Copywriting swipe file tutorial

You’ve heard it before: “If you want to succeed, all you must do is copy those who’ve already succeeded”. For copywriters, this advice works exceptionally well and if you’re serious about learning how to write great copy that generates results, you MUST start your own swipe file today.

But not all swipe files are created equal, some actually work better than others. So today, I’ll share with you some tips to start your own swipe file and how build it up to be one of your most powerful copywriting tools.

What is a swipe file?
A swipe file is simply a file or 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).

If you don’t have a swipe file yet, 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:

1) Headlines
2) Intros,
3) Body copy
4) Closes, offers & guarantees.
5) E-mail promos
6) Visual stuff

One of the most important tips I can share with you is to make your swipe file 100% physical - as opposed to 100% digital. Remind yourself constantly to include good copywriting from every source possible. Your swipe file should have 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, 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 it will become as a copywriting tool. Keep your eyes open at all times and grow your swipe file by adding at a bare minimum one entry each day.

Adding stuff that catches your eye is perfectly fine. After all, if it catches your attention, chances are it will work the same way with others. However, you should always be on the look for proven ads. These are the type of ads that run over and over again… this most likely means that the ad is working and making money for that company.

You can also increase the power of your swipe file by subscribing to sites like the Monthly Copywriting Genius or the Easy-Writers Marketing Club (both highly recommendable resources). They have already done the homework by selecting a winning copywriting piece and analyzing it for you.

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, etc.