Examples: Additional Content Inspiration (Swipe Files)
LinkedIn Post ‘Swipe File’
A ‘Swipe File’ is used to store inspiration from various types of marketing. A good swipe file consists of items saved from different categories and industries that utilize a variety of copywriting elements. Swipe Files are not used for stealing, but rather gaining inspiration from other work. If you are feeling uninspired you can browse through a Swipe File to kickstart ideas for your own posts. DEVELOP YOUR SWIPE FILE
So what should you be looking for in your swipes? – beyond types of posts, industries and categories?
If you want to dig a little deeper into what’s going on behind the copy (and I hope you do), then you could look for any of the following:
A big idea: Is there one? How is it threaded through the post?
Messaging hierarchy: Can you follow a conversation? Or is it muddled?
Formula or frameworks: Is there one? Is it used well?
Voice of customer: Does it sound like something a client would say? Or the way a marketer would talk?
Emotion: What emotion or outcome is being presented? Where is the emotion used?
Elements of persuasion: Is there social proof provided? Are testimonials supporting the conversion? Call to action: Is there a ‘what next’ step for the reader? What action do you need them to take?
SWIPE FILE POST SAMPLES
Liz Willits - Why this post works:
- Relays interesting story
- Motivational mindset as takeaway
- Short and straightforward
Ariel Lee - Why this post works:
- Very personal; humanizes the writer
- Creates a cult of exclusivity-- “if you don’t meet X criteria, you don’t belong”
- Bold
- Intriguing opener…”Listen..I have a confession to make.”
Dave Harland - Why this post works:
- Personal and very honest
- Clever list of relatable thoughts
- Unique approach to a post (letter format: “dear…”, stands out)
Vernon Beckford - Why this post works:
- Challenges perceptions around and excluded market
- Calls out pain points and emotional triggers of target market
- Frames current event based on past industry experiences
- Pushes to create Call to Action of trust by target if they have to “deal’ with similar challenges
Kumar Mangala - Why this post works:
- Open line catchy hook
- Uses stats to call out pain points
- Unique insight challenges reader to review their current practice
Peter Laughter - Why this post works:
- Personal story conveys thoughtful reflectiveness
- Challenges the reader to do the same
- The end inspires intrigues and encourages comments
Dan Nelken post 1- Why this post works:
- 5 very unique takeaways that make you stop and think
- Loose engagement prompt at end that conveys a benefit tone to reader: “use this and go create for yourself”
- P.S. at the end inspires intrigues and encourages comments
Warren West - Why this post works:
- Comparative response to a situation
- Demonstrates best practice for direct desired outcome
- Champions reader to apply learning
Sam Moss - Why this post works:
- Useful insight
- At-a-glance takeaways
- Short and sweet
Steven Bivens - Why this post works:
- Strong opener
- At-a-glance takeaways
- Clever list of insightful gains
Dan Nelken post 2- Why this post works:
- Hook = about a paradox. “I used to think commonly-expected X, now I know it’s really Y.”
- One unique insight/strategy as a takeaway
- Gives examples
Jason Bryll - Why this post works:
- Challenges reader’s point of view
- Gives actionable steps to take
- Call to action is clear
Eddie Shleyner - Why this post works:
- Very personal
- Good mindset takeaway and simple insight: “Affect yourself first.”
- Non-generic quote: Though Robert Frost is popular, readers may not have heard this one before. Adds a nice touch to the post.
Rajiv Nathan - Why this post works:
- Nice list of very specific and unique tips
- Each tip punctuated by an emoji and easy to read
- Informed by personal experience in the field (he’s a commentator for MMA sports)
Erin Balsa - Why this post works:
- Very strong opinion, controversial
Kendelle Pollitt - Why this post works:
- Shares insightful information with reader / target audience
- Acknowledges the author by citing them giving credit
- Adding value to their reader and cross market
David Altemir - Why this post works:
- Target audience clearly identified upfront
- Clear title hook for live workshop / result mechanism
- Generates excitement
- Easy to read with emojis accents
