What Is a Swipe File for Copywriters and Content Writers?
Robert W. Bly helps keep your copy creative flow going with information on swipe files for copywriters and content writers.
A “swipe file” contains ads, emails, and other copy and content you have collected and saved. It is called a “file” because you file all of these copy samples in one place where you can easily retrieve them. To make retrieval easier, I put them in files labeled either by product (e.g., long-distance phone service, gourmet coffee) or media (e.g., emails, websites).
The term “swipe” means you take concepts—headlines, copy, layouts, and offers that caught your eye in the swipe file samples—then apply them in your own copy. Notice I said “apply,” not “steal.” You should not swipe copy word for word. That’s plagiarism.
Rather, the swipes serve as idea starters, inspiration, and models to shape your own original copywriting efforts. That’s not plagiarism. In the industry, we call it “copycatting.” But it is not copying verbatim. And not stealing.
Rather, we are using ideas that inspire us as jumping off points for our own campaigns.
Examples of Applying Swipe Files to Copywriting Efforts
For instance, a promotion for vision dietary supplement had this intriguing headline: “Why bilberry and lutein don’t work.”
The ad promotes the advertiser’s product by knocking two of the most popular nutrients for eye supplements. This headline implies that competitive brands, which are based on bilberry and lutein, must have poor efficacy.
You can apply a swipe to a different product in the same field (e.g. health), though not a directly competitive product.
For a joint supplement, you could for example write: “Why chondroitin and glucosamine don’t work.” Different product category, different ingredients targeted, but same approach.
Similarly, I had a winner for a CoQ10 pill with: “Why your CoQ10 doesn’t work.” The client’s product used a different form of the molecule that the body absorbs better than the standard form used in many other CoQ10 supplements.
Or, you can apply the idea in a completely different field. Example: For a promotion promoting options trading software, I wrote: “Why your trading software doesn’t work … and never will.”
An oft-repeated axiom in copywriting is this: “There is nothing new under the sun. But we can describe old things in a new, fresh, and compelling way.”
The Power of Multi-Samples in Swipe Files
As you collect samples for your wipe file, you may notice that you encounter some promotions multiple times. Mark these particular “multi-samples” with a red X.
Why? The fact that they continue to run means they are working for the advertiser. This is particularly true in the offline world, where mailing and media costs are greater than digital.
But it is a good indicator of effectiveness in any marketing channel. So, if a promotion is repeated, you can adapt their approach—and put your own spin on it—with greater confidence.
Traditionally, swipe files are greatly treasured by direct marketers, while branding ad agencies do not employ swipe files widely. Why is this so?
We direct marketers are concerned primarily with making advertising that makes money for the advertiser. We look for our copy to generate more responses, leads, and sales than the company’s current ads.
When we creatively borrow from promotions that have been well-conceived and executed—especially when a red X in our swipe file tells us they are proven to work—we greatly increase our own chances of producing a successful promotion while avoiding a bomb.
However, some Madison Avenue advertising agencies that create national ad campaigns for big consumer brands often strive not for higher response but rather for creativity.
Well, creativity means originality. And so many general advertisers view swipes as anathema. And it’s true that creativity can help get your ad campaign admired and win creative awards.
But adroit use of swipe files and copycatting can achieve something much more valuable: more orders, increased sales, and higher profits.
Robert W. Bly is a freelance copywriter with more than 4 decades of experience. McGraw-Hill calls Bob “America’s top copywriter.” He has written copy for more than 100 clients including IBM, AT&T, Forbes, and AARP. Bob is the author of 100 books including The Copywriter’s Handbook: Fourth Edition. His website is bly.com.
