Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing / How a Handwritten Note Beat a Professional Sales Letter
Transcript
- Lucas: So there's this direct mail test from 1974 that I think about all the time. A company called Boardroom Reports was trying to sell a subscription to their newsletter, and they tested two packages. Luna: I'm guessing one was slick and the other was scrappy? Lucas: Exactly. Package A was a professionally designed four-color brochure, typeset copy, glossy photos, the whole nine yards. Package B was a one-page letter handwritten in blue ink on plain white paper, signed by the company president, Martin Edelston. Luna: And I assume the handwritten letter crushed it? Lucas: It didn't just crush it. It outpulled the brochure by three to one. Three hundred percent more responses from a messy handwritten note. Luna: That's wild. But also kind of makes sense. When you get something handwritten, you feel like someone actually cares. It's not mass-produced. Lucas: Exactly. And this was pre-internet, so getting a typed letter already felt a bit impersonal. Handwritten was intimate. But there's more to it than nostalgia. Luna: Like what? The psychology? Lucas: Right. The handwritten note signals effort. The reader thinks, 'This person took the time to write this out by hand for me.' It bypasses the skepticism filter. You're less likely to toss it because it feels personal. Luna: There's also the imperfection factor. Handwriting is messy, it's human. A typeset brochure is polished but feels like a sales pitch. Lucas: Exactly. Boardroom's test proved that. But here's the thing — a lot of copywriters today think this only worked in the 70s. That people are too jaded now. Luna: Are they wrong? Lucas: I think so. I ran a small test last year for a client. We sent a cold email — one version was a clean, well-crafted HTML email. The other was a plain-text email that started with 'I wrote this out by hand first and then typed it up.' Luna: And? Did the personal touch still win? Lucas: Forty percent higher open rate and thirty percent more replies. The hand-drafted framing made it feel more authentic. Luna: That's fascinating. So the principle translates. But what if it's actually handwritten — like, a real physical note in the mail today? Lucas: That's the even bigger test. I know a real estate agent who sends handwritten thank-you notes to every lead. She says her conversion rate is double the industry average. Luna: I've heard similar stories. But there's a cost — time, effort, postage. Is it scalable? Lucas: That's the tension. For high-ticket offers, absolutely. If you're selling a $50,000 consulting package, a handwritten note is a no-brainer. For a $29 ebook, maybe not. Luna: So the decision depends on customer lifetime value. Lucas: Exactly. But the principle — using a less polished, more personal medium — is something any copywriter can apply. You don't have to literally write by hand. You can write in a conversational, one-on-one tone. Use short sentences. Use 'I' and 'you' a lot. Luna: So it's about tone and format, not just handwriting. Lucas: Right. Boardroom's letter worked because it felt like the president sat down and wrote to you personally. The language was simple. No jargon. No hard sell. Just a genuine invitation. Luna: Do you remember what the letter actually said? Lucas: I've got a copy in my files. It starts with something like, 'I'm writing this by hand because I want you to know this is personal. I think you'll get a lot out of our newsletter, but I don't want to pressure you. Just read it and decide.' Luna: That is so disarmingly honest. It completely disarms the sales resistance. Lucas: Exactly. And that's the core lesson. The medium is the message. By choosing a handwritten note, Edelston was signaling that he wasn't trying to hide behind slick marketing. He was willing to be vulnerable. Luna: And vulnerability builds trust. Which is the whole point of copywriting. Lucas: It's interesting because we're now in this era of ai generated copy. Everyone can produce polished, grammatically perfect text instantly. Luna: So the handwritten note — or even just a well-crafted plain-text email — becomes a differentiator again. Lucas: Exactly. When everything is perfect, imperfection stands out. A typo here and there, a slightly awkward phrase — it signals human effort. Luna: But you have to be careful. Too many typos and you look sloppy. There's a sweet spot. Lucas: Sure. The Boardroom letter wasn't full of errors. It was just handwritten. It felt intentional. Luna: I want to try this with my own newsletter. Maybe send a handwritten postcard to a segment of subscribers. Lucas: If you do, let me know the results. I'd love to add it to my collection of case studies. Luna: Speaking of collections, you've mentioned you have a file of old direct mail pieces. Any other gems? Lucas: I have a whole drawer. But the Boardroom letter is the one I come back to most. It's a masterclass in using the medium to build trust. Luna: So if someone wants to apply this today, what's your advice? Lucas: First, think about your audience. If they're bombarded with polished, impersonal emails, try a plain-text email that feels like a personal note. Use a conversational tone. Mention something specific about the recipient. Luna: And for physical mail? Lucas: If you can afford it, send a handwritten postcard. Keep it short. Thank them for their interest. No sales pitch. Just a genuine connection. Luna: But wouldn't that feel weird if they haven't bought anything yet? Lucas: Not if you've had any interaction. A consultation, a webinar, a download. It shows you value the relationship, not just the transaction. Luna: That's a good reminder. In the rush to optimize and automate, we sometimes forget that people buy from people. Lucas: And if these kinds of marketing conversations have sparked something you've actually used in your own work, that's exactly why we do this. The show stays ad-free thanks to listeners who find value in it and want to keep it that way. If today was useful, you can support the show at buy me a coffee dot com slash fexingo. Luna: It's a small way to say 'this matters to me,' and it really does help us keep going. Lucas: Okay, back to the Boardroom letter. There's one more detail I love. The letter included a handwritten P.S. that said, 'I almost forgot — if you subscribe now, I'll send you a free report.' Luna: So even the offer felt like an afterthought. That's brilliant. Lucas: Exactly. It reinforces the personal, non-salesy vibe. The offer is almost an apology for asking for money. Luna: That's a great technique. Make the offer feel like a bonus, not the main event. Lucas: Right. And it worked. Three times better than the slick brochure. Luna: So the takeaway: don't try to look perfect. Try to look human. Lucas: That's it exactly. And if you can write it by hand, even better. Luna: I wonder what Martin Edelston would think of today's marketing landscape. Lucas: He'd probably be a little sad, then pick up a pen and write a letter.