Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
Why a Handwritten Margin Note Beat a Digital A-B Test
In this episode, Lucas and Luna dig into a 2024 experiment by direct-response agency Zerocopy. The agency ran a split test: a standard digital sales email versus the exact same copy but with a handwritten margin note scanned and embedded as an image. The handwritten version lifted click-through rate by 27 percent and conversion by 19 percent. They break down why the mechanism works — the principle of 'effort signaling' — and how it connects to a 1960s study where handwritten corrections on typed letters increased trust. They also discuss practical takeaways: when to use handwritten…
The skinny
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