Neville Medhora writes great copy because Neville Medhora made copywriting easy. Let me give you his steps.
But first, a warning. Copywriting can work too well. There are many scammy producers who use copywriting to sell scammy products. Copywriting joins JTBD and negotiations and Alchemy as selling tools to be used ethically.
Copywriting has two huge benefits. First it filters your listeners. I never have hecklers at my comedy shows said John Cleese because the people who come are all people who know what I’m going to say! Copywriting influences the stakeholders, who allow a certain freedom of movement – or not.
The second power of good copywriting is the magic of customer-acquisition-cost. With the right CAC, all business models work. Pirate Booty has good copywriting, informing parents that it’s “great for lunches”.
Copywriting can seem difficult because we start at the BLANK PAGE. But Neville Medhora created a system that makes copywriting easy. Anyone can write like Neville if they just follow his steps.
- No blank pages. Medhora maintains SwipeFile.com for inspiration. He also keeps a list of posts he’d like to write. Medhora is curious and one of his inspirations, Joseph Sugarman, wrote that the best copywriters “hunger for experience and knowledge and find other people interesting.” Like a chef with a well stocked kitchen, Neville never starts with nothing.
- Start writing – with a framework. Medhora likes the AIDA framework: Attention, Interest, Desire, Action. He starts each piece with this outline and fills in each section. Remember, this is supposed to be easy.
- Find their thinking words. Amazon reviews are a “cheat sheet” for language. My research led to a book review which said this helped me have a healthy conversation with my spouse of 20+ years. Another review said it helped me maximize the time with my kids before they “flew the roost”. The book was about personal finance, but the language of the customer was “relationships”.
- Write the zero draft. It’ll be bad. It will look bad. Whatever.
- Let the draft marinate. Let your subconscious work. While you wait write 25 headlines – this is advice from Neville’s buddy Sam Parr.
- Edit your draft
- Does every line “earn it’s pixels”?
- Words or pictures? If your product/feature must be described, use words. If your product should be seen (like software), use gifs.
- Can you describe aspects the customer doesn’t appreciate but exist nonetheless? Our furniture is kiln dried for 72 hours…. a furniture website might say. Maybe everyone does this, or it’s not special within the industry but it’s not well known outside it.
- Do you need to punch it up? Add a cheat sheet, a rating system, embed a picture gallery, or make a cost breakdown.
- The more your reader knows the less you need to communicate. And vice versa.