Its Time To Start That Swipe File

Just as great fiction is an art, so is great copywriting. Beneath the art, however, there's a foundation of basic knowledge and skills. The craft that goes into your writing.

Craft comes first. Art follows.

You learn the craft of writing by educating yourself, by the actual process of writing (the doing), and by reading incessantly. Every successful writer will tell you that reading has been and still is the cornerstone of developing his craft.

Reading presents you with a written illustration of what works and what doesn't, of what you like as a writer and what you don't. It helps you understand the possibilities, and offers practical instruction of how the rules of your craft are used.

Most writers, when they start out, mimic their favorite authors. I have a friend who became incredibly adept at writing like Stephen King. For several years, everything I wrote had a Ray Bradbury flavor.

Eventually, we developed our own styles, which were richer for having first gone through this mimic stage.

The point is this: part of any effective learning process is to mimic what has been successful before you.

This is true of copywriting, too. And it's the reason you need to start a "swipe" file if you want to become a successful copywriter.

What is a "swipe" file? It's exactly what it sounds like ... a file of great copywriting examples that you've collected, studied, and can access whenever you're in need of a little inspiration. These are not examples meant to be plagiarized. You aren't copying work here; you're adapting it to your own copywriting needs.

For example ... suppose you're writing a sales letter for an Internet site that sells an expensive men's wristwatch and you're in need of a great headline. You search through your "swipe" file and find a sales letter for The Oxford Club (actually taken from my own "swipe" file) with the headline: A Man's Right To Wealth. How To Master Every Situation And Prosper On A Grand Scale.

You toy around with it and come up with this: A Man's Right To Elegance. How To Impress In Every Situation With A Watch That Does Far More Than Keep Accurate Time.

See how a good "swipe" file can help?

You can use it to adapt opening sentences. Or the layout of a sales letter. Or the guarantee you or your client offers. Even the pace or the emotional "tug" of a piece.

By using your "swipe" file, your creative juices are instantly flowing. There's no blank page. You already have something to work with. And as any good writer will tell you, it's easier to edit than it is to write.

So where do you get the material for your "swipe" file?

The quickest and easiest source is the Internet. Start checking out website sales letters. Print them out. Good or bad (even the bad ones can inspire your work). Study them. And keep them close by in a handy file.

The other great source is from mailing lists. If you're already on a few lists, then start filing those pitches away when they arrive instead of tossing them out. If you're not on a list, try purchasing a product or asking for a catalog. It won't be long before you're on a number of lists and your "swipe" file is growing exponentially.

Two good places to get started are: Publisher's Clearing House, 101 Channel Drive, Port Washington, NY 11050; and Nightingale-Conant, 7300 N. Leigh Avenue, Chicago, IL 60648.

Try them both. Try any others that come to mind, as well. Just start building your "swipe" today!

David B. Silva
The Successful Writer
http://thesuccessfulwriter.com/copywriting/

In The News:


pen paper and inkwell


cat break through


Copywriting: Drafting Rules for Professionals

As a professional contractor who wears many hats, you owe... Read More

Online Promotion Beats Traditional Ten-One

While traditional marketing can work for the book author or... Read More

A Free Lesson On How To Easily Write Ads That Are Guaranteed To Make You Money

COPYWRITINGAfter determining what we are going to sell, the next... Read More

Do You Make These 5 Mistakes When Writing Sales Copy?

Writing copy has sometimes been compared to an "art." While... Read More

Its Not What You Say But How You Say It

Copy is all about words. Or is it?Copy is about... Read More

SEO Copywriting: 7 Tips

So you finally built a website for your home-based business.... Read More

Super Verbs Really Move Your Copy

Run or hustle? Eat or devour? Move or scurry? You... Read More

7 Easy Tips on How to Improve Your Sales Letter Instantly

Would you like to get more sales from your online... Read More

3 Tips For Writing Better Headlines

The single most important element of your website's copy is... Read More

Writing Online In Two Syllables or Less

About once a month I fly off somewhere to give... Read More

A Quick Free n Easy Content Writing Course

I do not pretend that a one-stop shop solution to... Read More

Hey, Client, This Is Me! Sell With Your Writing Voice

In a crowded market, clients will be seeking personality as... Read More

Grammatical Mistakes DONT Sell

When you receive a sales letter with typos or grammar... Read More

Content is King

IntroductionA pencil. Yes, a pencil. In my opinion, every great... Read More

11 Reasons Not to Hire a Freelance Copywriter (and Why Theyre All Poor Excuses)

Think you can take the Copywriting Challenge on your own?... Read More

What A Ghostwriter Needs To Do To Earn Top Dollar

The huge demand for writers online is really for ghostwriters.... Read More

Revealed: The $12,500 Copywriting Formula

Have you heard of Brian Keith Voiles? Probably not, but... Read More

Direct Mail Sales Letters Flow Better With Subheads

A subscriber to my newsletter asks: "Got any good pointers... Read More

7 Essential Tips for Reviewing and Approving Copy

Nothing can turn strong copy into a 97-pound weakling faster... Read More

Business Writing: When Not To Be Professional

It's time to write your next ad or brochure. Maybe... Read More

Increase Freelance Sales With an Online Resume!

Freelancing is a competitive business, especially in today's fast-paced, e-focused... Read More

Subtle Emotion - The Key To Copy That Works

Say the word "emotion" to a man, and he'll immediately... Read More

Killer Business Headline Templates - So How Do You Write Killer Headlines in Minutes? You Cheat!

According to Branding and Advertising legend, David Ogilvy: 5 times... Read More

A Copywriting Lesson from Dr. Seuss

Looking for inspiration for your next marketing communication? Try the... Read More

Three Tips For Magnetizing Your Copy

The difference between good copy and great copy is the... Read More

Copywriting for Astrology, Numerology, Tarot, and the Mystic Audience

These days, you don't have to traverse the dark forest... Read More

The Secret to Web Copywriting Gurudom

Have you seen those copywriting gurus, working it on the... Read More

Working With a Freelance Editor

If you are interested in creating information products, you will... Read More

Cause and Effect

"Shallow men believe in luck. Strong men believe in cause... Read More

A Little-Known Secret To Writing Sales Copy, For Serious Copywriters Only!

Have you ever wondered how your copy sounds to your... Read More

16 Golden Rules of Master Copywriting

You could spend thousands of dollars on advertisement and have... Read More

Making a Living as a Copywriter; Freelancing Versus Agency

So You Want To be A Copywriter?Wannabe copywriters often check... Read More

Top 10 Ways For Copywriters To Overcome Writers Block

We all know that words have the power to persuade,... Read More