Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing / How a Handwritten Note in a Typed Letter Lifted Response
Transcript
- Lucas: So, we've talked a lot about handwritten elements — PSs, margin notes, even a single word in the opening. But here's a test I came across recently that pulled together a few of those ideas in one package. Luna: I'm guessing it wasn't just a random scribble. Lucas: No, not at all. It was a direct-mail piece for a financial newsletter — one of those classic long-form sales letters. The control was a fully typed letter, standard format. The test had a typed letter with a handwritten note in the margin — something like, 'Luna, this is the page that changed everything for me. Flip to page 4.' Luna: So it's a handwritten annotation, but it's also giving a specific instruction. Lucas: Exactly. The lift was 38 percent. That's huge for a direct-mail test. The note did two things: it broke the visual monotony of the typed page, and it created a sense of personal transmission — like a friend was handing you the letter after underlining the important bit. Luna: Right, because a typed letter feels mass-produced, even if it's one-to-one. A handwritten note signals that it's for you. Lucas: That's the core insight. The note didn't add new information — it just reframed the existing copy as personally curated. The reader's brain goes: 'Someone took the time to mark this up for me, so I should pay attention.' Luna: But does this work in email? You can't really handwrite in an email. Lucas: You can't literally handwrite, but you can simulate the gesture. A simple line like 'Scroll down to the third bullet — that's the one I want you to see' — that's the same principle. It's an explicit curatorial signal. Luna: I've seen that in some high-ticket email sequences. They'll have a P.S. that says 'I circled the one option I'd recommend.' Lucas: Yeah, that's the same muscle. The handwritten margin note is just a more literal version. There's also a scarcity play here — the note feels exclusive, like only a few people got it. Luna: But in the test, was it actually personalized? Did they write each note by hand? Lucas: That's the fascinating part. In this case, it was a simulated handwritten note — printed to look handwritten. The lift was still 38 percent. The perception of personalization mattered more than actual personalization. Luna: So the reader didn't need it to be real — they just needed it to feel real. Lucas: Exactly. And that's a key lesson for digital. You don't need actual handwriting. You need visual cues that trigger the same mental shortcut. A different font, a different color, a bracket around a paragraph — those can work. Luna: But doesn't that risk feeling gimmicky? If every email has a fake handwritten note, readers might catch on. Lucas: They will, if you overuse it. The test worked because it was unexpected in a typed letter. In email, if you use it too often, it becomes part of the template — and then it's noise. You need to reserve it for high-stakes moments. Luna: So like a launch email or a last-chance reminder. Lucas: Right. Or a personal follow-up from the founder. The technique derives its power from being rare. If it's everywhere, it's nowhere. Luna: Let's talk about the specific wording. The example you gave said 'this is the page that changed everything for me.' That's a strong claim. Lucas: It's a testimonial embedded in a directive. It's saying 'I'm not just telling you to read this — I'm telling you why it mattered to me.' That's a double whammy: social proof plus instruction. Luna: And it works because the reader has already been primed by the letter. The note is like a cherry on top. Lucas: Exactly. The note doesn't have to carry the whole argument. It just has to redirect attention to the strongest part of the copy. That's why the test was so successful — it amplified what was already working. Luna: One thing I'm curious about — did the note have a specific location on the page? Like, near a headline or a testimonial? Lucas: In the test, it was in the margin next to the key story — the part where the newsletter creator described a big market call they made. So it was visually anchored to the most dramatic section. Luna: So placement matters as much as words. Lucas: Absolutely. You wouldn't put it next to the terms and conditions. You'd put it next to the moment of highest emotion or proof. Luna: I'm thinking about how to adapt this for a landing page. You can't handwrite on a web page, but you could have a pull quote or a highlighted box. Lucas: That's one approach. Another is to have a short video of the founder saying 'I want you to see this specific part.' Video is closer to the handwritten note than a pull quote because it's personal and ephemeral. Luna: Yeah, and you can script it so it feels off-the-cuff. Lucas: Right. The key is to pick one element — one sentence or one data point — and treat it as special. That's what the handwritten note does. It says 'this, right here, is the important part.' Luna: So the takeaway isn't about handwriting itself. It's about selective emphasis. Lucas: Exactly. Selective emphasis communicated in a way that feels human and deliberate. And if you can do that, you can lift response. Luna: This kind of stuff is exactly why I love this show. It's so much more useful than just 'write better copy.' It's about understanding what makes a reader feel seen. Lucas: That's the craft. And if these conversations have sparked something you've actually used in your own work — even a small tweak — that's the whole point. Luna: Totally. And if you find value in these deep dives, you can support the show at buy me a coffee dot com slash fexingo. It keeps us ad-free and focused on the craft. Lucas: No pressure — just if you're getting something out of it. And we're back to the test. So the handwritten note lifted response by 38 percent. But here's another twist: they also tested a version with two handwritten notes in the margin. Luna: Did that lift it even more? Lucas: It actually dropped response by 12 percent compared to the single-note version. Two notes felt cluttered and less authentic — like a used-car salesman pointing at everything. Luna: So the principle really is 'one special thing.' Lucas: Exactly. The more you highlight, the less you highlight. It's the same reason a single underlined sentence is more powerful than a page full of yellow marker. Luna: That's a good rule of thumb for any copy: pick one hero element and give it a visual or verbal spotlight. Lucas: Right. Whether it's a handwritten note, a pull quote, or a P.S., the mechanism is the same. You're saying to the reader: 'Out of everything here, start with this.' That trust transfer is what lifts response. Luna: And it works because the reader is busy. They want someone to tell them what to focus on. Lucas: Exactly. Good copy doesn't just present information — it guides attention. The handwritten margin note is one of the oldest tricks in the book, but when used right, it still works. Luna: I might test that in my next email sequence. Just one line: 'If you only read one section, read this one.' Lucas: Do it. And let us know how it goes. That's the kind of experiment that makes this show worth doing.