😱😱😱

“No, he didn’t just—”

OH YES, I SAID IT!

Swipe files are overrated.

Let me explain:

Early in my copywriting career I had such a thing called a “swipe file.” It served me very well.

When I felt stuck … I’d just open the vault and “Frankenstein together” a piece of copy.

This is how I wrote some of my best copy up until then.

But there was a problem…

I never understood 
WHY my copy worked.

And this led to some embarrassing faux pas.

Whenever I’d write for a niche which I didn’t have a swipe file for … I’d hit a dead end. And usually … this resulted in copy that BOMBED harder than Hiroshima.

Or take this scenario:

Once, a coaching client asked if I could teach him how to write copy similar to mine. And well … I shamefully had to admit I couldn’t!

Listen … I’m not here to say swipe files don’t work. (They do!) 

But you should use them with caution.

If all you can do is steal snippets from other writers’ copy … you’ll never become a master of your craft.

Now, you might argue:

“Well Tim, I don’t care about ‘mastering the craft.’ I’m here to get paid!”

Good point.

EXCEPT … IT’S NOT!

So all you care about is the money?

That’s fine. I can’t blame you.

But think about it:

Do you really think the top earners in copywriting rely on swipe files to write their copy?

Hell no!

They come up with their own ideas.

Sure, they might “swipe” a few sentences here and there … but they’re not dependent on that.

And listen:

Just like anywhere else in life … there are outsized returns for “the masters.”

(Like the 10 highest-paid players in the NBA earn more than the bottom 200 combined.)

So if you just wanted to get paid … you’d still be FORCED to become a master of the craft.

Which means … you better come up with your own ideas.

I’m not saying, “Ditch your swipe file and pour flaming kerosene on it!” I’m telling you to use it as a TOOL – not as a substitute for creativity.

(The same applies to AI btw)

Well, that was today’s rant.

Feel free to reply with angry complaints or pleased approbation. Either way … reply so I can write better emails for you.

Tim <3

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