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Podcast Experiment

Hi, my name's Josh Haroldson. As a kid I never liked school all that much. What I really liked was summer vacation. Because that's where you got to work on whatever you wanted. For example:

  • A couple summers I had a lawn service which taught me you could make money on your own by providing a useful service for people. I only bought enough money to buy a snowboard, but now, I'm a top-rated freelancer on Upwork.
  • Another summer I learned to use my camera while backpacking. And a few years later ended up as an Instagram suggested user doing paid work for companies like Vayner Media and Food+Wine.

Dang. Turns out those summer projects can be pretty useful.

So, now that I'm a stay-at-home dad I figured, "Hey, why not bring back the summer project?"

Enter, the podcast. AKA my Copywriting Course Summer Jam.

What I want to learn:

  • How to launch and edit a podcast.
  • How to regularly create small pieces of re-usable content.
  • How to promote a podcast to my first 1000 downloads.

My Goal:

  • Have fun and create something I can share with my kid someday.
  • Get to 1,000 downloads. That might not seem like a lot in the social media world, but me talking to a room full of 1,000 people would be pretty neat.

Link to the podcast:https://dadalwaystoldme.com/
Link to my social:  | @joshharoldson on Twitter
Link to the blog: 

How I plan on promoting it: 



Word of Mouth

Time Limit: Q3 of 2022. June 1st to Sept 1st

I will update this thread every few days with numbers and progress. Follow along!



The S.T.U.P.I.D. Email (Friday June 3rd, 2022)

(Swipe, Thought, Uplifting, Picture, Interesting, Drawing)

This is a fun email for Friday June 3rd, 2022. Hope you like it 🙂


🎤 Listen to this email here:




There's an interesting company called MSCHF (like mischief) that does viral contests.

Look at this cool old-school-looking page for an "MMO-SAT Test" they made:


At first I thought this was like an SAT test contest, but MMO-SAT means Massive Multiplayer Online Standardized Test.

This MSCHF company does "drops" and this particular contest is #70 in a sequence of ~100 they are doing.

They do lots of other contests like this, and release a list of their next "drops "so people can anticipate them:


No one has any clue if they make money or not, but this is super interesting company, and really cool how they "manufacture virality" over and over again!





I used to regularly try to lucid dream (where you "wake up" during a dream and can control it).

People who lucid dream can do ANYTHING THEY WANT in a dream like fly, or meet celebrities, or hangout with dinosaurs.

A few years ago I spent months trying to do this, and could "become conscious" inside a dream with some regularity, but it would only last for up to 20 seconds (I would get so excited that I was inside a lucid dream that I'd knock myself out of it)!

The most reliable method I found to enter a lucid dream:
Look at both hands before you go to bed.

#2.) Then when you're dreaming, look at your hands inside the dream, and you'll "wake up" inside the dream!


So right before I'd go to bed I'd hold up my hands like this, and then if I was ever in a dream during the night, I'd try to "look at my hands inside the dream" and it would all of sudden pop me into the dream and I could control it!

It's kind of wild this is even a real thing and I've always been fascinated by it!




I'm just going to assume you have a strange fixation with Shih Tzu dogs like I do, so here are the 3 best Shih Tzu Instagram accounts to follow:

#1.) Louie the Shih Tzu: @imlouiethetzu


#2.) Roku the Shih Tzu: @its.me.roku.the.shihtzu


#3.) Kimbap the Shih Tzu: @kimbap_the_shihtzu


If you follow these, I'm pretty sure your life will be happier. LOOK AT THOSE FACES!! 🙂

P.S. These dog accounts tend to have goofy sound effects, so I almost always watch the videos on mute.

P.P.S. I spend way too much time looking at these accounts 😂




If anyone needs a simple plan for the gym, this one-pager is what I use:


This is what my friend Billy Murphy used to win a #1 spot in a body building competition despite no previous experience.

Obviously he also had a very clean diet (which is probably more important than the working out part).

I've also scribbled this workout on my home gym wall. It's very helpful on days when I don’t know what to do, so I just pick a number and crank through it!


Maybe keep that photo in your phone, and if you ever need a workout to follow, just do one of those 🙂




One thing we do at Copywriting Course is run a community where we practice writing and re-write each others copy.


Here's the stats from from last month (May 2022):
• 37 videos added
• 1,610 posts written
• 2,705 likes given
• 229,312 words written
• 1,498,233 characters written
 See live feed

I'm very proud of a lot of "wins" we constantly get (see a live updated list of wins), such as:

“Implemented your suggestion for the headline and it worked! It had a CTR jump from 11% to 24%.” MH

“3 leads came in today after applying what I learned from your feedback.” LB

“Got advice on Office Hours, implemented it, immediately got 9x engagement on LinkedIn posts” CO

“I count on you guys to double check every piece of copy I send out. Your critiques are always spot on. You never disappoint.” LW

“Open rates on my newsletter are about 70% among my active subscribers! I couldn't have done it without your feedback and support!” KR

If you're looking for help on any of your copy, right now (mid-2022) might be a great time to start.

We're halfway through the year, so this is the time to optimize all your emails, webpages, product pages, and offerings for Q4:


TODAY is the last day of our mid-year sale, so signup now!
Normal: $750
Today: Get 35% off!
(use coupon code MID22 at checkout)





It was Memorial Day a few days ago, so I'd like to thank all the people who made the USA a great place to live.


My family lived out the American Dream and it’s pretty awesome 🙂

I feel very grateful for:
• The opportunity to work
• The opportunity to express
• The opportunity to participate
• The opportunity to be a value add

I'm also grateful for you reading this email. Thank you 😊



Hope you enjoyed these little tidbits, have a happy Friday!
Neville Medhora - 
CopywritingCourse.com | @NevMed







How to Hit 100 Posts Inside Copywriting Course

One of the best ways to become a better writer.....is to write a lot!



So I challenge you to hit 100 posts inside the Copywriting Course Members Area


We've seen people who post 100+ posts get drastically better at writing, more confident at writing, and are able to craft clearer messaging on everything they create.

Here's some ways you can quickly hit 100+ posts!

[Go] Copy Assignments: Get some copy practice.
[Go] Make a work journal: You can see mine here.
[Go] Answer Q&A questions: Answer these simple questions.
[Go] Comment on blog posts: Only members can comment on posts.
[Go] Submit your copy for review: Get copy reviewed and optimized.
[Go] Give feedback on other members copy: Give honest feedback.



Do "Copy Assignments"

For example, we challenge you to "sell this boat."


We'll give you a few details about the boat, then you can write a cold email to sell the boat, and our professional writers inside the forum will review it and let you know how to improve!



Write a daily work journal

This is a great bang-for-your-buck, because you get writing practice AND have some work accountability!

For example I posted a small update in my Daily Work Journal showing where I am writing this post from:


Or here's another post outlining my daily to-do:


The simple act of sorting out your tasks, writing them down, then sharing them with a likeminded private community is EXTREMELY helpful.

You also get other people commenting on your work sometimes with suggestions, or even reaching out saying they are working on something similar and giving tips!


Answer Q&A questions

We ask some simple questions you can easily answer.


Taking a quick second to answer a few of these, and it will naturally get you to think about an answer, craft a message, and share it (all while secretly making you a better writer)!


Leave comments on blog posts

We've got a blog that gets many hundreds of thousands visits a month, and only members can comment on it.

If you hit 50 posts in the forum you get to display you social links, so this often results in some cool exposure!


From these social links alone people have got more exposure, increased their following, and even got hired for gigs and positions!

You never know who might see these, so go comment and participate on the blog!


Submit your copy for review

One of the most popular features inside Copywriting Course is posting your copy, and our professional writers go through and make it better with you.

This way you get realtime feedback on your writing, spot improvements, and learn-by-doing.


What's even cooler is you rack up post counts for getting copy reviewed and interacting with the community inside your thread.



Give feedback on other members copy

You don't have to be an expert writer to give feedback on someone's copy. In fact you can just share what you think is right/wrong about a piece, and give suggestions on what you thought about it.


This is SUPER USEFUL to the person asking for feedback, because it's great to hear from different perspectives



Your Goal:

✏️ Make 100 Posts ✏️

[Go] Give feedback on other members copy
[Go] Submit your copy for review
[Go] Comment on blog posts
[Go] Answer Q&A questions
[Go] Make a work journal
[Go] Copy Assignments


Copywriting Course

The S.T.U.P.I.D. Email (Friday May 27th, 2022)

(Swipe, Thought, Uplifting, Picture, Interesting, Drawing)

This is a fun email for Friday May 27th, 2022. Hope you like it 🙂

🎤 Listen to this email here:



The famous old-school copywriter Gary Halbert made his first million dollars at age 32 with a promotion called: The Coat of Arms Letter.

This was the one-page letter to specific last names in the phonebook where he would sell "Coat of Arms" family crest you could buy through the mail (this was 1971 and that was the only way to buy):


The product people received was literally a printed family crest.

This was an example of the front & back of the Coat of Arms you would get:

Shoutout to @eston_esau who sent me these pictures of his grandpa's framed Coat of Arms!







Some types of media take longer per minute to make than others.

For example:

Production Time -vs- Final Product ratio:
• MOVIE: 12 months for 2 hours (4,300:1)
• SONG: 100 hours for 3 minutes (2,000:1)
• PODCAST: 2 hours for 1 hour (2:1)
• LIVE VIDEO: 1 hour for 1 hour (1:1)





This weekend we did a fun Spartan Race with some friends and it was a great time!

I'm MAINLY just happy I didn't hurt myself! 😬

It was 10k of running with 25 obstacles and challenges in between.

We rented a nice house near the lake where the race was being held:


Goofing off before the race



The morning of the race, having some snacks and getting ready



We arrive at the ranch where it's held



We're all still clean and about to start!



The race begins! Carrying a bucket fill of rocks



There were lots of monkey-bar-type hanging obstacles



My friend Noah Kagan running through mud



We all completed the race!



Jumped in the lake to clean off



Enjoyed the rest of the weekend hanging with friends


It was a good time, good friends, and we made a full weekend out of it on the lake 🙂




On my iPhone always use a few unknown settings to make better pics.

These 5 iOS photo modifiers make your pictures look WAY better (and doesn't wash out the photo)!

On almost any photo you take, apply these:
• Increase "Brilliance"
• Increase "Shadows"
• Increase "Vibrance"
• Increase "Definition"
• Straighten & Crop

Here's an example:


Here's an example of a photo ruined by lots of backlight, and simply increasing the exposure just washes out the picture, but if you do those 5 modifiers the photo becomes great:


This photo was almost unusable, but 20 seconds of:
• Increase "Brilliance"
• Increase "Shadows"
• Increase "Vibrance"
• Increase "Definition"
• Straighten & Crop

...and we're in business!


Toggling these 5 settings is often the difference between a "meh" photo and an awesome photo. The magic is in the post-editing!






A Copywriting Course member wanted to build an email list for sneaker deals:


↳ Progress for emails was slow, so he started his own sub-Reddit instead!
↳ 3,000 subs first month! 200,000 views. 2 viral hits.
↳ He tried a promotion but it failed.
↳ Then he made a Top 10 post, it hit and brought in revenue!


↳ The sub-Reddit is now 6,100 members in about ~2.5 months!
↳ He's been turning those members into email subs (currently 140+)
↳ Is now releasing a paid database of sneaker deals to them.


Kind of neat how email collection was going slow, but starting a Sub-Reddit was an immediate hit!

See Sub-Reddit: https://Reddit.com/r/midsoledeals/
Follow progress:
https://Copywritingcourse.com/blogs/50 (you can see a full live-updated journal of progress here)





Here's a cool little artifact from the 1990's:

A Simpsons drawing guide that Matt Groening created for the animators:


He had these pages that would guide the writers to create a consistent product like he liked:


This is pretty common in the animation world.

For example this is "Mickey Mouse's Hand Guides" from Walt Disney:


Cool to see these behind-the-scenes guides 🙂


Hope you enjoyed these little tidbits, have a happy Friday! 
Neville Medhora - CopywritingCourse.com | @NevMed


The S.T.U.P.I.D. Email (Friday May 20th, 2022)

(Swipe, Thought, Uplifting, Picture, Interesting, Drawing)

This is a fun email for Friday May 20th, 2022. Hope you like it 🙂



🎤 Listen to this email here:




This is a cool chart sent along with a toaster that visually shows the different heat settings.

The numbers 1, 2, 3, 4, 5, 6 don’t really mean much to the user, but showing them like this instantly conveys what each setting does!


This is an example of simple and effective copy visuals!





Movie posters are basically one-pager advertisements, however they often contain NOTHING but the title of the movie and an image.

For example this Spider-Man movie poster just says "Spider-Man" and some action shots of the main characters:


They can get away with this because everyone already knows what Spider-Man is! All they have to do is show the new movie is coming out, and an audience will follow.

Another sequence of posters that needs very little explanation or words is James Bond.

The franchise is so popular that just showing a sparse poster is enough, like this Golden Eye poster:


...or this Spectre poster with nothing but a cool picture of James Bond:


Now some movie posters need to add more context to the poster because the general public may not know much about the character, like this awesome Kamen Rider poster.

Notice the extra story text on the left and right:


Or when Scarface came out it's poster had additional context explaining the story because no one knew this character:






One of the absolute simplest time-saving tricks I’ve seen bars do in recent years is:

“We’ll keep your tab open but give your credit card back right away.”

When they do this you can just leave, and at the end of night they’ll close your tab and do an automatic 20% tip.

Customers love this because they can leave anytime without spending 10 minutes trying to close a tab.

Bartenders love this because they get 20% gratuity on every check.

Bars love this because bartenders are filling drink orders, not settling tabs.

This is such a small change, but yields big results!





Totally random, but these are the 5 different light settings my home office scrolls through depending on my mood:



It's all controlled through a Phillips Hue remote, with 4 Phillips Hue Play lights, 2 Phillips Hue color bulbs inside lamps, and 4 LED lamps for some extra lighting power when on calls.

It all looks like this in the day:


...and looks like this at night:






I couldn't believe this actually works! Notice the difference in reading speed on the below text:

Text on left: Normal text. Text on right:Bionic Reading” text with specifically bolded letters.

Watch how fast you can read the text on the right with the bolded letters!


It's kind of wild how much faster you can read the right side with these specifically bolded letters!





I've utilized drawing little stick figures and such for years, and it's always been difficult....but over the year's it's become easier.

My original drawings were done on tablet computers or an iPad Pro and then edited in Photoshop:


Then for a while I used a Google Presentation file with different body parts of StickGuy (heads, eyes, noses, mouths, bodies)....so I could just drag-n-drop them into different permutations like this:



Then I was using Canva a lot, and you can draw + add images:


Or you could use Canva pre-existing templated stuff:


Now I'll often edit and create images directly within ConvertKit (what I'm using to send this email):


Making images used to be this very skilled thing few people could do, but now it's become so much more accessible with better tools!



Hope you enjoyed these little tidbits, have a happy Friday!
Neville Medhora -
CopywritingCourse.com | @NevMed


6 things I *really really* like about ConvertKit


Listen to this on Podcast:

I've tried every email sending company out there for my own businesses or for clients.....and I'm going to show you my #1 pick of them all.

I've personally used:
Aweber (7 years)
Klaviyo (7 years)
MailChimp (3 years)
InfusionSoft (5 years)
ConvertKit (currently)

Here's what I personally have found from going through all these services:

The big features aren't important as the little features.

The big stuff is almost all the same. Sending broadcasts, autoresponders, tagging. Every email service has this.

However it's the little things are important: How the editor works, editing images, being able to capture emails easily etc....

Here's the top things I've enjoyed about ConvertKit.


#1.) Easily write in the editor

This is such a big problem with most companies. The editor is often clunky and frustrating to write in.

In ConvertKit you write, and that's what it puts out.


Especially as an email gets longer, some email editors will "blow up" and mess up your email like an old Microsoft Word doc.

I used to always write blog posts on my website, then transfer them to emails. For almost a year now I've used ConvertKit as my default blog writing software.

One of the main reasons is the next point....




#2.) Edit Images on the spot.

Doing small edits to images is one of the most time consuming things I do (and for people who aren't good at this, often impossible).

For example, here's an image of an old advertisement I used in an email:


But I want to make it more informative by marking up the image...

With ConvertKit directly from the email editor I can do this:


This normally used to take many steps of importing/exporting the photo from Photoshop or another program like Canva. With ConvertKit I never left my email editor!



#3.) Autoresponder just click through and edit.

In the past my autoresponders looked like this:



Let's zoom in and look at this:


To make an autoresponder I would have to:

  • Create and apply tagging rules
  • Create a timer & rules for each individual email
  • Link each email to the next
  • Open new windows to edit an email
  • Layout the emails so they fit on the screen
  • View individual reports for each email

This was an utter disaster, and made wrangling my autoresponders super difficult.

ConvertKit solved this by making a brain-dead-simple layout like this:


Just click the email you want to edit....and edit right there on the spot.

I also HATED the reporting on other autoresponders. You had to click through each email one-by-one....but autoresponders are meant to be viewed as a sequence, not individually.

That's why when I saw ConvertKit displays simple reporting like this I rejoiced:


These might be very simple things, but to anyone who's living is made with emails, these things are huge deals.




#4.) Accept purchases for products

I do consulting and sometimes accept random payments for sponsorships. Instead of invoicing software, I'll just create a product in ConvertKit, add the price, and send that link to the client, like this:


BAM. I just accepted payments.

It's little things like this that SHOULD be simple that I like.



#5.) Capture emails and grow list

Ugh, another bane of my existence is having multiple services to do email collection and email sending. Why are they not the same?

With ConvertKit I put this simple email signup form on CopywritingCourse.com/newsletter


In the past few weeks here's the performance of that box:


This means ~15% of the people that landed on that link entered their email address, and I picked up ~1,200 new subscribers from that.

Since I use ConvertKit for email collection AND sending, I set this form to start new signups on the autoresponder I mentioned above.



#6.) Send content upgrades in one

Sending a "Content Upgrade" is when someone signups for your email, and you send them a file:


This feature was nearly impossible with InfusionSoft, and required 10+ clicks and settings.

In fact I had to use LeadPages to handle this functionality.

However ConvertKit just let's you push people to a different page after they signup, or send them a message via email with the link:


Once again, this seems like such a small thing, but in practice is so difficult with many email services. So now I could send people relevant content downloads extremely simply, which massively boosted conversion rates!




Anyways, I hope you enjoyed this post on the primary features that make me love ConvertKit.

Neville Medhora


P.S. I made this whole email inside ConvertKit, including all the images.

P.P.S. If you are looking for an email editor, try out ConvertKit's free trial!


The S.T.U.P.I.D. Email (Friday May 13th, 2022)

(Swipe, Thought, Uplifting, Picture, Interesting, Drawing)

This is a fun email for Friday May 13th, 2022. Hope you like it 🙂


🎤 Listen to this email here:



This is a fun(ny) ad from FedEx which harps on the famous question:
"Which came first: The chicken or the egg?"

FedEx is showing how fast they deliver a package through this ad 😂





I've written 5,000+ blog posts and emails reaching hundreds of millions of people.

This is the messy process of creation they all follow:

STEP #1.) Have tons of random and disorganized thoughts.

These thoughts & ideas come to you in the shower, on walks, or randomly...



STEP #2.) Put all those thoughts into disorganized writing.

Just get all those thoughts into writing in one place.

This could be in a Google Doc, a note in your phone, a Wordpress post, or wherever you write.

It doesn't have to be organized (or make sense) yet...



STEP #3.) Edit, Organize, & Trim.

This is where you'll start putting your disorganized writing into a coherent structure.

60% of the time the article changes it's focus at this stage...



STEP #4.) Start making your article clean & clear.

Re-read your article, and RUTHLESSLY cut out sentences that "don't earn their pixels."

At this point your article is ready.


HINT: You'll still NEVER be 100% satisfied with the final product...so 90% happiness on an article is great 🙂





I originally started using Instagram as a place to post my daily to-do lists all scratched off, like this:


The problem is my friends didn't wanna see these everyday, especially since the stuff was already crossed off.

In order to share my daily to-do lists I recently created a "Journal" feature in our members area:


Any member can click that tab, and it'll automatically add to a running journal log.

For example I always create my to-do lists the night before, and I snapped a pic and shared it:



It's kind of neat keeping a running work journal because you are forced to write out what you're doing, other members can see it, and people often leave feedback or give you ideas.

It's so cool the internet allows you to work in a community like this 🙂





Whenever my friends (and 4-door-down neighbors) @thesamparr and @SaraSodineParr go out of town I get a free guard dog named Sid 🙂

Here's Sid playing the guitar:



Here's Sid watching podcasts with me:



Here's Sid lazying in the office:



Here's Sid guarding the gym while I workout:



Here's Sid chameleon-ing into the office rug 😂






One of the obvious technologies that will appear in our lifetime is Augmented Reality (AR) glasses.

Right now we use tiny phone screens to view our information, but if you had glasses which can display pixels, your screen can be ANY size you want!


If you acquired a pair of AR glasses from 5 years in the future, you would essentially be a superhuman:

You'd be able to listen to conversations, transcribe, and reply using GPT-3. People could ask you questions, and you read what pops up on your AR glasses.

It would appear like you are answering any question instantly.


You would instantly know pertinent information at all times:


Imagine doing a standup comedy set with these glasses on. Instead of having to remember jokes, you could literally read them without anyone knowing:


This technology is still early, and I imagine it'll be like smartphones in the last 20 years: They are initially useful-but-limited devices, but in 10+ years their usefulness will massively increase.





Speaking of to-do lists from earlier in the email, here's the format I use for my hand-drawn to-do lists:


I've been using this method for YEARS....in fact here's a video from 2012 showing the exact same method I've been using!


Hope you enjoyed these little tidbits, have a happy Friday!

Neville Medhora - CopywritingCourse.com | @NevMed


Experiment: I’m creating a Sub-Reddit Community to promote Sneaker Deals (Have 5,000 now)

Hi my name is Steve. I’m a bit of a sneakerhead, and I wanted to build out an email list of people to send sneaker deals I find. Why not try to make money doing something I love & know alot about.

I tried a couple of different platforms to build an audience first (Instagram, Twitter), but the one that caught the most steam is my own Sub-Reddit.

So far I’ve been adding between 100 and 300 new subscribers per day.



I’m going to do an experiment where I try to hit 10,000 subscribers, and I will document my progress in the comments of this post.


Follow me along the way!

The S.T.U.P.I.D. Email (Friday May 6th, 2022)

(Swipe, Thought, Uplifting, Picture, Interesting, Drawing)

This is a fun email for Friday May 6th, 2022. Hope you like it 🙂


🎤 Listen to this email here:




This was an ad from 1969 when Pop-Tarts were first introduced. In one image and a little text, the ad shows:

  • What they look like
  • What’s inside of them
  • How they are packaged
  • That they go in the toaster
  • The different flavors of Pop-Tarts
  • Dimensions of the Pop Tarts (hand for scale)



This ad makes me want a Pop-Tart!!




If you’re a freelance copywriter with $9, then you can join The 2nd Annual Copywriting Summit on May 16th - 18th (presented by freelancing platform MarketHire):

Copywriting Summit Newsletter Graphic for Neville.png

Want more clients? Looking to write better, converting emails? In search of strategies to create standout content (that gets shared around the internet)?

No matter what copy skill you’re looking to build this year, This Copywriting Summit has got you covered!

Live sessions from 20+ experts like:
Dickie Bush, JK Molina, Alex Fasulo, Rob Allen, Wiz of Ecom, Samar Owais, Neville Medhora (yes I’m speaking!), and more...

…It’s the biggest and best copy gathering of the year. Tickets are on sale now. Plus, for anyone who signs up from the Copywriting Course newsletter, you get 3 bonus gifts, at no additional cost:

  • An ebook on 6 Secrets of Writing 6 Figure Emails
  • A guide on 34 Headline Writing Secrets
  • And a MASSIVE 461-page document full of booming DTC trends, email & copywriting tips, 100+ client ideas, and more

Normally, these books sell for between $19 and $399 each.

But right now, they’re sending them to anyone who gets a ticket today through this link for FREE. See you May 16!





Sometimes it's easier to just "Show" a product rather than describe it.

This ad from Miro just "shows" a team building out a communication workflow with a simple gif, and it helps explain the product much better than tons of text!


Taking this concept even further, did you know on Amazon's phone app you can see an augmented reality view of what a product will look like in your home?

Here I typed in "Shelf", found a product, clicked "View In Your Room" and through the camera I can see exactly what it would look like in real life.




Instead of describing what this shelf is like, Amazon took it a step further and lets you SEE THE THING IN YOUR OWN HOME!





I pay $600/month to have a guy from MyBodyTutor call me everyday at 10:15am and ask:

• What I ate (which I log throughout day).
• When I’m going to workout.
• What I'm going to do during that workout.
• What I’m going to eat today.

It’s been incredibly transformative on my eating habits.

For 2 years I was trying to hit a certain fitness goal and just "keeeppptt" missing it. The daily accountability this provides (also the fact I'm shelling out a good bit of money) keeps me on track.

I've never had a problem consistently working out....but pigging out on junk has always been a problem.

I've started cooking myself a lot more, and it's been super interesting to see how healthy you can make a meal (and learning what's in it vs never knowing with purchased meals).

Here's examples of meals I make now:


Beets, Avocado, Green Beans



Steak, Tomato, Spinach, Goat Cheese



Beets, Tomato, Spinach, Goat Cheese



Chicken Legs, Green Beans, Whiskey Cocktail



Chicken, Spinach, Tomato



Chicken, Goat Cheese, Tomato, Beets, Spinach



Sushi if I'm feeling crazy! Salon, Avocado, Rice, Seaweed Wrap


Making healthier meals like this has actually been pretty simple (having a grill outside is a game changer), and the food is super delicious still!





In my experience Twitter is the fastest “Online —> IRL” friend making platform out there.

This is me and @RohunJauhar from DM to hanging out in 48 hours:


I've met a ton of friends through Twitter in the last year....and it kind of reminds me of the early days of blogging when you'd read people's blogs, somehow communicate, then meetup when traveling to their city or at a conference.





Speaking of Twitter....there's so many social networks, which one do you focus on??



In this recent post I reported on the 3 questions to ask which help you decide where to focus your energy:

#1.) What channels do I have a natural advantage?
#2.) Will I enjoy spending 1-3 years of time on this platform?
#3.) What main channel helps me create "cascading content"?

Ultimately it's best when you create one type of content that "cascades" into many types of content.

For me, it's like this:
Blog Post ⇨ YouTube Script ⇨ Social Media Posts (Twitter and LinkedIn)

This means if I write one blog posts, it creates a nice SEO asset that then allows me to easily make other content:




I love the shortening of information. You get to pick-and-chose your desired level of depth and mastery.

For example if you want to learn to cook an egg, you can choose your desired "depth" of knowledge:
• 30 seconds: TikTok
• 15 minutes: YouTube
• 1 hour: YouTube
• 2 hours: Book
• 6 hours: Course
• 100 hours: School

However this illustration by Janis Ozolins shows it's actually KIND OF HARD to make short content!


I always thought making catching Instagram Reels or TikTok videos was easy, but often they have as much editing as a long video.



Hope you enjoyed these little tidbits, have a happy Friday!
Neville Medhora -
CopywritingCourse.com | @NevMed



Tone of Voice in Copywriting & Your Brand (w/ Examples)


In copywriting it’s super helpful to first find the tone of your voice.


  • If you do it right, people will WANT to read your stuff.
  • Everyone who interacts with your writing will react to it’s style. (or worse…NOT react).
  • You have to write like this all day, so it’s best to at least enjoy doing it!

The good part is, you don’t have to stick with one tone of voice forever.

There are MANY different tone’s of voice you can use in your writing.

I don’t care if you run a small blog…..
I don’t care if you own a dental practice…..
I don’t care if you are a Fortune 500 Company salesperson…..


The tone you use in your writing is interchangeable for different situations.  

Take my hand ::eww don’t really touch my hand:: and let’s look at some tone of voice examples together:


Omg…..if you’re a SaaS company (Software As A Service), you often have the easiest job of all. Because all you have to do is SHOW YOUR PRODUCT WORKING!!!

Member Mouse does a fantastic job on their landing page just SHOWING with video the product works:


Why bother with tons of text when you can just SHOW something in a quick screen-capture video?

Another thing they do well is list a bunch of features:


Most of the people coming to Member Mouse ALREADY KNOW they are shopping for a membership website plugin…..so they don’t need to extensively explain each feature.

And they actually have videos in the support section showing the features in action, so there’s not much need to use tons of text here.

As you’ll notice, they had to have very little “Tone” because people aren’t coming to this site for the “TONE”…..they’re coming for a working piece of SOFTWARE.

Just show the damn thing in action!

Also what works well……GIF’s.

Here’s an example from Gif Cam that shows how easy it is to add text on their software:


Why bother WRITING about how great it is….when you can just SHOW it?

The “SaaS Company” Tone of Voice:

  • Calm and cool.
  • List lots of  benefits.
  • Show the product in action.




The “Super Vulnerable” Tone is best deployed for a story that actually feels difficult or “vulnerable” to share.

For example, in this Prey Project copy from AppSumo I wrote years ago…..


It was the first time we’d used “vulnerable” copy on AppSumo and it worked spectacularly.

I had actually been robbed a few months before…..and the feeling was extremely violating.  I would literally fantasize about what I would do to the bastards that robbed me if I found them.

…..now that’s kind of messed up thinking right?

Well I knew I couldn’t be the only one that felt like this.  And to my surprise, I got a bomb-explosion of emails in my inbox that day about that email.  Even from people who are already great copywriters:

Like I said in the beginning of this article, you can use all these different styles at different times.

For that particular deal, telling a hard-hitting-emotional story was the best way I could get people to use Prey.

The “Super Vulnerable” Tone of Voice:

  • Emotional and heartfelt.
  • The reader should feel your pain.
  • It should be slightly uncomfortable to publish.




Want to find out the kinds of tone your industry likes??  JUST STEAL IT!!!

It’s super easy to figure out what kind of tone gets the broadest range of people:

  1. Just go to Amazon.com/books and enter your industry or keyword.
  2. Sort by “Most Relevant”.
  3. Either buy the top 10 books and read them.  Or read the free previews.  Or read the top comments on the books.

You’ll very quickly get a sense of how people are writing in this industry!

Now…..this “Steal It” method is dangerous, because generally people who just try to copy everyone else without any uniqueness tend to fade into the background.  However, it can give you some seriously-amazing insight into the broad mindset of your audience.

Here’s some examples:

Let’s say you wanna figure out what your Tone of Voice should be for a dog training website.

Well, just follow 3 steps above….

Here’s the results for the Top 10 “Dog Training” books on Amazon:


Notice just from their covers and titles everything is “Happy” and “Natural” and “Friendly” and “Best Friendy.”

So naturally we can see people like this “Friendly and Happy” tone of voice.

So if I came in with a crazy book title and tone…..while it could POSSIBLY draw a lot of attention, it doesn’t seem like the type of book that most people are actually paying money for.

So I wouldn’t hit the dog training market with a CRAZY AND WILD title like this:


That title isn’t very consistent with what the paying public is buying.
Now let’s do another “Steal It” experiment….this time on:  Stock Analysis

What should the tone be if we want to write about Stock Analysis?

 Well here’s the top 10 books on Amazon:

Notice the covers and titles are pretty serious.

There’s a lot of language like “security analysis” and “guide to financial markets” and “technical analysis” talk.  You don’t see a bunch of wacky or super-casual style copy in these best sellers eh?

So if we wanted to write a Stock Analysis site, it seems the best respected books are more serious.  This means I WOULD NOT write super goofy and wacky like this:


As hilarious as this might be (and who knows, it might even work!)……we can ascertain from looking at all the top sellers that the tone of voice for this Stock Analysis niche is going to be more “professional.

This is likely a function of:

  • The people in the industry are relatively professional.
  • The people who write these kind of books are quite professional.
  • The people buying these books want to learn from a “professional” source.

So if I were to write “Stock Analysis” articles, I would adopt the tone of the most popular material.  That doesn’t mean I’d strip out all personality, it just means I probably would want to avoid looking crazy and goofy.




The B2B Copywriting Tone of Voice is the most confusing for people.  Most people in the B2B (Business To Business) sales industry think they have to be SUPER FORMAL which in their mind means “boring”….but it’s not totally true.

  • You don’t have to act formal, you jut have to be “Professional-Yet-Human-Sounding.”
  • Just write like you talk in the office or in a sales meeting.
  • Don’t sound like a robot because you think it’s “more professional.”  This hurts the chances of your email being read.
  • Do NOT “just pitch them.”  You need to offer some value to the other person.

When I tell people these rules for B2B emails, they always end up saying this:

No.  They.  Do Not.  

No one wants to read boring-ass emails!!  Especially when they get 100+ of them everyday!

They want emails that either:

  • Show them something awesome.
  • –or–
  • Show them something that can make their lives better/easier.

Let’s look at an example.  Checkout these B2B email copywriting templates from Yelp:

Here’s a sample of a “Boring Formal B2B” email they would send to businesses:

Yelp Template B2B Email Results (Boring Formal Sounding):

Here are the results from this “Boring Formal” email:
50 Sent
33 Opened
1 Response
3.33% response rate 😞

This email is too boring and formal, and business owners get requests like this emails by the hundreds.

The important thing is to either be REALLY HELPFUL, or STAND OUT to get people’s attention.  Even a little personality can go an extremely long way.

Yelp “Personality Injected” B2B Email Results (Professional Yet Human Sounding):

Notice how this email is still professional, yet speaks like a HUMAN, not a boring robot.  It also offers the person some real VALUE.  Not just a sales pitch.

Here are the result of this “Professional-Yet-Human-Sounding” email:
50 Sent
35 Opened
4 Responses back
11.43 % response rate 🙂

So……what do you think now?

Imagine sending 1,000 emails over the course of a month.  At the response rates above, you would get:

  • Boring Formal Email: 33 responses.  
  • Professional-Yet-Human-Sounding Email: 114 responses!

For the same amount of work Alicia is now getting more than 3x the responses by using a “Professional-Yet-Human-Sounding” tone of voice.  

Maybe try to inject just a little value and a little personality into your B2B emails.  It can make a huge improvement.

The “B2B Company” Tone of Voice:

  • Informative and helpful.
  • Write words like you talk.
  • Try not to sound so formal that you turn into a Boring Robot.





The Fatass Sumo Tone is a tone of voice I developed when we were in the big growth phase of AppSumo and I was writing all the copy.  Here he is:


Since there was already this great Sumo logo, I decided to give him a personality.  And since he is fictitious, I felt like I could get away with waaaayyyy more that I usually could.

So the Fatass Sumo character is like this:

  • He’s brash.
  • He’s super fat (512 lbs ….because “512” is the Austin area code)
  • He’s kinda sexist sometimes.
  • He’s kinda racist sometimes.
  • He eats a lot.
  • He “kidnaps” people to convince them to give a better deal to the “Sumo-lings”.
  • Here’s some (super old) examples of “The Fatass Sumo Tone”:  Kernest, Hiring,  Sumo Business Blueprint,  Blueprint 2

This made for some HILARIOUS pieces of copy that would get away with crazy amounts of Asian jokes, fat jokes, “you throw like a woman” jokes.

I could also make totally outrageous selling points that other wise wouldn’t fly like:

“I currently have Drew Houston of Dropbox tied up in the trunk of my car…..and won’t let him out till he gives the Sumo-lings 85% off a year subscription to DropBox.”

“This Fatass Sumo needs to get my daily 40 burritos for lunch, so I need money fast.  That’s why I’m willing to let this deal go for only $29/piece.”

Were these kind lines stupid?  Probably.

But did a certain percentage of people pay attention and buy? YES!

The “Fatass Sumo” Tone of Voice:

  • Adopt the persona of the character.
  • You get extra leeway to be “crazier” with this tone.
  • First keep the emails informational, then you can insert some humor.




Are you super funny?   Then write funny!  Other funny people will like it!

Are you boring as hell??  Then write boring!  Other boring people will like it!

Hi.  I’m Neville.  I’m sort of cheesy.  I’m kinda informal.  And that’s totally ok.  

  • Look at my drawings on my What Is Copywriting page, they’re cheesy.
  • Look at my style of writing throughout this blog, or my videos, or my personal blog.
  • Scroll to the bottom of this blog post, even my “All Rights Reserved” is kinda cheesy.

I’m cheesy and so that’s how I should try to write my personal content.  

It’s the unique thing my writing brings to this industry.

The biggest mistake in copywriting is trying to write for the middle of the road.

Think about how these people got famous:

  • Howard Stern.
  • Rush Limbaugh.
  • Kanye West.
  • Donald Trump.
  • Marilyn Manson.
  • Dr. Dre.
  • Paris Hilton.

They are all polarizing. Kind of like Kim Kardashian:


There will be a certain group of people who hate her.

There will be a certain group of people who love her.

People like this make you agree, or vehemently disagree.  The thing about them is:

They keep the crowd awake.

So don’t try to be so middle-of-the-road just because one weirdo says he doesn’t like your writing style.

The “Write Like You Act” Tone of Voice:

  • Writing like YOU is the easiest person to write as.
  • Sometime’s you’re sad.  So write in a sad tone.
  • Sometime’s you’re happy.  So write in a happy tone.
  • Sometime’s you’re angry about a subject.  So write in an angry tone.
  • Being YOU is easy.





You see, I think I’m hilarious.  I know it’s not true as I’d like it to be…..but it’s what I go for.  In the end, writing like MYSELF is the easiest thing in the world to do.

But since I can remember, I’ve enjoyed reading stuff that’s informative yet has a “unique flair” to it.  Gary Halbert or Felix Dennis are both examples who have hilariously funny copy, yet backed with super-informative material.

It’s almost like this combination of “informative and funny” is the best of both worlds:

  • Laughter
  • &
  • Learning

So this is the type of copy I prefer to write.  Other people who like Informative-Yet-Kinda-Funny articles will like me. People who are staunchy and not funny…..won’t.

“Ok Neville, I have a super boring life AND boring writing….am I doomed to failure??”

You’re at a disadvantage for sure.  If you’re not very interesting or have new ideas, it’s hard to get a large audience to follow you.

BUT…..you can (possibly) make up for it in other ways like this:

Having really insider information:

  • No one thinks Ben Bernanke is a wild-n-crazy guy…..but when he sets the interest rates that govern all the worlds banks……that makes him REALLY interesting and important to listen to.

Being damn good with math and numbers and analyzing the results:

  • I follow this guy Max Roser on Twitter.  It’s not because he’s “such a hoot” to follow……but he creates graphs from data he scrapes, and the results are SUPER interesting, often times I’ve never seen that information presented anywhere but his graphs.

Doing unbelievable work:  

  • You may be dry writer on your graphics design website, but if you’re work is just STUNNING then people will pay attention to that.

Don’t shy away from your boringness:

  • If you have a boring tone…..then other boring people may enjoy your boring tone!  It’s best to write like yourself, and not try to be someone else.  It nearly always comes through as phony.




My favorite test when reading copy is “The Caveman Test.”

It’s basically where you use a Caveman voice to determine if something sucks or not.

You act and talk like a dumb caveman, and instantly things become clearer.  Like with this boring copy on the left, and the caveman’s instant reaction:


If The Caveman reads a sentence and don’t INSTANTLY know what it means……You have failed.

This is a deviously simple-yet-effective way to tell if your copy is boring people, or keeping them glued to the page.

The Caveman Test:

  • Pretend you’re a dumb and short-attention-span caveman.
  • Start reading the copy and if it loses your attention, the copy sucks.
  • Re-write or totally remove sentences/paragraphs that lose your attention.


Some quick tips to find your own Copywriting Tone of Voice:

  • Stay caffeinated.  That always puts your brain in a playful mood.
  • Make sure you’re not tired or grumpy when writing (unless that’s the tone you’re going for).
  • Have a SINGLE purpose of the copy.  (example: Get them to click the buy button).
  • Use some of the “angles” from the Problem Solving Checklist to re-look at your copy.
  • Signup to my newsletter to get more tips directly to your inbox.

Hope your learned something about the Tone of Voice to use in your copywriting today.


Please share with friends if you enjoyed. Thank you!


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