| Did you ever wish you could afford to hire one of | | | | put it away in a folder or notebook. This is your |
| those professional copy writers who charge | | | | swipe file. |
| $5000 or more to write a simple sales letter? Or | | | | Eventually, you'll accumulate quite a stack of great |
| worse, have you laid down your hard-earned cash | | | | professional quality ads. Then, when you're staring |
| for a self-proclaimed "professional" writer, and | | | | at that blank page trying to compose your next |
| gotten back something your 3rd grader could | | | | ad campaign or sales letter, you can leaf through |
| have written? | | | | your swipe file and MODEL your ad copy after |
| If you spend countless hours staring at a blank | | | | some of those ads... but DO NOT copy them |
| page trying to come up with compelling ad copy | | | | word for word. Substitute your own words and |
| for that "killer" sales letter (you know, the one | | | | put your own stamp on them. Mix and match |
| that's going to make you rich beyond your wildest | | | | different approaches from different ads. |
| dreams?)... STOP! | | | | Remember, this is meant to be inspirational, not |
| Why drive yourself nuts and give yourself a | | | | criminal. NEVER out and out copy these ads. Just |
| major headache trying to train yourself to be a | | | | analyze how the ad is structured, what TYPES of |
| professional copy writer overnight? Do what the | | | | words are used, and then create your own |
| gurus do... start a "swipe file." | | | | UNIQUE sales copy by emulating the successful |
| That's an unfortunate name, swipe file. It sounds | | | | advertising techniques from your swipe file. |
| unethical. Please understand, I am NOT condoning | | | | The idea is to study copy writing techniques as |
| plagiarism! But every so-called "internet marketing | | | | you go. Eventually, you'll find you won't need to |
| guru" openly admits to having a swipe file that | | | | refer to your swipe file as often. Your blank |
| they use when they need a little inspiration. | | | | pages won't stay blank for long because you'll |
| So what is a swipe file and how do you use it | | | | have learned how to write killer ad copy of your |
| legally and ethically? | | | | own! You learn best by doing it. Then it becomes |
| Basically, whenever you come across an ad or | | | | second nature. |
| sales letter that makes you want to run and grab | | | | Who knows? Maybe you'll get so good at writing |
| your wallet... stop and print out that copy first! | | | | sales copy that soon other people will be adding |
| Highlight or circle the parts of the ad that have | | | | YOUR work to THEIR swipe files! |
| you excited and eager to make a purchase. Then | | | | |