The Knowledge with David Elikwu 141: How understanding humans gives you the edge over AI in marketing (ft. Neville Medhora)
David speaks with Neville Medhora, an expert copywriter, best-selling author of "This book will teach you how to write better", and founder of Copywriting Course and SwipeFile.com.
Copywriting has evolved dramatically since its beginnings, and in this episode, Neville and David explore this transformation. Neville breaks down the AIDA formula - a 4-step approach that can instantly improve your writing. We discuss how to set meaningful goals and where to focus your time and energy. With AI rapidly changing the landscape, we examine its impact on copywriting careers. Finally, we debate whether David Ogilvy's classic advice still applies in 2025 or if it's time for new thinking. This conversation offers practical insights for anyone looking to sharpen their copywriting skills in today's changing environment.
They talked about:
📝 How copywriting has changed over time
🎯 How to set goals and decide what to focus on
👀 Whether David Ogilvy's copywriting lessons are still useful in 2025 (spoiler: they are!)
🧠 The AIDA formula: a 4-step approach to better your copywriting right away
🤖 The impact of AI on copywriting jobs
📜 Full transcript:
https://theknowledge.io/nevillemedhora-2
📹 Watch on Youtube:
🗣 Mentioned in the show:
Nathan Barry | https://nathanbarry.com/
Sam Parr https://x.com/thesamparr
Noah Kagan https://noahkagan.com/
Casey Neistat https://en.wikipedia.org/wiki/Casey_Neistat
Mark Andreessen https://theknowledge.io/issue64/
Elon Musk https://theknowledge.io/elons-law-beating-hofstadters-law-with-ridiculous-deadlines/
David Ogilvy https://en.wikipedia.org/wiki/David_Ogilvy_(businessman)
Shaquille O'Neal https://en.wikipedia.org/wiki/Shaquille_O'Neal
AppSumo https://appsumo.com/
The Hustle https://thehustle.co/
WeWork https://www.wework.com/
Google https://google.com/
Yahoo https://yahoo.com/
ChatGPT chat.com
Facebook facebook.com
Amazon AWS https://aws.amazon.com/
Apple https://www.apple.com/
Tesla https://www.tesla.com/
Bitcoin https://theknowledge.io/what-is-cryptocurrency/
Reddit https://www.reddit.com/
WordPress https://wordpress.com/
Twitter https://x.com/
Spotify https://ads.spotify.com/
Pinterest https://au.pinterest.com/
AIDA Formula https://copywritingcourse.com/blogs/42-aida-formula/
Boron Letters https://www.thegaryhalbertletter.com/Boron/BoronLetterCh1.htm
👤 Connect with Neville:
Twitter / X: https://x.com/nevmed
Marketing SwipeFile: SwipeFile.com
Course: CopywritingCourse.com
Instagram: https://www.instagram.com/neville_medhora
YouTube: https://www.youtube.com/kopywriting
👨🏾💻 About David Elikwu:
David Elikwu FRSA is a serial entrepreneur, strategist, and writer. David is the founder of The Knowledge, a platform helping people think deeper and work smarter.
🐣 Twitter: @Delikwu / @itstheknowledge
🌐 Website: https://www.davidelikwu.com
📽️ Youtube: https://www.youtube.com/davidelikwu
📸 Instagram: https://www.instagram.com/delikwu/
🕺 TikTok: https://www.tiktok.com/@delikwu
🎙️ Podcast: http://plnk.to/theknowledge
📖 Free Book: https://pro.theknowledge.io/frames
My Online Course
🖥️ Decision Hacker: http://www.decisionhacker.io/
Decision Hacker will help you hack your default patterns and become an intentional architect of your life. You’ll learn everything you need to transform your decisions, your habits, and your outcomes.
The Knowledge
📩 Newsletter: https://theknowledge.io
The Knowledge is a weekly newsletter for people who want to get more out of life. It's full of insights from psychology, philosophy, productivity, and business, all designed to make you more productive, creative, and decisive.
My Favourite Tools
🎞️ Descript: https://bit.ly/descript-de
📨 Convertkit: https://bit.ly/convertkit-de
🔰 NordVPN: https://bit.ly/nordvpn-de
💹 Nutmeg: http://bit.ly/nutmegde
🎧 Audible: https://bit.ly/audiblede
Support this podcast at — https://redcircle.com/the-knowledge-with-david-elikwu/donations