P.S. If you're still reading, it tells me something. You're not the type to ignore an opportunity — you're the type who acts.
From: Dan Kennedy / GKIC style
Annotation Spotlight · Before / After
Brief: P.S. section of a long-form sales letter for a coaching program or high-ticket info product. Target: ambitious entrepreneurs who self-identify as action-takers. Brief required a close that compliments the reader for reading (since most don't) while converting that attention into a commitment. The P.S. had to work standalone — many readers will see only the headline and the P.S.
Scrolled past.
The P.S. as a standalone close is a 1920s trick that still works because of how the eye scans a page: headline → P.S. → body. This P.S. sells the identity ('you're the type who acts') before the reader has even read the letter.
Stopped. Read. Remembered.
Copy Nerd Notes
Copy Intelligence
The pattern, logic, and stealable move inside this piece of copy.
Pattern Identified
The P.S. as a standalone close is a 1920s trick that still works because of how the eye scans a page: headline → P.S. → body. This P.S. sells the identity ('you're the type who acts') before the reader has even read the letter.
Steal This
Copy technique: 'If you're still reading' acknowledges the reader's investment of time and attention — it's a meta-observation that creates intimacy. 'It tells me something' is a curiosity beat — what does it tell you? Then the payoff: 'You're not the type to ignore an opportunity — you're the type who acts.' The em dash creates maximum contrast between the negative identity (ignorer) and positive identity (actor). The reader is now trapped: to NOT buy would be to prove the writer wrong about them, which would mean the writer was wrong to compliment them. Elegant psychological architecture.