It’s about 7:00am and time to start my day. While my exact routine varies, one of first things I always do is check email. As flood rolls in, I have my finger poised on delete button… aimed and ready to fire. But then something catches my eye.

On this morning, I decided to take a closer look at one email in particular. That led me to also lend a critical eye to some other ads as well. So below, I’ll give you my evaluation of a few of many email ads I’ve received… which ones got my attention, which ones I just rolled my eyes at… and why.

Attention Getter

Here’s one that is well targeted, indeed! The headline read: “Inquiry About Becoming An Affiliate.” That got my attention because my copywriting course does have an affiliate program. I’m always interested in adding new affiliates to group. So I read on.

Part of message is below:

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Good morning. I would like to inquire about possibly working with you and your company on an affiliate basis.

My company maintains a fresh, 100%, opt-in email database exceeding 15,000,000 qualified consumers. These consumers have specifically requested to receive purchase information regarding your product(s) or service(s).

If you're interested, I would be glad to speak with you about a cost-per-action (CPA) email campaign that WILL make additional sales and generate alternative revenue.

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While generic line about my product(s) or service(s) let me know immediately that this was a “canned” ad, it still gave me something to think about. Did I respond? Yes! Why? If I could get copywriting course in front of over 15,000,000, and pay same affiliate commission I was paying anyway, what would I have to lose?

Rolling My Eyes

However, among pile of emails were some real duds. I must get 10 of these ridiculous emails a week. You’ve no doubt seen them, too. They say something like “I joined this program a few months ago and promptly forgot about it.” Oh please!

What is it? The infamous 'swipe file.' Have you started yours?

Every so often, you're faced with a blank computer screen and a deadline - your ezine is due, your sales letter needs to be posted, your ad needs to be submitted.

And your mental batteries are completely dead. You're suffering from total and complete writers block. But clock keeps ticking.

This is when you turn to your trusty 'swipe' file for inspiration. For a killer headline idea or theme. For a power word or two.

Now, I'm not saying steal someone else's work, word for word. That's plagiarism, and can get you in a lot of hot water. What you use a swipe file for is inspiration - catalyst to help jump start your brain.

In offline world, for those in know, 'junk' mail is really treasure in disguise. You receive free, every day, new ideas for future pitches. Look through and pull out offers, headlines, pieces that really catch your eye, engage your emotions and make you want to buy.

Then file them away for that mental rainy day.

Dan Kennedy, I understand, has rows of file cabinets full of these treasures, just waiting to be used.

The online world has equivalent in spam. Yes, a silver lining for spam! As with junk mail, look at headlines, look at offers. Save ones you feel most powerful.

I have files called 'solo ads,' 'great headlines,' 'new product pitches,' 'pitches for affiliate programs' ... you get idea.

A Word About Headline Inspiration...