If you already know what a swipe file is, then scroll down to the good stuff.
If you’re clueless (like I was) I can explain.
The best writers have a dirty secret.
They steal from their best friends. Every day.
The weirdest part? Their friends steal from them, too. And they’re okay with it.
That’s because every great writer does something that most people don’t.
They keep a stash of their friend’s best work. The best copywriting examples. So they can shamelessly steal it. All the best copywriting techniques.
Here’s the thing. These aren’t just any words. These are the best words.
Words that make you go “damn, that’s good” as soon as you read them.
Words that you think about later in the shower.
Lucky for you, we’re friends now.
So here’s my personal swipe file. The best swipes for opening copy. The most effective words for transitions.
All yours.
Best swipes for opening copy
Use these to punch your reader in the face
Let’s get one thing perfectly clear.
Let’s get one thing perfectly clear:
You’re reading these words because I want you to.
Sam Parr
You know what?
You know what?
I don’t care that everyone has a newsletter now. Here’s why…
Hot take:
Hot take: you don’t need to work 100-hour weeks to be successful.
Here’s what the data says…
I’m gonna say it.
I’m gonna say it. Pineapple doesn’t belong on pizza.
And don’t even get me started on pickles…
I’ve made a huge mistake.
I’ve made a huge mistake. I’ve angered the swifties.
Here’s what happened…
We can all agree on one thing:
We can all agree on one thing: reading is an important skill.
But here’s why most people don’t do it correctly…
Did you hear that?
Did you hear that?
In the time it took you to pause, another tech bro launched an AI newsletter.
Big news.
Big news. I’m back.
With my AI newsletter…
Have you ever wondered why ____?
Have you ever wondered why all manhole covers are round?
The answer isn’t what you’d think…
You are going to hate me for saying this.
You are going to hate me for saying this.
Pineapple doesn’t belong on pizza. Here’s why.
Here I go, bragging again.
Here I go, bragging again. There are better programmers than I am, but I doubt if any of them have matched this record.
Best swipes for transitions between paragraphs
Use these to get them to keep reading
I can explain / Let me explain
You might think that you know how to clean dishes. But most people don’t actually know the right way.
Let me explain…
Luckily for you, etc etc
Last week, Jeff Bezos did a four-hour long interview where he spilled all the juicy secrets of how he built Amazon.
Lucky for you, I sat through all of it and wrote down the good stuff…
Don’t get me wrong.
I think most people don’t know how to dress well.
Don’t get me wrong. Until recently, I was one of those people…
By the way, etc etc
A recent study showed that two glasses of red wine per week can help you live longer.
By the way, that’s total bullshit. Here’s why…
Question and then immediately answer
Now, why would I spend hours researching old sales ads?
Because that’s the only way to learn how to write better…
The answer?
I spent hours trying to answer one simple question. What’s the easiest way to learn how to write better?
The answer? Write more…
What I’ve noticed is…
Most people don’t know how to learn a new skill.
What I’ve noticed is they approach it all wrong. What you should really do is…
I know, I know…
I spent $5,000 trying to find the best pair of pants.
I know, I know. Let me explain… (see how I used another one?)
Don’t be mistaken…
It turns out, it’s really easy to learn how to dress well.
Don’t be mistaken; you’ll be bad at it. At first…
But what most people don’t know is…
There’s a saying that two glasses of red wine per week is good for you.
But what most people don’t know is, it’s not. Here’s why…
“The good news for you is…”
Most copies of the book on Sol Price, the legendary co-founder of Costco, are no longer in print.
The good news for you is I have one of the copies. Here’s what you should know…
In fact,
I used to think that I had to lift weights 12 hours a day to change my body.
In fact, it’s much easier…
And the best part is…
With my copywriting course, you’ll become a better writer in the first day.
And the best part is there’s no risk to you…
If you’ve stayed with me this far…
It took me four years, but I cracked the secret. I became the best copywriter I knew.
And if you’ve stayed with me this far, you’re serious about writing. So here’s how you can…
But there’s more.
You’ll get, in your email every Monday, the best copywriting tips. For free.
But there’s more.
But I didn’t stop there.
So, after four months, I found the best way to write consistently.
But I didn’t stop there.
This next one is good, you’ll like it.
“But there’s more” and “But I didn’t stop there” are excellent ways to keep the reader engaged. And this next one’s good, you’ll really like it.
We’re both in a hurry.
I’ll skip right to the point of why writing is so important. We’re both in a hurry.
Phrases people will remember
If you sit in a barber shop all day, you’ll end up with a haircut.
If you hang around people all day who are doing x, you’ll end up doing it too.
You always sell the sizzle, not the steak.
Never sell a product – always sell a concept.
That’s bench players talking like starters.
You caught me. This is a Drake lyric.
It’s people who can’t back their trash talk up because they’re not in the game.
That’s a gear solution to a skill problem.
You could learn how to cut garlic with a kitchen knife. Or you could buy a fancy garlic chopper. That’s a gear solution to a skill problem. And sometimes, you need to learn the skills.
The best titles you can’t resist reading about
What you’ll wish you’d known
Paul Graham (really any of his essays are must-reads)
The way to be great is to be good, repeatedly
Other swipe files
https://swipefile.com – The mega-list. Facebook ads, landing pages, sales letters, the works. Neville knows what’s up.
https://copywork365.beehiiv.com – One piece of copy per day.
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