A funny thing happened to me this past week. Amidst the deadlines … client meetings … and other chaos, I rediscovered how much I truly love direct response marketing.

All because a book literally fell off my bookshelf.

My family and I recently moved into a new house, you see. And in the interest of unpacking as quickly as possible, I had simply shoveled books on the bookshelves....

http://www.youtube.com/watch?v=PCwx14cnG5A

As a copywriter, you probably maintain some kind of swipe file, which is an archive of headlines, phrases, and entire sales letters that contain sales materials that you like, so you can re-use the same strategies in your own sales letters and hopefully hit on some of the same hot buttons as the original copywriter did. But my question to you is, do you maintain the most important swipe file of all, which is the "Made Me Buy" swipe...