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...

Now, just give me a second here.

Remember when you first started learning how to write copy? Whether for a classified ad or a sales letter, it was drummed in that it had to be a 'compelling offer,' heavy on benefits, not features.

But, telling difference between benefits and features, plus putting together offer in a convincing way, was a bit tough.

Then, late one night, I stumbled (clicked?) onto a secret treasure trove of ideas, that I've continued to use to this day.

If you want to hear benefit-laden offers presented in a emotional and compelling manner, just watch infomercials!

Note how they effectively use following (think you could incorporate any of these in your offers?):

*Testimonials. The participants describe products used on a very emotional level. Because they took a chance and ordered, their complexions are now clearer, waistbands looser, their meat grills easier (and with less fat)...

By positioning testimonials in such a way that audience identifies with them makes 'what's in it for me' come across in a very clear and compelling way.