This Book Will Teach You How To Write Better by Neville Medhora

• Remember to let people know what benefit they're gonna get!

Write casual copy

Write like you talk.

1. Get your phone. Start recording.
2. Pretend you're talking to your friend.
3. Explain to them why what you’re selling is amazing.
4. Stop recording, and transcribe exactly what you wrote.

Things people pay attention to

People pay attention to....

• What is new.
• What is novel.
• What is helpful.

Writing template (AIDA Formula)

1. Attention -> Write 4x subject lines to get them to read what you have to say.
2. Interest -> Interest them with interesting facts about it.
3. Desire -> Make them desire the product or action to take. What could life be like? How much faster could a problem be solved? How could they get the same results?
4. Action -> Describe exactly how they should take action, and when they should do it by.

Write to one person

Think about one person you are writing to. You're meeting them for coffee. Write like that.

Questions identify your person

• Male or female?
• Are they wealthy?
• How old are they?
• Do they have kids?
• What's their day like?
• What are some of their biggest fears?
• Why are they coming to YOU for help?
• What exactly can you help them with the most?

Subject lines

• If at any point it lulls or bores you, then it’s gotta go.

If you read something, and it requires “extra cycles” in your brain to process that information....scrap it. Get straight to the real point so everyone is CRYSTAL CLEAR on the message.

Headline formula

headline = 
        [End result customer wants] 
        + [Specific time period] 
        + [Address the objections]

Headline lenses

• Competetive: An aggressive approach that shows “how to beat others”.
  • “Download and steal all your competitors profitable keywords.”
• Benefit Driven: Shows the benefit of what the product/article/service does. (Testimonials also work well.)
  • “Within 2 weeks you’ll be playing your favorite Beatles song on the guitar!” “I couldn’t believe after only 2 weeks I was playing guitar at the Christmas party!”
• Inspirational: Show that "even you" can do it. Paints a picture of the benefit(s).
  • “You can teach your children to read by the age of 2 just by following these DVD’s....all from your home.”

Pre-writing checklist

What your brain is thinking is the way you’re gonna write.

• Feeling sad/tired/blue?
• Feeling fun/happy/playful?
• Feeling aggressive/intense?

That's the way you're gonna write....

Brain activities

• Clean your room: Try to clean your room or make your bed in one minute flat.
• Drink something: Tea, coffee, beer, Redbull, etc.
• Brain rinse: Try a day eating excessively clean.
• Be present: When you feel inspired, START WRITING AND DON'T STOP. You probably have a limited amount of briliant writing in you each day.
• Write in your tone: Lean into your feelings and write that way.