Episode 085 - The Truth About Swipe Files

The newsletter publisher that made more money with people who swiped his newsletter than he did from subscriptions.
Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims... and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity... you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. What swiping is
The difference between swiping and stealing (plagiarism)
Why swipe files are important
How to build a swipe file
How to use a swipe file
The three levels of creativity (Gene Schwartz, Breakthrough Advertising, p59)
1. Word-Substitute Technique (“the shallowest”)
2. Through Formula (“deeper and more difficult”)
3. Analytical approach (“It means a solution which has cost you days and weeks of painful effort, and which has done its job perfectly—can only be used once.”)

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