Back in the slow old days, putting together a great copywriting swipe file was a major commitment that took months, if not years. That’s before the internet, when sales letters only went out in hard copy, with envelopes and stamps. And we had to figure out the complicated systems of getting on mailing lists in our niches to see who was mailing what — and then get them to mail it to us!
It’s different now. With the speed of the internet at our fingertips, it is possible to search out great swipe examples in a few minutes. And you can often create a swipe file of an entire marketing campaign in just a few weeks.
As you collect and review your various swipe files, analyze them. Tear them apart. Ask yourself how you can use similar headlines, hot buttons, phrasing, flow, and sales processes in your business.
It’s never about copying others’ work verbatim — this would be unethical and often illegal. Plus, to really use them effectively, you’ll have to modify and adapt them to your market, your business, and your voice.
7 Critical Components for Your Swipe File Vault
1. Website Layout and Design Ideas
Look at the layout of the top sites within your niche — and outside of it. What catches your eye? How does the site flow? Is it a static website or a blog? Do they ask for your email address?
2. Sales Page Copy and Flow
When you find sales pages written by people who know how to sell (these are often the big names in your market), swipe it. Then analyze it carefully. What are the ‘hot buttons’ they are pushing? Are they telling stories? Do they use testimonials? A video or audio? What is their call to action?
3. One Time Offers or Thank You Page Offers
Many marketers will place a One Time Offer or other product offer on their thank you page, which you see after you opt in to their newsletter or ezine. Swipe this also. Analyze it just like you did the sales page. Is there some way you can include an offer like this in your sales process?
4. Upsells, Downsells and Backend Sales
This is a critical step. Many times, an initial product that is offered by a marketer is a ‘loss leader.’ So pay careful attention to additional products that are made available, both in the initial optin process as well as any followup sales processes. Very often, the profit is made on these backend sales, not on that first sale.
5. Tell a Friend
Do they straight-out ask you to pass their information on to your friends? How do they phrase it? Is there an additional free bonus if you tell a friend?
6. Email Campaigns
You’ll want to optin to their email sequence, so that you can swipe and analyze their autoresponder campaigns. Print them out and then look at them carefully. Note the frequency of emails, the proportion of content provided versus products offered for sale. Pay attention to the language used.
7. Marketing and Business Strategies
When you have identified a successful marketer you would like to model, then collect everything you can about their systems and strategies. Even buy a product from them so that you can see how they respond to customers compared with prospects (use a different email for opting in vs buying so you can get both prospect and customer emails).