How to Use PS in Cold Emails

Why am I talking about the PS section?

Think about how your read a sales or marketing email.

Do you start at the beginning and read to the end?

If you’re like most people, you seldom read emails from beginning to end. 

You scan them.

You look to the CTA, then back move back up.

Why does this happen? 

You want to get information fast and move on with your day.

Humans are hard-wired to finish unfinished work.  

You want to finish a task, so it no longer takes up RAM in your brain. It’s called the Zeigarnik effect. 

Most people read the PS line first before reading anything else to get the reward of completing a task.

Here are a few ways you can use the PS section of your cold email.

  1. Poke the bear. Ask a question that gets the prospect to think differently about their current solution. Example for a recruiter: “PS – How are you finding high-performing SDRs that don’t respond to traditional job postings?” “PS How do you know SDRs that interview well will perform well?”
  2. Future pacing. Future pacing is about getting people to imagine something in their lives that’s possible in the future. Example for CaptivateIQ: “PS – How would it feel to calculate & run commission statements for 100+ reps in 5 minutes?”
  3. Make a deposit. A deposit is useful information that makes your prospect smarter about something they’re interested in. Example for my business: “PS – Here’s a cold call framework that will motivate skeptical prospects to want to learn more.”
  4. Leverage a testimonial. “PS – Here’s what changed for the better after Albert, Business Operations Manager at Gong, switched.”