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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!


The S.T.U.P.I.D. Email (Friday April 29th, 2022)

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

This is a fun email for Friday April 29th, 2022. Hope you like it 🙂


🎤 Listen to this email here:




I saw this image from AirSign used in an Instagram advertisement, and it immediately felt familiar:


It felt very much like this 1978 Susan Wood photo from New York Magazine I had posted about a few months ago:


Don't they look kinda similar??


I reached out to the company to see if this was indeed their inspiration for the ad:


This was their reply:


So this ad wasn't the direct inspiration but it's neat to see a similar style being revitalized 🙂




Does anyone else feel like a philanthropist whenever you click the organic result on Google instead of making the company pay for your click 😂


Slightly scrolling down to click the organic result could save a company $2 to $40 per click 😬

Companies are often FORCED to bid on their own brand keywords because Google kiiinnnd of extorts companies into doing this.

For example if I Google "Ahrefs" you'll notice their competitor "SemRush" comes up as an ad before Ahref's own organic result:


Because of this companies have to bid higher and higher for their own top spot.





The Lord has answered my prayers after 10 years:

Google Docs "Pageless" format for a continuous document with no page breaks 🙏

On your Google Doc: File → Page Setup → Click "Pageless"


Thank you Jesus, Allah, Buddah, Zarathustra, and the Flying Spaghetti Monster for finally answering this prayer!

I've been waiting so long.

Documents with tables would always get messed up like this, with that little line caused by a page break:





I get more done in 2 hours of co-working than 8 hours of working alone.

For example had some buddies over co-working the other day:


In fact as I'm writing this I have someone else working at my place.

Since I get so much more done when co-working, I've decided to formalize this process a bit more.

Instead of "randomly calling whoever at the moment" I've started a list of people to co-work sorted by proximity to me:


This should make it easier to schedule!




Did you know Google has free games and tools you can use right from the search results?

Google this: "Play Snake"
You can instantly play a game of snake, and even select other games like Tic Tac Toe and Minesweeper.


There's also some useful tools...

Google this: "Flip A Coin"
You'll be able to do quick coin flips to help you make a decision.


Or Google "Google Tuner" and right from the search results you can tune your guitar!!




Writing Tip: Avoid "Rambling Old Man Syndrome" when you write.

This is where you start writing, but end up rambling about semi-related stuff.

For example this shows a story zig-zagging all over the place and confusing the reader:


The way you solve "Rambling Old Man Syndrome" is by answering this question before writing:


"The point of this article is..."

For example:

The point of this article is...to show people how to write a cold email.

The point of this email is...to get them to call my phone number.

The point of this Tweet is...to show that you should avoid "Rambling Old Man Syndrome."

By knowing what your content is about FIRST, you can keep your story structure easy to read, like this:




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




"Rambling Old Man Syndrome"

A lot of writing is bad because of "Rambling Old Man Syndrome."

Watch the video here:

Listen here:


A lot of writing is bad because of "Rambling Old Man Syndrome."

That's when it feels like you're listening to a rambling old man who never finishes a specific story:

It looks like this:


These kinds of posts are built on bad outlines that look like this:

  • Intro
  • Point 1
    • Sub point 1.1
      • Sub sub point 1.1.1
      • Sub sub point 1.1.2
    • Sub point 1.2
      • Sub sub point 1.2.1
        • Sub sub sub point
    • Sub point 1.3
    • Sub point 1.4
  • Point 2
    • Sub point 2.1
  • Point 3
  • Point 4
    • Sub point 4.1
      • Sub sub point 
        • Sub sub sub point
  • Point 5
    • Sub point 5.1
    • Sub point 5.2

That hurts to look at, right? 😬

Nested ideas look cool when taking notes, but are terrible for writing.


The way you solve "Rambling Old Man Syndrome" is by answering this question before writing:

"The point of this article is..."

For example:

The point of this article is...to show people how to write a cold email.

The point of this email is...to get them to call my phone number.

The point of this Tweet is...to show that you should avoid "Rambling Old Man Syndrome"

By knowing what your article is about FIRST, you can keep your story structure easy to read, like this:


We'll end this email here 🙂
Written by Neville Medhora and Dan McDermott

P.S. So before you write anything, answer this question:
The point of this article is..."

P.P.S. This will make your content much simpler to read:


P.P.P.S. "Rambling Old Man Syndrome" is a really common issue we
help people treat in our
Members Area, check it out!


(You can see the full edit process and the different drafts in this thread)


Optimize your LinkedIn profile with a better CTA



If you’re a regular poster on LinkedIn, you can get a lot of people looking at your profile. 

Having a big audience is great - but the real goal is to get those people to do something like:

  • Subscribe to your emails.
  • Buy a product from you.
  • Hire you.

…and that means visiting your website. 

Most people add a link to their site in the About section of their LinkedIn profile.

That might work, but it’s easy to get lost on the profile page. 

Instead, there’s a really easy way to add a CTA that you can’t miss. 

Here’s how to turn your profile visits into website visits.


Step 1: Add a profile section.



Step 2: Click “Add featured”.



Step 3: Click the plus icon.



Step 4: Add your CTA link.



Then, you should end up with a big section on your profile linking back to your site. 



This should help you turn more of your profile viewers into website visitors! 

(Prefer a video version? Here's a walkthrough I recorded for a member who posted a LinkedIn question in the forum)



The S.T.U.P.I.D. Email (Friday April 22nd, 2022)

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

This is a fun email for Friday April 22nd, 2022. Hope you like it 🙂


 🎤 Listen to this email here:



This seems so stupidly old school, but the whole world used to run on these things called "pagers" or "beepers."

Circa 1997 it was common for people to carry around these big fat chunky plastic devices that would display a phone number on it:


You would then find a landline phone to call back that number.

However people got clever and started making codes they could send using roughly 12 characters or less.

Checkout this LA Times article from 1997 showing how teenagers would use these codes to communicate:


It's funny to think how "high tech" this was ~20 years ago. Compare this simple one-way communication device showing 12 characters compared to a regular modern day iPhone!






My favorite things to re-vamp in our members area is software products. The reason is you can:

Show, Don't Tell

Basically this means you can show an image or video of the software in action and people understand it right away. No need to explain with tons of text.

Here's an example of Show, Don't Tell for a workout app:


Here's an example of Show, Don't Tell for a podcast editing feature on Descript:


Here's an example of Show, Don't Tell for a "social landing page" app:


Each of these examples conveys what the product does with very little text, as just "showing it" does most of the work.





This is a cool feature of Apple TV I rarely seen talked about:

Try watching your Apple TV using AirPods and they do this thing called "Spatial Audio."

It means even if your head turns away from the screen, it will still sound in your head like the audio is coming directly out the TV...as if you were watching with speakers.

It works amazingly well on Hulu and NetFlix (not really YouTube).

This sounds so realistic I had to triple-check my speakers were off!


To test the different settings, try watching YouTube or turning off the Spatial Audio, and you'll see how different "normal" mode sounds.


This is a cool feature if you don't want to disturb other people in the house, but still want to crank a movie loud, or if you don't have great speakers on your TV.

Try it!





This is a funny sign, but super accurate and to the point! You can't help but run this horrible scenario in your head when you look at the machinery.

This is as direct as copywriting can be!

funny-but-effective-messaging- (1).jpeg




This whimsically bad homepage is still the homepage of CopywritingCourse.com:


The reason it stays like this:
I've NEVER been able to beat the conversion rate of it....specifically this version with the stick figure guy.

This month a 1,000+ conversion test showed this page did:
• Unique Visitors 7,619
• Conversions 1,200 (people who entered their name and email)
• Conversion Rate 15.75%

Nearly a 16% conversion rate!

That means of every 100 people that see that page, 16 of them signup to receive my emails. That's pretty good for an old stick figure!




10 years ago I acquired most of my knowledge through books.... Now I acquire it mostly through podcasts and YouTube and Social Media:


It's been fun to watch this shift happen as better forms of consumption become digital, easier and cheaper.

Next stop: VR and AR experiences! 😎


In 20 years we'll look back on the era of big fat chunky facemasks for VR like we look back at the comical technology of pagers 




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


Which Social Network to Focus On?


When you have so many choices, which platforms do you choose?
Blogs • Email • Twitter • Tik Tok • Images  • YouTube • Podcasts • Facebook • Medium • Quora • Instagram •  Long Form Video  • Short Form Video • Media Companies • Sooooooo many more...

Watch the video here:


Listen here:



There's so many ways to spread your message, focus is becoming a problem.




You end up bouncing around social media networks, half-assing each one:


- You'll Tweet random things -
- You'll sometimes make YouTube videos -
- You'll occasionally make a LinkedIn post -
- You'll then get distracted with YouTube Shorts -
- You'll record a random podcast here and there -
- You'll experiment with TikTok and Instagram short videos -



Here's 3 questions to figure out where to focus:


#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"?


Let's explain each question...


#1.) What channels do I have a natural advantage?

Different people, Different skillsets:
• Some people are better at writing. 
• Some people are better at podcasting.
• Some people are better at video content. 

For example, I don't think I'm built for TikTok. The extreme short form of videos there aren't my natural style, and the frequency which you must post is too large. Others have me beat in this area.

However YouTube has been a great channel for me. 

It's been enjoyable to make videos for YouTube, people have responded well to my videos, and YouTube has brought me lots of customers. 

So I seem to have some "natural advantage" on that channel.

For me, stats have shown my natural advantage to be from:

  • Blog posts
  • YouTube videos (often made out of the blog posts)
  • Twitter for screwing around and meeting new people

So I will primarily focus on these channels rather than anything else.


#2.) Will I enjoy spending 1-3 years of time on this platform?


This is an extremely important question!!

Everyone I know who's built an audience from scratch has been working on it for YEARS. 

If you hate using Twitter, then trying to build an audience on Twitter will be painful and difficult. 

However if you naturally use Twitter all the time, then building a Twitter audience won't be so bad. In fact you might ENJOY it! 



#3.) What main channel helps me create "cascading content"?


If I write a long blog post it can turn into many different forms of media. For example a single blog post can "cascade" into:

  1. Blog Post: Creates an SEO asset, and "cascades" into other content.
  2. YouTube Video Script: Now I can create a video out of that blog post.
  3. Social Content: That blog post and video can now be chopped up into little micro-content like Tweets, Pinterest Images, LinkedIn Posts, TikTok Vids etc...

So the main channel for me to focus on would be Blog Posts. The rest of the channels feed off that main piece of content.


Group Question: What content do you think YOU should focus on?

Mine is Blog Posts. If I write a blog post → It turns into a YouTube Video Script → It turns into social media content. What’s yours? Respond with your answer 🙂




The AIDA Model in Marketing (Why It's Important + What It's Used For)

Here's what the AIDA Formula is in a nutshell:

Attention: Get their attention with something catchy and relevant.
Interest: Tell them interesting facts or uses.
Desire: Make them desire the product/service.
Action: Get them to take an action.

Let's break that down into sections to understand it better:


You are trying to get someone's attention with something they will think is interesting or curious. They might not be paying much attention, so this should be something very relevant to them!

AIDA Formula Attention

Ex 1: "Do you have a 401K savings account?"

Ex 2: "I noticed you seem a little unhappy in life."

Ex 3: "Hey, do you workout?"



Keep their interest with interesting facts, or interesting quotes, or interesting use cases.

AIDA Formula Interest

Ex 1: "You can use these LED candle lights for accent lighting, to light up Halloween pumpkins, add some soft lighting to a room, or even as a nightlight."

Ex 2: "You're 85% more likely to workout if you schedule time the night before."

Ex 3: "Our insurance company has been around for 185 years, making us the most dependable insurance company in the United States."



Make them desire the product/service themselves. Show them how life (or a task) will be better with your product.

AIDA Formula Desire

Ex 1: "You can do it by hand, or sew dresses 35X faster with this handheld sewing device."

Ex 2: "Jason got a 35% bump in Shopify sales by installing this app. You can get similar results right away."

Ex 3: "Once I started using Calendly, I never had scheduling mixup for a call ever again."



Make them take a single specific action from this point. Tell them what to do next! This is often where you'll get a signup or make a sale.

AIDA Formula Action

Ex 1: "Signup to our email newsletter right here to get updates."

Ex 2: "Join the Member's Area and get unlimited access to the trainings."

Ex 3: "Reply to this email with your phone number and I'll call you."



Why Is The AIDA Formula Important?

The AIDA Formula is designed to lead people through a logical process that hooks them, gets them interested logically, gets them interested emotionally, then close the deal:


Going through these steps in order is one of the best ways to convince someone to:

  • Buy a product.
  • Buy a service.
  • Convince someone of an idea.
  • Take any action.


The AIDA Formula In Action (w/ Example):

Neville from Copywriting Course and Ross from Siege Media discuss how to use the AIDA Formula:


Here's a little demo and reminder of how to use the AIDA formula on your own:



Example of AIDA Formula (Let's Sell A Helicopter)!

Using the AIDA Formula as a base, let's see if we can convince someone to buy this helicopter:

helicopter drawing stick figure

It's hard to start off with a blank page, but with the AIDA Formula we just have to fill in the Attention, Interest, Desire, and Action sections!

Let's give it a try:

See how much easier that was to pitch since we just had to follow the simple AIDA Formula!?

I sincerely hope this useful formula helps you write content, emails, and everything else much easier!


Neville N. Medhora



Download The AIDA Formula Template:

Click here to subscribe

- The same template we give to Fortune 500 companies -

- Use this template before you start writing -

- Download as Google Doc or PDF -

- Keep in your files -


The 12 Best Copywriting Books & Courses (to help you become a better copywriter)

Copywriting Books


You've just discovered copywriting and want to get better.  GOOD.  Well here's my top advice and books for getting better at copywriting. These copywriting books are ranked in the order you should get them:

Copywriting-books-guides (1).png


Let's go through each of them and discuss:
• What I love about the book
• What skills you'll learn from the book
• Who it's for (beginner or experienced writers)



























 Here's a helpful list of all the books and courses mentioned:

Book Author Price Level
The Boron Letters Gary Halbert Free online Beginner
Adweek Copywriting Handbook Joseph Sugarman $16 Beginner
Ogilvy on Advertising David Ogilvy $19 Beginner
Getting Everything You Can Out of All You’ve Got Jay Abraham $11 Medium
This Book Will Teach You How To Write Better Neville Medhora $5 Beginner
Save The Cat Blake Snyder $16 Medium
A Whack on the Side of the Head Roger Von Oech $13 Beginner
Breakthrough Advertising Eugene Schwartz $249 Advanced
How To Make Maximum Money In Minimum Time Gary Halbert $20 Beginner
Free Copywriting Guides Neville Medhora Free Beginner
The Copywriting Course Neville Medhora Monthly Pay Beginner
Free Freelance Writing Course Neville Medhora Free Beginner


Copywriting Book Recommendations Video:




The S.T.U.P.I.D. Email (Friday April 15th, 2022)

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

This is a fun email for Friday April 15th, 2022. Hope you like it 🙂


🎤 Listen to this email here:




Can you spot the "Social Proof" in this Canada Dry Water ad?


They use "number proof" to show off how popular their product is by saying "Over 900,000,000 highballs were made with Canada Dry Water last year."


Social Proof takes many forms, and using big numbers like this one is always a classic!




If I write one blog post, it often "cascades" down into many pieces of content. Almost every time it goes like this:


For example:


I wrote a blog post on building a weekly newsletter:



Which turned into a YouTube video script:



Which turned into social media posts:


I call this "Cascading Content."

For me my "Cascading Content" is a strong blog post, and from there I can make multiple pieces from it.




In the TV show Seinfeld, there's an episode called "The Opposite" where George Costanza is at a low point in his life, and decides to do everything "The Opposite."

It ends up working out amazing for him....


When George decides to do the opposite, Jerry says a sentence that's designed to mock George, but is rather profound:

"If every instinct you have is wrong, then the opposite would have to be right." - @JerrySeinfeld


George's first "opposite" moment is when a beautiful woman is looking his way, and as usual...he does nothing.

He decides to do the opposite so he doesn't regret this moment.

He goes right up to her and says, "My name is George. I'm unemployed and I live with my parents." 😂


In this sentence he immediately revealed his deepest insecurities right up front, with zero lying or embellishing of the truth.

Much to George's surprise the woman responds very positively.


George's next "opposite moment" comes when two men sitting behind him are disturbing a whole movie theater.

Normally George would cower away and just accept this fate, but he does the opposite and scolds the men for being loud, to which he receives a round of applause!


George's final "opposite moment" is when he lands an interview with the New York Yankee's baseball team.

Instead of being polite to his future boss, he passionately lashes out against him and saying he's reduced the Yankee's to a laughing stock.

George instantly gets hired!


While Season 5 Episode 21 of Seinfeld is fictional, the lesson of "doing the opposite" is real.

If something isn't working, can you try the opposite?

Doing the opposite often feels foolish, takes courage, and maybe even involves some stupidity.

But the reward can be great.


Try the opposite.


You can watch "The Opposite" episode on NetFlix.




Before Facebook allowed you to post pictures on the wall, people would post "ASCII Art" which was pictures made out of text, like this:


I still use a form of Ascii Art in my writing in the form of bullet points sorted by length, like this:



See how organizing that bullet point list makes it slightly more interesting?





Did you know you can edit any website with this little Javascript trick:

Create a bookmark in your browser with this code as the URL:

javascript:document.body.contentEditable = 'true'; document.designMode='on'; void 0

Just click that bookmark and you can edit text on any page!



Here's an example of me going to the Tesla website and editing the headline to my liking:



Let's make some fake news on The New York Times using this little Javascript trick!


I can "mockup" Twitter profiles using this trick also. Here I improve upon my friend Noah Kagan's profile!


You can see this trick in action in this quick little video I made:

I personally use this Javascript for:
 Showing clients what copy would look like.
 Seeing what minor webpage edits would look like.
 Removing images or elements from a page quickly.
 While reviewing someone’s website, just start changing the page up live so they can see it.

Copy and Paste the Javascript code into your own browser right from this post: https://copywritingcourse.com/blogs/34-edit-any-website-free-tool/




There's so many ways to spread your message at scale these days, it's almost confusing which social network to focus on:


Here's 3 questions to ask that'll help you decide which to focus on:

#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"?

I'm currently writing a blog post about this, and will share it here shortly 🙂




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



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