FREE Swipe File
See how legendary copywriters
write their sales letters
Dear Business Builder,
If you haven’t gotten over there, I’ve been posting fully scanned magalogs, space ads and direct mail at our Direct Response Marketing Forum.
It’s stuff from top copywriters, stuff I’ve gotten in the mail or found in magazines.
It’s a goldmine, really.
Because you get to see how the best in the business convince people to respond to an offer.
And I want to make sure you’re adding this stuff to your collection. Because these are some of the most valuable learning tools a copywriter or marketer can get his hands on.
Let’s start off with a bang …
“Kent Komae’s Joint Advantage promotion launched the specialty supplement business in direct mail. It may be the most mailed piece of all time in the vitamin market for a solo product.”
– Richard Stanton Jones
And it’s all yours! Just click on the link to open the file or right click and select ‘save as’ to download the file:
Kent Komae’s blockbuster control for a joint supplement
And here’s a real-life Dan Rosenthal sales letter. If you don’t know, Dan Rosenthal is a legendary copy chief who chiefed guys like Clayton and Gary Bencivenga when they were coming up in the business.
Besides being a copywriter, Dan was also founder and editor of The Silver and Gold Report. So this letter for Natural Resources Hunter is actually signed by Dan because he’s a guru in this industry.
He’s also known for his brutal critiques. One story from a top writer was about how a critique he received from Dan consisted of only two words – Dreary Hackjob.
Ouch.
Dan Rosenthal – Natural Resources Hunter sales letter
And here’s a virtual cornucopia of swipes for your file (remember to right click and select ‘save as”) :
David Deutsch Second Opinion Health Newsletter Swipe
David Deutsch – Bottom-Line Magalog Swipe
Jim Punkre’s Men’s Health Magalog Swipe
Parris Lampropoulos’ Men’s Health Magalog Swipe
Gary Bencivenga I hear wrote this newsletter insert swipe
Arthur Johnson magalog swipe for Health & Healing
Gary Halbert’s Coat of Arms sales letter swipe
Eric Beutel’s 6 Giants of Unstoppable Profits Control
Donna Bair Stein wrote this 10 year control that beat Frank Johnson’s 20 year control:
Jim Rutz’s financial newsletter promotion swipe
Jim Rutz classic Read This Or Die promotion
Another famous Jim Rutz headline on a variation of the same promotion
Swipes of direct mail with fantastic use of involvement devices:
Handy Man Club of America mailer
Cooking Club of America – version one
Cooking Club of America – version two
Bookalog Swipe for Prevention magazine
Direct mail from The Economist
That should about do it for today.
And if you want to learn the secrets of how many of these top copywriters think through a project check out these interviews Clayton did:
Gary Bencivenga Interview – Part One
Gary Bencivenga Interview – Part Two
Carline Anglade-Cole Interview
To your faster success,
John Newtson
Editor, Life in the Fast Lane
THE TOTAL PACKAGE
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Looking for past issues of The Total Package? Click here for our archives.
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25 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Emette Massey — November 24, 2007 @ 8:51 am
John,
Talk about a \”Thanksgiving Treat\”–Thanks! This is an invaluable reference for all of us.
Wishing you all the best!
Emette
Comment by Robert — November 24, 2007 @ 9:25 am
Clayton…what the #*! How do you do it? Your content is amazing every single time! I\’m no longer dancin\’ with the one who brung me. You\’re my pard\’nr now. In just the few months I\’ve been getting the Total Package, you\’ve EARNED the top spot on my \”MUST READ\” list…over greats like DK and MM.
Your stuff could not be any finer fuel for an aspiring copywriter… such as myself.
And thanks to John Newtson for those great resources. Giddy-up!
Comment by Tammy — November 24, 2007 @ 11:22 am
Thanks so much,this is
for sure Copywriting Gold!!
This is going to go nicely with my growing swipe file. YES!!!
Clayton is the Man!!
You too John!!
Comment by Willy Badger — November 24, 2007 @ 3:49 pm
Thanks John and all @ TP,
Your site gets more and more informative by the week.
Thanks again for the thanksgiving treats.
My kids just watched Mary Poppins. I thought I\’d add a happy word .
All the best,
Willy
Comment by Ken — November 24, 2007 @ 4:27 pm
Thank you very much!
Comment by Onuoh Samuel — November 26, 2007 @ 4:26 am
I\’m very much grateful to all the useful info tha has been listed here but now I really want to get started
Thanks.
Comment by Franck Silvestre — January 18, 2008 @ 5:55 am
I just stumbled upon this swipe file, thank you.
Trackback by Anonymous — April 11, 2008 @ 3:57 am
Comment by Dino Pabari — July 18, 2008 @ 7:00 pm
Hey friends,
Thanks for this great resource, just one issue I need your help with, I can’t open or save some of the swipes, like the Gary Bencivenga insert swipe: RosengartenInsert.pdf, it says something about being not authorised to view the page.
Can you help?
Many thanks & keep up the good work you are doing for us all.
Dino P.
Comment by William Baker — July 21, 2008 @ 12:49 pm
When I try downloading any of the files, I get a message stating I’m not authorized to view the files, even after registering at direct response forum.
Are these files still available?
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Comment by Boy85 — October 22, 2009 @ 11:33 am
Anatomy and Desperate Housewives. ,
Comment by Wolf77 — October 23, 2009 @ 8:42 am
In calling the structure of the chromosome fibres a code-script we mean that the all-penetrating mind, once conceived by Laplace, to which every causal connection lay immediately open, could tell from their structure whether the egg would develop, under suitable conditions, into a black cock or into a speckled hen, into a fly or a maize plant, a rhododendron, a beetle, a mouse or a woman. ,
Comment by Heart Burn — November 2, 2009 @ 12:25 pm
Very nice information, is very interesting keep going, im traying to lear how to be a better copywriter..
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Comment by Dr. Dana Myatt — January 28, 2010 @ 6:34 pm
As always, The Total Package over-delivers.
Thanks Clayton!
Comment by Nigel Cox — March 27, 2010 @ 3:02 am
I was looking for health swipe files and found these. Thanks for your generosity.
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Comment by Al @ Kung Fu Schools — July 28, 2010 @ 9:58 am
Wow - that’s a swipe file and a half!
Thanks so much for compiling all this - will be bookmarketing , printing and doing my best to wear out the page! Found it because I’d heard that Gary Bencivenga wrote bullets for mens health and fitness magazines which is spot on for us.
Thanks again.
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