Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing / How a Single Anachronism Made Copy Feel More Human
Transcript
- Lucas: So I was digging through some old direct mail files this week — I mean, actual paper, from the forties — and one letter stopped me cold. It was a small hardware store owner writing to his customers, and he used the word 'kindly' twice in the first paragraph. 'Kindly read this when you have a moment.' Luna: Kindly, huh? That's a word you almost never see in modern copy. It feels a little… formal. Maybe even condescending if you're not careful. Lucas: Exactly, but that's the thing — that letter's response rate was reportedly over forty percent, which is astronomical by any standard. And I think part of the reason is that 'kindly' felt human. It felt like a person wrote it, not a marketing department. And that got me thinking about anachronisms in copy — using a deliberately old-fashioned word or phrase to create a sense of authenticity and warmth. Luna: So we're talking about words like 'kindly,' 'humbly,' 'beseech you' — things that sound like they belong in a period drama. And you're saying they can actually make copy more persuasive? Lucas: That's the thesis. And it's not just about nostalgia. It's about contrast. In a world where everyone's copy sounds like it was generated by the same AI template, a single unexpected word can cut through the noise and signal that a real human with a real personality is on the other end. Luna: I can see that. There's a reason 'ye olde' shops and vintage-style branding have a certain charm. But I'd worry about it feeling forced. Like, if you're a tech startup, are you going to write 'we humbly ask for your consideration' in your onboarding email? Lucas: That's the million-dollar question, and it's all about fit. But before we get into the weeds, I want to be transparent about something. This podcast — we don't run ads, and that's a choice. It's funded by listeners who chip in a few bucks a month through buy me a coffee dot com slash fexingo. And that's it. It's a small group, but it's enough to keep us going. Luna: And we genuinely appreciate every single one of them. It means we can keep doing these deep dives without worrying about sponsors. But back to anachronisms — you were saying it's about fit? Lucas: Right. Fit is everything. An anachronism works when it aligns with your brand's voice and the context of your message. For that hardware store owner, 'kindly' was natural because he was a small-town merchant, and his customers probably used that word too. It was authentic to him. Luna: So it's not just about throwing in a random old-timey word. It has to feel true to the person or brand behind it. Lucas: Exactly. And that's why the best anachronisms often come from niche or heritage brands. Think of a family-run distillery that's been around since the 1800s — they can say 'we respectfully invite you to taste our small-batch bourbon' and it feels earned. But a fintech app saying the same thing would feel absurd. Luna: Right, I'm trying to imagine a push notification from my banking app saying 'we humbly request your attention.' I'd probably think my phone was hacked. Lucas: Hah, exactly. But here's the thing — the anachronism doesn't have to be as overt as 'humbly' or 'beseech.' It can be a more subtle word choice that just feels like it's from another era. Like 'kindly,' or 'perhaps' instead of 'maybe,' or 'we'd be glad to' instead of 'we'd love to.' Luna: So it's more about the rhythm and tone than a single keyword. That makes it easier to adapt. Lucas: For sure. And the key is to use it sparingly. One or two well-placed anachronisms can add character; a paragraph full of them starts to sound like a parody. You want the reader to do a double-take, not roll their eyes. Luna: Do you have any data on this? Like, has anyone tested anachronisms in a controlled way? Lucas: There's not a ton of rigorous research, but there are some fascinating A/B tests from the direct mail world. One classic example is a nonprofit that tested two versions of a donation letter. One said 'We'd be grateful for your support,' and the other said 'We'd be mighty grateful for your support.' The 'mighty' version pulled in over thirty percent more donations. Luna: Mighty grateful — that's such a southern, old-timey flourish. It's interesting because it's not just the word, it's the sentiment. It feels more heartfelt, somehow. Lucas: Exactly. And that's the psychological underpinning. Anachronisms can signal authenticity, which is increasingly rare in a world of automated emails and ChatGPT-sounding copy. They also create a sense of personal attention — like someone actually took the time to write to you, not a bot. Luna: So it's a trust signal. And trust is the foundation of conversion. Lucas: Right. But you have to be careful. Anachronisms can backfire if they feel performative. If I'm a millennial tech founder and I suddenly write 'we beseech you to try our app,' it's going to come off as ironic or gimmicky, not authentic. The reader will think I'm trying too hard to be quirky. Luna: So the rule is: it has to be congruent with your brand's story and personality. If you can't imagine your CEO saying it in a meeting, don't put it in your copy. Lucas: That's a great litmus test. And another angle — anachronisms can also work in headlines. I remember a headline from an old print ad for a watchmaker: 'Time is of the essence, but our watches are timeless.' That plays on the old-fashioned phrase 'time is of the essence' to make a clever point. Luna: That's a nice one. It's memorable, and it reinforces the brand's heritage. Lucas: And that's the thing — anachronisms can be a hook. They make the reader stop because the language is unexpected. In a scanner's world, that's gold. Luna: How would you test an anachronism in your own copy? Like, what's the process? Lucas: Well, first you need to have a brand voice that can accommodate it. If you're a modern B2B SaaS, it's a tougher sell. But if you have any heritage angle, or if your brand has a folksy, personable tone, you can try it. Start with a headline or a call to action. Write two versions — one with the anachronism, one without. Run them against each other with a meaningful sample size and see which performs better. Luna: So you're saying it's a low-risk experiment. It's just a word or two. Lucas: Exactly. And the worst that happens is you learn something about your audience. Maybe your people respond to a more modern voice, and that's fine. But if the anachronism lifts response, you've found a genuine edge. Luna: One thing I wonder about — with ai generated copy becoming so prevalent, is there a risk that anachronisms will become the new 'synergy'? You know, the thing everyone thinks is clever but actually signals laziness? Lucas: That's a real risk. Like any technique, if it gets overused, it loses its power. But I think the key is to use it authentically. If you're reaching for an anachronism just because you heard it works, it'll feel forced. But if it genuinely reflects your brand's personality, it'll resonate. Luna: So it's about being selective and true to your voice, not just copying a tactic. Lucas: Exactly. And that's what separates good copy from great copy. Great copy is honest. It sounds like a human. And sometimes a little old-fashioned language can be the most human thing of all. Luna: I'm curious — have you tried this in your own work? I know you do some freelance consulting on the side. Lucas: I have. I was working with a local bookstore that's been around for fifty years, and we tested a headline for their newsletter: 'Still chasing the same dream after all these years: why we're your neighborhood bookstore.' That 'after all these years' phrase — it's not even that old-fashioned, but it carries a vintage weight. Open rates went up by almost twenty percent. Luna: That's a perfect example. It's subtle, and it works because it fits the brand. Lucas: Right. And that's the kind of result that keeps me interested in this stuff. It's not about gimmicks; it's about finding the language that makes people feel something. Luna: So if someone's listening and wants to give this a shot, what's your one piece of advice? Lucas: Don't just sprinkle in a random 'kindly' or 'humbly.' Think about what your brand's heritage is — even if it's just the story of why you started. Find a word or phrase that feels true to that story, and use it sparingly in a key spot like a headline, a subject line, or a call to action. Then test it. Let the data tell you if it's a winner. Luna: And if it flops? Lucas: Then you've learned something. And you haven't lost much. Just a word or two. Luna: That's a good takeaway. I think we should try to use 'kindly' more in our own conversations. It might rub off. Lucas: Kindly proceed to the next episode, then. Luna: Ha, perfect. And in the meantime, if you're listening and you've tried something like this, we'd love to hear how it went. You can find us at the usual places.