How come most people totally ignore swipe files?

[Marian Berghes]

Okay, so I decided to post this since I see alot of people have NO IDEA how to write headlines, sales letters etc...

And they keep buying those courses that just teach the same old free info that you can find anywhere, like the AIDA formula and stuff.

What most people and/or newbies forget is this: SWIPE files from guys like Makepeace, Serling, Bly, Halbert etc..

I have about 2000 printed pages of copywriting swipe files, about 10% of them are websites the rest are real world newspaper/magazine sales letters.

Why you should try and get those? Because those usually cost ALOT of money to make and ALOT of money to run.

With websites you don;t really know if the copy is good or not.

I also have alot of email swipe files that I use.

So, my point is: If you have some money laying around and your not doing some big name projects (like $2000 products or stuff) invest and buy some swipe files from guys like Makeapeace, Serling etc...

It is worth it, believe me. They are so powerfull, you can even give some of them to your copywriter in case you don;t think hes good enough

EDIT: For starters you can take a look at http://halbertswipefile.com/ (no affiliate link or any kind of promotion intended) I bought it some time ago, its really good and its a swipe file from one of the best copywriters of all time.

And a free one from Makepeace that includes many copywriters http://www.makepeacetotalpackage.com...wipe-file.html

[dvduval]

Sorry, but can you define "swipe file" for me?
I sort of understand, but maybe not totally.

[Marian Berghes]

Swipe file is usually a collection of copywriting elements.

It can be a collection of Sales letters, Ads, Healdines, Bullet points etc...

They have been used in real world, had success and now the writer or others people give them/sell them as an example/guide for you to use when you write copy.

Basically you use those as guidlines, you look at a headline..you modify it to suit your needs and put it on your website.

The deal is that they have already been tested and proven to work, thats the beautiful thing about them.

I even have swipe files of print ads that made millions of dollars in sales, that info is just priceless to me.

[Networking_now]

Originally Posted by dvduval

Sorry, but can you define "swipe file" for me?
I sort of understand, but maybe not totally.

A swipe file is a file which can be copied(swiped) to be used for your own purpose. you can also modify it.

[Marian Berghes]

Thats my point yes...don't use that for $2000 products unless you are a good copywriter yourself.

But for more "normal" projects, you can use swipe files to write your sales letter instead of paying $1000 or something.

[Matt Jutras]

If you ever need a sales letter for a $2000 product I hope you would hire a $15,000 copywriter and not rely on something you downloaded off the internet for $27

Swipe files are indeed a valuable tool, but no replacement for learning how to actually write copy.

Great post, though.

[Matt Jutras]

Originally Posted by Marian Berghes

Thats my point yes...don't use that for $2000 products unless you are a good copywriter yourself.

But for more "normal" projects, you can use swipe files to write your sales letter instead of paying $1000 or something.

Yeah sorry, I did misread your post. I agree with you, man.

But even for a "normal" project it's still not a good idea to just use a swipe.

A good copywriter can increase your conversions by double or triple, which would pay for his fee ten times over...if not more.

So, always always hire a copywriter. I'm not biased. I swear.

[Marian Berghes]

I just see them as one of the tools of learning to write copy, and a damn good one.

Of course you can't replace a course made by the same guys or something like that, but I strongly believe that anyone that is into copywriting should have these.

EDIT: Most people can't afford to pay for a copywriter EVEN if the results would be better. Thats why you can use these plus the free info you can find all over the internet and you can get a pretty decent sales letter.

And it can also jumpstart you if you want to work as a copywriter...already having million dollar headlines at your fingertips its just amazing, it beats the "you have to make them red bolded and make them curios" like I see in most of these so called copywriting courses.

[backdoor23]

Dude, tremendous value in the post. I'm gonna buy that swipe file, I need to up my copywriting game.

[thegoddessofeleven]

For the record, Gary Halbert's son, Kevin, GIVES AWAY examples of his copy on his website, Untitled Document (www dot thegaryhalbertletter dot com)

Cheers!
~Stephanie

[Joseph Then]

Yeah, I know of a Singapore Internet Marketer who swipes to $10,000 per month in net income.

He blatantly said: "I copy, modify and test the headlines and salescopy till it works for me".

That is also swiping.

[Jason Fladlien]

Thanks for suggesting my product. I appreciate it.

The best way to use swipe files is to understand what's going on "behind the scenes". For example, I noticed how Halbert would almost always write guarantees based on some tangible results, i.e. (If you don't 10 out of the 13 trades profitable following this trading newsletter, then I will refund your purchase). So I started writing my same guarantees tied to results.

What I did for the headlines was, after collecting a ton of great headlines, I then categorized them. I said to myself "If I only had to use 8 types of headlines, what would they be?". And I came up with a category for instant gratification headlines, challenging conventional wisdom headlines, dramatic demonstration of proof headlines, story headlines, incongruent juxtaposition headlines, "anger" headlines, Scarcity headlines and "personalization" headlines.

Then i asked myself "In which situation what each be best to be used?" So that way if I have a really good story behind the product, I use a story headline. And just consult my swipe file for inspiration and ideas.

If I have a really great element of proof, I look at ways other people used proof headlines to come up with my own dramatic demonstration of proof.

I used bullet points swipe files the same way. I identified 6 different categories of bullet points, and when each was used. Then I practiced each category until I could write it subconsciously. Now whenever I need to write bullet points, I always have an idea of what to put in the bullet points and how to make them as strong as possible.

These are just a few good tips on how to use swipe files.

-Jason