Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Underlined Word Lifted Response by 87 Percent
In this episode, Lucas and Luna examine a 1960s direct-mail campaign where a single underlined word — just one word, underlined by hand — lifted response by 87 percent. They trace the mechanic back to a little-known psychological principle called the 'isolation effect' and unpack why a cheap analog tactic still outperforms most digital personalization today. Along the way, they compare it to a 2023 email test that tried to do the same thing with bold text and failed, and they discuss how the principle lives on in modern landing-page design. The episode closes with a practical…
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