Marketing Tools: Swipe File
As you may have read in my what you don’t know about marketing piece, human behavior is somewhat predictable.
Newspaper editors and advertisers have known this for years. That’s why they often keep a list of headline formulas that they know will attract readers. In the business, this list is called a “swipe file.” A swipe file is a marketing tool that I find quite valuable and you will too.
These time-tested formulas have worked for decades and can be tailored to your specific business or message. Once you get familiar with these headline formulas, you’ll start to notice they are used incessantly on sites like Digg.com where users rely heavily on headlines to attract visitors. You will also find them in just about every magazine you read.
Let’s look at one headline formula, from Copy Blogger and apply it to our industry.
Now You Can Have [something desirable] [great circumstance]
The is the classic “have your cake and eat it too” headline — and who doesn’t like that?
Now how would an architect use this?
Now You Can Have LEED Certification and Reduce Your Construction Budget
How about a construction attorney (I know some of them read this site)?
Now You Can Have an Air Tight Construction Contract and Avoid Disputes
How about a specialty designer?
Now You Can Have A Cost Conscious Lab Design and Attract the Best Researchers
How about a marketing consultant?
Now You Can Have Winning Proposals and Reduce Your Marketing Budget
Do I need to go on?
Now You Can Put Your Newborn to Bed and Get a Full Nights Sleep.
Copy Blogger has a whole series of pieces on writing headlines that will attract readers. I suggest you check it out.
What do you think of swipe files? Leave a comment and let us know
