Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Underlined Phrase Lifted Response by 34 Percent
In this episode of The Copywriting Podcast, Lucas and Luna dive into a specific direct mail test from the early 2000s where a single underlined phrase in the body of a sales letter increased response by 34 percent. They discuss why underlining works as a visual cue, how it mimics the emphasis of natural speech, and why it often outperforms bold or italic formatting. The hosts also explore the psychological principle of 'attention direction' and share practical tips for implementing this technique in modern email and landing page copy. This episode is part of the Fexingo Business…
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