Using words that have been proven to work.
Don’t reinvent the wheel. Study and draw inspiration from great copy that works.
I’m not talking about copy that you personally think is great. It’s a mistake to judge advertising like regular people do – as entertainment. Madison Avenue has a great gig producing short entertainment pieces called commercials that often don’t sell much of anything.
I’m talking about drawing inspiration from advertising copy that has demonstrated its effectiveness by actually working as intended. Like a direct mail piece that has raked in millions and millions of dollars in sales.
Why Professional Copywriters Use Swipe Files
A copywriting “swipe file” is a collection of winning ads. Sales letters, space ads, headline collections, plus bits and pieces of copy that have been marketplace proven to make big money. A carefully collected swipe file is the essential starting point for most new copywriting campaigns.
It’s a bit like why lawyers begin with a basic form when drafting a new legal document, or why web designers start with a basic code structure. Start with something that has proven efficacy, and customize from there.
The problem with the swipe file approach is context. Many new and inexperienced writers (and often many pros) will miss the mark when trying to adapt past copy to a new situation.
Yep… the winning formula becomes a bust when inappropriately applied. What’s needed is a smarter approach that evaluates winning words within the exact context of your particular offer or content.
Can Copywriting Software Help?
Glyphius is a simple-to-use piece of Windows software that allows you to statistically calibrate your writing against a huge database of successful ad copy. In other words, the software is like a massive automated swipe file that lets you see the effect (good or bad) of using certain words in the specific context you are writing about.
There are plenty of other software packages out there for copywriting, but they are mostly scams. In fact, I was extremely leery of Glyphius when I first came across it.
Why the strong reservations? Well, mostly because copywriting software typically promises to “instantly generate” a killer sales letter for you. That’s just not true; no software can do that.
When I looked a bit closer though, Glyphius wasn’t making those types of bogus claims. The software is promoted as exactly what it is—a tool for optimizing copy. Your own brain is still a crucial element of the equation.
I really started to get interested after reading results published (PDF) by ace copywriter Brian Keith Voiles. He wrote three headlines, scored them all with Glyphius, and then split-tested them to see if the software predicted correctly.
Glyphius nailed it, and other copywriting professionals have reported similar results. The software has since been endorsed by copywriters Michel Fortin, Roberta Rosenberg, Michael Humphreys, and scores of others.
I love what Brian Keith Voiles says about optimizing your headlines and copy with Glyphius being a bit like “playing a video game.” It’s addictive to keep trying to beat your last score by better optimizing your copy, and rewarding to know that this type of “game” will make you more money.
Based on my own use of the software, I’m joining in on the chorus of praise. And that’s why I’ve made Glyphius available for sale through this site.
If you’re writing sales letters, landing pages, or doing any other type of copywriting that is designed to sell or prompt action, buying Glyphius is a no brainer. And of course your satisfaction is fully guaranteed for 60 days or your money back, so pick up your copy here.
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Interesting, I never thought about reading stuff you see all the time. I read sales stuff that’s new or interesting to me, but I guess I don’t know if it’s really good or not, based on the “working” criteria.
Great post. I wish everyone could read this before they stray into any new copyrighting venture.
Your point about Ad Agencies are well taken. Some - are more interested in winning “Cleo’s” and not concerned about selling product.
The perfect example of that is the Taco Bell commercial of old. Cute - somewhat funny - but not much - in terms of sales for the franchise..
A quote from The Fast Company Weblog:
“Sometimes a bad idea is only a bad idea because it was in the wrong universe.
Who didn’t love the Taco Bell dog, and who hasn’t at one point or another uttered the phrase “Yo quiero Taco Bell”?
“Seemed like a great idea for generating brand awareness. The problem? It didn’t sell very many tacos. Few things are less appetizing than a dog selling food. After all, dogs will eat anything.
Maybe that would have been a good idea in the world of dog food. You quiero Milk Bones. Well, maybe not, but you get the idea.”
And I have to say - that since Taco Bell has introduced their new “Fourth Meal” and “fullness from a value meal”
campaign - I have scoffed down more than my share of their product.
Up until that time - I was not a big fan. When they started introducing me to their new products I was sold. Their emphasis on value was also a hook..
Another good example of a product sold via the broadcast media that created a popular buzz is Mentos - “The Fresh Maker.” No recognizable personalities, actors - or pop singers from a Pro-Active commercial (LOL!).
Just the message that if you run into one of life’s conundrums - pop some Mentos - and you automatically find a solution to your current problem. The theme song was cheesy - and commercial - even more so.
But - it worked. That roll of candy mints was always front and center. I could not identify an actor from any of the those commercials if you asked me to pick them out of line up.
The campaign ran for a long time - testament to it’s ability to increase sales. I want that ad agency working for me - whoever they are!
I guess my point here is (albeit a lengthy one) is that while most of us can’t afford million dollar TV Ad campaigns - there are some lessons that can be translated to writing good advertising copy for your direct mail campaign, website, or blog.
Some of these might be obvious - and have been mentioned here already - but, they are work repeating. Most of them took me a long time to learn - and I am still learning!
1) When writing about your product or service - emphasis the benefits. A lot of people try to explain how great their product is - without telling about what it can do for their customers. Make the product front and center.
Think about incorporating some questions from the old Journalism mantra when you are writing ad copy:
Who
What
When
Where
How
Why
Who is my target market?
What are my competitors strengths?
When do they change their ad copy?
Where are they advertising?
How is my product better?
Why do they want my product?
2) Collect a number of websites - or advertisements that are related to your product niche. Create a file and save them for future reference and ideas.
If they are websites - boomark them. Also, ask yourself what it is that makes you buy a product?
What are the “emotional” triggers that made you get out your credit card - or write a check.
3) Create romance or an exclusive auora around your product, i.e., the reference to Native Texas Pecan Cakes in this post.
The king of this type of advertising is
J. Peterman - quote:
“People want things that are hard to find. Things that have romance, but a factual romance, about them.”
J. Petermen.com
J. Peterman..
http://www.jpeterman.com/
SIDENOTE..Putting a video or audio clip on your website can help with sales. If you can craft a good sales message - or produce a good video that clearly explains your product or service - it does add credibility. However - you do have to split test to know whether or not it is actually increasing your sales.
There are many other things that I could suggest - but I think I am starting to ramble. Just thought I would add my 1 1/2 cents!
Robert..
This is a great question. No one copywriting technique is going to conclusively work for every single market you write for. What it essentially comes down to is knowing your market and tailoring a persuasive, believable message for that market with an offer that outclasses your competition. After that, that’s when all the little copywriting tricks of the trade come into play.
thanks for your great post.
thanks for the article. I’m writing an ebook, and have found the information you present really useful for selling information. thanks again, adam
That is so funny, I didn’t realize they had a term for that: “swipe file”. I use copyblogger as my swipe file. I’ve never seen so many click happy headlines on one blog in all my life.
That’s really interesting about Glyphius. I hear about a lot of copywriters using it.
I think the reason why it’s the real deal is because it was actually created by an engineer who reverse engineered all of those famous ads. I can’t remember his name…
Your links to Glyphius seem to be broken… And it seems the product is no longer for sale. The order link from http://www.glyphius.com/testimonials.html returns a page to that effect.
Excellant Article
Good copy is all about creating active, vivid prose that flows with natural rhythm.
Top Tip…Don’t write anything…
… unless you know the following:
Exactly why you’re writing it.
What you want to get across.
Who is going to read it.
The Killer headline follows the copy in my book
Is there a Mac alternative?
I clicked on the Glyphius link in the post, but it comes up to a place holder page from the web host. Did the company go out of business? Or just having hosting issues today?