So what's a swipe file and why should you use one? A swipe file is simply a collection of writing that serves as a reference file. This could be a collection of headlines, opening statements, calls to action or any other form of writing that you can model in your own work.
You might be thinking that this sounds a little like plagiarism. Swipe files aren't meant to be copied and reused word for word. Though quite often writers resort to this measure. Instead they should be used for inspiration and as a source of ideas.
Think about someone interested in remodelling their kitchen. One of the first things they do is gather photos of kitchens from design magazines and create a scrap book of design elements which helps them develop a clearer idea of how their finished project might look. In the design world this is called mood boarding. The same principle applies to swipe files for copywriters.
It's a good idea to develop your own swipe file and continue to update it. This allows you to analyse the work of other writers, determine what works and why.
Depending on the type of writing that you are involved with the content of your swipe file can vary. Here are a few ideas to get you started:
Headlines: Sales pages, magazines, newspapers, popular blogs and print advertisements can all be good sources of headlines to add to your swipe file. You might even want to segment your headline collection into distinct styles or approaches, such as subtle persuasion and attentions grabbers for instance.
Sales copy: A well crafted sales page can be a thing of beauty. Think about how some writer's transition from telling a story to making a sales pitch so seamlessly and smoothly that the reader is barely aware that they are being sold to. Seek sales pages like this to add to your file. Look for sales copy that takes the opposite approach or those that play on a variety of other tactics but are equally effective. Don't be afraid to look outside of your industry for material
Stories: Stories are powerful and compelling. Don't overlook a good story for inclusion in your file.
Quotes, Facts and Useless Trivia: Research material may be a separate entity than a swipe file but why not start collecting interesting quotes and facts that can serve as fodder in your writing. Many top copywriters research a wide range of topics simply to learn how those in various industries approach and use the written word.
The amount of material in your swipe file is completely up to you as is the manner in which you maintain it. Whether you use a word processing program to save your material or glue clippings to a spiral bound notebook, hardly matters. What's important is that you start keeping a collection of writing sample that can serve as inspiration in the future.
You might be thinking that this sounds a little like plagiarism. Swipe files aren't meant to be copied and reused word for word. Though quite often writers resort to this measure. Instead they should be used for inspiration and as a source of ideas.
Think about someone interested in remodelling their kitchen. One of the first things they do is gather photos of kitchens from design magazines and create a scrap book of design elements which helps them develop a clearer idea of how their finished project might look. In the design world this is called mood boarding. The same principle applies to swipe files for copywriters.
It's a good idea to develop your own swipe file and continue to update it. This allows you to analyse the work of other writers, determine what works and why.
Depending on the type of writing that you are involved with the content of your swipe file can vary. Here are a few ideas to get you started:
Headlines: Sales pages, magazines, newspapers, popular blogs and print advertisements can all be good sources of headlines to add to your swipe file. You might even want to segment your headline collection into distinct styles or approaches, such as subtle persuasion and attentions grabbers for instance.
Sales copy: A well crafted sales page can be a thing of beauty. Think about how some writer's transition from telling a story to making a sales pitch so seamlessly and smoothly that the reader is barely aware that they are being sold to. Seek sales pages like this to add to your file. Look for sales copy that takes the opposite approach or those that play on a variety of other tactics but are equally effective. Don't be afraid to look outside of your industry for material
Stories: Stories are powerful and compelling. Don't overlook a good story for inclusion in your file.
Quotes, Facts and Useless Trivia: Research material may be a separate entity than a swipe file but why not start collecting interesting quotes and facts that can serve as fodder in your writing. Many top copywriters research a wide range of topics simply to learn how those in various industries approach and use the written word.
The amount of material in your swipe file is completely up to you as is the manner in which you maintain it. Whether you use a word processing program to save your material or glue clippings to a spiral bound notebook, hardly matters. What's important is that you start keeping a collection of writing sample that can serve as inspiration in the future.
Want hot and juicy headline and general copywriting tips? Would you like to learn how to make your copywriting more persuasive? Head over to Magnetic Copywriting for great tips and advice.
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