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.

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21 comments so far ↓

Comment #:1 by JP Moses

Hey, great little article!

You said, “One of the most important tips I can share with you is to make your swipe file 100% physical – as opposed to 100% digital.”

So, so true. I used to try and keep it all digital. Problem is, you never think to look in there, and you can’t just quickly flip through your stuff. It takes way too long to open and close all those files.

Great tips. Thanks.

…jp
Comment #:2 by MT

Thank you for this how-to! I’ve seen a lot of copywriters recommend starting swipefiles, but never was sure *exactly* what it was, or how to go about it. Much appreciated
Comment #:3 by Ntsike

I just completed a songwriting class. And one of things we discussed to enhancing your songwriting talent was keeping journal, which is similar to a swipe file. Be active in your pursuit of ideas that are rock solid. If you have seen the same ad run for say 6 months or longer. That would clearly indicate it must have been attracting some kind of attention. People won’t just continue paying for ads that don’t work, unless they have more money than brains. Clearly if it made you pause, it made someone else pause also. Remember, people are more alike than they are different.

Keep your eyes and ears open for anything that draws your attention to something you had no interest in. Emulate it don’t copy it!
Comment #:4 by Instant Message for charity

Hopefully, I’ll be able to now actually come up with a swipe file that’s more organized.

My previous swipe file was a mess, thanks for the practical lesson.
Comment #:5 by Guido

Thanks for the ideas. This site is great!
Comment #:6 by Dhane Diesil

By far one of the best explanations of swipe files I have seen.

This website has been a diamond in the rough for me. I cant seem to close the browser.

So much great information!
Comment #:7 by Ajax

Informative article! Really appreciate the information on swipe files. As a copywriter, I should also start keeping one. Thanks & all the best!
Comment #:8 by Behind the Affiliate Summit East 08 Copywriting Clinic | LisaRiolo

[...] a copywriting swipe file. Do not consider this a recommendation to steal or [...]
Comment #:9 by What's Going On, With A Few Tips Inside

[...] Copywriting Swipe File Tutorial [...]
Comment #:10 by Kozan Huseyin

I like to use Microsoft OneNote, it allows the kind of organization this article speaks about, but in digital format.

I can appreaciate the benefits of a physical one though, it can help with creativity much more.
Comment #:11 by Love to write articles

I like your concept about swipe file. I certainly agree that there are some benefits of physical file, I will surely try it next time.
Comment #:12 by Wolfgang

Very helpful articles.
I will implement today.
Wolfgang
La Rogaia
Comment #:13 by THOM.NG

Hi, it’s nice advice. How about TVC? Should I have a swipe file which include TVCs?
Comment #:14 by Eric Medemar

I could not agree more. I keep a swipe file on my desk with the last 10 years worth of cosmopolitan magazine covers…Talk about easy bullets.

I’ve also printed out the entire John Carlton collection…PURE GOLD.

Great write,
Eric
Comment #:15 by Ivan

Wow.. First priority for it started today. Yes, I also found out the great use of Swipe File for my blog and marketing effort.

I thought that I should have a swipe file software to do this. But you recommended me to do it manually and physically.. Hmm Thanks for the advice
Comment #:16 by leartiste67

Hi,
Thanks for the great article! Planing on saving it! To get started on my own “swipe file” for my artwork and the book I’m writing as well!
I’m a happy camper!
Comment #:17 by Thomas

Thanks very much for this great article. I instantly created your recommended swipe file folders.

I never heard about “swipe files” since today, but the idea is great. Sorry, but I�m a copywriting beginner and I want to learn as much as possible.

Thanks again

Thomas
Comment #:18 by rick

The importance of making your swipe files physical cannot be stressed enough. So many times files like this seem to get ‘lost’ in the bowels of the computers, or are not read at all or forgotten althogther.

So much good copy is still written the old school way … on paper … so why scan it? Keep it!

Thanks, this site is a great find.

Rick
Comment #:19 by John Cairns

I’ve been creating an electronic swipe file, I think I need to take your advice about keeping a physical one. Coincidently, I took home the top of my big mac cardboard box today Mcdonalds always got good stuff to steal
Comment #:20 by Poyel

Thank you for this informative article. I could not agree more. A good, systematic and easy-to-use swipe file is (almost) indispensable for productivity in writing.
Comment #:21 by shinetiger

Interesting. I was turned off by this article, at first, noting the strong emphasis in the first paragraph on copying others. I want to write original stuff. Your last paragraph gave a whole different reason for collecting a swipe file, which is what I would use it for. Therefore, I’m going to call it something different – maybe a scope file (def.1 “extent or range of view,” def.2 “space for movement,” def. 5 “aim or purpose”)