master class video player

This guide is based on Mixergy’s interview with Neville Medhora.

After losing money on a product that wasn’t selling, Neville Medhora rewrote his email campaign and sold all of his products in one night. It was all done using copywriting techniques, so we invited him to teach you how to do it.

Neville is the creator of Kopywriting Kourse, which teaches people how to write killer copy to promote their products.

Here are the actionable highlights from the interview.

1. Write copy with the customer in mind to show that you understand their problems

Neville pitched his product to Andrew, which went: “Hey Andrew, I notice you do three interviews a day. I have a way you can speed that up to half the time. Interested? Call me.”

Take Action:
Figure out who your customers are and what they want, and address their needs while introducing your product as the solution.

2. Use tested subject lines to increase the open rate of your emails

For an HTML course, Neville searched for articles related to “HTML 5” on Digg and used the top headline, “Flash Being Eaten by HTML 5” as his subject line.

Take Action:
Search for topics related to your product on, filter results according to “Most Dugg” articles, and use the most appealing headline for your subject line.

3. Start emails with attention-grabbing text to entice customers to read

To promote a font service called Kernest, Neville began his copy with: “Are you a designer? Do you want to make more money as a designer? Well, let me tell you how.”

Take Action:
Address your recipient and then mention the outcome they can achieve with your product.

4. Provide interesting facts and quotes to add credibility and pique curiosity

Neville built credibility about Kernest’s service by using a Steve Jobs quote about typography and mentioning Kernest’s 20-year experience in the font industry.

Take Action:
Mention interesting facts about your product and insert quotes by famous figures to add instant credibility.

5. Emphasize your product’s benefits to convince your customers to buy

To build desire about Kernest, Neville wrote: “Remember that time when your last client was not so satisfied with your product? If you had Kernest, they would wet their pants looking at it.”

Take Action:
List concrete benefits of your product and explain how it can make your customer’s life or business better.

6. Add a clear call to action to eliminate fear and make checking out hassle-free

Neville instructed customers how to get Kernest by writing: “So now, if you’d like to impress the hell out of your next clients, what you’re going to do is this: Step one, click the link below. Step two, that link will take you to a PayPal page. Pay me the $37 and enter your information. Step three, the first four fonts that we sent last month will immediately be sent to your email.”

Take Action:
Use clear calls to action and include a step-by-step guide on how customers can buy your product.

7. Write fun, casual-sounding copy to make prospects more inclined to read

Neville rewrote his friend’s emails in a conversational tone, and the response rate went from 6.7% to 63.3%.

Take Action:
Record what you would normally say and then transcribe it, and use casual words and expressions in your copy.

Want to make sure you get results?

Watch the full interview now
Written by Hazel Chua, based on production notes by Jeremy Weisz