Top 10 Swipe File Ads

Here’s an interesting question that just came in:

“Ben, what are your favorite swipe file ads?”

Good question.

I don’t really “swipe” anymore these days.

But even so, I thought it’d be fun to list some of my favorite sales letters and ads to study for ideas, ad structures (very important), and inspiration.

So here goes — my top 10 ads (in no particular order):

• Scott Haines’s “Trump University” sales letter

• Gary Halbert’s “Betty’s Diet Book” print ad

• Gary Bencivenga’s “Interviews That Win Jobs” print ad

• Eugene Schwartz’s “The TV Owner’s Guide” print ad

• John Carlton’s “Combat JKD” print ad

• Jim Rutz’s “Integrated Health Solutions” sales letter

• Mel Martin’s “What Never To Eat On An Airplane” sales letter

• Gary Halbert’s The “Crime Connection” sales letter

• Gary Halbert’s “The Josh Abraham Letter” sales letter

• Gary Bencivenga’s “Lies Lies Lies” magalog

Now, luckily, you can find some of these ads online free.

But you may have to drop a little scratch to get your hot little hands on the rest of them (or ask the copywriters).

And hey, that’s as it should be.

We get way more value out of things we have to hunt, sweat and pay for than if they’re handed to us on a silver platter.

Anyway, that’s it for this time.

To see how the world’s best copywriters write their ads, check out:

Ben Settle