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