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. Version A came first. Version B came later — and generated 62 percent more response when tested head-to-head in a direct mail campaign for a B2B software company in early 2025. Lucas and Luna unpack why the customer's own words, with all their awkward phrasing and lack of polish, beat the glossy agency rewrite. They talk about conversational authenticity, the 'too perfect' trap, and how a single testimonial can make or break a lead-generation piece. Plus: a quick conversation about keeping this podcast ad-free and what that means for listeners like you. #TestimonialWriting #DirectMail #CopywritingTips #B2BCopywriting #PersuasiveWriting #CustomerVoice #Authenticity #Marketing #SalesLetters #LeadGeneration #CaseStudy #NapkinTestimonial #AgencyVsCustomer #ResponseRate #FexingoBusiness #BusinessPodcast #MarketingPodcast #CopywritingPodcast Keep every episode free: buymeacoffee.com/fexingo