Thursday, December 22, 2005

Sig Rosenblum on PS

Elder statesman copywriter Sig Rosenblum thinks I overrate the importance of the PS--even in direct mail sales letters:
"I can't tap any studies or stats re the PS. And I must say that I have never valued the PS as highly as you. I almost always used one, but with an ancillary purpose: for example, to stress the guarantee or upgrade the sale. But I don't think that I used it as an echo of the basic selling proposition. For that I used the traditional headline, Johnson box, envelope teaser, etc--all up front.

This all sounds strange to me, ensconced as I am in retirement, and at an increasing remove from--what's it called again?--copywriting?"

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