I’m not a fan of swipe copy. As a copywriter, I’ve seen some bad swipe copy andI learned very quickly that swipe copy…well…is not always the “amazing value-packed bonus!” some people claim it is.
I also always give a disclaimer when I write it for clients to send out (like if they’re doing an affiliate launch and providing swipe copy so their affiliates can easily promote it). What’s that disclaimer? It has to not suck.
Kidding, kind of. We’ll get to that in a sec! Let’s talk about all things swipe — what makes it bad, why your swipe copy isn’t working, and a copywriter approved way to use it successfully in your business.
So what makes swipe copy “bad”?
Let’s go back to this idea of “bad swipe copy.” Because, to be fair, I am painting with a broad brush. It isn’t all bad. After all, I’ve written swipe copy for clients to use and I like to think it’s pretty stinkin’ good!
But a hallmark across the board that…let’s say “less-than-ideal swipe copy” has in common is that it is incredibly generic. It’s boring, dull, and devoid of any personality.
On the flip side, there can be too much personality. By that, I mean copy that was written by someone for someone specifically and it sounds exactly like them. For example,
So, okay, you may be sitting there saying, “Um, let me get this straight. You’re saying swipe copy can suck because it’s too impersonal, but also has too much personality?” I understand that’s a bit of a mind-meld.
Bottom line: bad swipe copy isn’t you!
Why is your swipe copy not working?
Don’t have sales when you use swipe copy…
Feel like you’re totally disconnected from what you’re selling…
Have this feeling that you’re being sleazy, cheesy, and/or obviously “sales-y” when you use it…
…You may be using bad swipe copy.
(And this is where we leave Jeff Foxworthy territory.)
I get it, sometimes you just need to use something so you grab the affiliate packet, copy/paste, and forget about it. But let’s try not to do that! You need to know how to make swipe copy work for you!
A copywriter approved way to use it successfully in your business…
Remember that disclaimer I mentioned? Here’s where it comes back! Here’s also where you learn a copywriter-approved way to make swipe copy not terrible.
After all, nothing is worse than getting 10 of the same emails from an affiliate launch where they all used the same swipe copy. And that means it’s not going to speak to your audience in words they need to hear. They’ll be like “This is weird…I don’t buy it. I’m ignoring it.” They may also say, “This doesn’t sound like my favorite entrepreneur is writing me an email. I call BS. Something is off and doesn’t feel genuine. Next!”
Please don’t be that person! Your business is amazing and impactful. If you’re using swipe copy, it’s probably because you’re part of something that you’re really excited about, like that affiliate launch or a summit or something that you do want to tell your people about.
So, all this to say, if you’re going to use swipe copy, you have to learn how to make it your own.
Just a few tweaks will take it from “this sounds generic and there’s already 10 of the same thing in my customers’ inboxes” to impactful, connective, and inviting for people.
A simple way to do this is to add in your personality. After all, let someone else do the hard work of making sure the dates, features, and links are correct. That just means you have more time to add in that special sauce for your people so it does what it’s supposed to do: convert!
Another way is to know how to craft a message. This is especially true if you got garbage copy but you still need to know how to sell that thing you’re promoting! You need clarity of what your people need to hear to say yes to you.
At the end of the day, even if you “aren’t a writer,” you still have to know how to communicate for your business! Knowing how to be so clear in your voice and values that you can easily talk about what you’re promoting is a skill you can learn.
But you can’t truly, effectively customize swipe copy (or even craft original copy) until you have this clarity. You need what I call the 3 Ds: Desire, Direction, Details. Desire taps into what you want to say. Direction helps you move toward what your customers and clients need to hear. Details allow you to pull it all together with confidence and clarity so you can share your message and make an impact.
Okay so all this to say, I do think swipes and templates have a time and a place…and you also have to know how to work with it. Just a few tweaks will take it from “this sounds generic and there’s already 10 of the same thing in my customers’ inboxes” to jam packed with personality (and someone else did the hard work of writing the lion’s share of it).