A copywriting swipe file is a collection of sales letters and other creatives that have been known to convert people into paying customers.
Aside from googling older sales letters from big-name publishers and copywriters, here are 3 ways you can build your own swipe file:
1. Keep an eye on that “junk mail” you receive. In fact, try to get on lists that are related to your niche, to start getting different offers in the mail. For example, if you write for the health industry, subscribing to a men or women’s health magazine would be a great start.
2. Look at what made you buy. What phrase, offers, bullet points etc. were juicy enough for you to pull out your credit card and make a purchase?
3. Infomercials and radio ads. Although these aren’t print ads, studying how radio ads and—even better—informercials pitch their products is a great lesson in sales.
Take note of how they make their offers irresistible, how they back up their claims, the urgency and scarcity that’s often used, etc.