Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a One-Word Change Tripled Direct Mail Response
In this episode of The Copywriting Podcast, Lucas and Luna explore the power of specificity in direct mail copy. They break down a classic A/B test where swapping a single word in a headline — from 'delicious' to 'crisp' — tripled response rates for a food product. Lucas explains the psychology behind concrete language, citing research on how specific adjectives trigger stronger sensory recall. Luna shares a modern parallel from email subject lines. The episode offers a practical framework for choosing words that land, plus a warning about the risk of being too specific…
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