Why I delete One Swipe Nancies from my list
Published: Tue, 10/27/20
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For someone reason, I'm blacklisted from your emails
I've tried to opt into your list multiple times and with different emails. Each time I get the welcome email but not your broadcasts (weird I know).
My coach and mentor says I need to get onto your list ASAP to learn from ya.
Hope you can help me out.
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My response:
Ignored.
And the reason why is because of the email addresses he was using. For the last several years, I’ve instituted a policy for new website subscribers where whenever someone with an email address containing the word "swipe", or "swipes" or anything related to that subscribes... I delete 'em on sight.
Why?
Because they're most likely clueless.
And almost certainly subscribing for the wrong reasons.
Yes, I used to be a big fan of swiping, too.
And there is a proper way to do it that makes sense. But when I started doing copywriting assignments in the really competitive markets, I discovered I could only keep relying on swipe files for as long as I could afford to lose. And these One Swipe Nancies who can't think or problem solve, and who infest the online marketing world are not only doing themselves a disservice, but they make for terrible customers for Yours Unruly, too.
I’m not saying to not have a swipe file.
But, for emails, they are especially overrated.
And, especially stupid.
Here are a few reasons why:
* Ad appeals that worked before for an email (or for someone’s unique personality) may not work for you
* Sometimes ads that "killed it" (supposedly) did so only because the other ads they competed against sucked or for reasons that have nothing to do at all with the copy
* Market "awareness" often changes
* Market sophistication often changes (See Gene Schwartz's "Breakthrough Advertising" book for more on "awareness" and “sophistication")
* Possible copyright infringement
* You simply cannot “swipe” a personality — and the best emails are heavily personality-based
Again, I’m not anti-swipe file.
I'm just anti swiping the way a lot of internet marketers and copywriters do it. Swipe files are great for idea generation, inspiration, and templates for headlines, opening paragraphs, bullets, etc.
But the ways a lot of these swipe file junkies do it?
Stoopid on a stick.
Anyway, a few of these schlubs who put the word “swipe” in their emails slip through.
But I catch most of ‘em.
And am always on the lookout for any I missed.
All right, on to the business:
As far as people obsessed with swipe files go, I highly advise against those types being in my World at all. But this goes quadruple for the November “Email Players” issue which is about copywriting mastery, and will go completely over the head of anyone relying upon, looking for, or bragging about their swipe files. If that’s you, realize you are the opposite of the kind of customer this issue is intended for.
On the other hand:
If you embrace hard work, then I believe this issue’ll probably be right up your alley.
To subscribe in time before I send it to the printer, go here:
https://www.EmailPlayers.com
Ben Settle