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Copywriting: How to actually use a swipe file [true story]
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Copywriting: How to actually use a swipe file [true story]
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I once got in a fight with a copywriter over swipe files…
I called him out on using one.
He was trying to get hired by the company I was working for at the time, as Copy Chief.
He got pissed, and ended up calling customer service and making a big stink.
There were way too many phone calls about it.
Thankfully it was all remote — so it was mostly him having a temper tantrum by email and phone.
If we’d been in person, maybe he would’ve tried to take a swing at me.
He was that upset.
That’s where I’m coming from when I say I hate swipe file copywriting.
But… I just did it — on a client project, with an A-list client.
The trick is I did it very differently.
Today, that true story and a lesson in ethical and effective use of your swipe file.
Copywriting: How to actually use a swipe file [true story]
Yours for bigger breakthroughs,
Roy Furr