How To Ethically Use A "Swipe File" For Your Ad Copy
Megan Mart
Did you ever wish you could afford to hire one of those
professional copy writers who charge $5000 or more to
write a
simple sales letter? Or worse, have you laid down your
hard-earned cash for a self-proclaimed "professional"
writer, and
gotten back something your 3rd grader could have written?
If you spend countless hours staring at a blank page trying to
come up with compelling ad copy for that "killer" sales
letter
(you know, the one that's going to make you rich beyond your
wildest dreams?)... STOP!
Why drive yourself nuts and give yourself a major headache trying
to train yourself to be a professional copy writer
overnight? Do
what the gurus do... start a "swipe file."
That's an unfortunate name, swipe file. It sounds unethical.
Please understand, I am NOT condoning plagiarism! But
every
so-called "internet marketing guru" openly admits to having a
swipe file that they use when they need a little
inspiration.
So what is a swipe file and how do you use it legally and
ethically?
Basically, whenever you come across an ad or sales letter that
makes you want to run and grab your wallet... stop
and print out
that copy first! Highlight or circle the parts of the ad that
have you excited and eager to make a purchase.
Then put it away
in a folder or notebook. This is your swipe file.
Eventually, you'll accumulate quite a stack of great professional
quality ads. Then, when you're staring at that blank
page trying
to compose your next ad campaign or sales letter, you can leaf
through your swipe file and MODEL your ad
copy after some of
those ads... but DO NOT copy them word for word. Substitute your
own words and put your own stamp
on them. Mix and match
different approaches from different ads.
Remember, this is meant to be inspirational, not criminal. NEVER
out and out copy these ads. Just analyze how the
ad is
structured, what TYPES of words are used, and then create your
own UNIQUE sales copy by emulating the successful
advertising
techniques from your swipe file.
The idea is to study copy writing techniques as you go.
Eventually, you'll find you won't need to refer to your swipe
file
as often. Your blank pages won't stay blank for long
because you'll have learned how to write killer ad copy of your
own!
You learn best by doing it. Then it becomes second
nature.
Who knows? Maybe you'll get so good at writing sales copy that
soon other people will be adding YOUR work to THEIR
swipe files!
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