The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing

Before the internet, before social media, a self-described anarchist named John E. Kennedy revolutionized marketing with a single principle: 'reason-why' selling. In this episode, Lucas and Luna unpack the story of how Kennedy, a disgruntled police officer turned copywriter, walked into a Chicago ad agency in 1904 with a manifesto that changed advertising forever. They explore his famous $25,000 s...

In episode six of The Copywriting Podcast, Lucas and Luna dive into a single psychological trigger that transformed a struggling nonprofit's fundraising copy. In 2019, Charity: Water ran an A/B test on a single email appeal: one version led with statistics about the water crisis, the other led with a specific story about a girl named Amina and the well that was built for her village. The storytell...

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 unpack a famous case from direct-mail legend John Caples, who tested a P.S. that added a single sentence—and lifted response by 42 percent. Then they bring it into 2026, looking at how a travel brand used a P.S. in an email campaign to boost...

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 direct-mail classic. They trace how the test exposed the real job of a headline: not to sell, but to buy the reader's attention. Specific case includes the original numbers from the test, why the long copy actually hurt conversion, and what modern ma...

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 subject line — 'Quick question' — outperformed every other variant by over 100 percent in open rates, and what that teaches us about curiosity gaps, social dynamics in email, and the danger of over-writing. Lucas shares the actual A/B test data...

Lucas and Luna unpack the 1920s copywriting genius of Claude Hopkins, focusing on his legendary Schlitz beer campaign. Hopkins rejected flowery language and instead ran split-tests on ads, scrubbed brewery floors for a fact, and boosted Schlitz from fifth to first place in just a few months. The episode walks through his exact headline, his use of 'scientific' proof points, and why modern DTC bran...

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 headline 'At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.' They walk through the exact research process Ogilvy used, the three-word deletion that turned a good ad into a legendary one, and why the principl...