6 {{ upvoteCount | shortNum }}
6 {{ upvoteCount | shortNum }}

Swipe-ing

by szaby
5 replies
Hello,

Is swipe-ing takinga good sales letter from someone like Dan Kennedy and adapt it to another product or market.Keeping the same structure and changeing some of the word

x product has had astonishing results for me losing weight ive lost over 20 pounds
y product has incredible results it has saved me over 30 % of my revenue thats about 75.000$

In a very crude way is that the way its done?
#swipeing
  • Profile picture of the author Alex Cohen
    Originally Posted by szaby View Post

    Hello,

    Is swipe-ing takinga good sales letter from someone like Dan Kennedy and adapt it to another product or market.Keeping the same structure and changeing some of the word

    x product has had astonishing results for me losing weight ive lost over 20 pounds
    y product has incredible results it has saved me over 30 % of my revenue thats about 75.000$

    In a very crude way is that the way its done?
    Yes and no.

    It's generally accepted by copywriters that swiping involves keeping the same structure.

    Some copywriters change the words; others not so much.

    Alex
    {{ DiscussionBoard.errors[10981187].message }}
    • Profile picture of the author szaby
      Originally Posted by Alex Cohen View Post

      Yes and no.

      It's generally accepted by copywriters that swiping involves keeping the same structure.

      Some copywriters change the words; others not so much.

      Alex
      Hello,

      Alex first of all thanks for answering me isn`t that what i did kept the same structure and just changed the words?In what sense do you mean no (i didn`t keep the same structure the words have changed as it was a diffrent product in a diffrent niche)
      {{ DiscussionBoard.errors[10981551].message }}
      • Profile picture of the author Alex Cohen
        Originally Posted by szaby View Post

        In what sense do you mean no
        First, let's be clear what is meant by structure.

        Structure is the persuasion flow of the sales letter. As an example, here's a very basic sales letter flow...

        Headline
        Salutation
        Opening Questions
        Story
        Briefly introduce product
        Credibility
        Reason why
        Finish product introduction
        Product benefits (bullets)
        Product features
        Involvement
        *Offer
        Call to action
        Close
        PS
        Social Proof

        (*Note: The Offer section has its own sub-flow)

        So within each section, either you change the words in the letter you're swiping, or you ignore them and create your own.

        Alex
        {{ DiscussionBoard.errors[10982109].message }}
  • Profile picture of the author SARubin
    Originally Posted by szaby View Post

    Hello,

    Is swipe-ing takinga good sales letter from someone like Dan Kennedy and adapt it to another product or market.Keeping the same structure and changeing some of the word

    x product has had astonishing results for me losing weight ive lost over 20 pounds
    y product has incredible results it has saved me over 30 % of my revenue thats about 75.000$

    In a very crude way is that the way its done?
    Yes, I think you understand the concept of swiping. It's basically when you borrow something (structure, or even a line of copy) that's already proven itself, and adapt it to your own copy.

    The ethical question comes up when we ask "when does swiping become plagiarism?"

    I don't know if there's any legal "line in the sand" in the copywriting field, but I'll give you just one example that I consider borderline (there are others)...

    One of the most successful headlines of all time was from an old mail order language course - the headline was "Do You Make These Mistakes In English?" (Maxwell Sackheim)

    It's been swiped (stolen?) hundreds of times by other ad writers over the decades.
    "Do you make these mistakes with (fill in the blank)" (gardening? weight loss? finances? choosing a hotel room? etc. etc.)

    Most copywriters I know use swipe files, and we understand it's OK to borrow some brilliant structure, or a line of copy, from a master who's come before you (no sense re-inventing the wheel every time, right?)

    Ethically speaking, (and this is only my own humble opinion) I think if your overall sales letter is at least 70 percent (or better) original, then you are using swipe files legitimately.
    Signature

    Grow Your Copywriting Skills & Network with Other Copywriting Professionals - Join us at the Copywriters Forum

    {{ DiscussionBoard.errors[10981729].message }}
  • Profile picture of the author winbig007
    Hi,

    To me it's very important to be original.

    Now, don't get me wrong. I will use the structure and mix and match power words and concepts. But I never just "swipe" - to me that lacks integrity and you aren't doing your client a real service. (assuming you are being paid to write for someone else)

    And as importantly, you aren't learning what really makes great copy.

    It's critical to deep dive into the needs, story, product benefits and what the consumer can expect when using/taking the product you are writing about.

    When you do that, you can't really "copy" other people's writing because it's your job to deliver to your client and reader the specific end result benefits of the product being sold. Something unique!

    Become a pro. Use other people's copy as an example and for inspiration. But don't "swipe" copy.

    to your prosperity,
    Tony
    {{ DiscussionBoard.errors[10985295].message }}

Trending Topics