Category Archives: kopywriting

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.

 

A masterful piece of storytelling

One of the most masterful pieces of storytelling I’ve ever seen came from randomly wasting time on YouTube.

…as a Kopywriter I keep note of good stuff like this.

It was around the time Britney Spears was going through some wild times with drugs, alcohol and just appearing insane in the media.

Craig Ferguson (the talk show host) came to her defense and told his own story about being an alcoholic.

He tells an intensely serious story….mixed with just the right balance of humor.

Notice he’s telling a story about how we was trying to kill himself…..yet it’s still humorous!
Not all of it. But some.

He still gets a tear-jerking response out of the speech without being a bummer…or a stogy old coot. Just a real dude.

Real stories are sometimes serious, and sometimes funny.
Sometimes the two blend perfectly like this:

 

A lesson in kopy (sellin’ vs. story tellin’)

(This is an email I originally sent to the email subscribers of the KopywritingKourse):
————————————————————–
We’re trying to shift the copy on our AppSumo deals to be more “real”….and it was a struggle for me personally.

When Noah was co-working at my place a few years ago…..I got the idea to start writing the sales copy for his new project “AppSumo” as this jovial/hilarious/fat/racist/sexist Sumo.

The name “AppSumo” was perfect, and the logo was perfect too:

….this fat bastard made it easy to get away with saying ANYTHING!

Fat jokes.
Butt jokes.
Jewish Jokes.
Woman jokes.

….it was all fair game and VERY few people complained out of 100’000′s of people (if you’re not pissing SOME people off, you’re doing it wrong).

People would constantly ask “Who the hell wrote that copy!?” and try to hire me for their own copy.  It’s HUGE compliment when people are willing to spend thousands of bill$ just from reading our sales pitches (to boot, they’d usually end up buying a bunch of stuff from AppSumo too)!

The copy was mainly educational.  And it would SHOW EXACTLY what the product would do for a group of people, and even how to use it.

It also had humor….but that was secondary.  Educating people was priority #1.

After pawning off most of the writing to other copywriters, the quality went down.

The copy turned into regular bullshit sales copy…..but with a bunch of cheesy Sumo jokes thrown in.

“Yes!  Everyone should buy this!”

“This is a TOTALLY KILLER VALUE!”

“If you want to live the dream of making millions, buy this!”

….barf.

Over the course of about 8 months the whole Sumo-voice thing seemed “played” to everyone at the office.

A change was wanted.

Everyone wanted to put out “stories” rather than “sales pitches”.

I fought this so damn hard.  Even pissing off some people at the office who never get mad at anything (sorry guys)!

Then I thought “Ok….lemme swallow some pride and give this a shot.” 

I started poking around the internet and noticed that EVERY big blog, EVERY big news outlet…..featured STORIES!

People share stories
People don’t share sales-pitches as much.
People don’t share “How-To’s” as much (unless it’s about their specific interest).

(Think about it, how often do you see a non-marketing person share a sales-pitch on Facebook)?

The 1st piece of copy I wrote in this “Story” format was for Prey.  You can see it here:
http://www.appsumo.com/prey/

…..I originally wrote a how-to article on using Prey to protect your computers, but the team wanted a story.  Eventually that’s what was put out…..mainly against my will.

Three things happened:

  1. The post went viral.
  2. Even offline, people started telling family & friends about Prey.
  3. It sold like crazy (a record high for the past few months of sales).

Even Ramit Sethi and Derek Halpern both personally told me “It was some of the best copy I’ve seen in a long time, anywhere. Really terrific job.”

WHOA.  

Lots of sales.
Lots of sharing.
Lots of compliments.
….maybe this “story thing” was a good move.

We’ve since replicated the results with the story format.

NOW….this doesn’t mean I think everything has to be a damn story, but it’s certainly one way you can breathe some new life into what you’re writing.

If you want to test out a “Sales Story” of your own…..you can try following this rough outline I used:

  1. Problem you (or someone else) had.
  2. Something you tried that didn’t work.
  3. You discovered a certain product/service.
  4. The positive results you got from it.

You can even go to AppSumo.com and click the “Back” button on the banner image to see all our previous deal copy.

Checkout the number of shares and comments to spy on which deals did well or not.

….and lemme know if you have any success (or failure) with a “Sales Story”!

Keep being a student. 
Sincerely,
Neville Medhora

P.S.  If you used to read the old AppSumo emails, which do you like better?  Meaning which did you actually look forward to and open the most?  Vote please (I’m a constant student myself, so I love learning from your answers)!

How to improve your writing

I’ve got several different ways you can improve your writing:

1.) The day I improved my writing, amazing things happened:

I was running a business called HouseOfRave.com at the time that sold light-up and glow stuff online.  I used to make this really fancy newsletter and send it out to about 7,500 previous customers.

So I was sending an email broadcast to 7,500 people….all which whom have already paid me money.  This is the dream-list for any marketer!

However these fancy emails I sent would result in only 2 sales at most.

Until I discovered Kopywriting.  It changed everything.  The first properly copywritten email I sent out to that very same list results in 120+ sales in the first few hours, thousands of dollars in profit, and sold out inventory.

This was the moment I found out that changing the words around on a page can result in DRAMATIC changes.  

I wrote out this whole story including all the numbers, full screenshots of the old newsletters and new newsletters, and you can download the PDF file here:

 

 

2.) I made a whole Kopywriting Kourse about this very thing because people kept asking:

One of the fun things I started writing for was a little company called AppSumo, which quickly grew into a big company.  During that growth phase from 50,000 people to 500,000+ people, I wrote all the emails and developed a distinctive “style” people paid close attention to.

Naturally this level of distribution got some attention, and I was bombarded with questions about writing techniques and the psychology behind why those things worked.

We even recorded a little video about all of this:


So from there the KopywrtingKourse was born!

I originally made it in 2011, and since then thousands of people have bought it and watched it.  I’ve then re-done the videos to be even better in 2014 and added more stuff.

If I had to boil down the KopywritingKourse into one sentence it would be something like:

In less than 2 hours I will show you brain-hacks, formulas and techniques that will make you a MUCH better writer in your business and personal life…..and it won’t be boring as hell.

If you’re interested you can buy the KopywritingKourse right now and start learning immediately:




(Checkout through PayPal –> It’ll send you to the KopywritingKourse registration page –> You can get started immediately).  You can go here for more details.

That Kourse has all the things I’ve learned over the years compressed down into some super-simple formulas, techniques, templates and mind-hacks.  This Kourse has single-handedly been responsible for changing people’s businesses and incomes dramatically.

There’s even a bunch of companies where this Kourse is the only standard-issue guide they must watch before joining (because good copy permeates all areas of business, definitely not just sales pages like some people think).

Learning the proper psychology behind writing to sell has been one of the most profitable things I’ve ever done to date.  I’d highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly highly suggest you do the same!

 

Sincerely,
Neville Medhora – Kopwriting Extraordinaire