Espresso Copy

Apr 8, 2022

Don't know what to put in a Swipe file? Here are 3 ideas to get you started.

Good copywriting starts with stealing.

Instead of inventing the wheel from scratch, the best copy builds on what went before it. And how do you do that? With a collection of good ideas and copy. Or as it's sometimes called, a swipe file.

But if you've ever wondered what exactly you should put in your swipe file, here are 3 must have ideas.

#1: Great copy

When Gary Halbert to his Son on June 21, 1984 and mentioned a "Swipe File" the only thing he told him to include was good ads.

You'd be a fool not to take inspiration from what other copywriters are creating. If they find a way to capture attention or construct a good argument, you should be inspired by their work.

Look for:

  • scroll-stopping headlines & email subject lines

  • legendary landing pages

  • lead in tweets

  • clickable ads

  • viral threads

And any other relevant copy for your niche.

#2: Storyworth materials from you and the world

We are wired for stories.

So save stories to use in your copy. That means personal stories as well as other people's stories (from your friends or the news). You can even use stories of groups and organizations.

#3: Anything that catches your interest 

Saving only copy will make your work boring.

In the early 2000, the best business copywriters like Sonia Simone stole headlines ideas from Cosmo. If you want more original ideas, you need to to find inspiration where others don't go.

Try saving

  • strange stats

  • beautiful images

  • interesting articles

  • Unusual facts

  • stange slang

You may want these in separated in your swipe file so they can both be out of the way, and easier to collide into.

Start your inspiration bank, today

A swipe file is invaluable as a creator. I've turned to mine many a time. If you'd like a Notion template to help you start your own, DM me today.

Espresso Copy

I share quick copywriting tips & notion templates for indie creators | 5+ years full-time in marketing | grow your audience and increase your income.