes time and at Achieve Marketing, we know all about it. We take time when we have a copy-writing job to do. If we take the time, then you should also.

Think about using the P.S. statement as giving that final push for sales but remember, too many P.S. or P.P.S statements make you look desperate for the sale. Don’t waste the last opportunity to make or break the sale. Make the sale by thinking carefully about your P.S. Statement.

Banking Credit Questionnaire

I received an email from Ronan Dennedy, the CEO of Louth CEB.

The County Enterprise Boards, nationwide, are conducting a survey on the impact current Bank lending arrangements are having on the small business sector.

I’m putting the link to the survey here, for any small business (operating out of Ireland) has less than five mins to spare.

www.surveymonkey.com/s.aspx?sm=2_2b7MxqVFTXf2jpDQ4Z_2f7ZQ_3d_3d

It’s open until Tuesday, 30th June cob.

Good News Thursday - 6th May

The celebrations of Leinster beating Munster have put a dint in my gathering of good news stories this Thursday. Or perhaps it’s the weather - we are all waiting for the winter winds to end and let the sunshine through…maybe this weekend?

So good news stories a bit thin on the ground this week & so I’ll be looking for double next week.

1. Recruitment is still alive and well with SMEs….

I’m delighted to be able to fill this section week after week since Good News Thursday (GNT) started. My good friend, colleague and client Paycheck Plus is hiring. Two new positions have been created - they are looking for a Business Development Officer and an Office Manager with Payroll Bureau Experience. In today’s economy, it’s fantastic to hear the growth story of Paycheck Plus. They have recently expanded their premises to make room for the new members of staff and the growing files of clients they continue to get.

If anyone is interested in finding out more information about the Payroll Outsource Assistant, please contact Anne Reilly on 041 98 81744, email enquiries@paycheckplus.ie and visit www.paycheckplus.ie/careers

2. Some-one listened to my marketing talk last week…

Bru, one of Drogheda’s finest eateries and best cocktail bar in town has begun a customer engagement programme. Well, that’s what they told me but I think it’s down to Colm Devine’s love of golf. They have put a temporary putting green into the restaurant (with a separate one for the kiddies) and will run a fun competition from today. (Now Colm can work and play at the same time!)

So if anyone is around Drogheda or Baltray as the Irish Open comes to town, roll up your sleeves and practice your putting while having a little drink or lunch/dinner.

3. Dublin voted Europe’s friendliest city

In a little digression from our SME good news, we’ll stay with Irish good news, thanks to Graham O’Rourke who spotted it for us.  In a poll by Trip Advisor, Dublin was voted Europe’s friendliest city…so well done all you friendly Dublin residents.

London was named as the dirtiest city and the most expensive although it was number one for free attractions and public parks. (Is Dublin getting cheaper?!) Copenhagen was rated the cleanest city, while Edinburgh was named one of Europe’s most underrated destinations.

4. Achievements/Twitter News

@claireboyles - a good news story for next week me thinks but she is bringing experts together to collaborate on a new project idea.

@miriamahern - Launched DCEB LINK! Start-up Business Network Member2Member Discount Directory.

@ezinearticles - over 64 members have completed the challenge - 100 articles in 100 days

****Ends until next week. Keep those stories coming***

Career strategies for Moving Forward

Karen Wiseman who runs Goal Focused Solutions was in contact with me and asked if I could help promote a course that she is running in Dundalk next week.

What: CareerForward

Where: Fairways Hotel, Dundalk, Co. Louth

When: 11th, 13th & 15th May

Duration: Three mornings over the three days

Who: It is targeted at those who are currently job-seeking

More Information:-

CareerForward is a programme designed to enable participants to job seek proactively in these challenging times. It provides training in the skills and strategies necessary for focused job searching.

Learn how to….

• Access the hidden jobs market
• Develop a multi-strategy job search
• Create a CV with impact
• Market your skills & achievements
• Improve your interview technique
• Strengthen your self-belief and resilience

Whether you are seeking a career change, are unemployed or have recently been made redundant, CareerForward will help you to find the motivation and resilience needed to job search in the current climate. The small group setting provides ample opportunity for individual attention.

Testimonials for CareerForward

“Excellent - totally new way of looking at how to develop CV & contacting companies.” - DM

“I now feel a lot more confident and relaxed about going for interviews.” JB

“Goal Focused Solutions CareerForward programme not only ticked all the boxes in relation to the hard skills but more importantly focused attention on increasing motivation and building confidence and self-esteem. The participant feedback was excellent and I would highly recommend this programme.” Sheila Dignam, HR Operations Manager, Xerox Dundalk.

For more information, contact Karen Wiseman on 087 6386478 or email karen @ goalfocusedsolutions.ie

Good News Thursday - 30 April 2009

Another four day week for me! Monday saw me walking through Glencoe in Scotland. Wonderful scenery, breath-taking views and after a long day, aching legs!!

1. Recruitment is still alive & well with SMEs…

Mediacontact.ie is looking for an intern. They are looking for someone who as an interest in media and is looking for a start in the world. The job title is Media Researcher. Only very interested candidates need apply at jobs@mediacontact.ie

2. New Product Launched for Recruitment Industry

Ivan Stojanovic, author of Irish recruitment blog, Jobsblog.ie, launched a new product during the week. It’s called Recruitment Marketing Manager. Check it out at www.recruitmentmarketingmanager.com for more information. 

3. Business Acquisition is still alive and well too…

Outsource Support Services acquired Dundalk based security firm Protec Security Services. Protec has is a long established security firm which provided manned guarding, mobile patrol and key-holding & alarm response security services in the North East of Ireland.

I spoke with Graham Hughes, Outsource MD at the Connect 4 Lunch event on Wednesday and he told me that OSS are on the road 24 hours a day, seven days a week serving the entire North East.

4. Independent Buying Agency & Ireland’s first Reverse Property Auction Launched

Home Brokers, the full service independent buying agency, officially launched this week. Paula ter Brake announced three new services, including The Source. This is Ireland’s First Reverse Property Auction site and is free for use for property buyers and for a limited time, property sellers. This is a place where property buyers and sellers can sell & buy  property directly.

(I was invited to the launch so I’ll write a full blog about that later).

5. Achievements

@denisefay gave marketing presentation to over 50 people at Drogheda & District Chamber Connect 4 Lunch

@brightskills informed us of another good news site - www.goodnewsnetwork.org

@coldplay told us that Michael Eavis, who started and still organises Glastonbury is named one of TIMEs most influential people (anyone got spare tickets to Glasto?!!!)

@alanorourke of Spoiltchild is moving offices

@campbellscott has announced that Dr. Edward de Bono is to join the IGOpeople Board as a Non-Executive Director.

***Keep those GNT stories coming***

Connecting at lunch is a wonderful thing

Today I gave a marketing talk to members and friends of the Drogheda & District Chamber. It was meant to be 20 mins but I talked for 40 mins on

• How to network properly
• Turn your customers into advocates
• 5 quick tips to action today (or no later than tomorrow)

Over 50 people were in attendance and it was great to see so many people writing and taking notes.  I have to make a note again on the food provided by Bru. As I was the main speaker, I didn’t want to eat too much or too little - can you imagine hearing a rumbling tummy when you’re concentrating on how to set marketing goals?!

What I ate was just right and from what I could tell, there were some people who went for seconds!!

I’ll talk a bit more over the next couple of days on the advice that I gave out today - the feedback I got was good so why not share it with others?

A word of thanks to Patricia, Karen, Marian, Sarah and Cathal for their idea, organisation and marketing of the event. All I had to do was turn up and deliver my talk!

More to come……

Good News Thursday - 23rd April

After an Easter hiatus, we’re back! Trying to burn the calories from all those Easter eggs but nothing that a few hills in Scotland won’t sort out for me!

1. Recruitment is still alive & well with SMEs…

FX3, a long established fitted furniture company based in Artane, Dublin 5 is looking for kitchen planners and sales staff. Contact Mark Ryan on 01 848 5744 or visit www.fx3.ie for more information.

2. 12,000 Jobs Planned for County Louth

AN ‘ambitious but achievable’ target of creating 12,000 additional jobs in Louth between now and 2015 has been set by a new economic study of the county.

The study, commissioned by Louth Local Authorities from Indecon International Economic Consultants, provides a blueprint for the newly-formed Louth Economic Forum chaired by Padraic White, former managing director of IDA Ireland.

For more information, visit the Drogheda Independent.

3. A Business First for Twitter….

In a possible first for Twitter in Ireland, Giftsandvouchers.ie welcomes a new business partner in the form of PrimaryPosition.com founder - David Quaid. David and Sian met through using Twitter and David has decided to invest in the popular and growing GiftsAndVouchers.ie website. The pair met through posting on twitter and are both said to be delighted with the move announced today from Giftsandvouchers headquarters in Drogheda and PrimaryPosition in the National Technology Park, Limerick.

4. 300 Jobs for Waterford

A collaborative project between the Waterford Institute of Technology and Wales’ Aberyswyth University will create up to 300 jobs in the south east region over the next three years. The €1.7 million European-funded project will see over 30 enterprises in the south east and a similar number in Wales participate in the partnership.

5. Over 50 Attendees Network on Baggot Street

I mentioned in GNT, four weeks ago, about an innovative idea by Baggot Street based Marketing Network to bring together Baggot Street businesses to network with each other in Larry Murphy’s. A great crowd turned out, over 50 I would guess. I’ll let you know more next week about the connections made.

7. Staying Up in Down Times - A Success

Over 40 people attended the motivational & networking event - ‘Staying Up in Down Times’ organised by PA Assist and Osbourne Recruitment. Attendees were motivated by James Sweetman, Brendan Murphy of Osbourne Recruitment and Krishna De.

8. Achievements

@denisefay and @alanorourke - Did their civic duties and gave a pint of blood.

@giftsandvouchers & @primaryposition - became business partners (see above)

@krishnade brought 10 bloggers together to blog about the Osbourne Recruitment & PA Assist event (see above)

***Until next week - keep those good news stories coming***

Why Some Will of us will Fly and Others Survive

Last Wednesday saw over 60 women attend the Network Dublin monthly event at the Herbert Park Hotel.

Michael Comyn was the guest speaker and he spoke about the recession, why some of us will fly and thrive while others will merely survive.

Michael spent time speaking about Stress, the causes and effects on people living and working in modern Ireland. I know that I certainly was struck when he said that most Irish people are sleep deprived. Most get 4-5 hours of sleep. 7 and a half hours is still the recommended sleep duration. (I get that maybe once or twice a week!)

On top of our sleep deprivation, he told us that:

• Depression is on the rise
• The amount of prescription pills for depression and anxiety are on the increase
• Balanced eating is not common

Comyn said that there is a difference between the type of stress that motivates and inspires and that which fatigues and immobilizes. Professional competence, talent and excellence are no guarantee of immunity against stress. The increasing pace of change in business can bring tougher competition, failed communications and the real risk of redundancy.

These pressures require careful readjustment and rebalancing  to maintain well-being and performance.

Many incidences of “executive” stress are due to accumulating factors, principally exhausting years of long working hours that have not been adequately balanced. Success can come with unintended consequences. Mastering the capacity to rebalance, can profoundly alter how you feel now and for the future. Greater fulfilment and well-being are accessible realities.

Comyn has a five point process to which we can harden ourselves against the stress that is forced upon us and the stress that we force upon ourselves.

He was entertaining, positive and engaging. There was a chance to network after his speech while we all helped him celebrate his birthday.

So once everyone had their fill of canapes and wine, they went home to ensure they got their 7 1/2 hours of sleep .

3 Ways to Promote Your Business at No Cost - 1 out of 100 published

Last week I posted about the 100 articles in 100 days challenge. Easter got in the way aswell as writing my home study course on Pay per Click home study course. But I’m back on track and will start numbers 2-5 this evening.

I’m delighted to say that number one article - 3 Ways to Promote Your Business at No Cost - was accepted onto ezinearticles website.

Check it out - http://ezinearticles.com/?id=2198835

I’ll keep you updated with my continuing challenge.

Good News Thursday - 9 April 2009

1. Start-Ups Given a Chance….

A Digital Media Works’ Incubator centre was launched in Derry City last week to encourage start-ups with hopes for 150 new jobs.

It is hoped to attract entrepreneurs from the worlds of animation, music technology, graphic design, computer game programming, 3D design and software development. It will be managed by Northern Ireland Innovation & Business Centre.

As for the Enterprise Centre in Drogheda, it is at the evaluation of architectural tendering stage. It’ll be up and running in no time!

2. Recruitment is still alive and well…..

Dublin-based Durkan Residential is setting up a new subsidiary, Durkan EcoFix, to make homes more energy efficient with the help of Home Energy Saving Scheme (HES) grants. They will create 150 jobs.

3. 10,000euros up for grabs…..

IQContent are giving away €10,000 with no strings attached for a person or business who has the best Internet product idea. So their challenge to you is to focus on the business application of your idea, by creating a 5-page business plan for a sustainable, Internet-based business.

They started in the last recession. They want other new successful businesses to start in this one. Check out their website - closing date is the 12th May. What a fantastic idea. They’re following the Obama effect - why are they giving away €10,000? Because they can!

4. Internet usage continues to grow…

Internet World Stats informed us that there are 1,596 million of us - that’s internet users as on 31 March 2009. You know what it means? A market with huge potential. Go out there and market!

5. Innovative Ideas to Beat the Recession….

This is a new topic I’d like to see continuing..launching new ideas or coming up with innovative ideas to beat the big R.

Take KlassyDress Hire for example. For fashionistas down Carlow direction, Klassy Dress Hire & Sales want to dress you for less. Based in Clonegal, Co. Carlow, they have classy and glamourous clothing and accessories for sale or HIRE. It was featured on TV3’s Xpose for the fantastic range it has available to you to hire. I love it - style without the cost. Check out their website for more info - www.klassydresshire.ie.

6. Eating Chocolate & Hot Cross Buns without the Guilt…

As this is officially Chocolate (I mean Easter Weekend) - go and enjoy the break and the time with your family.

See you all next week with a renewed sense of purpose and a spring in your step.

6. Achievements last week…

Roseanne from IIA @iia put a call out on Twitter last Friday looking for achievements. Here are some:

@activateireland: Won a contract for the online marketing of a state body

@giftsandvouchers: Welcomed David Quaid @primaryposition on board as a Partner

@giftsdirect: 2 new product ranges - Wedding Gifts & Experience Day Gifts went live on their site

@evilphil: Agreed to develop a web app for a client. Contracts not signed yet though (lets hope that was this week’s achievements)

@laughing_lion: Arranged an interview with an American illustrator she really admires (with more to come!)

Keep those achievements coming.

***Ends until Next Thursday***