Got a new policy for new website subscribers.
And that is, whenever someone with an email address containing the word “swipe”, or “swipes” or anything related to that subscribes… I delete ’em on sight.
Why?
Because they’re most likely clueless.
Probably subscribing for the wrong reasons.
And, are obviously there to “swipe” the words in my emails, instead of learn from them.
Look, I get it.
I used to be a big fan of swiping, too.
But when I started doing copywriting assignments in the really competitive markets, I discovered I could only keep relying on swipe files for as long as I could afford to lose.
Sorry, Chachi.
But swipe files are overrated.
And here are a few reasons why:
- Ad appeals that worked before may not work now
- Sometimes ads that “killed it” (supposedly) did so only because the other ads they competed against sucked
- Market “awareness” often changes
- Market sophistication often changes (see Gene Schwartz’s “Breakthrough Advertising” book for more on “awareness” and “sophistication”)
- Possible copyright infringement (see www.BenSettle.com/blog/swipe-file)
Hey, I’m not anti-swipe file.
I’m just anti swiping the way a lot of Internet marketers do it. Swipe files are great for idea generation, inspiration and templates for headlines, opening paragraphs, bullets, etc.
But stealing ad copy word-for-word?
Stoopid on a stick.
Especially with emails where it’s the mark of a loser (especially since the best emails are heavily personality-based).
I know this email falls on lots of deaf ears.
But it’s not for everyone.
It’s for those with ears to hear for selling online — not the swipers, amateurs and losers anyway.
Now let’s talk bid’niz.
Next “Email Players’ issue includes:
- Secrets of an entrepreneur who sells $30 million of wine per year… JUST with email
- A profitable kind of email I think every single marketer should send to their list right away. (Based on the “50 Shades” book series which have brought in a fortune.)
- How to increase sales by making it harder to buy from you
- How to master email copywriting in the fastest time humanely possible (discovered by the world’s greatest living copywriter — and won’t cost you a dime)
- And a ho’ bunch mo’…
This puppy goes to the printer in 2 weeks.
Subscribe here to get it in time:
Ben Settle
