As you develop your business and your own brand you will be producing bespoke products to pass on to your subscribers, these could be ‘giveaways’ or even sales items. You might supply ebooks, video courses or packages of articles. All of these items need to be promoted effectively.
The common link between all these things is good well constructed sales copy.
We have all received very professional well written compelling sales letters; many of us will have felt that we could never produce such things ourselves. So here is a secret that even the very best and most experienced copy writers are never without. A Swipe File….
What is a swipe file?
Actually a swipe file is nothing complicated. How many times do you go to pick up your mail from the door mat or the post box and find a heap of marketing material? What do you normally do with it? Most people throw it in the bin, after a cursory glance, a few will read it through and keep it if it interests them. Here is the secret; you should keep all of it, read it, punch 2 holes in it and save it in a folder clearly marked Swipe File. Regularly you should open this file and read through some of the contents. This is your research material, by reading it carefully you will start to educate yourself in how, or maybe sometimes how not to, create good sales copy.
What will you do tomorrow when the postman calls? Will you save it and read it, or will you just bin it like you used to?
So this is what a swipe file is; packed with ideas and inspiration you can ‘Swipe’ for use for your own copy.
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