Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Double Space Lifted Donations by 58 Percent
In this episode, Lucas and Luna dive into one of the most surprising copywriting tests ever run: a fundraising letter that changed nothing except adding an extra space between the salutation and the first paragraph. The result? A 58 percent increase in donations. They break down the psychology behind why a tiny formatting tweak—barely visible to the conscious eye—triggered a completely different reading experience. Lucas shares the original data from a 2005 direct-mail test by a major nonprofit that saw response rates jump from 0.9 percent to 1.42 percent, and average gift sizes climb by 16…
The skinny
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