4 Tips for Writing Successful Swipe Copy

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' 2005 by Bruce Carlson

Master copywriter and marketer Dan Kennedy, in his highly
popular and successful copywriting seminars, likes to tell
his students that "sometimes good enough is good enough"
when it comes to a piece of sales copy.

What does Dan mean by this'

Simply put, you don't need to reinvent the wheel in order

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to write successful copy. What has worked in the past can
and will work again.

Learning to effectively "swipe" from winning sales letters
is one of the most important skills you can develop as
a copywriter. And, contrary to what you may sometimes hear,
there is nothing "unethical" or "sleezy" about it. Every
great copywriter employs swipe techniques to some extent.

The key to writing good swipe copy is awareness. By keeping
focused on a few key areas you'll quickly develop a sense
of what can work for you and your market.

Here are a few tips for writing swipe copy that works.

1. Be on the lookout for parallel markets

Parallel markets to your own niche offer great opportunities
to borrow elements for your own purposes.

For example, let's say you're writing a piece for a website

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that sells dog toys.

Your first possibility for a parallel market would be any
website that sells pet toys (other than dog toys). You'd also
want to look at sites that sell children's toys (although I
certainly don't want to imply that dogs and children have a lot
in common!) :-)

After this you could stray further afield and look at sites that
sell other pet accessories. Keep in mind that you are looking for
successful sales elements that might work for you. Anything and
everything that looks like it could work for your own campaign
needs to be taken into consideration, as long as it's been
proven successful. Parallel niches offer a golden opportunity
because of their similarities to your own niche.

How do you determine if a parallel niche site is successful'

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Use Alexa to see what kind of traffic they get. Search around
the Web a bit and see how often their name pops up. More than
anything though, just use your marketing instincts to sniff out
the quality of what they're doing in terms of direct response.

If you think they may be doing OK then sign up for their
newsletter or f.ree report or autoresponder series. Study their
marketing diligently.

If you get even one idea for your copy from a parallel marketer
then you've done well.

Occasionally marketers hit the jackpot and find a full letter
that fits their market's purposes to the tee (with a few
alterations needed here and there). But more often it's an
approach or an element of the sales letter that proves useful.

2. Know your target market's level of awareness

As you know, you need to be on a very intimate level with your

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market. You need to know their wants and needs inside out.

For freelance copywriters this can be a particularly troublesome
area, because freelancers often have difficulty just jumping
into the prospects' shoes at the drop of a hat. Thus many
freelancers choose to specialize in a few select niches whose
target markets they do have a good understanding of and/or can
learn about without an inordinate amount of work.

But beyond a good working knowledge of your market's wants and
needs there's also a knowledge of its level of awareness or
sophistication.

You'll want to determine how much knowledge your prospects have
of techniques used standardly in sales copy which targets them.
With our dog toys example, the online market's level of
awareness would be fairly low. New ads for this market could be
brought in from other parallel areas without much fuss.

But with a market like online marketers, for instance, the level
of awareness would be quite a bit higher. Copy aimed at this
audience needs to take that higher level into consideration and
not make the mistake of using worn-out copy from the past that
every marketer has seen a million times.

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Over time the market's level of awareness will increase (and
with the Internet we find that online shoppers' levels of
awareness in general are increasing, thus making some of the
techniques seen even a few years ago less effective). And so you
need to stay in tune with what's going on in the whole marketing
arena for your product or service.

After all is said and done, testing and tracking will show
what's working however. And in some cases marketers are genuinely
surprised at how much higher their market's level of awareness
is than they had imagined.

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Or lower...

3. Build a swipe database

All good copywriters keep a swipe file. Some have entire rooms
full of old ads, mail packages, and sales letters that worked in
the past. And once in awhile they package them up and sell them
for a nice profit...

With the Internet it's easy to just save good copy to your hard
drive or a folder in your email program. When you run across
something that catches your eye save it immediately before you
do anything else. Otherwise you might suddenly find yourself
immersed in other matters and forget about the sales letter you
just read.

As so often happens in cyberland...

I kick myself sometimes because I forget to save a hot letter.
And later on. when I go back to try to find it, it turns out
they've already taken it down because the product sold out.

You also need to get on the email lists of people doing
marketing in your niche(s)so you can get their mailings. Some ......

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