Pros and Cons of Using Swipe Files

Most copywriters and marketing professionals keep a file of successful advertisements called a swipe file. The advertisements in the swipe file contain effective copy, creative ideas, and clever headlines, and can come from a variety of sources. The reason that copywriters keep a swipe file is that at some point we all suffer from writer's block or struggle to think of the right words for the project we are working on. And that's where a swipe file proves to be invaluable. Because a quick look at adverts in a similar field can kick-start our minds and trigger a whole new wave of thoughts and creative ideas.

Swipe File Pros:

• Can provide inspiration and trigger new thoughts and creative ideas
  
  
• Lets you see the sort of language used in the relevant market
  
  
• Provides a quick reference of the approaches and styles that have been used before
  
  
• Can help you overcome writer's block and come up with lots of new ideas

Of course, swipe files have their disadvantages too. As they contain effective copy, it can be tempting to cover the same ground with your own copywriting or even to copy it (which is illegal by the way!). So while a swipe file may help to generate new ideas, you may find that it also stifles your creativity as you stick to the tried and trusted methods that have been used before (sometimes subconsciously).

Swipe File Cons:

• If you see an advert with effective copy and an interesting angle, sometimes it can be hard to break away from that and come up with something different.
  
  
• You might fall into the trap of using the same language and ideas as competitors. Take a look at all of the recent shampoo adverts and you'll see what I mean - most of them use a scientific approach and concentrate on the various chemicals and proteins that will benefit your hair. And the cost of that is that it is hard to differentiate one brand from another.

• If you're feeling particularly inadequate, as most writers do at some stage in the writing process, seeing a wide range of successful adverts can make you feel even worse! But stick with it, this feeling is all part of the plan and will lead you to good ideas and the right choice of words.

The trick with swipe files is to use them sparingly. Personally, I try to develop my plan for the approach I want to make before looking at my swipe file. Then I just skim through the ads, make a note of any pertinent words, and use any new ideas to further develop my plan. I always try to come up with something first, then refer to the swipe file.

I never copy any phrasing or sentence structure. The most I take from a swipe file is a small collection of useful words. I'm just too wary of plagiarism - I like to know that everything I write is in my 'voice'.

Craig Wright
Copywriter and Technical Author
StrayGoat Copywriting
www.straygoat.com