Is a swipe file any good if you don't have the stats?
Some swipe files are obviously good. You know these are the top x number of successful ads.
What about swipe files you create yourself? You see ads you like, you clip them and keep them in a swipe file. Or perhaps you keep all of the emails you get.
What value do they have if you don't know how successful each of them was?
I would say there is value in having a ready supply of headlines and approaches to use and test. Never should you simply copy a successful ad and roll it out. Everything should be tested.
What about swipe files you create yourself? You see ads you like, you clip them and keep them in a swipe file. Or perhaps you keep all of the emails you get.
What value do they have if you don't know how successful each of them was?
I would say there is value in having a ready supply of headlines and approaches to use and test. Never should you simply copy a successful ad and roll it out. Everything should be tested.
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bobsilber -
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