Category Archives: kopywriting

A Kopywriting Konference

So this past weekend I was at a conference called “Titans of Direct Response.”

As you may know, the copywriting industry had some of it’s infancy in the the direct-mail industry.

Back in the days before the el interneto, people would send physical mail.  So it was hella expensive to reach a large audience.

So if you wanted to broadcast your message to a large audience in the 1900’s, you could either:

  • Advertise on the TV.
  • Advertise on the radio.
  • Advertise in magazines.
  • Advertise through the mail.

There were a lot of advantages to selling through direct mail.  For one you could TEST different advertising messages to smaller samples, like 1,000 people get mail with pictures, 1,000 people get mail without pictures, and then you can compare which set generated more sales.

The reason copywriters became so crucial back then, was it was EXPENSIVE AS HELL to test this stuff.

Not to mention back in the day it wasn’t so simple to get 1,000’s of letters printed up (today you can literally do it from a desktop printer and a laptop, but not back then).

So it may cost you $2,000+ to send out a single test to 1,000 people.  Since so much money was on the line each time, it was crucial to have someone experienced in sales copy to be writing these letters so you could at least make your money back.

 

…..well the conference I went to this past weekend in Stamford, CT. had all the famous veterans from that industry.

What’s cool is those guys who cut their teeth on direct mail for years generally ALSO kill it when they move to the internet.

The one’s who’ve been around for a long time know that whether it’s direct mail, email, radio, or TV….it’s all about the human psychology behind the purchase.  So they’re adaptable.

So some of the biggest guys in the industry were there including Jay Abraham, Dan Kennedy, and Joe Sugarman (I’ve read the books of every single one of these guys).

Price to get in: $3,500.
Chartered cars: $400
Hotel Room: $400
Flight: $500
Lessons Learned: Priceless.

Ripped-off joke from MasterCard: 100%   :-P

NOW HERE’S NEVILLE’S PERSONAL THEORY ON GOING TO CONFERENCES:
You can pretty much watch ALL of the speakers I saw on YouTube for free.  In fact you can probably get MORE information from each speaker for free on the internet.

So why go?

You don’t need to pay $5,000+ to read/listen/watch these guys speak from a stage.  However it’s NEVER about watching the speakers on stage that makes a conference worth it.

It’s about the friends you make at the conference.
It’s about the small connections you make that might turn into something more.
It’s about the “oh yeah I know that guy” conversations you have after the conference.
It’s about getting to hang out with the bigshots in the room in a casual environment.
(And my number one….): It’s about taking hella notes in the conference and then getting to read them later!

I. Love. Taking. Notes.

Mainly because I suck at remembering things.  Like, I really suck.
So taking notes is the only way I remember stuff.

In a month I’ll look back at my notes and allllll the information will come flooding back.  But without the notes my memory is probably 98% erased from the conference.

So my notes are the most prized possession I have from the conference.  What’s funny is that MY notes may not actually mean much to YOU.  But to me they resonate.

So I’d like to share my notes right here.  Who knows, maybe you’ll get something out of them.

Neville's Financial Blog: Tracking the road to financial success

.zip download of 26 jpg images
-or-
.pdf download

Download the Transcribed notes if you can’t read my handwriting:
.pdf download
Word download

(Special thanks to David Lowry at kickball.com for getting these transcribed)!

So obviously one of the main reasons to attend a conference is to mingle with other like-minded nerds.  My friend Ryan did something cool whilst at the Titans of Direct Response conference:

He hosted a fancy dinner at The Capital Grille for 30 people.

He took care of the entire bill, and kind of “moderated” the dinner by assigning seats with people he thought would be good to meet each other.  He also made everyone go around the room and take 30 seconds to introduce themselves, and tell people what help they need.

I thought this would be super-annoying but it actually turned out to be pretty cool.  You got to hear a brief blurb about everyone’s companies, and they get to pose one question they need help with.

Often it was something like “We need help finding more people who do Google AdWords.”  Almost immediately several people would chime in saying, “Hey I know the right guy for you.”

Instant connections made!

Neville's Financial Blog: Tracking the road to financial success

Neville's Financial Blog: Tracking the road to financial success

The highlight was Jay Abraham was at the same restaurant having dinner with his family, and he stopped by to say a few words and even bought the entire group bottles of champagne!

Neville's Financial Blog: Tracking the road to financial success

Neville's Financial Blog: Tracking the road to financial success

Incidentally Jay Abraham was the author of one of my favorite business books ever (Ask Noah, I mention this book all the damn time).  So I brought my well-used copy of the book along to the conference hoping Jay Abraham would sign it.

Success!  Clearly excited for him to autograph my book:

Neville's Financial Blog: Tracking the road to financial success

titans-joe-and-jay

Neville's Financial Blog: Tracking the road to financial success

An interesting side note about this little inscription.  He wrote it with a regular pen on the inside cover whilst standing up.  This means it was VERY difficult to write on since it isn’t a hardback cover.

And it took him quite a while to write out this inscription.  Halfway through I told him, “You know…..I kind of just expected you to write “Jay” on the inside, you don’t have to write much more.”

He responded with something like: “You know, I could easily just write something short, but if I take 30 extra seconds to sign this properly, you’ll much more likely remember this forever.”

(that was paraphrased based off my poor memory).

It’s kind of cool that the most in-demand guy in the room was the one who took the MOST time.

Notice he even wrote out “Kopywriting career”!!!

Welp….that was my experience at Titans Of Direct response.  If you have the patience to read through my poorly-scribbled 26 pages of notes, be my guest!

You can download the notes here:

Neville's Financial Blog: Tracking the road to financial success

.zip download of 26 jpg images

-or-

.pdf download

Download the Transcribed notes if you can’t read my handwriting:
.pdf download
Word download

(Special thanks to David Lowry at kickball.com for getting these transcribed)!

Sincerely,
Neville Medhora – Future Titan

Writing interview – Tim Ferriss and Neil Strauss

THESE ARE MY NOTES FROM TIM FERRISS AND NEIL STRAUSS INTERVIEW ABOUT WRITING.
….an hour long interview boiled down to the key points for quick reading.
This interview drops golden tips for aspiring writers everywhere.
Link to watch 1-hour interview: Here

You can download the .PDF or .DOC files of my notes here (2 pages each):

pdf-download-icon      docx_mac

 

 

Feel free to use/modify/distribute for free.  Enjoy!
Sincerely,
Neville Medhora

something from nothing

I once heard an interview with the famous music composer Quincy Jones (the guy who produced a lot of Michael Jackson’s stuff)…..and he said this awesome quote:


“Music is a wonderful business, because you take nothing, and make it into something….and you can sell it!”
 

I was reminded of this after recording myself writing a chapter in the book I’m writing about Kopywriting.I started with a blank page.
I ended with a chapter of a book people will pay for.

You can see it (sped-up) here:

YouTube Link: http://www.youtube.com/watch?v=JahxPjJP2iE

This is just another reason I’ve found being able to write well has improved my life.

I can turn nothing, into gold, with my fingers!

Sincerely,
Neville Medhora – A real-life genie

 

P.S.  Have a great weekend :)

How the F*#% do I make money?

Since I’ve never had a real job, people always ask me how I make money.

Here’s the answer on video:

ENJOY!

(people have already said this was a SUPER inspiring video…..so set aside 15 minutes and watch it. Took me 3 days to edit this mofo)!!

 

Click the image to see the video, or here’s the direct YouTube link:
http://www.youtube.com/watch?v=wV2tR_ypmB4

 

Hope this was informative or inspiring to you :)
-Nev

The Fresh Prince teaches you marketing

::wipes away tears::

It’s true, I actually tear up when I watch this video clip from The Fresh Prince of Bel Air:



YouTube Link:
 http://www.youtube.com/watch?v=q3M1SC8BPhA
Length: 3min

This scene where Will Smith’s father abandons him, shows a REAALLLLLLYYYYYY IMPORTANT PRINCIPLE you must understand when talking to people.

Will justifies tons of reasons why it doesn’t matter his real father wasn’t around.
Logically, he shouldn’t give a damn that his father abandoned him once more.

But then at the 2minute 30second mark the real truth underlying alllll that logical shit comes out:

“How come he don’t want me man???”

:::BOOM:::
Did you see what happened there?

No matter how much logic…
No matter how much success…
No matter how much convincing….
…his real pain comes from that little child inside asking, “Where’s my daddy!?

 
 
So let’s play a quick game based on this:
If Will Smith’s character was real, and you saw him passing you on the street.  What’s ONE small sentence you could say that would make him instantly turn around and pay attention to you??
 
All we need to do is look at that video one more time, and wait for the “AH HA!” moment at 2min and 30 seconds.  
 
So if you said:
 
“I know why your dad walked out on you…..”
 
-or-
 
“Your dad left you because…..”
 
One.) You’d be a total jackass for playing on his deep insecurities.
 
Two.) You’d get the Fresh Prince to stop in his tracks…..because what you said strikes a deep pang in his heart.  
 
 
Think about this when talking to people in your life, or customers of your business. 
 
What is their real concern?
What is their real problem?
Are they B.S.’ing around the real problem?

I just taught you a marketing lesson based on The Fresh Prince.
I think we can all agree I am now the master of all marketing.
You may now bow down at my feet.
Sincerely,
Neville Medhora

Selling a massage in Kerala

Kem Che!

I recorded a quick mp3 on my iPhone from Thekkady, Kerala, India….about selling.

This is something I wish I knew YEARS ago:

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

(if play button doesn’t work, here’s the direct MP3 link (4 mb’s):
http://www.kopywritingkourse.com/audio/kerala-selling.mp3

 

 

FYI…. As I type this, I discovered that literally thousands of ants have occupied my hotel bathroom, and now I have to change rooms.  India!

Nev with an elephant

Kopy TV animation outsourcing example

I had a simple thing to accomplish:

Make a professional-looking video-intro for my Kopy.tv videos.

The problem is I don’t know how to make snazzy little video clips like that.  However in my head, I SOOORRRT OF knew what I wanted.

This required I hired some outsourced person to do it for me.  Now for most people this kind of task intimidates them, and they’d spend way too much time “storyboarding” their idea or drawing it out.

But I’m lazy….and tried to spend the least amount of time possible on this….so I made this quick YouTube video describing what I wanted.  Look how ghetto it is:


I made this with Camtasia screen capture software in less than 5 minutes.

Notice how I didn’t even really have any font suggestions or anything.  After all, I was paying a designer to make those decisions for me (what the hell do I know about fonts)??

 

So with JUST THAT VIDEO as direction, I went to look for a designer on eLance or RentACoder……but then remembered a guy named Samuel Pitcher because he made this AppSumo animation for us because he liked AppSumo.

I was impressed because he took our static logo, and made it into an animated video…..without asking him.  We now use that animation for EVERY AppSumo video!

I decided to give Samuel a try before going elsewhere, and sent him the above “specification” video for the Kopy.tv animation, and within 2 days he came back with this:

PRETTY DAMN GOOD EH!!

I was blown away.  It was short, super-clean, and looked amazing.

That’s the benefit of a great designer…..they just “do it” without asking too many questions.  You’re essentially paying them to make your creative decisions.  

It’s nice to give them SOME direction so you’re both on the same page….but notice how easy that was in the specification video I sent.  Not hard as some people make “outsourcing” seem.

SO TWO THINGS LEARNED HERE:

1.)
When outsourcing something, it’s often good to make a video explaining it.
You can see a video Noah and I did about outsourcing tips here.
You can see another example of my outsourcing here.

 

2.) If you need a great graphics or animation designer….hit up Samuel Pitcher (at least bookmark his name in your contacts):
sam@pitcher.me.uk

 

 

BY THE WAY:
Please don’t hit up designers asking for free work.  The good one’s won’t do it, and you get what you pay for.  Even though an animation maybe short, if it’s going to be seen in ALL your branding, it’s worth getting it done well!

 

 

1 story plus 2 lessons = 3 minute video

This is a business AND kopywriting lesson in one, on how to keep things retardedly-simple (with 4 quick examples).

When you watch this vid, try to think of ideas to hone your own business message (or flat out create a new one):


(YouTube Link: http://www.youtube.com/watch?v=rjbnL0fmflY )

 

So you’ll learn two lessons from this one story:
Lesson 1.) A lotta wantrepreneurs over-complicate the hell out of contracts.
Check out the contract Noah and I made for a project (and yes, it’s real).


Lesson 2.)
A lotta people over-complicate the MESSAGE their business sends out….which makes it too damn complicated…and thus useless since stupid people like me can’t understand it. I’ll show you some good examples.
Enjoy the vid!
-Neville


FYI
you can go to Kopy.tv to easily see all my vids.