You’ve heard it before: “If you want to succeed, you must model after those who’ve already succeeded”. For copywriters, this advice works particularly well. If you are serious about learning to write the kind of copy that generates results, the best way to go is to start a copywriting swipe file.
However. Not not all swipe files are created equally. Some actually work better than others. So today, I’ll share some tips to start your own copywriting swipe file and show you how to build it up to be one of your most powerful copywriting tools.
A swipe file is simply a folder or a box where you collect winning copywriting examples: headlines that catch your attention, e-mail promos that stand out from the rest, intro paragraphs that pull, catchy phrases or slogans and even graphics, photos or complete website designs that enhance the content (copy). Anything that inspires you or that helps to spark your creative side.
If you don’t have a swipe file yet, you should make it your top priority to start one. Here’s how to do it. Get yourself one of those plastic folder organizers and start labeling them. My personal copywriting swipe file consists of these 6 main categories:
Some of the better organized copywriters I know, keep their swipe files divided by niche or industry. While that is a very good way to do it, I like having more freedom and sometimes find inspiration for a financial market headline while looking at a beauty ad.
One of the most important tips I can share with you is to make your swipe file physical – as opposed to making it 100% digital. Although there’s value in both and in a later article, I’ll show you the resources I use to keep a digital copywriting swipe file.
A physical swipe file allows you to include good copywriting from a wealth of different sources. Your swipe file can (and should include) magazine clippings, newspaper ads, promo postcards, sales letters you got on the mail, etc.
If you have an e-mail or web page you want to include in your swipe file, you can print it out and use a neon yellow marker to highlight the reason you printed it out. You should also use a pen to scribble pertinent notes on the margins.
The more complete your swipe file is, the more powerful tool it will become. Keep your eyes open for good material at all times. Aim to grow your swipe file by adding at least one entry per day. If you're just starting out, adding 3-5 bits and pieces per day is a great start (although it's not always an easy thing to do).
The goal is to keep growing your swipe file continually with stuff that catches your attention. After all, if it catches your attention, chances are it will do the same with others. Keep an open eye for time-tested and proven ads. These are the type of ads that run over and over again; and it likely means that the ad is working and making money for the company.
The most important thing to remember is that a swipe file is not a place to blatantly copy stuff and infringe copyright laws. Your swipe file is there to help you generate ideas. Thumb through it to find inspiration on a new hook or angle to write your next piece. Read some good headlines to get your brain in the mood to write new ones.
You get the point, right?
