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    The S.W.I.P.E.S. Email (Friday June 16th, 2023)

    Swipe📁Wisdom🧠Interesting🧐Picture🖼 • Essay📄Sketch✍🏼
    A fun email for Friday. I hope you enjoy!

    Edition: Friday, June 16th, 2023

    🎤 Listen to this email here:


    This is neat: The Wright Brothers (who invented airplanes) funded the development of the first powered airplane with their bike shop, shown here:


    And this was the simple ad they’d post in the Dayton, Ohio newspapers:


    They designed a popular bike called "The Van Cleve Bicycle" which was their most popular bike, and it sold for $60.

    So that ad played a small hand in developing the first aircraft 🙂


    10+ years ago I was sending something at the post office, and as I finished up, the clerk said to me:


    "Have a great day....it's a choice!"

    I've thought about that random passing comment almost every single day since then. 

    You can CHOOSE if your day will be good or bad. 
    Which will yours be 🙂?


    The format of this chart easily demonstrates how Apple’s 2022 revenue was the combined revenue of alllll these big tech companies 😬


    I like how the layout of this chart so easily demonstrates the point.


    This ad for the unique-looking Ford Pinto has no copy or anything…just an awesome visual of the product!


    Same with this Ford Econoline van ad...extremely little copy, just letting the product speak for itself!



    I wrote a blog post full of copywriting formulas here, mainly these:

    #1.) AIDA: Attention, Interest, Desire, Action
    #2.) PAS: Problem, Agitate, Solution 
    #3.) PASCA: Problem Agitate Solution Call to Action 
    #4.) 4 Ps: Promise, Picture, Proof, Push 
    #5.) FAB: Features, Advantages, Benefits 
    #6.) The Before-After-Bridge 
    #7.) 5W’s and H: Who, What, Where, When, Why, How 
    #8.) Tell A Story 
    #9.) PAPA: Problem, Agitation, Provide, Action 
    #10.) The 7 Steps 
    #11.) 4U’s: Urgent, Unique, Ultra-specific, Useful 
    #12.) APP Formula: Agree, Promise, Preview 
    #13.) FOMO: Fear of Missing Out 
    #14.) PSR: Problem, Solution, Result 
    #15.) 4 Ps of Persuasion 
    #16.) STAR: Situation, Task, Action, Result 
    #17.) PASTOR: Pain, Agitate, Solution, Testimonial, Offer, Response 
    #18.) FAPE: Feature, Advantage, Proof, Evidence

    The funny thing is after writing examples for each of these copywriting formulas, it seemed like almost every formulas was just a slight variation of either A.I.D.A. or P.A.S.

    AIDA: Attention, Interest, Desire, Action
    PAS: Problem, Agitate, Solution 

    Do you use any formulas like this? Reply to this email and let me know. I personally use AIDA almost every single day.


    It's happening....we are almost officially mid-year 😬


    Mid-year I like to re-visit my yearly goals (which often get forgotten), and also ask questions of myself, such as:

    - What worked this year?
    - What DIDN'T work this year?
    - Am I on track to hit yearly goals? If not, how to course-correct?

    This is the time of the year I prep for Q3 and Q4, as those are often the biggest revenue months for many businesses:

    Hopefully you take the rest of this month to reflect on how you can crush the rest of 2023:


    We'll be closing down our $97/mo plan for a bit this weekend, so if you want to jump inside the Copywriting Course at that price point, now would be a great time to JOIN if you want some guidance.


    I hope you enjoyed these Friday tid-bits!
    Neville Medhora



    Recommended Comments

    @Neville  I like to use stories and then relate them to the product. Who doesn't like a good story?

    I think we are naturally wired to like stories from a young age.

    If someone says...

    "Let me tell you a story..."

    You're ears probably perk up and you get interested.

    I also like to use PAS.  

    Link to comment
    • Administrator

    Hey @Hitesh Rana so true.....whenever I read a book, one thing that makes the lessons stick is that the book has space to tell a proper story, and that's how humans remember things!

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    • Administrator

    Hey Joseph YES! The point of these is brand awareness. 

    When companies get very large, "Awareness Campaigns" become more common.

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    Yeah.  Awareness campaigns are interesting.  

    If you see something enough times...when you are going to buy something.  That product will pop up.

    I believe Robert Cialdini talks about this in his book Influence.  His example was banner ads.

    Link to comment

    I appreciate my weekly Friday email. It's just brilliant- the message- the visuals the whole bang lot of it!

    The ironic part of it is that when I had a ton of work I never had time to actually read it. Now that I have little work...I have the time to actually read it all the way through and digest everything you wrote! 

    In fact,  I wish I could save every single thing you write!

    How do you think up all these interesting thoughts every week?

    You are a true creative that AI is NEVER going to be able to defeat.

    Link to comment
    • Administrator

    Thank you so much Nick! 

    One of my big goals this year is a specific membership number and eyeballs-per-month number 🙂 

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    Thanks for the list of formulas: I think in terms of
    Hook (AI)
    Body (F+B)
    ONE Call to action (CTA)

    Regarding features and benefits I always try to link a feature to a benefit, usually in the body.

    "Want to pass the bar exam and become a lawyer? Quizmaster Law Books will help you to quickly and accurately memorize legal rules, write a good legal essay, and test taking tactics. Just visit https://amazon.com/author/quizmaster to see how!"

    The no-copy car ads all featured pretty girls but no guy. So I guess their target market was guys?

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    • Moderator

    Great newsletter. The Apple revenue chart kinda blew my mind.

    Enjoyed the video too. I'd been wondering how you're able to compile so much cool stuff every week. Thanks for sharing your process!

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    You can CHOOSE if your day will be good or bad. 

    Love this, so true.

    Another great thing shared with me once, is that if you're having a bad day, you can just "restart your day."

    5 minutes of quiet time and set an intention to have a good day and then get right back at it 🙂 

    Link to comment

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