• Copywriting: How to actually use a swipe file [true story]

  • Oct 20 2023
  • Length: 20 mins
  • Podcast

Copywriting: How to actually use a swipe file [true story]

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    I once got in a fight with a copywriter over swipe files…

    I called him out on using one.

    He was trying to get hired by the company I was working for at the time, as Copy Chief.

    He got pissed, and ended up calling customer service and making a big stink.

    There were way too many phone calls about it.

    Thankfully it was all remote — so it was mostly him having a temper tantrum by email and phone.

    If we’d been in person, maybe he would’ve tried to take a swing at me.

    He was that upset.

    That’s where I’m coming from when I say I hate swipe file copywriting.

    But… I just did it — on a client project, with an A-list client.

    The trick is I did it very differently.

    Today, that true story and a lesson in ethical and effective use of your swipe file.

    Copywriting: How to actually use a swipe file [true story]

    Yours for bigger breakthroughs,

    Roy Furr
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