Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a One-Sentence Handwritten PS Lifted Response by 41 Percent
In this episode, Lucas and Luna break down the surprising power of the handwritten postscript in direct mail and email. They examine a classic test from a nonprofit fundraising letter: a typed one-page appeal with a typed PS versus the same letter with a brief, handwritten PS added. The handwritten version outperformed by 41 percent. They discuss why a PS works—as a recency effect, a personal nudge, and a permission to skim—and how that principle extends to digital marketing today. Specific examples from a 2025 email campaign show a 22 percent lift in click-throughs when a simple…
The skinny
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