Swipe Files

Swipe files: steal the shape, not the words.

10 files, filed by the situation you are in when you need them.

A swipe file is a collection of real examples you keep so you are never starting from a blank page. Not a template pack, and not a list of clever lines. The useful part is the structure underneath: what a piece of copy is doing, in what order, and the one variable that has to be yours.

There are ten files here, in two kinds.

The first five came out of my own sending and posting. My clients, my numbers, my bad years, which means they will not fit your business as written. The other five are reference libraries, closer to formulas and examples you can build from when you know the job but not the words.

Start with the situation you are actually in. A first touch and a fourth follow-up are different jobs, and so are a referral ask the day of a win and one three months late.

Copy that ran

Pulled from sent mail, published posts and the doc I read before every sales call.

6 phases

The Ultimate Swipe File: Discovery Call Questions

The sales call script, filed by phase, with what to listen for after you ask each question.

6 scripts

The Ultimate Swipe File: Asking for Referrals Without Cringe

Referral asks filed by the moment you send them, with the trigger that makes each land.

27 hooks

The Ultimate Swipe File: LinkedIn Hooks That Stop the Scroll

Openers that ran, filed by the move each one makes, plus three closing questions.

6 emails

The Ultimate Cold Email Swipe File for B2B Founders

Full cold emails that got answered, filed by where you actually stand with the person.

6 structures

The Ultimate Swipe File: Lead Magnets That Convert

Lead magnet shapes with the skeleton of each, the headline formula, and the real build cost.

Reference libraries

Formulas, examples and word lists for when you know the job and need a running start.

Lead magnet ideas

Irresistible Lead Magnet Ideas Swipe File

Formats and industry examples for when you know you need one but not which one.

Power words

The Ultimate Swipe File of Power Words for Magnetic Marketing

Words grouped by the job they do: attention, trust, emotion, urgency and value.

Headlines

The Ultimate Headline and Tagline Swipe File: Grab Attention and Drive Action

Headline formulas, examples sorted by industry, and taglines to build your own from.

CTA starters

Call-to-Action (CTA) Copy Starters Swipe File

Ready to use calls to action sorted by the goal: downloads, bookings, purchases, signups.

Subject lines

The Ultimate Email Marketing Swipe File: Subject Lines That Boost Open Rates

Openers sorted by the reaction you want: curiosity, urgency, relatability, plain useful.

How to use a swipe file

Pick by situation, not by format. The fastest way to waste one of these is to open the file you like instead of the file that matches where you actually are with this person.

Copy the structure. Change the variable. Every entry marks both. The variable is the line that has to be true for you: the trigger, the number, the story, the name. Change that and leave the rest alone, because the rest is what made it work.

Keep your own. These are mine. The ones that will serve you best are the emails and posts that already worked in your business, filed somewhere you will open again. A swipe file is a filing job rather than a writing job. If you have to invent the examples, you have a guess.

Track replies, not opens. Opens tell you the subject line worked. Replies tell you the body did.

Swipe file questions

What is a swipe file?

A collection of real examples you keep so you are never starting from a blank page. It is not a template pack. The point is to see the structure that worked, then write your own version of it.

How do I use a swipe file without sounding like someone else?

Copy the structure, not the words. Every file here marks what each piece is doing and the one variable you have to make yours. Change that variable and leave the shape alone.

How many examples does it take before it counts as a swipe file?

Fewer than you think, as long as they are real. Six emails that got answered beat sixty you found on the internet. If you have to invent the examples, you have a guess rather than a swipe file.

Where should I keep my own swipe file?

Wherever you will actually open it. Mine is a doc that gets read before every sales call. A swipe file you never open is just a bookmark.

Do swipe files still work when everyone is using them?

The structures do. The words stop working the moment a reader recognizes them, which is exactly why the variable has to be yours and the rest can stay.

Want this kind of thinking applied to your business?

30-minute call. No pitch. Just the math.

Contact Rachel →