Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten P.S. Beat a Full Typed Sales Letter
Lucas and Luna dive into a 1925 direct mail test by copywriter John Caples that pitted a fully typed sales letter against the exact same letter with a handwritten postscript. The handwritten P.S. pulled 48 percent more responses. They unpack why handwriting triggers a psychological response that polished type cannot replicate—it signals effort, personal risk, and human presence. Lucas explains the 'ink cost' principle: when you see ink on paper, your brain assumes a real person cared enough to write it. Luna brings in a modern parallel from a 2024 email split test where a…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.