Jack “Straight Talk” Sarlo
A swipe file is the key to easily write any kind of copy like a pro. It doesn’t matter if you want to write an ad, an email subject line, an entire sales letter or any other kind of copy, a swipe file will help you write better copy, much faster and easier.
It’s the copywriter’s best friend and they’re used by any copywriter, amateurs and professionals as well!
In this post you’ll discover how to build your own swipe files and how to use them to write pro-level copy. I’ve also linked to several resources containing done-for-you swipe files that you can start using right away… Plus on this post you’ll find several of my own swipe files that you can use as well.
You’ll also find a longer video that explains swipe files in complete detail.
This post is part of the free copywriting course that I’ve made to share with you almost everything I know about copywriting. Because copywriting is a probably the most important Internet Marketing skill.
So let’s get started…
Table of Contents
I always open my swipe files when I’m writing any kind of copy.
A swipe file is basically a collection of successful ads, sales letters, headlines, closes, guarantees (and even words or phrases known as “hypnotic” or “magnetic” words) and any other copy. In this way if you’re going to write an ad or a sales letter you won’t have to stare in front of a blank screen trying to come up with ideas!
You look at all the examples in your swipe file for ideas and inspiration.
There’s a condition known as the ‘writer’s block’. It’s when you can’t write a single word, your mind goes blank. The easiest way to solve this issue is to build have a swipe file that you can look at for ideas and inspiration…
A sales letter is made up of certain parts or sections… like for example the headline, opening, bullet points, guarantee, close, postscript, etc. And you’ll find those (and other) parts in almost all sales letters.
You’ll need to add those parts to your sales letter. But instead of writing something from scratch, which is time consuming and difficult, you can model the examples in your swipe file.
If you’re going to write Facebook ads it would be awesome if you had a swipe file filled with successful ad examples. If you’re going to write a sales letter it would be awesome if you had a swipe file containing several successful sales letters.
If you need to learn how to write a sales letter I’ve made another guide about that…
Here’s an example of how you can model a money back guarantee. Guarantees are probably the easiest to write, because all you have to do is replace a few words with your own.
Here’s a guarantee:
100% Iron-Clad Risk-Free
60-Day Money Back Guarantee
Hey, your satisfaction is key.
And if you’re not happy, it looks bad on me. So if for any reason, even after 56 Days of trying the techniques in this package, you don’t agree this incredible package is worth 10 times your investment, just contact me via email and I’ll cheerfully send you a FULL REFUND on your entire purchase amount.
No questions asked. (truthfully, I’d be embarrassed to keep your money). In fact, you can even keep the book and the bonuses, so you have nothing to lose and everything to gain. Sure there will probably be a few people who try to take advantage of my generous offer, but, I’m trusting you to be a decent, honest person and I’ll take you at your word.
Now here’s the guarantee I wrote modeling that one. All I did was replace a few words.
100% No Questions Asked Risk-Free
60-Day Money Back Guarantee
Hey, your satisfaction is key.
And if you’re not happy, it looks really bad on me. So if for any reason, even after 60 Days of trying the strategies and techniques in this program, you don’t agree this special offer is worth at least 10 times your investment, send me an email and I’ll happily give you a FULL REFUND.
No questions asked. You can keep the bonuses so you have nothing to lose and everything to gain. I know there will probably be a few people who try to take advantage of my kind offer, but, I’m trusting you to be an honest person and I’ll take you at your word.
Here’s how you can model an email subject line.
Let’s assume you find these two subject lines:
Simple, Natural Garden Fertilizers – Free!
Mosquitoes Bugging You? Here’s Help.
An example of how you can model them for a computer related business would be…
Simple, Effective Antivirus Software – Free!
Popups Bugging You? Here’s Help.
Modeling existing subject lines is also as easy as replacing a few words.
The bigger your swipe file, and the more experience you have writing copy the easier it will be to write copy. You can also combine several ideas from different examples in your swipe files together… So just practice and you’ll get better at it.
Remember the examples in our swipe file are only used as a source of inspiration, to model them and to learn from them. We don’t copy word for word someone’s else ads or sales letters, that’s plagiarism.
And your swipe file should contain copy from any niche not just yours.
You can see good sales letter examples if you go to http://swiped.co From the ‘All Types’ drop down choose ‘Sales Letters’.
A great way to learn how to write each of the different parts of a sales letter is to see a lot of good examples!
You’ll find the best sales letter examples on that website because those sales letters have already sold a lot of products or services. That website contains other type of copy like for example Facebook Ads.
You can also find the sales letters of your best competitor’s and save them to your computer. If you don’t know who they are just search Google keywords about your niche and see which websites ranks on the first page – and take also a look at the Google Ads that are displayed when you perform the search.
Whenever you hear of a product that’s selling like hotcakes, chances are they have a very well written sales letter, find it and save it.
“The Ultimate Social Media Swipe File” contains 72 of the best headlines for Facebook, Twitter or your own blog.
If you’re doing Facebook Ads you can you can also spy on your best competitor’s (and non competitor’s) ads, so you can model what actually works when writing your own. This video shows you how to do that…
I personally use CashCopyInSeconds™, a swipe that contains thousands of examples. It’s specifically designed to make it easy to write headlines and sales letters but it also contains email subject line swipes.
You can watch a demonstration of the software in the video below. Or if you prefer to read, you can read the transcript on this page.
I’ve also made another guide showing you how to use the CashCopyInSeconds™ copywriting software and its swipe files to easily write professional copy for your sales letters or ads.
An email subject line is probably more important than the email itself. It should grab the subscribers attention so they open and read your email.
It can’t be boring.
To build your swipe file subscribe to as many different lists (ecourses, newsletters, and free stuff you get when you subscribe for free…) as you can. Perhaps create a new email account with Gmail to store all the emails you’ll receive.
You don’t necessarily have to subscribe from websites in your own niche.
Once you start getting emails there will always be emails with subject lines that arouse your curiosity – you just want to click them. These are the emails you want to save to your swipe file.
In the sections below you’ll find several swipe files for copywriters just like you, that you can download and use. Remember swipe files are used by all copywriters, amateurs and professionals.
In my email marketing strategy guide you’ll find 39 ‘fill in the blank’ email subject line templates that you can use.
Below you’ll find 17 different openings of a sales letter, these are all taken from successful sales letters who sold a lot of products. Feel free to save these (and the other ones further down) to your computer to use them…
You can model any of these openings. This means you can write something very similar to them. This is what swipe or “steal” means.
You can also build your own sales letter opening swipe file by finding lots of sales letters, and notice how they start the first few paragraphs of their sales letter.
Model what they write, it will be much easier than trying to writing something from scratch.
I’ve also edited these openings, so if you want you just fill in the blanks and use them word for word as they are. But probably you’ll have to re-write them a bit. You can combine multiple ones together as well… just use them and with practice your copywriting skill will improve.
Those opening examples are tall taken from successful sales letters. I’ve extracted them from CashCopyInSeconds™ copywriting software.
Looking at examples like those you’ll start to get some ideas as to how you might begin the opening part of your sales letter. That’s the power of a good swipe file!
The postscript is the last section of a sales letter. P.S. is short for postscript and each sales letter usually has a minimum of 3 postscripts.
Each postscript is like a small recap or reminder of the most important benefits the prospect will receive.
You can write these from scratch, or just like any other copy you can find and model other postscripts.
Below you’ll see 17 different postscripts you can model. I edited them so if you want you can simple fill in the blanks and use them without changing any words. These too have been extracted from CashCopyInSeconds™
You only need to add 3 postscripts to your sales letter. Imagine how easy it will be to write just 3 postscripts if you had a swipe file containing hundreds of examples…
Remember that even the best copywriters use swipe files. It’s not a beginner tactic, it’s just a way to write better copy faster and easier.
Boring copy can put people to sleep. Interesting copy encourages them to read more.
While you’re writing your copy or after you finish writing try to change some of the words with the following (or other) magnetic words.
Magnetic words can be one or more words, or a whole sentence like for example “like squirrels gathering as many nuts as they can so they can survive through the demanding winter”.
Magnetic words are interesting to read because they force you to use your imagination. You imagine what you read. When a reader is using their imagination they’re more engaged, and so they’re very likely to keep reading.
Magnetic words have energy.
A normal sentence:
The cup is full!
A more interesting way to say the same thing:
The cup is full-to-bursting!
A thesaurus can help you to find more interesting words:
Once you’re comfortable using magnetic words consider using idioms as well. Don’t try to use both at the same time because it will be more difficult. Keep things simple and easy…
Don’t use idioms that are difficult to understand. A confused reader will loose interest. There’s a “rule” in copywriting that says write so that even a kid can understand you, even if you’re selling to highly educated people like doctors, teachers or psychologists.
And don’t use too many idioms, just use them, where it’s really needed for example in a paragraph that’s too boring to read 🙂
This site has a list of idioms:
Here’s a list of 77 magnetic words you can use in your copy:
But wait that’s not all… you can download a list of 1001 magnetic words from this link: https://www.informationmarketingexpert.com/1001wordsthatsell.txt
Once again remember that you can model what someone else is doing – read a lot of sales letters, notice what magnetic words or idioms they’re using – save these words or idioms in a notepad file and then you can use them in your own copy!
This is the easiest way to create headlines known to mankind.
With a swipe file you can easily create a headline that grabs and keeps the attention. In this list of 57 headlines all you have to do is fill in the blanks.
These are all taken from sales letters that have sold lots of products and services.
Here’s how to use them, let’s pick the first one:
1. _____ and _____! Discover the fastest way!
If I’m selling an anti spyware software, I can simple fill in the blanks with something like this:
How To Remove Adware And Spyware! Discover The Fastest Way!
Remove Spyware And Adware! Discover The Fastest Way!
Here they are:
1. _____ and _____! Discover the fastest way!
2. _____ Astounded By The Power Of These Miracle _____!
3. _____ is THE single source for _____ successfully … now and for life.
4. _____ Breakthrough!! How to _____, _____, and _____ Stampedes of Hot _____ from Your Own _____!
5. _____ New Ways To _____ Now!
6. How You Can ________
7. How You Can Get ________ Doing Anything You Want
8. How You Can Get ABSOLUTELY FREE _____ New $_____ _____ System That Reveals All The Street Smart Jealously Guarded Secrets That Bring You _____ !
9. How You Can Make _____ A Year As A Successful _____!
10. A Dangerous _________ Accepts To Expose The 10 Golden Keys To ________
11. __ Proven Reasons Why You Should Be ________
12. Profit From The Wisdom Of Over __________
13. Pros Want It, Newcomers Need It, You Can Test It-FREE For _____ DAYS!
14. Protect Yourself From ________
15. Say YES, And Tomorrow You’ll Know How To Eliminate ________ Thanks To ________
16. __ Ways To End the Process Of ______
17. _____ New Ways To A _____ _____! In This Fascinating Book For _____
18. _____ little-known secrets to improve your _____, and_____. Guaranteed.
19. All The Tricks To Overcome ________ With The Help Of ________
20. See How Easily You Can ________
21. See Why the Nasty Truth of Your _____ Cannot Tell A Lie!
22. Send Me To Any City In The United States. Take Away My Wallet. Give Me $100.00 For Living Expenses. And In 72 Hours I’ll ________
23. Sensational: An Enterprising _________ Accepts To Expose The __ Solutions To _________
24. Amazing Discovery To ________With The Help Of ________
25. Amazing: The Most Powerful Way To Avoid ________
26. Simple _____ Creates Instant Avalanche of FREE _____
27. Skyrocket YOUR _____ today! _____ of _____ daily with _____!
28. Slip This Into Your _______ And Watch Your _____ Disappear!
29. Solve All Your _____ Problems Forever! (With absolutely no work whatsoever)
30. Unbelievable: Now Is The Time To Lose ________
31. Unleash The Power Of _______ With _______
32. Urgent: A Nice _______ Accepts To Expose __ Hot Tips To _________
33. Attention ________: What You Don’t Know About ________ Could ________
34. World’s First ________ Guarantees To Outperform Any ________
35. Announcement: A Clever ______ Uncovers ___ Ideas To _____
36. Breakthrough: A _________ Accepts To Expose The 10 Golden Keys To _________
37. Winning At The ________ May Not Be Your Idea Of Fun, But…
38. The Truth On the Best Method To Remove ________With ________
39. The Tricks To ________
40. The Solution To Exterminate ________
41. The Shocking Truth About _______
42. The Secret To Being ________
43. The Secret Of Teaching Yourself ________
44. The Secret Of Making People _____ You
45. The Secret Of How ________ – And How You Can Do The Same
46. The Secret Behind _____
47. The Report That Briefs You On What To ________
48. The Real True Secret To Success In _____.
49. The Only Successful Way To Thrive On ________
50. The Only Program Of It’s Kind Developed Especially To Teach You How To Achieve ________ In Today’s World
51. The Only _____ You’ll Ever Need
52. The New Encyclopedia Of Little-Known Highly ________
53. The Most Powerful Way To Annihilate ________
54. Controversial Document Reveals The Unknown Secret Of _____ That could be THE Missing Link To YOUR _____!
55. Urgent: An ________ Releases The Hottest Tips To _________
56. Useful And Clever: How to Succeed To ________
57. WARNING: Do not look at any other _____ system until you read this?
Lastly I would like to share this video with you… It’s a bit long (49 minutes), but if you want but if you want to know everything about swipe files once and for all this video could be it.
Worth noting is that it shows you (with actual examples) how to write copy by modeling the copy in your swipe files and how to build your own…
I hope that I gave you some useful swipe files that you can use, good instructions on how to use them and I’ve inspired you to actually start using them when writing copy!
A swipe file is the copywriter’s best friend 🙂
Jack “Straight Talk” Sarlo
“Jack, this is terrific! If you have left anything out, I can’t think of what it would be. If I were the empress, I would make this required learning for all newbies.
It would take many months maybe more than a year (and I should know!) to learn all this on your own. You have really pulled out all the stops and given way more than promised.
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If you're looking for ideas that you can turn into information products for your marketing efforts you can use Product Generation Mastery to create lists of titles that you can use to fill your sales pages."
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“The art of writing the marketing message is called copywriting. It’s known as “salesmanship in print”.
Every entrepreneur must have a familiarity with the art so they can recognize whether a sales letter will, or will not, work when it’s presented to his prospects.
Jack Sarlo’s Straight Talk on The Perfect Sales Letter Template will give you the knowledge you need to recognize if a letter is viable. And, after studying the template, you’ll own the skills you need for laying out a workable marketing message yourself.”
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Jack Sarlo is an exceptional person: not only is his software without a doubt the best software for copywriters in circulation, but he has even managed to meet my personal requests!
Of particular importance is his assistance via email: it gave me answers to all my questions, sending me tutorials, videos, and explanatory images on how the software works!
Jack keeps his promises and listens carefully to every request or feedback from his customers.
© 2019 Straight Money Talk, Inc. All Rights Reserved
346 Triq IL-Kbira, Żebbuġ ZBG 1308, Malta
© 2019 Straight Money Talk, Inc.
All Rights Reserved
346 Triq IL-Kbira, Żebbuġ
ZBG 1308, Malta