WebMaster Solutions
Web Site
Marketing
Ethically
Use A "Swipe File"
For Your Ad Copy
by Kenneth Catto
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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