The Kopywriting Formula: Neville Medhora on AI, AIDA, and Beyond

About the Episode:
Neville Medhora is known as the Copywriting guy. He has been creating content on the internet for almost 20 years. His earlier works include NevBlog, one of the first financial blogs online. Currently, he serves as a Copywriting Advisor for companies like Appsumo and The Hustle. He is also the owner of CopywritingCourse.com and SwipeFile.com, two leading resources for anyone looking to master the art of copywriting.

In this episode of "Uploading...,” we explore what it means and what it takes to write good copy, how to write stuff that people will want to read, and how online content is evolving with AI. Neville shares essential copywriting techniques like the AIDA framework, the role of stories in content, and the importance of conciseness.

Today, we'll cover:
- How AI is reshaping copywriting and where human creativity still reigns supreme
- Tips for creating viral, high-performing copy based on the AIDA framework
- The importance of conciseness and working backward in copywriting

What You'll Learn
1. Characteristics of High-Performing Copy
2. Tone of Voice and Audience Understanding
3. Role of AI in Copywriting
4. Storytelling and Content Effectiveness
5. AIDA Framework for Better Copy
6. Conciseness and Clarity in Copywriting

Timestamps
01:23 From learning how to write copy and training others to do the same to investing in Copy.ai
04:49 Strategies for writing copy for different companies, different audiences
10:25 Three levels of copywriting and the impact of AI on each
15:30 The inevitability of AI involvement in content creation, how AI-human dichotomy in content will dissolve over time
18:41 Writing copy for short-form video
21:36 Storytelling frameworks for short-form and long-form content
23:58 How to write a sales copy that converts, why a good copy does not necessarily tell a story
30:10 AIDA copywriting formula — how it helps writers weave a proper argument for people to take action
33:52 The essence of “kopywriting,” getting information from one brain to another
37:09 What novice copywriters get wrong and how to avoid them
41:32 Why good copywriting means simplifying complex ideas

The Future of Content Creation: "I think for the most part, for most content, people are just going to assume some AI was involved and it'll just be like, not a thing. Like, no one's going to care." — Neville Medhora [00:16:05 → 00:16:59]

AIDA Framework for Better Copy: “Using the AIDA form is just a way to at least get, um, a properly done argument for whatever you're selling, whether it be an idea, whether it be a product, that's, that's what the AIDA is. And it's extremely powerful. People try to do all sorts of variations, but it's basically built off of that same framework, same attention, interest, desire, action. Simple. — Neville Medhora [00:33:04 → 00:33:22]

On Going Beyond Traditional Copywriting: “If you're a copywriter that could just write words, that's. That is powerful. But if you could also generate your own custom images and thanks to AI and stuff, it's a lot easier. And then if you also put all those thoughts into videos and make it compelling, you could probably get in front of a lot more people. And whatever tools that come out, I'm willing to use them. So copywriting is not just like putting pen to paper all the time. And yes, there's, like, scripts behind certain things, but also it's like, let's use any tool available to us to transmit information from one brain to another.” — Neville Medhora [00:35:02 → 00:36:08]

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Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Neville Medhora - Owner of Kopy Group, LLC (