Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
Why a Two-Letter Word Made Copy 64 Percent More Persuasive
In this milestone 150th episode of The Copywriting Podcast, Lucas and Luna dig into a subtle but powerful shift in persuasive writing: swapping 'you' for 'your' in a headline. They trace the surprising test results from a 2025 B2B SaaS campaign that saw a 64 percent lift in click-through rate, then unpack the psychology behind possessive pronouns and why readers treat 'your' as a personal claim on their attention. The conversation moves from a real-world split test to the broader principle of making copy feel like a direct message from one person to another, with…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.