I once got in a fight with a copywriter over swipe files…

I called him out on using one.

He was trying to get hired by the company I was working for at the time, as Copy Chief.

He got pissed, and ended up calling customer service and making a big stink.

There were way too many phone calls about it.

Thankfully it was all remote — so it was mostly him having a temper tantrum by email and phone.

If we’d been in person, maybe he would’ve tried to take a swing at me.

He was that upset.

That’s where I’m coming from when I say I hate swipe file copywriting.

But… I just did it — on a client project, with an A-list client.

The trick is I did it very differently.

Today, that true story and a lesson in ethical and effective use of your swipe file.

Copywriting: How to actually use a swipe file [true story]

Yours for bigger breakthroughs,

Roy Furr

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Roy Furr, Fractional CMO & Copy Chief for Direct Response Marketers

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