Writing Great Headlines with 'Swipe Files'

I once spent a stint working for a small weekly newspaper, where there was only a staff of three. So not only did I write and edit, but sometimes I created page layouts. More often than not I wrote headlines.

One thing my editor taught me was that it's perfectly acceptable to 'steal' ideas from other papers, magazines and websites if you find something you like. So I started keeping what is known in the business as "swipe files." This is simply a resource that uses the best copy that has already been printed. It then helps jumpstart your brain and then helps you generate your own headline ideas.

A swipe file can be a godsend for those who otherwise struggle trying to write great headlines. Let's talk about why.

In well-known, well-established publications, copy editors are paid big bucks to create great, memorable headlines. Most of these publications have a professional person who does nothing else. Also, those print advertisements that catch your attention use headlines created by copywriters who do nothing else but generate excellent copy. What's more, even those professionals use their own swipe files. It's such a time-honored tradition that nobody really considers it cheating; it's just the way effective copywriters operate and have operated for decades.

Regularly studying your swipe file can be a great learning experience. It will help you to see what works and what doesn't. Once you have a good grasp of the difference, then you can start generating your own unique material.

Let me offer one warning, however. Swipe files are so well-appreciated that some people, out to make fast and easy money, have begun selling swipe files online which offer pre-done copy that is supposedly easy to customize to your own project. You would do well to avoid these "instant swipe files." For one thing, you will never really learn about why certain copy is effective by using a cut-and-paste approach like this. Also, there will be a tendency to choose the wrong template for a specific project. Better to start first with the project in mind, and truly tailor something to that project.

If you haven't already done so, start building your swipe file today. Almost immediately, you should see an improvement in the quality of your headlines. What's more, these better headlines will usually result in higher readership and traffic for your site.

In the future, we'll discuss several headline formulas that many people have found helpful for their own work.