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 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