The Kopywriting Formula: Neville Medhora on AI, AIDA, and Beyond
06/12/24 • 47 min
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 (
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]
Show notes powered by Castmagic
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Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.
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Check out our newsletter here.
Follow us for content, clips, giveaways, & updates!
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---
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Neville Medhora - Owner of Kopy Group, LLC (
Previous Episode
How to Attract, Convert, and Retain Podcast Listeners: Strategies from Stephanie Arakelian of Impact Theory
About the Episode:
Stephanie is the Podcast Marketing and Audience Development Specialist for Impact Theory — a podcast hosted by Tom Bilyue that currently has 4.2 million subscribers on YouTube — and the Marketing Advisor for Great Pods.
Before working on Impact Theory she was the: Marketing Director for Innovations 4 Health, President and Founder of a social media marketing agency called Dimont Media, and VP of Marketing and Audience Development for the podcast network CurtCo Media.
In this episode, Stephanie Arakelian shares her insights on podcast marketing and audience development, drawing from her experience of over 5 years in the podcast industry. From effective content repurposing to creating a podcast that converts, Stephanie breaks down key strategies for achieving success in the evolving podcast landscape.
Today, we'll cover:
- The contrast between YouTube and audio podcasts and how to cater to each audience
- The importance of community building and focusing on one platform at a time
- How to effectively repurpose old content using AI for business growth
- The importance of understanding your "why" when creating content
What You'll Learn
1. Content Creation and Goal Setting
2 Podcast Platform Specialization
3. Podcast Content Repurposing
4. Building a Podcast Community
5. Podcast Monetization
6. Audience Understanding and Content Analysis
7. Podcast Advertising and Listener Experience
8. Podcast Production Process
9. Podcast Industry Growth and Challenges
10. Funnel Strategy for Audience Engagement
Timestamps
01:31 Podcast marketing for startup and established networks
02:53 What Impact Theory is all about
04:11 The importance of treating YouTube audience separately from audio audience
07:33 How podcasts grew, analyzing podcast data, how to make a podcast stand out
10:56 Podcast analytics, how and what to measure, adjusting strategy based on data
13:18 Turning podcast listeners into fans, fans into evangelists
16:29 Strategies for placing ads on podcasts
19:45 Impact Theory’s podcast workflow, from guest selection to publishing
23:27 Repurposing podcast content — replays, mashups, special clips
27:11 Impact Theory University as a hub of growth mindset
29:20 Content strategy for Impact Theory podcast and university
31:14 Stephanie’s growth tips for emerging podcast creators
Understanding Different Podcast Audiences: "And then what was really interesting when we dove into the podcast side of it is breaking out their YouTube audience versus their audio audience, because they are separate. And that's one of the things that I'm trying to implement into the industry, is to show people, as podcasts are moving into the YouTube space, that you have to treat them separately because your audiences are not going to be the same. YouTube is still the number one most-played listening platform for podcasts, but it's a completely separate audience." — Stephanie Arakelian [00:04:10 - 00:04:37]
Maximizing Listener Retention: "So anything over about an hour and a half, hour 45. We will split into two episodes to make that a better listening experience so that people feel like they're getting, you know, a decent amount in the chung, enough information in there, and then when they come back, they get another part of the conversation, and that's good for listener retention, listen rates, ad sales, everything. And so we've seen a huge spike in our downloads because of that." — Stephanie Arakelian [00:17:59 → 00:18:23]
Why New Podcasters Should Rethink YouTube: "I think that confusing content creators right now, if you do, are not already familiar with YouTube, and this is an unpopular opinion, I say that new creators should not try and push their podcast on YouTube unless you have no expectations for it, because it's a whole other ballgame, right?" — Stephanie Arakelian [00:32:16 → 00:33:25]
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Blaine Bolus - Co-Founder of Castmagic<...
Next Episode
The Remote Solopreneur’s Guide to Creating Systems and Content that Win Over Lighthouse Clients
About the Episode:
Ken Yarmosh, founder of "The Club," is an entrepreneur and business coach focused on helping consultants, solopreneurs, and founders build scalable systems and improve sales. He authored "App Savvy," which has sold over 12,000 copies.
Ken was also the CEO of Savvy Apps and currently works as a Fractional COO for companies like Content Growth.
In this episode of "Uploading...," Ken reveals the secrets behind creating scalable systems that drive business success. He introduces the mnemonic DTA—Document, Template, Automate—as a key strategy for freeing up time for high-impact tasks. He also covers why marketing, sales, and client delivery are the lifeblood of any scalable offer and how to hyper-target your ideal "lighthouse clients."
Ken shares his content strategy, particularly how he came up with the category "remote solopreneur" on LinkedIn and the effectiveness of daily publishing and repurposing content for conversion.
Today, we'll cover:
- Ken’s system for business growth: Document, Template, Automate (DTA)
- How to identify and target lighthouse clients
- Ken’s LinkedIn content workflow for daily publishing and engagement
- The significance of focusing on conversion over virality in social media content
- Challenges and benefits of building a remote agency
What You'll Learn
1. Definition and Importance of Systems
2. Content Strategy and Workflow
3. Targeting and Client Engagement
4. Business Growth Strategies
5. Remote Work Benefits and Challenges
Timestamps
03:19 Lessons from going against conventions in building a business
07:21 Business systems — what are they and how to build one
11:08 Framework for assessing challenges within businesses as a consultant
13:28 How to turn your skills into an offer that gets you clients you want
19:09 Looking at competitors, alternatives, and lighthouse clients
22:20 Building a business through content as a solopreneur
27:20 Virality vs conversion in social media
28:34 Ken Yarmosh’s content workflow, from ideation to repurposing
The Future of Knowledge Work: "I do believe that we're going to be more powerful as knowledge workers, combining tools and AI with those knowledge workers, I don't think it's just like, hey, content marketers are going to be replaced by Castmagic or AI. I think that content marketers are going to find new lanes. It's called creative destruction." — Ken Yarmosh [00:08:08 → 00:08:29]
Scaling Business Post-Automation: "The systems allow us as business owners to scale and to have control over that scale because we say, I'm not just gonna go replace this with another person." — Ken Yarmosh [00:09:03 → 00:09:13]
The Three Pillars of Business Success: "When I look at most businesses, not saying all businesses, but most businesses, they largely are going to be driven by three systems: marketing, sales and client delivery." — Ken Yarmosh [00:11:44 → 00:11:55]
Hyper-targeting Lighthouse Clients; “ A lot of the targeting is so generic, right? Title revenue and headcount, those are, that's a lot what people do to define their ICP. And I say the lighthouse client, we go deeper into things like the psychographics, right? How do they think? What are their pain points, the exegraphics? How does the company perceive themselves?” — Ken Yarmosh [00:15:09 → 00:15:27]
Show notes powered by Castmagic
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Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.
Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.
Follow us for content, clips, giveaways, & updates!
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---
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic
Ken Yarmosh - Business Coach at The Remote Solopreneur
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