The Swipe File – The Million Dollar Neurological Imprint

• Tweet

If you’ve looked into copywriting for any length of time you’ve heard of something called a Swipe File.

But what exactly is a swipe file?

Basically it’s a collection of clippings you can use that inspire you to write similar copy. These points speak to you in some way that makes you keep reading.

The truth is most people don’t have what it takes to be a copywriter and yet anyone could do it. The process to get there is actually quite simple.

Let’s see if you’ve got what it takes.

Go get five hundred 3×5 index cards. Go to a big newsstand and get dozens of magazines. (If you’re strapped for money, you can do this in a library for free.) Only get those magazines with lots of teaser copy (“bullets”) on the covers. Cosmopolitan is just about the best when it comes to this. Write one bullet on each index card. Try to pick out only really “Hot Bullets.” Keep at it until you have 500 cards with 500 bullets.

What will you get if you do this? Most importantly, you’ll get a neurological imprint of writing good bullets.

Unfortunately, there are no shortcuts.

How do you recognize a “Hot Bullet”? Well, until you get some experience, it is somewhat based upon what catches your eye and makes you think you’d want to read that. However, here’s some help: What follows is a collection of bullets on different subjects. Each of these was written by John Carlton and nobody is better at “bulletizing” than him. Start by writing each of these bullets on a separate 3×5 index card. Then, when you “have the feel” for it, you go out to the magazine stand or library and do whatever’s necessary until you’ve got 500 more.

Sucks, doesn’t it? Can’t say as I blame you if you don’t want to be bothered with this… but… just in case you’ve got the stuff, here’s John’s bullets to get you started:

• The 58 most important questions you need to ask yourself before you can really start to pile up the profits in your business!
• The 7-step formula that even an illiterate drop-out can use to write advertising copy 100 times more potent than the best Madison Avenue ad agency!
• How the 3 Basic Elements found in every single successful (multi-million dollar) television infomercial can also be used to boost the profitability of your newspaper ads!
• Why your “back end” may be 1,000 times more profitable than your initial sale… and what to do to take advantage of it now!
• Tips from trouble-shooting experts on how to spot problems hurting your business and the triple-step technique they use to solve them fast!
• The 10 easiest markets “rookie” copywriters can tap for maximum profit with minimum risk!
• “Insider” tips from the world’s savviest (and richest) businessmen on how to shortcut your way to obscene riches and success!
• A truly “no brainer” (yet usually overlooked) way to bump the amount of your average order by 100% or more… automatically!
• The absolutely essential First 3 Things you must do before you attempt to sell anything to anyone!
• How to find — without spending a red cent — the perfect magazines and newspapers (with the most rabid and eager-to-buy readers) to run your ads in all over the world!
• Why you’re already sitting on the best possible “bonus” you could ever offer — and how to use it to make your sales soar!
• 20 Guaranteed Ways to increase readership and response to your sales letters and ads… without touching your current copy!
• The single most important element of any sales message… and how to exploit it for maximum sales!
• The Real Reason people choose to buy anything — the secret truth long known by master salesmen, sociologists and “con men” finally revealed!
• How to put on your own seminars without nightmares… including how much to charge, how to structure the daily sessions, and how to write the all-important sales letter that puts the fannies in the seats!
• Exact word-for-word samples of sales letters that brought in millions… and how to adapt those same letters for your own business!
• Tested appeals and “grabbers” that guarantee readership… and tested “closers” that almost force people to send you money!
• Why having money or a nice car is 100% irrelevant to having a great love-life! (And the 3 “basics” that are relevant, but ignored by nearly every lonely guy!)
• How to “read” the signals of women who are dying to date you right now! (They think they’re being obvious, but I’ll bet you’re blind to these signals. Just learning this one secret — how to “read” women — will boost your “romance potential” through the roof!)
• Proven ways to get women to initiate “accidental” dates that are pressure-free!
• How to easily “position” yourself so women actually compete for your attention!
• How to turn everyday items in your pocket (or your wife’s purse) into vicious weapons that will (1) show you mean business, (2) instantly frighten anyone with an ounce of common sense, and (3) allow you to dominate any situation with a single blow!
• How to maintain the “right” kind of peak sexual energy that excites women! (Most guys worry — unnecessarily — about “performance”… but you won’t, anymore!)
• The one huge mistake all inexperienced fighters make in their head that guarantees they will be turned into victims… and how to “parlay” it into an advantage that will give YOU an instant 200% increase in your chances of winning — even if it’s your first fight ever!
• Why your weight, strength, speed and agility are the least important parts of winning a street altercation! (And why the one simple secret that is important will give you an immediate and enormous advantage over any other fighter you meet!)
• How to automatically avoid the blunders that get even nationally-ranked karate masters demolished in street fights! (It’s called “Stress Shock Phenomenon”, and once you’ve stored this knowledge in your nervous system, you’ll never “freeze up”  or panic when your adrenaline starts to flow and the dirt hits the fan! Yet there isn’t a karate studio in the country that knows how to teach this crucial part of winning fights!)
• Why your fist may be the absolute worst weapon you can use in hand-to-hand combat! (And exactly how to strike so you won’t damage any part of yourself!)
• Simple fight-ending moves that require no strength whatsoever! (I know of arthritic 80-year-old grandmothers who have knocked young male attackers senseless!)
• The “voice tool” that will immediately change your attitude from calm to dominant in any surprise situation!
• How to use a little-known “positioning secret” to completely cancel out the superior size or experience of your attacker! (Size and strength are meaningless when you know this secret!)
• Why a simple “mock” submissive action will always fool a larger opponent… and set him up for quick, easy fight-ending moves!
• How to gain an immediate “Psychological Edge” when someone pulls a knife on you… and how to spot the 4 most common methods of knife attacks so you can win with a minimum of fuss and blood!
• How to “set up” the perfect sexual encounter with your lover every time!
• The clumsy mistakes 90% of all men make during lovemaking… and how to quickly learn the “inside” secrets of the most satisfied 10%!
• The NUMBER ONE rule that absolutely must be observed for women to have a truly mind-blowing orgasm!
• The secret “reward” for men who give their women the “fuel” for feeling in love all day long, every day! (Not one man in a thousand understands this “fail-safe” secret of excruciating happiness… and those who do almost never share it with even their closest friends!)
• How to guarantee every thought your lover has of you is super-charged with pleasure, excitement and white-hot anticipation!
• The 20-minute secret that can turn your sex life around overnight! (It’s so simple, you’ll kick yourself for not having thought of it yourself!)
• How to “touch” a woman to guarantee mind-altering sex… a technique so simple it’s astonishing that nearly 3/4′s of all women never learn it themselves!
• Why smart men know how a simple “secret” non-sexual act at home can — when handled correctly — take on the “charged” quality of a warm, sexually-satisfying feeling for many women! (It’s so simple it’s almost like “cheating”!)
• The specific secrets of “over the top” fabulous sexual technique! (Have you ever “blacked out” from pure sexual pleasure before?)
• What women really want from a man! (Nine out of ten men are absolutely floored by this secret!)
• The amazing reason why Prozac is so popular in this country! (Almost no one understands the startling sexual implications!)
• How to start having explosive sex tonight… with the simple basics of great, world-class love techniques!
• The secret of finding the most efficient aerobic program for burning off fat with your specific body type! (Leo researched for 7 months with professional bodybuilding stars in the U.S. and Germany to discover the key to this “inside” secret!)
• Details of the all-new “Eat Everything You Love” diet that frightened the professionals… until they saw Leo change into the leanest, meanest muscleman they’d ever seen! (It’s the easiest, yet most potent diet you’ve ever seen… one you can live on happily for the rest of your life! Leo was gobbling banana milkshakes, carrot cake, soda pop, ice cream and “Mama Juanita’s” super-grande burritos on “carb-days” throughout his training!)
• Why the “experts” you read about in the muscle mags are just dead-wrong in much of their training advice for you for maximum growth! (Even though a technique may have worked for them, it might not work for you… especially if you follow the advice of juice-heads who have spent most of their lives training on steroids!)
• How to handle the “side-effects” of your increased sexual energy you’ll get on this program! (A real unexpected bonus!)
• How a “secret” 5-inch change in your hip placement translates into massive power for your golf stroke! (Not one pro in a thousand even suspects the potency of this simple adjustment!)
• Why the new “lag” in your swing will cause your buddies to shake their heads… until they see you consistently out-drive them by 40, 50 and 60 yards off every tee! (I guarantee they’ll make you play with one of their balls, just to make sure you aren’t cheating somehow!)
• How to use the secret of “choking down” to master any club in your bag… no matter how horrible you were with it before!
• The single most important move you can make in any altercation — it’s what your body wants to do, but what most people panic about and refuse to allow themselves to do! (Yet it will save your life!)
• How to use a simple “cat-like” move to instantly position yourself to deliver the easiest knock-out blow imaginable — a strike so natural your grandmother could pull it off against Mike Tyson!
• How to instantly “shut down” an attacker’s testosterone levels, using your body’s own built-in “brick”. (Even a 90 lb. woman possesses this amazing rock-hard weapon!)
• When to use the most simple strike you’ll ever learn… an unstoppable natural move so effective in ending fights it’s not allowed in full-contact karate tournaments! (Instant disqualification — it’s also a move that 99% of the most brutal street fighters you’ll ever encounter have never seen before… and don’t know how to defend against!)
• How to use the “hip-swinging secret” soldiers use to drop opponents instantly — no speed or strength required, yet it’s like driving a 160 lb. bar of lead into the bad guy’s belly! (It’s so effective, you don’t even have to come close to hitting your “target” area… even the sloppiest attempt by you will bring him to his knees!)
• How to use a super-effective, completely unexpected technique straight out of the “Three Stooges” to cause any attacker to automatically (1) back up, (2) raise his hands in defense, and (3) blink rapidly… all of which instantaneously reverses the tables and makes your attacker suddenly vulnerable to a fight-ending blow you can deliver in your own sweet time!
• Why all elite soldiers are given “permission” to use the one street fighter’s Secret Weapon we are all taught from kindergarten not to use… and how you can use it to quickly remove yourself from any situation where you have been surprised from behind!
• How to use the other “dirty” street-fighting tool not allowed in any civilized boxing or karate match… because of it’s immediate ability to disorientate and topple your opponent! (It also works when you do it incorrectly!)

Hey, that was fun reading, wasn’t it? However, let me remind you once again: YOU CAN’T WRITE LIKE THIS WITHOUT PAYING THE PRICE!

Get those index cards. Write out those bullets. Then write out 500 more. Give yourself the gift of a “million dollar neurological imprint”!

It will serve you well the rest of your days.

No related posts.