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How to Use Off-line Marketing to Promote Your Website
A
swipe file is a collection of tested and proven ads
and sales letters. Keeping a swipe file is a common
practice used by advertising copy writers and creatives
as a ready reference of ideas for projects (Wikipedia).
Did
you ever wish you could afford to hire one of those
professional copy writers who charge $5000 or more to
write a simple sales letter? Or worse, have you laid
down your hard-earned cash for a self-proclaimed "professional"
writer, and gotten back something your 3rd grader could
have written?
If
you spend countless hours staring at a blank page trying
to come up with compelling ad copy for that "killer"
sales letter (you know, the one that's going to make
you rich beyond your wildest dreams?)... STOP!
Why
drive yourself nuts and give yourself a major headache
trying to train yourself to be a professional copy writer
overnight? Do what the gurus do... start a "swipe
file."
That's
an unfortunate name, swipe file. It sounds unethical.
Please understand, I am NOT condoning plagiarism! But
every so-called "internet marketing guru"
openly admits to having a swipe file that they use when
they need a little inspiration.
So
what is a swipe file and how do you use it legally and
ethically?
Basically,
whenever you come across an ad or sales letter that
makes you want to run and grab your wallet... stop and
print out that copy first! Highlight or circle the parts
of the ad that have you excited and eager to make a
purchase. Then put it away in a folder or notebook.
This is your swipe file.
Eventually,
you'll accumulate quite a stack of great professional
quality ads. Then, when you're staring at that blank
page trying to compose your next ad campaign or sales
letter, you can leaf through your swipe file and MODEL
your ad copy after some of those ads... but DO NOT copy
them word for word. Substitute your own words and put
your own stamp on them. Mix and match different approaches
from different ads.
Remember,
this is meant to be inspirational, not criminal. NEVER
out and out copy these ads. Just analyze how the ad
is structured, what TYPES of words are used, and then
create your own UNIQUE sales copy by emulating the successful
advertising techniques from your swipe file.
The
idea is to study copy writing techniques as you go.
Eventually, you'll find you won't need to refer to your
swipe file as often. Your blank pages won't stay blank
for long because you'll have learned how to write killer
ad copy of your own! You learn best by doing it. Then
it becomes second nature.
Who
knows? Maybe you'll get so good at writing sales copy
that soon other people will be adding YOUR work to THEIR
swipe files!
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