Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Dash Replaced a Comma and Tripled Response
In this episode of The Copywriting Podcast with Fexingo, Lucas and Luna examine a 1963 fundraising letter from the American Cancer Society where a simple typographical change — swapping a comma for an em dash — lifted response by over 200 percent. They trace the mechanism: the dash creates a dramatic pause that reframes the ask. Then they bring it to 2026, showing how a modern SaaS company used the same trick in a landing page hero section to boost trial sign-ups by 17 percent. They also discuss when NOT to use dashes — when the tone requires warmth or formality. Along the way, they tie the…
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