How to Swipe a Sales Letter

by Ryan Healy · 1 comment

in Advertising,Copywriting,Templates

Ever wondered exactly how to swipe a sales letter? If so, you’ll want to pay close attention. Because in just a moment I’m going to demonstrate HOW to swipe a sales letter.

But first, you should know:¬†While I don’t generally swipe whole ads, you can actually write fairly strong copy by swiping.

When I say swiping, I don’t mean plagiarizing. Plagiarizing is stealing copy word-for-word; swiping is taking similar ideas, concepts, or copy structure from one ad and using them in another.

Some people take the idea of swiping too far. For instance, you would never want to take somebody’s copy and then just replace a few words here and there. This is basically plagiarizing.

Of course, it’s easy to create a list of “dos” and “don’ts” without ever fully communicating the right way to swipe a sales letter. With that in mind, I figured I’d actually show you three sales letters for three different products.

  • The first one is the famous Wall Street Journal letter.
  • The second one is a swipe of the Wall Street Journal letter.
  • And the third one is my swipe of the Wall Street Journal letter.

Each of these letters uses the same structure and some of the same selling arguments to make their case. Take a look…

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{ 1 comment… read it below or add one }

1 petemikecopy March 14, 2013 at 6:51 am

…and that lesson is worth this month’s subscription several times over.

Thanks for shining a light on the WSJ technique, Ryan. Fascinating stuff – the comparison really got my copy-senses buzzing!

Oh, and… swwwiped!


; )

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