What are swipe files? 🗃️
Swipe files are collections of good copywriting.
It doesn't matter if it's a billboard, article, or LinkedIn ad; if it grabs your attention and you like how it was written, you should keep it for later.
It's best to have a digital swipe file in a place like Google Drive or Notion so you can capture good ideas from both your computer and your phone.
I’ll provide limited access to my Master Swipe File on Friday’s post.
How most copywriters use Swipe Files
Swipe files are, above all, sources of inspiration.
They help you overcome writer’s block and find great copy ideas for your own projects.
But after using them for a while, I’ve understood that swipe files have other secret benefits.
Here are 3 of them:
1/ Staying on top of trends 🆕
The world changes fast, and you can stay on top of things by adding new examples to your swipe file every week.
Make it a habit, and you’ll start noticing trends and using them to your own advantage.
You’ll become familiar with new slang and memes.
You will be able to work with businesses on the edge of human knowledge (i.e., crypto, AI)
You’ll use this knowledge to build your own brand by writing about topics most people know little about or creating relevant memes that go viral.
2/ Learning Tool 📖
My favorite way of using swipe files is to analyze each piece I add.
Then, I write a short note on why this piece works.
I’ve added each piece to my swipe file for a good reason. I need to dig deep and understand the reason to use it later when I write copy for my own projects.
A few more reasons to analyze your swipe file pieces:
You improve your copywriting’s thought process.
You learn new copywriting principles (and add them to your arsenal).
You gain an advantage over other copywriters because most copywriters don’t use their swipe files as a learning tool.
Client Education 🧠
There is no reason to keep your swipe file to yourself.
Let’s say I do copywriting work for a client.
During my brainstorming, I scrolled through my swipe file and found a piece of copywriting that had proven results for a major brand.
After I analyzed and understood the attributes that made this copy work, I applied the principles to a client’s project.
When I send the work to the client, he is skeptical. He requests a redo because he didn’t think my writing was good enough.
Most clients can’t express their thoughts well enough, so they won’t be able to say why they think the piece is bad, they will just ask you to write something new.
You then send them your swipe file example and explain your reasoning.
When they see that your copy concept worked for a similar brand, they will be convinced that your work is actually good.
This method is especially good for beginners who lack credibility, and it is a sure way to increase trust and retention with your clients.
How to maintain a good swipe file to never run out of ideas? 💡
We’ll talk about it this Friday.
I’ll also provide limited access to my Notion template to help you set up an awesome Swipe File you will love to update.
If you want to know more about my swipe file process, please comment below ⬇︎