How To Ethically Use A "Swipe File" For Your Ad Copy

Use a "Swipe File" For Your Ad Copy

Did you ever wish you could afford to hire one of those
professional copywriters who charge $5000 or more to write a
simple sales letter? Or, have you already laid down your
hard-earned cash for a "professional" writer, only to get back
something you feel you could have written yourself...

 
 
STOP using up your precious hours staring at a blank page in the
hope of coming up with compelling ad copy for a "killer" sales
letter (you know, the one that's going to make you rich beyond
your wildest dreams?)
 
Do what most professional copywriters do when stuck on a project;
consult your "swipe file."  

Don’t let the name swipe file fool you. Although "swipe file" may sound
unethical, understand this, when used correctly it is not plagarism!
Nearly every so-called "internet marketing guru" openly admits to having
a swipe file – a resource they turn to when they need inspiration. You
can do the same.

What is a swipe file? 
 
A swipe file is your own collection of ads and sales letters that
have touched you in a personal way. Do as the professional do,
whenever you come across an ad or sales letter that makes you
want to run and grab your wallet: Stop right there! Print out
that copy first! Then highlight or circle the parts of the ad
that made you excited and eager enough to make a purchase.
Finally, file that ad or sales letter away in a folder or
notebook. This now is your swipe file. 
 
Eventually, you'll accumulate quite a stack of professional
quality ads – don’t forget about ones you get in the mail on an
almost daily basis. Take a good look at these as somebody spent a
lot of money just to send them to you. They wouldn’t have made
that kind of investment if their ads weren’t working. 

How to legally and ethically use a swipe file!
 
Let a few days go by.  Now, when you're once again staring at
that blank page and trying to compose your next ad campaign or
sales letter, get out your swipe file. Use it by leafing through
the file. When you find an ad or sales letter you like, MODEL
your ad copy on that. What has worked before will most likely
work again? 
WARNING: DO NOT COPY the ads or sales letters word for word.
Substitute your own words and thereby put your own stamp on them.
Be creative, mix and match different approaches from different
ads. 
 
 
Remember, this is meant to be inspirational, not criminal. NEVER
out and out copy these ads. Just analyze how the ad is
structured, like what TYPES of words are used. Create your own
UNIQUE sales copy by emulating the successful advertising
techniques from your swipe file. 
 
The idea is to study copywriting techniques as you go.
Eventually, you'll find you won't need to refer to your swipe
file as often. Your blank pages won't stay blank for long because
you'll have learned how to write killer ad copy of your own! You
learn best by doing it. Then it becomes second nature. 
 
Who knows? Maybe you'll get so good at writing sales copy that
soon other people will be adding YOUR work to THEIR swipe files!