Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Word in the Opening Sentence Boosted Response by 42 Percent
Episode 74 of The Copywriting Podcast dives into a surprising split-test result: changing just one word in the opening sentence of a sales letter lifted response by 42 percent. Lucas and Luna break down the experiment run by legendary copywriter John Caples in the 1970s, where 'you' outperformed 'I' in a retirement-planning letter. They explore why the second-person pronoun creates instant relevance, how it activates the reader's self-interest, and why this principle still holds in email subject lines and landing pages today. The episode also touches on a 2026 A/B…
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