There’s no shortage of valuable information to be gleaned from the earlier efforts of others. But the trick is to observe, learn and swipe responsibly. It’s also important to choose your “learning materials” with great care.
Copying is never acceptable in any way, shape, or form. But you should learn from the successes and failures of other copywriters and marketers at every opportunity if you want to improve your own results.
Here are 5 reasons why you should build your own swipe file…
Reason Number One: See What Worked Before. Perusing a collection of proven winners gives you a bird’s eye view of how others sold various products. You get to take an inside look at the work of top copywriters and marketers so you can discover the appeals or “hooks” that worked for them.
In most cases, these are just as applicable today. Products and services may have changed. But those human desires and deep-seated fears are still the same.
Reason Number Two: Use It As An Instant Idea-Starter. At the beginning of a new project it’s easy to feel completely overwhelmed as you delve into all the nitty-gritty details of the product and market. That’s a great time to rely on your swipe file.
Review several examples and apply them to your work. And what was once a daunting project becomes an almost routine task.
Reason Number Three: Let It Help You Get In The Flow. When you’re staring at a blank screen and facing a crucial deadline, you can always count on your swipe file to save the day.
Being in a “stuck” state is the opposite of being in “flow”. When you’re struggling for words, you need a boost. That’s the time to read several quality samples. Soon your creative juices will begin to flow.
If you need a headline, take 10 (or more) examples and rework these to fit your offer. Rarely will any be a perfect fit. But this simple exercise will free your mind and maybe even get you laughing. And both results offer a huge boost to the creative process.
Reason Number Four: Learn By Example. Having instant access to some of the best copy ever written can give you an unmatched education in what works with words.
Even elite copywriters continue to add to their knowledge base. I know because I’ve sold to a number of them.
With a swipe file, all theory is cast aside. You get only a marketer’s best effort at capturing attention, presenting an offer, and closing the sale. This means you learn by actual example. The best examples are those offers you see over and over again because they’re obviously making money.
Reason Number Five: Capture Unexpected Gems. Invariably, flipping through a swipe file provides additional benefits too. Not only does it help you with your copy, but you’ll often find extra ideas you can swipe.
Perhaps it’s a formula, or a new format you’ve never seen before. Maybe it’s the font used in a headline that jumped out and grabbed you. It might be a headline that with some refinement would make a terrific sub-head in your sales letter. Or, maybe even the graphic used with the guarantee that’s an ideal fit for your project.
A quality swipe file can save any copywriter endless hours of toil. Whenever you need a creative kick-start, there’s one thing you should do: leaf through your collection of proven winners. It’s the quickest way to get started on the right track.
The trick is to maintain an open mind and continue to be on the lookout for solid ideas and opportunities to use them. Do that and you’ll gain maximum value from your swipe file.
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