swipe-files

If you’ve done any kind of copywriting, you’ve probably got a swipe file. (And if you don’t have one, get crack-a-lackin! In fact, start here.)Swipes are collections of hook-worthy copy snippets that make you click, read, act, ponder, laugh…and most importantly move deeper into a conversation with a brand. Lean on your swipe file when you need inspiration (and a kick in the pants). The whole point of a swipe file is to give you a starting point without reinventing the wheel.As I’ve jumped into conversational marketing, I’ve started grabbing chatbot swipes too. They help me think about copy as conversation and tap into the rhythm of speech.(I’m not taking credit for this method. I found it on CopyHackers: check out the article!)Sometimes one line is all you need, in which case I copy it int...