Its Time To Start That Swipe File

Just as great fiction is an art, so is great copywriting. Beneath the art, however, there's a foundation of basic knowledge and skills. The craft that goes into your writing.

Craft comes first. Art follows.

You learn the craft of writing by educating yourself, by the actual process of writing (the doing), and by reading incessantly. Every successful writer will tell you that reading has been and still is the cornerstone of developing his craft.

Reading presents you with a written illustration of what works and what doesn't, of what you like as a writer and what you don't. It helps you understand the possibilities, and offers practical instruction of how the rules of your craft are used.

Most writers, when they start out, mimic their favorite authors. I have a friend who became incredibly adept at writing like Stephen King. For several years, everything I wrote had a Ray Bradbury flavor.

Eventually, we developed our own styles, which were richer for having first gone through this mimic stage.

The point is this: part of any effective learning process is to mimic what has been successful before you.

This is true of copywriting, too. And it's the reason you need to start a "swipe" file if you want to become a successful copywriter.

What is a "swipe" file? It's exactly what it sounds like ... a file of great copywriting examples that you've collected, studied, and can access whenever you're in need of a little inspiration. These are not examples meant to be plagiarized. You aren't copying work here; you're adapting it to your own copywriting needs.

For example ... suppose you're writing a sales letter for an Internet site that sells an expensive men's wristwatch and you're in need of a great headline. You search through your "swipe" file and find a sales letter for The Oxford Club (actually taken from my own "swipe" file) with the headline: A Man's Right To Wealth. How To Master Every Situation And Prosper On A Grand Scale.

You toy around with it and come up with this: A Man's Right To Elegance. How To Impress In Every Situation With A Watch That Does Far More Than Keep Accurate Time.

See how a good "swipe" file can help?

You can use it to adapt opening sentences. Or the layout of a sales letter. Or the guarantee you or your client offers. Even the pace or the emotional "tug" of a piece.

By using your "swipe" file, your creative juices are instantly flowing. There's no blank page. You already have something to work with. And as any good writer will tell you, it's easier to edit than it is to write.

So where do you get the material for your "swipe" file?

The quickest and easiest source is the Internet. Start checking out website sales letters. Print them out. Good or bad (even the bad ones can inspire your work). Study them. And keep them close by in a handy file.

The other great source is from mailing lists. If you're already on a few lists, then start filing those pitches away when they arrive instead of tossing them out. If you're not on a list, try purchasing a product or asking for a catalog. It won't be long before you're on a number of lists and your "swipe" file is growing exponentially.

Two good places to get started are: Publisher's Clearing House, 101 Channel Drive, Port Washington, NY 11050; and Nightingale-Conant, 7300 N. Leigh Avenue, Chicago, IL 60648.

Try them both. Try any others that come to mind, as well. Just start building your "swipe" today!

David B. Silva
The Successful Writer
http://thesuccessfulwriter.com/copywriting/

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Google News Updated : Sun, 06 Jul 2008 06:55:22 GMT Hippie Arrests Draw ACLU’s Attention - New York Times ABC News Hippie Arrests Draw ACLU’s Attention New York Times - 6 hours ago By AP CHEYENNE, Wyo. (AP) - The American Civil Liberties Union said on Saturday that it would investigate the actions of federal officers who had arrested five members of the Rainbow Family in western Wyoming during the group’s annual gathering. ACLU plans to investigate Rainbow Family treatment The Associated Press ACLU to investigate Rainbow Family treatment LocalNews8.com WKOW-TV.com - Billings Gazette - cbs4denver.com - Austin American-Statesman all 306 news articles Publ.Date : Sun, 06 Jul 2008 00:40:38 GMT Obama "puzzled" by Iraq comment frenzy - Reuters Washington Post Obama "puzzled" by Iraq comment frenzy Reuters - 1 hour ago By John Whitesides, Political Correspondent ST. LOUIS (Reuters) - Democratic presidential candidate Barack Obama said on Saturday his plan to end the Iraq war was unchanged and he was puzzled by the sharp reaction to his statement this week that he ... Obama struggles to thread needle on Iraq AFP Obama Refines the Blame on Iraq Miscue New York Times International Herald Tribune - Voice of America - Washington Times - New York Daily News all 1,620 news articles Publ.Date : Sun, 06 Jul 2008 05:08:23 GMT Analysis: McCain struggles to regain footing - The Associated Press The Associated Press Analysis: McCain struggles to regain footing The Associated Press - 2 hours ago WASHINGTON (AP) - John McCain calls himself an underdog. That may be an understatement. The GOP presidential candidate trails Democrat Barack Obama in polls, organization and money while trying to succeed a deeply unpopular fellow Republican in a year ... Rural voters lean to the GOP St. Joseph News-Press Neither Obama nor McCain meets Energy Party standard The State New York Times - Online Athens - Washington Post - Newsweek all 465 news articles Publ.Date : Sun, 06 Jul 2008 04:40:55 GMT McCain Battles a Nemesis, the Teleprompter - New York Times New York Times McCain Battles a Nemesis, the Teleprompter New York Times - 7 hours ago Mary Altaffer/AP By MARK LEIBOVICH LAS VEGAS —Senator John McCain was performing relatively smoothly as he unveiled his energy plan. McCain Campaign, in Relaunch, Seeks Tighter Message Focus Wall Street Journal McCain Campaign on Obama and Iraq FOXNews The Associated Press - Washington Post - Los Angeles Times - CNN all 737 news articles Publ.Date : Sat, 05 Jul 2008 23:31:52 GMT Ore. man completes flight of fancy _ in lawn chair - The Associated Press The Associated Press Ore. man completes flight of fancy _ in lawn chair The Associated Press - 1 hour ago CAMBRIDGE, Idaho (AP) - Using his trusty BB gun to help him return to Earth, a 48-year-old gas station owner flew a lawn chair rigged with helium-filled balloons more than 200 miles across the Oregon desert Saturday, landing in a field in Idaho. Video: Ore. Man Uses Balloons and a Lawn Chair to Fly AssociatedPress Believe it or not, he's lounging on air The Oregonian - OregonLive.com CNN International - BBC News - KOHD - San Jose Mercury News all 1,071 news articles Publ.Date : Sun, 06 Jul 2008 05:50:31 GMT Argentine Lower House Passes Grain Export-Tax Plan (Update3) - Bloomberg Voice of America Argentine Lower House Passes Grain Export-Tax Plan (Update3) Bloomberg - 8 hours ago By Eliana Raszewski July 5 (Bloomberg) -- Argentina's lower house of congress approved the government's plan to increase taxes on exports of grains and oilseeds, risking a resumption of three months of strikes by farmers. Export Tax That Angers Farmers Advances in Argentina New York Times Argentina lawmakers approve farm export tax hike guardian.co.uk RTT News - BBC News - The Associated Press - AFP all 144 news articles Publ.Date : Sat, 05 Jul 2008 22:41:30 GMT Smallest planet shrinks in size - BBC News Canada.com Smallest planet shrinks in size BBC News - Jul 4, 2008 The smallest planet in the Solar System has become even smaller, studies by the Messenger spacecraft have shown. Data from a flyby of Mercury in January 2008 show the planet has contracted by more than one mile (1.5km) in diameter over its history. First Results From Messenger's Mercury Flyby Slashdot Mercury is shrinking, NASA craft finds; a cool clue: 'lobate scarps' Los Angeles Times eFluxMedia - Baltimore Sun - Examiner.com - ChattahBox all 155 news articles Publ.Date : Fri, 04 Jul 2008 11:45:26 GMT Clickbank Affiliate Work At Home

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