Category Archives: kopywriting

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.

 

 

1st Edition of the The Neville Letters

Not fully sure about the name yet, but for now they’re called The Neville Letters. 

I’ve loooong wanted to make a physical snail-mail newsletter I send out once a month.

There’s something so intrinsically satisfying to me about writing something, then printing it on paper.  As I hold it in my hand, I think, “I….Neville Medhora…..MADE this thing.”
(I say it in my Caveman Voice) 

 

 

THE REASON IT’S PHYSICAL AND NOT EMAIL OR WEB:
For YOU.

When I just write something and hit “Publish” ….and it’s free …and I don’t really know the people I’m sending to…. the content is gonna be different.

I’ve always wanted to send “Things” to people, not just words.  I personally love sitting in bed with a physical book or newsletter and marking it up with a pen.  I take away MUCH MORE than a simple email to me.

The reason is UNDERSTANDING.

If I just say, “Hey, you should tell a story in your copy to increase conversions.”  ….that’s sort of lame, and won’t stick in your head.

IT’S MY FREAKIN JOB TO BURN LESSONS INTO YOUR BRAIN, so for example…..I’ve always wanted instead to send a box with a crappy little stuffed animal in it, and say something like:

“This stuffed animal rabbit was found on Howland Island towards the end of 1937….just 6 months after Amelia Earhart’s famous disappearance.  Howland Island is over 1,700 miles away from the Hawaiian Islands, making it one of the most remote places on Earth.

Humans had never visited the island till a search crew landed on it’s beaches.

What you’re holding here is not just a small, grey, stuffed rabbit with it’s eye poked out.  This rabbit was believed to be in the plane of Amelia Earhart (the first woman to fly across the Atlantic) when her plane crashed somewhere in the Bermuda Triangle.

This rabbit found on Howland Island was the exact type Amelia Earhart use to fly with as a good luck charm (confirmed by her parents).  What you’re holding in your hand is believed to be the ONLY PIECE OF EVIDENCE ever found of Amelia Earhart’s wrecked plane.

…..now look again at this piece-of-junk stuffed animal.  You thought it was a 25 cent item at a garage sale.  But now it’s priceless.  It’s value went from 25 cents to something that would fetch over $1,000,000 at a Sotheby’s auction.

Why?

THE STORY BEHIND IT.

DAMN that was good!

I made up the whole thing about this stuffed rabbit being found, but that person would now fully understand the value-adding power of a great story.  Physically holding that rabbit in your hands will make a HUGE difference in the way you grasp the concept of how stories can work.  It will be the difference between “understand the concept” and “A light switch in your brain turning on.”

I view it as my DUTY to press these lessons into people’s heads……and using a physical medium is still far more powerful than our current experience on the internet.

I think that’s worth a whole helluva-a-lot more than $100 every month.

My plan is so ultra-super-duper-hardcore burn ONE main lesson into people’s brains with each newsletter.

The lessons will primarily be in the kopywriting world……but in my mind, kopywriting and business are the same thing.

 

 

THE REASON I’M CHARGING:
REASON #1.) It’s like….work and shit to send these out.   I’ve long run a drop-shipping business and know it’s a pain in the ass to keep track of physical inventory and all the random real-world things that happen to a package.

REASON #2.) FOR YOU TO LEARN BETTER.  I was long a believer that all my products should be cheap as possible.  Lemme tell you, I HAVE CHANGED.  It has absolutely zero to do with making more money, and everything to do with PEOPLE WHO PAY FOR SOMETHING VALUE IT MORE. 

….and the MORE they pay, the MORE they pay attention.  

I have seen this countless times now…..most poignantly with AppSumo tests we’ve done:

Let’s say something like the wildly-popular and helpful SumoBusinessBlueprint.  We sell it for $69.  People LOVE it, they LEARN A LOT from it, and many go onto create businesses from it, or at least change their entire mind about how to start a business.

But we’ve tried tests where we sold it for $18 also.  It sold well at the lower price, but the engagement was low, the people learned very little since they didn’t value it (not everyone, but there was an extraordinarily noticeable drop in interaction), and people thought it was “just ok”.

We then tried selling this product for $1.  Yup, just 1 buck.

I thought it was going to be the most AMAZING deal people ever got, and they would all love me.

You know what happened?

THOSE MOTHERFUCKERS WERE THE LEAST-MOTIVATED, MOST-BITCHIEST, WORST CUSTOMERS WE EVER HAD!   

That stupidly low price did many things:

  • De-valued the whole product (when did you think something that was $1.00 was EXTREMELY valuable to you)?
  • Attracted basement-bargain hunters.
  • Made the course a total “impulse buy” which people could grab ….and then never use.
  • Lowered the ratings on the course as these non-perfect-customers would say, “This sucks I want a refund.”
We tried this on several courses, and the shitty results were consistant.
The craziest thing was…..when we price-tested higher prices (particularly $89), the satisfaction rate went UP!  The higher price scared away the bargain hunters and impulse buyers….leaving us only with people serious about bettering their understanding of starting a bid-naz.

 

 

—————————————————-

ANYHOW, If you can come up with a better name than
“The Neville Letters”, lemme know.  Current ideas I have are:

  • Nev Letters
  • Nev’s Letters
  • The Kopywriting Kronicles
  • Kopywriting Letters
  • Neville Medhora’s Kopywriting Letters
  • ?????

 

If you would like to start getting The Neville Letters in your physical mailbox, you can signup below.  The 1st edition is ready to send out (I actually already sent the 1st two copies to Noah, and my good friend Ryan):

I’m EXCITED AS HELL ABOUT THIS!  Hope you come join me on this journey.

It’s exactly $100/month (not $97, or $99.99 to help convince you buy….just plain-old $100).

You can signup below (make sure to enter your correct shipping address at checkout):

[NEVILLE'S LETTERS SUBSCRIBES ARE CLOSED RIGHT NOW!]

 

How to be a copywriter – A newbie guide

Sooo many people want to work at home, and they immediately start searching for “business ideas” or “consulting ideas” they can do.

One of the highest paid and easiest (in terms of equipment needed) services you can do is copywriting.

Essentially you type out words on a laptop from anywhere in the world….and people pay money for it (often A LOT of money since you’re helping improve conversion rates of businesses….which obviously makes them a lot of money).

Writing Copy From Office

 

Copywriting is useful for consulting, but it’s ESPECIALLY useful (and profitable) if you already own a business.
You can see my 1st success with copywriting here.
Password is: MonkeyWhale

So after becoming a Q-level celebrity from my 1st KopywritingKourse, I get this question allll the time:

How should I begin learning about copywriting??

If they have money…. I tell them to first watch my KopywritingKourse.

If they’re poor….. I give them this free advice:

I always give people these two pieces of advice to get started.  It’s certainly what got me on the right path.

If they ever ask me follow-up questions about copy, I immediately ask if they took my advice.

If yes, I’ll try to help.

If no, I tell them to go back and do it.  It’s a waste of time for me to personally re-teach them this stuff….especially if they haven’t even taken the effort to learn it themselves.

Watch the video, and take the advice.  It’ll be good introductory material for you to start of 2013!

Sincerely,
Neville – A Kopywriting Kelebrity

 

By the way…..if you have a friend who could use this advice, can you send them this video also?  Thanks!

The Caveman Voice

Sometimes you’ll do something that “doesn’t seem right”.
Or you “sooooorrrttt of” suspect something you wrote sucks.
But you don’t know why.

But when people run something by me, I can usually tell in ONE FREAKIN INSTANT if it’s good or not.

The way I do that is with a caveman voice:  

Here’s how you can instantly tell if something sucks or not:
Read something, and then talk about it in Caveman Voice.  Like THIS:

ME CAVEMAN.
THIS SUCKS.
THIS COPY BORING.
WANT SLEEP NOT READ.
ME BURN SUCKY COPY.

There’s something about talking like this that makes your brain a big ole dummy…..Actually I pin-pointed it when reading Pitch Anything by Oren Klaff.

He explains how when pitching a deal to someone, you need to access their “crocodile brain” to make them say YES.

He calls this primal part of the brain the “crocodile brain.”

I’ll spare you the science (I know your dumb caveman brain can’t handle it)  ;-)

…..but essentially this primal part of the brain says YES or NO to things immediately. Such as:

STOVE HOT.  NO TOUCH.
WATER GOOD.  ME DRINK.

I’ve used my “Caveman Voice” when opportunities spring up that I really shouldn’t take due to a heavy work load:

THIS GOOD. 
BUT ME BUSY. 
NO WAY.

The dumbass caveman inside you is sometimes quite wise.

SO without any hippy-dippy meditation retreats, mind-expanding drugs, or 6 month long trips to an Indian guru……..you can get brutally honest answers from yourself in seconds.

Sincerely,
Neville The Caveman

P.S.
TRY NOW.
OR ME KILL U.
HIT ON HEAD.