Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Six-Word Headline Beat a 500-Word Sales Letter
Lucas and Luna unpack the forgotten 1980s test where a tiny display ad with just six words — 'Two Words That Sell Anything' — outperformed a 500-word direct-mail classic. They trace how the test exposed the real job of a headline: not to sell, but to buy the reader's attention. Specific case includes the original numbers from the test, why the long copy actually hurt conversion, and what modern marketers get wrong when they default to length. Plus: how the same principle shows up in a 2024 email subject-line split test, and when verbose copy actually does win.
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The skinny
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