7 Examples of Great Copy for Your Swipe File

7 Examples of Great Copy for Your Swipe File

You’re sitting at the computer and staring at the screen trying to figure out the best way to start that blog post or sales letter or marketing email...and you’re stuck. How do you even begin?

Successful copywriters know that the best place to find inspiration is in their swipe files. A swipe file is a collection of successful advertising materials that is an invaluable reference when looking for ideas for new copy. A valuable copywriter will collect good copy anywhere and everywhere she sees it - ads, sales letters, magazines, the side of a bus (keep your phone handy for pictures!).


Don’t have a swipe file yet?  Use these examples to start one!


1. How to Win Friends and Influence People

This famous title by Dale Carnegie promises not just one but TWO benefits to the reader. It also appeals to the reader’s interest in bettering oneself and uses the classic “How to…” headline.


2. When an Employee Gets Sick, How Long Does It Take Your Company to Recover?  

    (Pilot Life Insurance)

Asking a question is also a time-tested way to get readers’ attention. Make sure the question focuses on the audience and not the advertiser.


3. Do You Close the Bathroom Door When You’re the Only One Home?

    (Psychology Today)

This headline not only poses a question but also piques the curiosity of the reader.


4. Welcome to Pinterest, The World’s Catalog of Ideas


This headline grabs the reader’s attention and imagination by promising ideas from all over the world.


5. “HubSpot CRM gives you the power to manage all of your contacts and deals without

     messy spreadsheets or overcomplicated features.

     But it’s also the glue that connectsour sales and marketing tools to give you  

     incredible insight into every customer and complete control over your entire funnel.”


HubSpot focuses the copy on the customer and promises the reader a simple, effective tool for his or her business.


6. “According to a recent McKinsey report, today’s workforce spends 61% of their time

     managing work rather than doing it. That’s insane. So we’ve been hard at work

     redesigning the Dropbox website.”


Sometimes you have to go no farther than your inbox to find examples for your swipe file. This email from Dropbox references a report with statistics to establish expertise, and then tells you about the product redesign that’s coming and will streamline your work.


7. “Trusted by the World’s Best”


On their homepage, Squarespace has this tagline above a group of well-known companies that use their service. This is an easy and effective way to incorporate a testimonial without needing a quote from a company.


Once you’ve tuned in to good copy, you’ll find yourself noticing it a lot more.
When you see something that grabs your attention, save it for your swipe file.
Print it, copy it, take a picture of it, screenshot it, write it down - whatever you have to do so that it’s there when you need it.


What examples of good copy have caught your attention lately?