Start a “swipe file”

Does your competitor have an impressive ad campaign? Did you receive an effective direct mail pitch? Did some magazine ad, insert, direct mail postcard or newsprint advertisement catch your eye? When you find great advertising examples, cut them out and place them in a “swipe file” for future reference.

If you see a web site you like, keep a copy of it in a “favorites” file on your computer. When you hear radio clips that are well written and speak to you, make some notes and consider how these types of ads could be used to promote your business.

Don’t limit yourself to insurance-related advertising. Almost any copy can be adapted to your business with a little imagination and skill.

A swipe file doesn’t mean you are stealing anyone’s ideas. Swipes simply help you consider the many methods available to better portray your business. Your swipe file can be invaluable when you decide to better target your marketing or begin a new ad campaign.

There is one caveat to the swipe file. Don’t assume that all the ads that you like will work. The best-written ad can fail for a variety of reasons. A copywriter can help you target your marketing for maximum advantage.