Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a One-Word Framing Shift Changed Price Perception
In this episode, Lucas and Luna dissect a landmark experiment where a single word — changing 'price' to 'investment' in a service description — lifted conversion by 53 percent for a B2B consulting firm. They trace the psychology behind the shift, explore why the word 'price' triggers a scarcity mindset while 'investment' signals long-term value, and discuss how the same principle applies to everything from SaaS pricing pages to nonprofit donation asks. Lucas shares the original data from the 2024 A/B test run by a mid-market strategy consultancy, and…
The skinny
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