If you’ve been in the copywriting business for very long at all, you’ve probably heard the term swipe file.  Let’s discuss this idea in a little more depth, and uncover the mysteries of building a powerful swipe file.

Using a swipe file is a great way to “swipe” ideas and formats to use in your own copy. We’re all exposed to marketing techniques and advertising on a regular basis.  Start a  file of the ads that appeal to you. Pay attention to the times you read an excellent sales letter and end up buying the product - even when you weren’t originally planning to. The techniques used in these sales letters are the ones that you want to master!

Keep a notebook, file drawer, or journal and add to it regularly. Many copywriters prefer physical swipe files, as they can view the colors, headlines, and graphics quickly, and note which ones are the most visually appealing. Others prefer to keep their swipe file digitally, enabling them to store many files in a small space. Experiment and see which option works best for you.

As you go about your daily business routine, note email subjects, headlines, and offers that appeal to you. Write them down, print them out, or bookmark them - just get them into your swipe file. The next time you sit down to write copy, you’ll have a wonderful idea bank to work from. As you add the information, be sure to note (either on the file or as a note on the individual paper) the reason that you picked it for your swipe file. Highlight the phrases and offers that appealed to you.

As you grow your business, your swipe file will become an invaluable tool. Take the time to add to it regularly, and you’ll be amazed at the results it helps you to achieve. Emulate the masters using your personal swipe file, and stretch your copywriting skills to the max!

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