Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
The Em Dash Made This Headline Pull 38 Percent Better
In episode 168 of The Copywriting Podcast, Lucas and Luna dissect a single punctuation mark: the em dash. They trace its rise from a typesetter's necessity to a persuasion tool, comparing headlines that use it against versions without it. The episode centers on a real-world split test from a 2025 email campaign where swapping a comma for an em dash lifted click-through by 38 percent. Lucas explains why the dash creates a moment of dramatic pause that primes the reader for the payoff, while Luna pushes on whether it can be overused and when it risks feeling gimmicky. They discuss the…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.