This is a guest blog post by Alice Seba, the Internet Marketing Sweetie.
The first time I heard the term “swipe file”, I was mortified. For those unfamiliar with the term, it means keeping a folder (whether print or on your computer) of sales copy you like. The point is to refer to it when it’s time for you to craft your own copy.
I know, right?!
Is this really a suggestion to plagiarize? The idea seems totally shocking. But really, that is not what a swipe file is for. A swipe file is truly just an opportunity to study great copy – with the aim of improving your own copywriting skills.
Here are three reasons why you should start your swipe file now:
One of the best ways to improve your own copywriting skills is to be a good student of other great copywriters.
Think about it – does someone become a great musician without studying the masters? True, noone disagrees that getting a foundation in copywriting can come from books. But honing your skills comes from study and practice. This is how you learn how great writers create a compelling story that pulls the reader in, how they make the copy read well and flow seamlessly – and more.
Studying great copy increases your copywriting vocabulary.
When you study good copy, you will begin to see which words and phrases have punch. You can buy lists of “power words” or “power phrases”, but seeing them in action really makes it all gel in your mind.
Remember to use your brain when you use your swipe file.
Target markets and products differ. What speaks well to men in their 30s may not work when you’re speaking to grandmothers. There is often some specific logic in using a particular angle, wording, etc. in copy – and you need to understand WHY things are done in certain ways. Both in study and in practice, these things will become more obvious to your eyes.
Are you working on your swipe file yet? If not, start keeping your eyes peeled for great sales copy to add to your file.
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Jim Pearson has spent more than 25 years helping small and mid-size businesses find solutions to their business problems. He specializes in sales, marketing and rapid revenue growth and has helped hundreds of companies make more money.
Gene Culver has more than 15 years of diverse business experience across the music industry, telecom network marketing and business coaching. His specialty is helping individuals with marketing, their internet presence and lead generation.
Swipe files are mandatory in copywriting business. Better swipe files get you better sales copies. I always try to keep swipe files organized by different business areas like medical, import / export business, software etc. And I always add copies to those swipe files.