Swipe Files – and Why You Need One (or Three)

By definition, a swipe file is a collection of time-tested and successful advertisements, marketing materials and sales letters. Swipe files have long been used by professional direct mail copywriters as a way to improve their own copy. The thinking behind this practice is that if you want to learn how to be an A-level writer, you should study and learn from the best.

One of the first assignments I had as a beginning copywriter was to seed my name on a number of direct mail lists so I could start studying live direct mail packages in order to get a feel for what was working (hint: If you get the same letter more than once – it is most likely a “control” and by definition, producing good results).

While becoming an A-level copywriter might not be your goal – creating great content to build your online business might be. If so, now is a great time to begin building a swipe file or two of your own. If your aspirations go beyond becoming a great copywriter, don’t limit yourself to just sales-oriented materials. As you build your own inspiration file, simply look for anything that speaks to your creative self.

I have 3 places where I keep my inspiration pieces and study materials – my hard drive, my email program and a simple filing system on my desk. I’ve written a few times about my “MONETIZE THIS!” folder – its where I now collect all information products, PLR content, ghost written articles, or anything else I find online that I plan to incorporate into one of my sites “someday.”

In my email accounts, I simply created a new sub-folder in my in-box titled “Article Ideas.” This way, great ideas that fall into my lap don’t get buried 10 pages deep by incoming emails before I get a chance to look at them.

Finally, I also have become an avid collector of mail I receive and hard copy materials I pick up while out and about. (I do NOT recommend seeding your name on direct mail lists as I was instructed to do – unless you simply like receiving a lot of junk mail! ) There is plenty of good stuff you will encounter naturally – I personally like to look at well-crafted brochures, sales sheets or other marketing materials to see what headlines they use and how they incorporate a call-to-action into the copy.

But that’s just me…

I’m not suggesting you become a pack rat – instead, I am recommending that you train your brain to look out for useful tidbits through out your daily live that can enhance and strengthen what you have to offer your readers.

Inspiration is everywhere if you are only willing to look!