Business Brain Food

On the show this week we have one of the leading copywriters in Australia on the show. Alexi Neocleous has generated hundreds of millions in sales and has tutored a whole host of rockstar writers down the years. It was great to hear from someone with such a no-nonsense approach – anyone in business can take something from what Alexi said to Ben.


See some of Alexi’s top tips below:

**  Every business needs more ‘copy thinkers’, i.e. thinking about the audience, thinking about the market, thinking about the clients.

**  Consider the individual. You will only convert if your copy can relate to the pain points/aspirations of the individual.

**  Find an individual that you know really well that falls into your market and then imagine you are crafting your message to that individual.

**  Start with the AIDA formula. Attention, Interest, Desire, Action.

**  When writing headlines, relevance to the reader is more important than length and wit.


In this episode of Business Brain Food you will learn:

**  When do you need copywriting?

**  Avatars explained

**  Long form V short form copy

**  Is direct mail still relevant?

**  The right length of headlines in 2018

**  The worth of headline generators


Resources mentioned in this episode:

**  Do you have what it takes to be a Business Excelerator at Max My Profit? Find out more here:

**  Alexi’s content agency: 

**  Alexi’s copywriting bible, Breakthrough Advertising by Eugene M. Schwartz

**  The Business Brain Food Facebook group: 

**  All previous BBF episodes & show notes can be found at

**  Twitter:


Call to action:

70% of Alexi’s campaigns in his agency involve storytelling. Do not underestimate the power of good copy that can tell your story!

Also, if you are enjoying these Business Brain Food podcasts, then make sure to share them via social media sites or email the links to family and friends. A lot of time and effort goes into producing each of these podcasts with the goal in mind of the more people we can inspire about business the better. You can help us do just that!

Until next time, have a profitable day!

Ben Fewtrell
(02) 9111 5000