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 Handwritten Margin Note Beat a Form Letter
Lucas and Luna dissect a legendary direct-mail test from Ogilvy & Mather. In the early 1990s, a credit card issuer sent two versions of a solicitation: a…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Underlined Word Lifted Response by 42 Percent
In this episode of The Copywriting Podcast, Lucas and Luna revisit a classic direct mail test from the 1970s that still holds lessons today. A single…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Statistic in a Headline Tripled Response
In episode 50, Lucas and Luna dive into the power of specificity in headlines, anchored by a famous 2005 test where a headline featuring a single statistic —…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Underlined Phrase Lifted Response by 34 Percent
In this episode of The Copywriting Podcast, Lucas and Luna dive into a specific direct mail test from the early 2000s where a single underlined phrase in the…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Pencil Beat a Typed Headline
Lucas and Luna dive into a 2015 direct mail test where a handwritten pencil headline outperformed a professionally typed version by 43 percent. They explore…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Sentence Lifted Response by 31 Percent
In this episode of The Copywriting Podcast, Lucas and Luna examine the surprising power of a single sentence in direct mail copy. They break down a real test…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Typed P.S. Beat a Handwritten One in Direct Mail
In this episode, Lucas and Luna dive into a forgotten 1998 direct mail split test by the Boardroom newsletter. The control version had a handwritten P.S. in…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Pencil Margin Note Lifted Response by 38 Percent
In this episode of The Copywriting Podcast with Fexingo, Lucas and Luna dissect a forgotten direct-mail test from the 1980s that lifted response by 38 percent…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Specific Testimonial Beat a Generality
In this episode of The Copywriting Podcast, Lucas and Luna dive into the data behind testimonial writing. They examine a 2024 case study from a B2B SaaS…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Word Change Tripled Direct Mail Response
In this episode, Lucas and Luna revisit a classic direct mail test from the 1950s, where a single word change in a letter's opening sentence tripled…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Comma Increased Sales by 26 Percent
In this episode of The Copywriting Podcast, Lucas and Luna examine a fascinating case from direct mail history: how one mailer boosted response by 26 percent…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Dashed Line Redefined a Sales Letter
In this episode, Lucas and Luna explore how a single typographic element—a dashed line—transformed a direct mail campaign for a B2B software company. They…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten P.S. Beat the Entire Body of a Sales Letter
In this episode of The Copywriting Podcast, Lucas and Luna examine the remarkable 1968 direct mail experiment by copywriting legend John Caples, where a simple…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Long Sales Letter Beat a Short One by 80 Percent
In episode 39 of The Copywriting Podcast with Fexingo, Lucas and Luna dive into the famous battle between long-form and short-form copy. They dissect a classic…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Blank Page Sold More Than a Full Brochure
In this episode, Lucas and Luna explore the counterintuitive power of white space in copywriting. They examine a 1960s direct mail campaign from a small…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Pricing Change Quadrupled Revenue
In this episode of The Copywriting Podcast, Lucas and Luna examine a case where a software company changed one line in their sales letter — shifting from a…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Testimonial Written by the Customer Outperformed the Agency Version
Two versions of the same testimonial. One written by a professional copywriter at the ad agency. The other scribbled on a napkin by the actual customer…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Simple Letter Outperformed a Fancy Microsite
In this episode, Lucas and Luna revisit a classic direct mail test from 2018 that a small nonprofit ran against its own polished fundraising microsite. The…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Postscript Doubled Donation Revenue
In this episode, Lucas and Luna unpack the surprising power of the postscript in fundraising direct mail. They examine a 1990s American Red Cross campaign…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Handwritten Note Beat a Professional Sales Letter
In this episode, Lucas and Luna dive into a classic direct mail case study that most copywriters miss: the power of the handwritten personal note. They examine…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Typo Made a Direct Mail Campaign Profitable
In this episode of The Copywriting Podcast, Lucas and Luna explore a counterintuitive direct mail case: a fundraising letter that deliberately included a…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Free Gift Outperformed a Discount Offer
In this episode of The Copywriting Podcast, Lucas and Luna explore a classic direct mail experiment where a free gift—a simple pocket calculator—generated…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Typewriter Changed Direct Mail Copywriting
In this episode of The Copywriting Podcast, Lucas and Luna explore how the physical act of typing on a manual typewriter forced copywriters to be more…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Underline Boosted Response by 47 Percent
In this episode of The Copywriting Podcast with Fexingo, Lucas and Luna explore the surprising power of underlining in direct mail copy. They break down a…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Word Change Tripled Direct Mail Response
In this episode, Lucas and Luna explore a famous direct mail case study where changing one word in a headline — from 'how to' to 'the secret…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Underline Boosted Response by 47 Percent
In this episode of The Copywriting Podcast with Fexingo, Lucas and Luna examine a direct mail test from the 1970s where a single typographical change —…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
The Headline That Worked Because the Ad Said Nothing
In the 1920s, a department store placed an ad with a headline that was almost entirely blank space — just a tiny line of text at the bottom. It generated more…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a One-Word Change Tripled Direct Mail Response
In this episode of The Copywriting Podcast, Lucas and Luna explore the power of specificity in direct mail copy. They break down a classic A/B test where…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Two-Word Headline Doubled Response Rate
In this episode of The Copywriting Podcast, Lucas and Luna dissect a legendary direct mail campaign where swapping a single adjective for a two-word phrase…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Testimonial Lifted Revenue by 89 Percent
Lucas and Luna dissect the anatomy of a testimonial that turned around a struggling software company in 2025 — not by adding features or slashing prices, but…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Five-Cent Stamp Changed Copywriting Forever
Lucas and Luna tell the surprising story of how the humble postage stamp—specifically the five-cent stamp rate change of 1952—forced direct mail copywriters to…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Uncomfortable Truth Made Headlines Work
Lucas and Luna break down the single persuasion principle that turns a generic headline into a magnet for attention — not a curiosity gap, not a formula, but…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Letter That Was Never Sent Sold a Million Dollars
In this episode of The Copywriting Podcast, Lucas and Luna unpack the strange case of the unsent sales letter that still generated a million dollars in orders…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Comma Boosted Direct Mail Response by 30 Percent
In episode 19 of The Copywriting Podcast, Lucas and Luna dissect a surprising but proven copywriting tactic: the strategic pause created by punctuation. They…
- 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…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Guarantee Lifted Response by 300 Percent
In this episode of The Copywriting Podcast, Lucas and Luna revisit a forgotten direct-mail classic: the 1970s campaign that used an unusually strong guarantee…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How Direct Mail Copy Used Scarcity Before Amazon Made It a Clickbait
In episode 16 of The Copywriting Podcast with Fexingo, Lucas and Luna explore how direct mail copywriters in the 1960s and 1970s weaponized scarcity — and how…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
The Power of the Guarantee in Direct Mail Copy
In this episode of The Copywriting Podcast with Fexingo, Lucas and Luna explore the forgotten art of the guarantee in direct mail. They dissect the specific…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Blank Space Increased Donations by 50 Percent
Episode 14 of The Copywriting Podcast dives into the power of white space in copy. Lucas and Luna examine a direct-mail fundraising letter from 2018 where the…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Word in a Headline Changed Everything
In this episode of The Copywriting Podcast, Lucas and Luna dive into the power of 'weasel words'—those subtle, slippery qualifiers that can make or…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Single Sentence Killed a Million-Dollar Campaign
In this episode, Lucas and Luna dissect the anatomy of a high-stakes copy failure: the 2010 Old Spice 'Smell Like a Man, Man' campaign nearly died in…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
Why the Body of a Sales Letter Matters Most
In this episode of The Copywriting Podcast, Lucas and Luna break down why the body of a sales letter—not the headline or the offer—is what actually makes the…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
The John Caples Headline That Paid 19 Cents Per Word
In this episode, Lucas and Luna dissect one of the most legendary direct-response headlines ever written: John Caples' 1932 'They Laughed When I Sat…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Word Swapped a Headline from Meh to Millions
Lucas and Luna dissect a single headline change that lifted conversion by over 300 percent for a SaaS landing page. They zero in on the verb swap — from…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Five-Word Headline Made 34 Million Dollars
Lucas and Luna break down the anatomy of one specific headline from 1974 that generated $34 million in sales for a financial newsletter publisher. They walk…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Anarchist Copywriter Invented Modern Direct Mail
Before the internet, before social media, a self-described anarchist named John E. Kennedy revolutionized marketing with a single principle…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
The One Emotional Trigger That Tripled Donations
In episode six of The Copywriting Podcast, Lucas and Luna dive into a single psychological trigger that transformed a struggling nonprofit's fundraising…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a P.S. Lifts Conversion by 42 Percent
In this episode of The Copywriting Podcast with Fexingo, Lucas and Luna drill into one of the most underrated elements of a sales letter: the postscript. They…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Six-Word Headline Beat a 500-Word Sales Letter
Lucas and Luna unpack the forgotten 1980s test where a tiny display ad with just six words — 'Two Words That Sell Anything' — outperformed a 500-word…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How a Two-Word Subject Line Doubled Open Rates
In this episode, Lucas and Luna dissect the anatomy of the most effective email subject line in a 2025 B2B campaign. They break down why a simple two-word…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How Claude Hopkins Sold Beer With Science Not Poetry
Lucas and Luna unpack the 1920s copywriting genius of Claude Hopkins, focusing on his legendary Schlitz beer campaign. Hopkins rejected flowery language and…
- The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How Ogilvy on Advertising Sold 18 Million Rolls-Royces
In the premiere episode, Lucas and Luna dissect the most famous headline in copywriting history: David Ogilvy's 1958 Rolls-Royce ad that ran with the…