Swipe File Secrets
Gary Halbert was both a great copywriter and a great teacher of the art. He had a knack for making the process of creating great ads simple.
Gary was all about leveraging resources to make life easy. For instance, imagine you decide to write a book about getting healthy and fit.
How could you make things easy on yourself?
Should you study weight loss science? Should you spend years doing clinical trials? Should you roam the world looking for the perfect diet plan or diet pill? Well not really. Because there is a much easier way to access the most cutting edge weight loss science, clinical trials and new diet breakthroughs. Without doing all the work yourself. Curious? Then listen to this.
Forget about all that work. It won’t pay off any more than taking the easy road. Gary’s advice would probably be to acquire all of the best books and report written about horse racing. The hot selling ones. Read them and note all of the exciting little secrets horse racing fans want to know.
Take your notes and write that report on horse racing. And this report will contain the best of the best tips, secrets and tricks that you took out of the books and reports you read. The final result is a valuable report packed with great information horse racing fans will love.
Easy does it best.
You can do the same thing when creating advertising. In fact, this works great if you have to craft a sales message on the fly for any kind of media.
What we’re talking about here is referred to as swiping in advertising circles. The process simplifies everything for the ad writer. Halbert was big on swiping. He taught it during a copywriting seminar in the mid 1990’s. Almost the entire even was about the process of how to swipe to create your own profitable ads.
Look, if you don’t want to become a top notch copywriter and don’t have time to learn all the formulas, etc. then swiping is the way to go. All you have do is learn how to do it right.
When you do, here’s what’ll happen as a result…
** Writer’s block will no longer exist. You’ll know where to start and ad. You’ll no longer be figuring out what to say. Because the swipe ads give you all that information.
** You’ll crank out ads in record time. The swipe ad is there to help you write faster. You no longer have to figure out what to say to a prospect. Everything is there for you in the swipe.
** Your copy will be up to 300% more effective. Whenever you model success the odds of success are on your side. When modeling a successful ad you stand a much better chance of writing a winner.
So the idea is to build a swipe file and use it when creating ads.
