Gary Halbert – Sales Letters Collection

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Make a swipe file with samples of sales letters to assist you develop your copywriting and marketing skills.

Did you realize you have a massive copywriting resource at your disposal? The same resource that experienced copywriters rely on all the time.

I’m referring to a swipe file. You may have heard the word before, particularly if you have read marketing and copywriting pros’ recommendations on how to enhance your sales letters/websites.

If you’ve never heard of it, let me explain what it is, what it can do for you, and how to make your own.

Swipe File & Sales Letter Examples

A swipe file is a collection of examples of sales letters, advertisements, webcopy, and anything else that delivers a compelling marketing message.

When starting a swipe file, it is critical to ensure that the samples you gather (or swipe) include good copy. Preferably ones you know – or are convinced have produced outcomes (I’ll explain how to check that in a moment).

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The Advantages of a Swipe File

A excellent swipe file may be used to:

Improve your own copywriting abilities. Simply copying a good advertisement or sales letter example into your own hand allows you to absorb the flow of the content and begin to understand the strategies utilized. Your comprehension may be unintentional rather than purposeful (“oh, I see why that specific phrase or language was employed here”), but the crucial thing is that you are learning about what works.
assemble a collection of strong headlines. Rewriting them with the same framework for your product or service is an easy method to produce eye-catching headlines for your advertisements, sales letters, and webpages.
When you have ‘writer’s block,’ offer yourself some motivation. Sometimes when you set down to produce fresh marketing material, the ideas just don’t come. A blank sheet or screen may be a great impediment to inspiration. Browsing through your swipe file frequently inspires you.
Caution

The corporations that distributed these marketing messages paid their copywriters well – in many cases thousands of pounds (or dollars). You are essentially receiving these fantastic copywriting concepts for nothing!

You must never plagiarize someone else’s work while using your swipe file to stimulate your writing originality. Exact copies of advertisements or sales letters are not only frowned upon, but also illegal under copyright law.

Recognizing Effective Swipe Copy
Examine your spam folder.
Also, check at the classified ads in your local and national publications.
Examine the advertisements in your trade or professional journals, as well as the publications that your target audience reads.

I highly suggest you to only consider direct response type advertisements – ones that require you to take some form of action. Visit a website, contact, place a purchase, or fill out a coupon request form.

Is it appealing to you? If the headline or body content of the sales letters samples or advertisement appeals to you – and especially if you are tempted to react – it is probably worth saving in your swipe file – but first consider the following recommendations.

Look for examples that are common or recurrent. It is a reasonably safe bet that the firm writing the same letter or posting the same advertisement will not continue to spend their marketing money on it if it does not get a satisfactory response.

Examine for coding. The originating firm evaluates the response to each advertisement or sales letter in direct response marketing. It is the only way companies can be certain that their marketing is producing income.

So check for a code in the URL or in one of the answer coupons’ corners. A code in a recurring advertisement or sales letter is a solid indicator of a results-generating marketing item – one worth swiping for future reference.

Don’t confine your instances. You may be tempted to limit yourself to marketing examples from your own sector or career. Don’t! Powerful copy from other industry may frequently be effectively adapted for your own firm. Rewrite good instances to market your products or services.

If you don’t already have a swipe file, I recommend you establish one and use it to let your creative juices flow for your marketing content.

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