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  #1 (permalink) Old
James Gilchrist
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Default Swipe Files Make Me NERVOUS - 06-19-2008, 07:12 PM

I've been browsing around a bit in this forum, and I often see posts that begin something like...

"Hey everyone, add these to your swipe file..."

And then I will go to the link they provided only to find a collection of Apple ads or McDonald's ads.

It always leaves me thinking, "Wait, I thought the purpose of swiping was to gather the very best ads -- not merely to start an ad collection!"

I've been looking around for good swipe material, but as a newbie, I really don't know who to trust. (It seems like everyone wants to give me new ads for my swipe file!)

How can I find ads that are truly "the best of the best"?

(And no, I won't be upset if you provide me with a link to a proven winner).
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Default Re: Swipe Files Make Me NERVOUS - 06-19-2008, 07:56 PM

You'll probably get a lot of opinions on this.

I keep stuff where either the writer has a history of great writing (John Carlton, Gary Halbert, Dan Kennedy, Ron Legrand, and many others) or I saw something in the ad that might resonate with a market I'm either actively in or could see myself in.

There's a lot of good ads by companies like McDonalds and others that may not resonate with me but I may have a hunch works with a demographic I'm targeting.

I also have a folder for stuff that sucks. I use those as reminders of what not to do. Like the Pennysaver ad on the door post I made awhile back. I went back and took a picture and filed it. It comes from my music playing days where we'd start almost every practice playing something corny that we all hated. It's just a way of loosening up and shutting down the parts of our brains that might do something we'll wish we hadn't done.

I guess I'm saying swipe everything and file it appropriately if you think it hits markets you're working or want to work in. That stuff is everywhere.

Cheers.


Kawika O.

If I had a dime for every retail store that "got it" I'd owe $6,139,420.40.
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Default Re: Swipe Files Make Me NERVOUS - 06-21-2008, 09:10 AM

Yes, vdmp is dead-on right.

Swipe files can be used to set the appropriate tone for your client's copy.

Also there are other uses:
* As a sample of successful advertising that you can write out by hand.
* As a template that you can follow to create your own copy. [note: this use is only to be used as a general outline. No plagerism!]
* As an example of totally awful writing - again like vdmp said.
* As a way to jump-start your own creative juices when you're writing copy.
* As a layout pattern to follow with your own copy. [example: magalog.]
* As a learning tool from a master copywriter you admire. [I scarf up anything and everything that Joe Vitale and Tina Lorenz write, for example.]

Hope this helps,
Dot


"Giving people exactly what they need and having them thank you for it, is the TRUE JOY of marketing!" – Perry Marshall
www.AuntDotsCrafts.com
www.DP-Copywriting-Service.com
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Default Re: Swipe Files Make Me NERVOUS - 06-21-2008, 10:03 AM

Three great places to start building a swipe file of proven ads...

1. Go to successful copywriters websites and look at their samples.

2. Go to HardToFindAds.com -- a free collection of some of the best ads ever.

3. Go to Lawrence Bernstein's blog InfoMarketingBlog.com -- it's all about ads that sold millions.

Hope that helps.


Chris

Chris Custer
http://www.CusterWriter.com
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Default Re: Swipe Files Make Me NERVOUS - 06-22-2008, 08:51 AM

Ben Settle has a nice report:

Swipe File » Copywriting Grab Bag

He also has a great blog (and this post reminded me that I should be paying more attention to it).

It's at:

Copywriting Grab Bag | Discussions And Q&A About Copywriting, Marketing And Taking Care Of Business

Hope this is helpful.

Janet
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