What is it with copywriters and swipe files these days?
Lately I’ve been seeing a LOT of ads that are not just swiping, but blatantly and shamelessly ripping off other ads — literally word-for-word.
They obviously think they’re being smart and “cool.”
But really, they’re morons.
Not just legally & ethically, but from a sales point of view, too.
In fact, I suspect they’re killing their own sales.
Let me ‘splain why:
Back when I was a scrawny, pimple-popping teenage runt, I wanted nothing more than to be a comic book artist for Marvel Comics.
I mean, I was obsessed with it.
I spent HOURS each night studying comic book art. I’d copy comic book pages freehand over and over and over again. And my sketch books were packed cover to cover with nothing but super heroes and comic book drawings.
But you know what?
Even with all that comic “swiping” I never got good.
In fact, I’d say my stuff flat out sucked.
Why?
Because I taught myself to draw the wrong way.
Instead of learning the fundamentals of the craft through hard work and old fashioned thinking, I simply mimicked (i.e. “swiped”) other artists.
So I never got a solid education on the basics.
Never learned things like perspective, lighting or balance.
And never got past the comic book “fanboy wannabe” stage.
Instead it was, “I’ll just check my comics and copy something cool!” The result was one cheap imitation drawing after another. With no fire, imagination or “oomph!” in my work.
And you know what?
That’s how a LOT of copywriting is today:
Too many copywriters are just lazy wannabes “tracing” other ads.
And, sometimes, blatantly stealing from other ads.
BTW, I’m not anti-swiping.
I use my swipe file all the time for inspiration, ideas, and to see how certain copywriters handle storytelling, arrange their ideas, and structure their ads.
But I AM against stealing word for word.
It’s dorky, stoopid and can cause legal problems.
Plus, it’ll usually keep you from making the smackeroos you deserve.
To see how some of the world’s best copywriters (including two of the top magalog copywriters on the planet) write their ads (with or without swipe files), check out:
Ben Settle
