How To Ethically Use A Swipe File For Your Ad Copy
Did you ever wish you could afford to hire one of thoseprofessional copy writers who charge $5000 or more to write asimple sales letter? Or worse, have you laid down yourhard-earned cash for a self-proclaimed "professional" writer, andgotten back something your 3rd grader could have written?
If you spend countless hours staring at a blank page trying tocome up with compelling ad copy for that "killer" sales letter(you know, the one that's going to make you rich beyond yourwildest dreams?)... STOP!
Why drive yourself nuts and give yourself a major headache tryingto train yourself to be a professional copy writer overnight? Dowhat 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 everyso-called "internet marketing guru" openly admits to having aswipe file that they use when they need a little inspiration.
So what is a swipe file and how do you use it legally andethically?
Basically, whenever you come across an ad or sales letter thatmakes you want to run and grab your wallet... stop and print outthat copy first! Highlight or circle the parts of the ad thathave you excited and eager to make a purchase. Then put it awayin a folder or notebook. This is your swipe file.
Eventually, you'll accumulate quite a stack of great professionalquality ads. Then, when you're staring at that blank page tryingto compose your next ad campaign or sales letter, you can leafthrough your swipe file and MODEL your ad copy after some ofthose ads... but DO NOT copy them word for word. Substitute yourown words and put your own stamp on them. Mix and matchdifferent approaches from different ads.
Remember, this is meant to be inspirational, not criminal. NEVERout and out copy these ads. Just analyze how the ad isstructured, what TYPES of words are used, and then create yourown UNIQUE sales copy by emulating the successful advertisingtechniques 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 swipefile as often. Your blank pages won't stay blank for longbecause you'll have learned how to write killer ad copy of yourown! You learn best by doing it. Then it becomes secondnature.
Who knows? Maybe you'll get so good at writing sales copy thatsoon other people will be adding YOUR work to THEIR swipe files!
Megan Mart, Webmaster and Publisher
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