How One Underlined Word Lifted Response by 87 Percent

The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing · Jul 12, 2026 · 8m · transcript

In this episode of The Copywriting Podcast, Lucas and Luna dive into one of the most surprising findings in direct response history: how a single underlined word in a fundraising letter increased donations by 87 percent. They unpack the 1970s test by the American Cancer Society, the psychology of underlining as a subtle emphasis cue, and why the technique works even in an era of bold and italic. They also explore modern applications—from email subject lines to landing page buttons—and warn against overusing the tactic. A must-listen for any marketer who wants to understand why small…