Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a 27-Word Handwritten Note Beat a 4-Page Sales Letter
In this episode, Lucas and Luna dive into a classic direct mail test from 1993 that still holds lessons for today. A small business owner sent two versions to 1,000 prospects each: a polished four-page sales letter versus a 27-word handwritten note on a postcard. The handwritten note pulled a 14.7% response rate against the letter's 2.3%. They unpack why brevity and perceived effort win—and how the same principle applies to modern email and social media outreach. They also discuss the role of cognitive fluency and the 'effort heuristic' in persuasion. Plus, a brief mention of…
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