In the current world of marketing and copywriting, staying fresh and creative is important, but it’s no secret that successful marketers often draw inspiration from others. Whether it’s a catchy ad, a compelling email, or an attention-grabbing YouTube thumbnail, marketers borrow ideas all the time. However, there’s a fine line between copying and being original, and that’s what we’re discussing today. Judy, the community manager and growth operator at CopySkills, walks us through how to use existing marketing tactics as inspiration while making usre that your own work remains original.
Using a Swipe File
One of Judy’s first pieces of advice is to start with a swipe file—a collection of marketing materials, ads, or pieces of copy that you like and think are good. These can be a constant source of inspiration whenever you’re stuck. Whether you create your own swipe file or get one through her recommended resources, this tool can be important for creativity and inspiration.
A swipe file isn’t just a copy-paste reservoir; it’s a bunch of ideas to draw from when writing something original. Judy emphasizes that you can use the format or structure of a successful campaign but fill it with your own story and message. This is how you can “copy” a tactic without copying the content.
How to Copy Without Copying
Judy gives an excellent example of how to take inspiration from someone else’s work and still make it your own. She refers to an email written by marketing expert Grant Cardone, where he tells a story about his daughters going to a private school and links it to financial freedom. Judy shows how you can replicate this structure while incorporating your own personal story. In her version, she tells a story about a classroom experience, tying it to a lesson on control and financial independence.
By using the structure of the original email but inserting her own story, Judy creates something entirely original. This strategy allows you to take proven methods and make them relevant to your audience and your message.
Change the Meaning, Keep the Framework
A key takeaway from Judy’s method is how she adapts core ideas from existing materials and tweaks them to fit her own message. For example, she once received an email with the phrase “DIY copywriting,” which the writer used to promote his mentorship, urging readers to learn copywriting from someone rather than on their own. Judy flipped the concept, using “DIY” to craft her own meaning in a completely different email, teaching readers that they can write copy on their own with the right inspiration.
By changing the context, you can reuse the same framework to tell a different story or deliver a different message, making your work unique to you or your client.
Why Originality Doesn’t Mean Starting from Scratch
A common misconception among new copywriters is that every word must be original. This often leads to writer’s block as they sit in front of a blank Google Doc, cursor blinking, and creativity stalled. But, as Judy points out, inspiration often stems from existing work. Creativity is born from reading and absorbing a lot of material and reinterpreting it in your own voice.
She shares another practice technique: watching a video sales letter (VSL) and rewriting the sales page based on it—without copying verbatim. This exercise not only sharpens your copywriting skills but also shows that your originality lies in how you present the information, not in the information itself.
The Power of Practice and Inspiration
Ultimately, being a good copywriter means taking the information provided—whether it’s from your client, a VSL, or another source—and transforming it into compelling, persuasive content. Judy advises that practicing with existing materials, and reworking them to fit your own voice, is the key to mastering this craft.
If you’re worried about copying too closely, remember that good copywriting is about connecting with your audience. Whether you’re tweaking a Call to Action (CTA) or repurposing a story, your goal is to make the information more engaging, readable, and convincing for your audience.
Conclusion
Judy’s lesson is simple yet powerful: you don’t need to reinvent the wheel every time you write copy. Inspiration is everywhere, and there’s no harm in borrowing ideas—as long as you make them your own. By using strategies like building a swipe file, adapting structures, and adding personal stories, you can create content that feels fresh and unique.
So, next time you’re feeling stuck, don’t stare at the blinking cursor. Open your swipe file, get inspired, and remember—creativity doesn’t happen in isolation. It’s about taking inspiration and turning it into something that’s uniquely yours.
Want a Swipe File?
If you’re interested in having your own swipe file, Judy offers one for free when you sign up for “Fastest Path to Cash.”. Just reply to her welcome message with “swipe file,” and she’ll send it right over!