Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Parenthetical Phrase Lifted Response by 31 Percent
In this episode of The Copywriting Podcast, Lucas and Luna explore the surprising power of the parenthetical as a persuasion device. They dissect a 2025 B2B email campaign where adding a single parenthetical phrase — 'we think' — near the call-to-action lifted click-through rates by 31 percent. The hosts explain why a simple qualifier signals honesty and consideration, which actually increases trust and action. They also discuss the broader principle: that inserting a moment of self-awareness or transparency can disarm skepticism and make a pitch feel less pushy. Lucas shares a…
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