Great products don’t sell themselves. What actually convinces people to click, sign up, or buy is copywriting—the words that connect with their needs and push them to act. Yet even the best marketers struggle with writer’s block when faced with a blank page.
That’s where a swipe file comes in. It’s a collection of proven copywriting prompts, examples, and formulas that take the guesswork out of writing persuasive messages. In this article, we’ll explore how swipe file techniques can transform your copy into conversion-driving assets.
What Is a Swipe File?
A swipe file is essentially a library of ideas—ads, headlines, email subject lines, CTAs, and full campaigns that have worked in the past. Instead of reinventing the wheel, you use these frameworks as inspiration to craft new, high-performing copy.
Think of it as your creative safety net: whenever you feel stuck, you can “swipe” ideas and adapt them to your product, audience, or channel.
Why Swipe Files Work
Swipe files are effective because they:
- Save time – No need to start from scratch every time.
- Boost creativity – Exposure to diverse ideas sparks fresh concepts.
- Rely on proven psychology – Many formulas are based on decades of marketing research.
- Ensure consistency – Keep messaging sharp and aligned across channels.
Essential Copywriting Frameworks to Include
1. AIDA (Attention, Interest, Desire, Action)
- Attention – Grab the reader with a bold statement.
- Interest – Explain why it matters.
- Desire – Show how it benefits them.
- Action – Tell them exactly what to do next.
Example: “Struggling with unproductive meetings? Learn the 5-step system that cuts meeting time in half. Sign up today.”
2. PAS (Problem, Agitation, Solution)
- Problem – Highlight the pain point.
- Agitation – Emphasize the consequences of not solving it.
- Solution – Present your product or service as the fix.
Example: “Messy data slowing your reports? Wasted hours add up fast. Automate your workflow with our simple Python templates.”
3. FAB (Features, Advantages, Benefits)
- Feature – What your product does.
- Advantage – Why it’s better than alternatives.
- Benefit – How it improves the user’s life.
Example: “Our resume templates are ATS-friendly (feature), making them stand out in recruiting software (advantage), so you land more interviews (benefit).”
How to Build and Use Your Own Swipe File
- Collect examples – Save ads, landing pages, or emails that catch your eye.
- Organize by type – Headlines, email intros, CTAs, etc.
- Add prompts – Write out reusable sentence starters.
- Practice adapting – Rewrite existing examples in your brand’s voice.
- Test & refine – Track performance to see which patterns work best for your audience.
Pro Tips for Swipe File Success
- Don’t copy word-for-word—adapt, don’t plagiarize.
- Keep it updated with modern examples (what worked 10 years ago may not today).
- Use it as a springboard, not a crutch—your brand voice still matters.
- Share with your team to standardize messaging across campaigns.
Final Thoughts
Writing high-converting copy doesn’t have to feel overwhelming. By using swipe file techniques, you can shortcut the creative process, rely on proven psychological triggers, and consistently produce persuasive messaging.
The secret is simple: the best copywriters aren’t just talented—they’re resourceful. With a well-built swipe file, you’ll never face a blank page again.
