Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Signature Boosted Response by 41 Percent
In episode 99 of The Copywriting Podcast, Lucas and Luna dive into one of the most underused persuasion tools in direct mail: the handwritten signature. They unpack a case from a mid-2000s fundraising campaign where adding a real ink signature — not a printed one — lifted response by 41 percent. They explore why a signature signals authenticity, how a sharp loss of that effect happens when the signature is too perfect, and how this principle translates to email in 2026. Lucas explains the psychology of 'signature as promise' and why the slight imperfection of a real pen stroke…
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