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A Copywriter’s Journal for Using Swipe Files

Hi there,

Last week I went to the acupuncturist. My tummy has been bloated for a couple of months. It doesn’t hurt. It just looks like I’m pregnant after I eat. The doctor recommended I try going gluten-free.

I’m all for eating healthy and I’ve been hearing rumblings about how bad gluten is for us. Then I started reading about it and I’m sold.

Did you know that 2 slices of wheat bread raises your blood sugar faster and higher than 6 teaspoons of sugar?!

Or that wheat has its own opiate that stimulates your appetite. (Yes, really!) It actually binds to the opiate receptors of our brains and makes us hungry. Sounds kind of sci fi, doesn’t it?

So it looks like I’m going down the road to being gluten-free. I know I’m not alone on this journey but it’s a pretty big life shift.

Another shift that’s happening at Red Hot Copy is we’re moving production of our Copywriting TNT ezine (the one you’re reading right now) to every other week until Labor Day in September. 

It gives the team time to enjoy the warm summer days and spend more time with friends and family.

And secretly it gives me time to create more content for you around the Conscious Renaissance and what that means to the marketing world.

There are some exciting developments coming soon! I’d love to hear what you’re working on in the Comments section. Make it a magical week! 





P.S. Just as a friendly reminder, Father’s Day is this Sunday, June 16th. Remember your father this weekend.

A Copywriter’s Journal for Using Swipe Files

By Lorrie Morgan-Ferrero, Expert Copywriting Strategist

I have said for years ‘if writers write do copywriters copy?’ The answer is a qualified “yes” but without plagiarizing other people’s work. You can be inspired by someone’s headline and create your own using that headline as an example but not a clone. You may find magazine ads that draw your attention or a website that sounds as though it is speaking to you reading every word. That’s just good copy.

Whether you’re writing your own copy or hiring someone, you need background materials. Do your research by starting a collection of competitor’s ads and sales literature. I do this by grabbing some large ziplock bags to hold my collections. Every time I find a press clipping or a sample of a product/service that says to me ‘I wish I had written that’ slip it into your bag.

You aren’t the only one looking to woo your target market, you know. Learn about what other methods your competition is trying. Pay attention to what’s going on around you. (By the way, competition doesn’t have to mean adversarial. Surely you have a strength to deliver to the market they don’t. And vice versa. Think of creative ways you could partner or joint venture.) 

Some ways to get into bed with your competitors, so to speak, is to do what they do. Subscribe to the publications they read, both online and offline. Join the groups they’re in. Pay attention to how they promote themselves and follow suit. Here are some examples of ways to conduct competitive research.

  • Subscribe to their ezines using a free email account (Hotmail or Yahoo). 
  • Discover their USP
  • Read listservs (online special interest forums) they would be interested in at 
  • Competitive history (the Wayback Machine shows archived websites on the web so you can follow what changes they’ve made).
  • Visit Standard Rates and Data Services for background on specialized magazines and advertising kits.

When you are ready to write your next sales letter open your collection and start reading through them for ideas. You may find their style gets your creative juices flowing. There are newsletters from some of my favorite marketers that I just can’t let go of because I dig their way of talking to me. These are brilliant ideas that flood your mind helping you write the way they do.

‘The Story of Two Men Who Fought in the Civil War“, was written by Martin Conroy in 1919 for the Wall Street Journal. This letter made the Wall Street Journal over one billion dollars. It was 2002 before Malcolm Decker bested Conroy’s story and made them even more dollars.

ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at


Who doesn’t love a good deal? I know I do! I My hairdresser turned me on to
Groupon  that gives daily coupons via email or your smart phone. You choose the area and your interests. You’ll be surprised at the savings you can get! Plus you might consider using Groupon to advertise your OWN business!


Need Professional Help With Your Copy?

If you think I could help you with your copy, set up a ticket at with your ideal timeline and rough budget so we can get back to you. I can’t make promises we can work you in but you never know if you don’t ask.


Here are our advertising guidelines: We welcome 50-word ads contained in one paragraph with one live link. Ads must be professional and do not contain suggestive or adult material.

Our deadline is Thursday for all ads for the following week. Our ezine is published on Wednesdays. Lorrie approves all content before any ad is accepted for her ezine, Copywriting TNT. You can advertise monthly or weekly.

Here is the link to purchase an ad (please cut and paste this link into your browser).

Up the ante when you purchase 4 consecutive ads for only $300 with no ad changes. Weekly ads pay the one-time rate of $100 each.

NOTE: We apologize for any inconvenience when using this or any other resource recommended. While we work to provide you with the best content it doesn’t always work out as expected.


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