Shows / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
Lucas and Luna sit at a writer's desk, a vintage typewriter between them, and argue about the first line of a sales letter. They don't debate 'write better' platitudes. They pull up real campaigns: the 1985 Boardroom bulletins that ran for a decade, the long-form VSL that sold a $2,000 course with a 42% conversion rate, the direct-mail package that lifted response 18% by changing one headline word. Lucas, in his tweed blazer, traces the rhythm of a sentence aloud; Luna, in her burgundy…
Episodes
The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive WritingHow a Six-Word Subject Line Beat a Two-Page Letter
In this episode, Lucas and Luna dissect a classic direct-mail test from 1970s Chicago: a two-page sales letter for a financial newsletter went head-to-head…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Word Swap Lifted Conversions by 42 Percent
In Episode 111 of The Copywriting Podcast, Lucas and Luna examine a remarkable A/B test from a mid-size SaaS company. The control headline promised 'Get…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Note Beat a Typed Letter by 3 to 1
In this episode, Lucas and Luna dive into one of direct mail's most durable mysteries: why a physical, handwritten sales letter can pull three times the…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Underlined Word Lifted Response by 87 Percent
In this episode of The Copywriting Podcast, Lucas and Luna dive into one of the most surprising findings in direct response history: how a single underlined…
- 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…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Reversed Story Sequence Doubled Response
In episode 107 of The Copywriting Podcast, Lucas and Luna explore a counterintuitive copy technique from a 2025 campaign for a niche outdoor gear company…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Underlined Sentence Increased Donations 400 Percent
In this episode of The Copywriting Podcast, Lucas and Luna dissect a famous direct-mail fundraising letter from the 1990s where the copywriter underlined a…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Newspaper Ad Lifted Response by 327 Percent
In this episode of The Copywriting Podcast, Lucas and Luna examine a legendary direct-response ad from the 1960s that generated a 327 percent lift in response…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
When a Typo in a Headline Tripled Click-Through Rate
Lucas and Luna dissect a fascinating 2025 A-B test from a mid-market e-commerce brand: a headline with a deliberate misspelling — 'Chrismas Sale'…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Forgotten Restriction Tripled Campaign Response
Marketers chase more choices, bigger fonts, flashier designs. This episode reveals why one direct-mail campaign doubled its response by doing the opposite —…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a 27-Word Email Generated 1.8 Million in Revenue
Lucas and Luna break down a case study from a mid-size B2B SaaS company that sent a single, deliberately short email to a cold list and generated $1.8 million…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How A Pencil Mark Drove Two Million In Sales
In episode 101, Lucas and Luna explore the surprising power of the humble pencil mark in direct response copywriting. They examine a 1980s fundraising letter…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Word Changed a Billion-Dollar Campaign
In this milestone 100th episode of The Copywriting Podcast, Lucas and Luna dissect the single most consequential word swap in direct-mail history: how changing…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Signature Boosted Response by 41 Percent
In episode 99 of The Copywriting Podcast, Lucas and Luna dive into one of the most underused persuasion tools in direct mail: the handwritten signature. They…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Fictional Story Sold a Real Product
In this episode of The Copywriting Podcast, Lucas and Luna explore how narrative fiction can drive real sales. They dissect the famous case of 'The Jewel…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Fictional Character Sold a Million Books
In this episode of The Copywriting Podcast, Lucas and Luna explore how a fictional character helped sell over a million books. They dive into the story of…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Comma Added 1.2 Million Dollars in Sales
Lucas and Luna break down the famous test where a direct mail copywriter added a single comma inside a headline and saw a 42% lift in response. They trace the…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Typo Boosted Sales Letter Response by 27 Percent
In episode 95 of The Copywriting Podcast, Lucas and Luna explore the surprising power of deliberate typos in direct response copy. They dissect a 1988 mailing…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Parenthetical Phrase Lifted Response by 31 Percent
In this episode of The Copywriting Podcast, Lucas and Luna explore the surprising power of the parenthetical as a persuasion device. They dissect a 2025 B2B…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Handwritten Underline Beat a Full Digital Overhaul
In this episode of The Copywriting Podcast, Lucas and Luna dig into a surprising direct-mail test from 2017 that pitted a single handwritten underline against…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Postscript in the Middle of a Sales Letter Lifted Conversions
In this episode of The Copywriting Podcast, Lucas and Luna explore a classic direct-mail technique that defies conventional wisdom: placing a postscript in the…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Fictional Testimonial Outperformed Real Customer Quotes
Lucas and Luna revisit a famous direct-mail experiment where a fabricated testimonial from a made-up person lifted response by 64 percent over real customer…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Fictional Character Sold a Million Books
In this episode of The Copywriting Podcast, Lucas and Luna explore how a fictional character's voice in a direct mail piece sold over a million books…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Blank Space Boosted Response by 47 Percent
This episode of The Copywriting Podcast with Fexingo explores the surprising power of white space in direct mail and email copy. Lucas and Luna break down a…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Margin Note Beat a Digital A-B Test
In this episode, Lucas and Luna revisit a classic direct-mail experiment: a handwritten margin note on a typed sales letter that lifted response by 47 percent…
- 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…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Postcard Outperformed a Digital Campaign
In this episode of The Copywriting Podcast, Lucas and Luna examine a direct mail experiment where a simple handwritten postcard generated a 63 percent higher…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten P.S. on a Typed Letter Lifted Response by 52 Percent
In this episode of The Copywriting Podcast, Lucas and Luna explore a remarkable case from a 2023 B2B software campaign where a simple handwritten postscript…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Question in a Sales Letter Lifted Conversion by 34 Percent
Episode 84 of The Copywriting Podcast with Fexingo dives into the surprising power of asking a single, specific question inside a sales letter. Lucas and Luna…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Fictional Resume Landed a Real Job
Lucas and Luna explore the 1966 experiment where a man submitted a fictional resume and got a real interview. They break down the psychology of narrative in…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How Sentence Length Controls Reading Momentum
Lucas and Luna examine how sentence length — not just word choice — affects how fast readers move through copy and whether they convert. They break down a…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Underline Boosted Response by 37 Percent
In this episode, Lucas and Luna dive into a forgotten copywriting technique from the early 2000s: the handwritten underline. They examine a split test from a…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Handwritten Correction Quadrupled Response
Lucas and Luna dive into the surprising power of imperfection in direct mail copy. They explore a famous case from the 1960s where a copywriter deliberately…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Scrawl Beat a Professional Logo in Trust
In this episode, Lucas and Luna explore a fascinating marketing experiment from a DTC mattress company that replaced its polished logo and header on a landing…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Note in a Typed Letter Lifted Response
In this episode of The Copywriting Podcast, Lucas and Luna dive into a classic direct-mail test: a typed sales letter with a handwritten note in the margin…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
The Power of a Second-Person Opening
Lucas and Luna dissect a fascinating A/B test from a B2B SaaS company's landing page. The control opened with 'Our platform helps teams...' and…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Margin Note Doubled Response
In this episode of The Copywriting Podcast, Lucas and Luna explore the surprising power of handwritten margin notes on typed sales letters. They examine a case…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a One-Word Framing Shift Changed Price Perception
In this episode, Lucas and Luna dissect a landmark experiment where a single word — changing 'price' to 'investment' in a service…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Word in the Opening Sentence Boosted Response by 42 Percent
Episode 74 of The Copywriting Podcast dives into a surprising split-test result: changing just one word in the opening sentence of a sales letter lifted…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Margin Note Doubled Response
In episode 73 of The Copywriting Podcast, Lucas and Luna dive into a fascinating direct mail test from the 1980s where a simple handwritten margin note added…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten P.S. Boosted Response by 38 Percent
Lucas and Luna dissect the surprising power of the handwritten postscript in direct mail and email. They trace the technique back to legendary copywriter…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Typo in a Headline Boosted Response by 31 Percent
In this episode of The Copywriting Podcast, Lucas and Luna explore the surprising power of intentional imperfection in copywriting. They dissect a famous…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Margin Note on a Typed Letter Doubled Response
In episode 70 of The Copywriting Podcast with Fexingo, Lucas and Luna dive into a surprising direct mail A/B test from 2023. A financial newsletter company…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Story in a Sales Letter Outperformed a List of Features
In this episode, Lucas and Luna break down the exact moment a narrative-driven sales letter generated 62% more revenue than a feature-focused control — using…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How an Uncomfortable Pause Changed a Sales Letter Response Rate
In this episode of The Copywriting Podcast, Lucas and Luna examine a specific sales letter test from a mid-2000s fundraising campaign where a single…
- 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…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a 2-Word Headline Outperformed a 10-Word One
Lucas and Luna dissect a classic A/B test from a 2023 B2B campaign where a two-word headline — 'Revenue Velocity' — generated 58% more clicks than a…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Testimonial Beat a Professional Endorsement
In episode 65 of The Copywriting Podcast, Lucas and Luna unpack a classic direct-mail test from the 1990s: a plain customer testimonial outperformed a glossy…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Commas Worth of Pause Boosted Readership by 29 Percent
Episode 64 of The Copywriting Podcast with Fexingo digs into the overlooked power of punctuation — specifically, how adding a single comma in the right place…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a 27-Word Handwritten Note Beat a 4-Page Sales Letter
In this episode, Lucas and Luna dive into a classic direct mail test from 1993 that still holds lessons for today. A small business owner sent two versions to…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Specific Conjunction Boosted Response by 24 Percent
In Episode 62 of The Copywriting Podcast, Lucas and Luna drill into one of the most overlooked words in persuasive writing: the conjunction…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Question Changed a Landing Page and Doubled Conversions
In this episode of The Copywriting Podcast, Lucas and Luna dive into a single, counterintuitive change that doubled conversions on a B2B landing page: adding a…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Word in the Subject Line Boosted Open Rates by 33 Percent
In episode 60 of The Copywriting Podcast, Lucas and Luna dissect a classic split-test from the financial newsletter world: how changing one word in the subject…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Bullet Point Outperformed a Paragraph
In Episode 59 of The Copywriting Podcast, Lucas and Luna dissect a classic direct mail split test where a single bullet point in a sales letter beat a full…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Underline Lifted Response by 38 Percent
In this episode of The Copywriting Podcast, Lucas and Luna explore a surprising direct mail test: why underlining a single word in a headline lifted response…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Emoji Boosted Email Open Rates by 28 Percent
Lucas and Luna dig into one of the most controversial copywriting tactics of the past decade: using emojis in email subject lines. They look at a specific case…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Metaphor Boosted Conversion by 47 Percent
In this episode of The Copywriting Podcast, Lucas and Luna explore one of the most underutilized tools in persuasive writing: the metaphor. They break down a…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Empathy Map Beat a Focus Group
Lucas and Luna explore how a single empathy map exercise outperformed a $15,000 focus group for a B2B software company. They walk through the exact grid, the…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Pencil Beat a Formatted Typewriter in Direct Mail
In direct mail copywriting, the tool you use can make or break response. Lucas and Luna examine a classic 1980s test by direct mail legend John Caples: a typed…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Postcard Beat a Four-Page Sales Letter
In this episode, Lucas and Luna dive into a surprising direct mail test from 2023: a simple, handwritten-style postcard outperformed a polished four-page sales…