Must Readers Jump to the Bottom? The Power of the P.S. Section

In the fast-paced digital world, attention spans are shrinking and readers are more likely to skim than to read every word. Yet, there’s a curious phenomenon: many readers instinctively scroll to the bottom of an article or email, seeking out the P.S. section. Why does this happen, and how can writers harness the power of the postscript to engage and persuade?

The Psychology of Scrolling

Research into online reading behavior reveals that most users are skimmers, not deep readers. Studies show that only about 20% of the words on a typical web page are actually read, with the majority of attention focused on the top and bottom of the page1. The “F-shaped” reading pattern, identified by eye-tracking studies, confirms that readers often scan headlines, subheadings, and—crucially—the final lines of content.

This behavior is even more pronounced in emails and marketing messages. Many recipients, pressed for time, jump straight to the end to see if there’s a summary, offer, or key takeaway. The P.S. section, visually distinct and set apart from the main body, naturally draws the eye23.

Why the P.S. Section Works

The P.S. (postscript) has a long history, originating from handwritten letters as a way to add forgotten thoughts. In modern communication, it serves several strategic purposes:

• Highlights Key Information: The P.S. is an ideal place to reiterate the main message, emphasize a call to action, or share a special offer43.

• Creates Urgency: By placing time-sensitive information or limited-time offers in the P.S., writers can prompt immediate action23.

• Adds a Personal Touch: A well-crafted P.S. can make the message feel more human and relatable, fostering a connection with the reader56.

• Boosts Engagement: Studies show that up to 90% of email recipients scan for the P.S., making it a prime spot for important information3.

Take a Look NOW!

Best Practices for Using the P.S.

To maximize the impact of your P.S. section:

• Keep it concise: One or two sentences are ideal.

• Make it relevant: Reinforce your main point or offer.

• Personalize when possible: Reference the reader’s interests or previous interactions.

• Use urgent language: Encourage immediate action if appropriate.

Conclusion

While not every reader will jump to the bottom, those who do are often looking for the essence of your message. The P.S. section is a powerful tool—when used thoughtfully, it can capture attention, drive action, and leave a lasting impression234. Writers should embrace the P.S. as a strategic element, ensuring that their most important message is impossible to miss.

P.S. YES! I Want In!

Citations:

1. https://www.searchlaboratory.com/2013/07/understanding-reader-behaviour/
2. https://siglcreative.com/2022/04/25/the-power-of-the-p-s/
3. https://leftbrainmarketing.net/email-marketing/how-to-write-email/how-to-write-a-ps-in-an-email/
4. https://mailbrother.com/blog/plan-for-the-article-ps-meaning-what-it-is-and-how-to-use-it
5. https://www.grammarly.com/blog/acronyms-abbreviations/what-does-ps-mean/
6. https://www.ukessays.com/guides/postscript-ps-in-letter-writing-an-academic-guide.php
7. https://mailchimp.com/resources/what-does-ps-mean/
8. https://www.wealdenwordsmith.co.uk/arts-culture-blog/just-one-more-thing-the-power-of-the-postscript
9. https://lorelleteaches.com/2013/09/14/stats-the-analytics-of-reading-to-the-bottom-of-the-page/
10. https://designmodo.com/ps-in-email/
11. https://slate.com/technology/2013/06/how-people-read-online-why-you-wont-finish-this-article.html
12. https://www.linkedin.com/pulse/how-grow-writer-7-ps-writing-angasamale-maliro-znwoe
13. https://www.sciencedirect.com/science/article/abs/pii/S0361476X0400061X
14. https://cuttingedgepr.com/articles/add-ps-for-stronger-impact-in-marketing-messages/
15. https://bernoff.com/blog/ask-dr-wobs-how-do-you-get-people-to-read-to-the-bottom
16. https://ranking-articles.com/what-ps-means/
17. https://michelfortin.com/copywriting/postcript-tips/
18. https://mediamakersmeet.com/how-many-readers-actually-scroll-once-they-load-an-article/
19. https://www.scirp.org/journal/paperinformation?paperid=97546
20. https://www.poptin.com/blog/how-to-write-ps-in-email/

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