Political Marketing
Civic Tech
Other Stuff
A swipe file is a collection of inspirational materials. For marketers and writers, it's a collection of writing examples — email subject lines, landing pages, banner ads, breathtaking blog posts, headlines, etc. — that can be used to inspire your writing and boost your skills.
Swipe files are multi-purposed - they offer you a learning opportunity to see how others approached a similar topic or campaign. They can serve as the foundation for your next piece or provide a springboard for new ideas. Sometimes by exploring the approaches and voices of others, you find your own along the way.
Traditionally a swipefile referred to a collection of writing examples or notes for copywriting or advertising. It helps creatives overcome writers block and discover new creative territories or language for campaigns. More broadly it’s not dissimilar to a ‘commonplace book’ - the place to put all those tidbits of ideas, writing, language, research and quotes that will be useful later. You might not be sure how, but they’re worth keeping to help us jump somewhere new.
I keep swipefiles on different areas or topics I’m writing about or as is the case here, areas I’m passionate about. Notion is a great work platform (sort of like an online journal only its interactive and dynamic) so its the perfect place to build out your swipefile. Below is my creative messaging swipefile with loads of examples that might help you jump somewhere new. I’ll keep updating it as I come across more interesting examples. Enjoy.
<aside> ⚡ Remember; I’m not suggesting you copy the messages or ideas below - but look at what kinds of creative content resonate or grab your attention, how they’ve approached it - and keeping that in mind, what would 3 versions look like - for your campaign or movement?
</aside>
Steal like an Artist. It's the highest form of flattery and with an urgent need to create real change, what could be more important for us to share right now?
Creative Campaign Messaging Swipefiles