How One Underlined Word Lifted Response by 42 Percent

What this episode covers

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 underlined word in a fundraising letter for a veterans' charity lifted response by 42 percent. They break down why the underline acted as a cognitive highlighter, how it changed the reader's mental rehearsal, and what this means for your emails, landing pages, and sales letters in 2026. Plus: a quick reflection on why the show stays ad-free and how you can support it. #Copywriting #DirectMail #Fundraising #Persuasion #Headlines #SalesLetters #MarketingPsychology #VeteransCharity #1970s #CognitiveBias #Underline #Emphasis #ConversionRate #ResponseRate #A_BTesting #CopywritingTips #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

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Frequently Asked Questions

How long is this episode of The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing?

This episode is 6 minutes long.

When was this The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing episode published?

This episode was published on June 14, 2026.

What is this episode about?

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 underlined word in a fundraising letter for a veterans' charity lifted response by 42 percent. They...

Can I download this The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing episode?

Yes, you can download this episode by clicking the download button on the episode player, or subscribe to the podcast in your preferred podcast app for automatic downloads.