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BBP 053 How to Use Swipe Files with Liz Wilcox


Swipe files are a copywriter’s secret weapon and now they can be yours too! In this episode, get insiders tips on how to quickly fill your next email or blank sales page with words you would actually use, and that’ll attract the right audience for you.  

Guest Info

Liz is a serial entrepreneur who specializes in email marketing. She helps freelancers and professionals alike package up their magic and turn it into emails that convert. 

While she’s always been a freelancer, she found her way to the online space and fell in love. Today, Liz teaches people how to build online relationships and make sales through email marketing and copy for the everyday blogger.

When Liz isn’t in sales mode, she likes to run (yes, for fun), and hang at her local beach in Destin, FL. Learn more about Liz.

Navigate the Episode

[00:37] – I want you to use Swipe Files.

[01:35] – Make your own Swipe File

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[00:00:07].180] – Liz Stapleton, Host
No one, not even professional copywriters, like staring at a blank page. Swipe files are a copywriter’s secret weapon. They give you inspiration and a place to start when you’re not sure where to start. Whether you get swipe files from someone else or make your own, they can be game-changers.

[00:00:22].570] – Liz S.
Hi, I’m Liz Stapleton, host of the Blogger Breakthrough Summit and welcome to the Blogger Breakthrough Podcast. In today’s episode, I’m sharing some tips from copywriting superstar Liz Willcocks that she shared during the 2021 Summit. I’m going to let her go ahead and explain away.

[00:00:37].810] – Liz Wilcox
So let’s get right into it. Here’s the ding…OK, that means listen up. So number one, I want you to use swipe files and if you don’t know what a swipe file is, I’m going to show you. But basically a swipe file is like a Google doc or a PDF that someone like me, a copywriter or maybe an, you know, old school blogger has put together for inspiration.

[00:01:09].460] – Liz W.
A swipe file is not a template. It doesn’t mean you can take it. It’s not like an ad lib thing where it’s like “blank here,” you know, like insert your product here. You know, it’s not a template, but it can be used as kind of a pseudo template where you go in, you look at it, you get inspiration, you kind of see how the flow of an email or a sales page or your website copy works, so that you can take it and make it your own.

[00:01:35].440] – Liz W.
Use this swipe file to take and make your own, take and make your own. See simple as that.

[00:01:40].840] – Liz Stapleton, Host
Right. OK, hopefully this episode has inspired you to not only use those swipe files you’ve collected over the years, but now feel confident in creating your own as well. To learn more about copywriting and blogging, head over to to find out how you can watch all the 2021 Summit sessions, including Liz’s. Be sure to join me next time, when we dive into funnel marketing and how not to feel salesy. I’ll catch you then!

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