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In episode 63 of the Customers Who Click podcast, I had the pleasure of chatting to Corey Haines about swipe files.
If you don’t yet have a swipe file… You need to change it ASAP. If you see a decent landing page, you can save it for future reference. A great email campaign from your favourite brand? You guessed it - you can keep it for inspiration for later.
Every marketer needs a swipe file, a base of knowledge you can refer to when working on a campaign. Marketing can only be mastered by doing it - courses, guides and marketing degrees teach you certain things, but they don’t give you practical knowledge. Plus, there’s no need to reinvent the wheel for every landing page or email; instead, if you see something is working, save the idea, find out why it’s working and apply the principles to your business & customers.
Corey is the founder of SwipeFiles, community, courses, and content to master marketing curated in one place. He’s a marketer, maker, and proud pug owner. Previously the Head of Growth at Baremetrics and first marketing hire at Cordial, Corey has consulted with dozens of startups on marketing and growth including SavvyCal, Evercast, Riverside, Holloway, Beamer, and Timetastic. You can connect with him on LinkedIn, Twitter or head over to www.swipefiles.com.
09:55 - 18:51 - What Are Swipe Files And Why Marketers Need to Use Them - Swipe files are nothing new. You’re probably familiar with vision or mood boards where you collect content for inspiration - swipe files are exactly that but for marketers. So if you see a CTA or a headline you feel is particularly enticing, save it and reflect back on it to try to figure out why that is and if you can replicate it for your brand. Even better if you reach out to the marketing team responsible for the CTA/headline to ask them how it worked etc. They might not reply but you never know.
19:10 - 21:42- What are the Biggest Mistakes People Make with Sipe Files - The biggest one has got to be saving everything and anything. You need to set yourself a goal of what type of content is relevant and useful - things that make you stop and think. What you don’t want is the swipe file to become your browser history because the stuff that really matters will get lost and you’ll still be where you started.
21:51 - 23:09 - Why Don’t More People Use Swipe Files - In Corey’s experience, people don’t want to waste their time now setting up because they’re not 100% sure they’ll ever use it. But the thing is, it’s one of those things that once you start keeping them, you never really go back to not using them. So they take a while to set up and then take a while getting used to using but once you develop that habit of referring back to them, you’re hooked.
25:21 - 30:00 - Tips on Getting into the Habit of Using Swipe Files - It’s like developing any other habit - it’s a muscle you have to build. It also depends on whether or not a swipe file will be any good for you because if you’re great with remembering things, they probably aren’t. But if you’re forgetful, just save anything you might find useful in the future as soon as you see it or… you’ll forget.
30:22 - 54:37 - Corey’s Marketing Pet Peeves - Talking in absolutes. Want to explore Facebook ads for your business but you have someone telling you it’s a bad idea because it didn’t work for them? Do it anyway because you don’t know why it didn’t work for them - it could have been their lack of expertise or poorly chosen channel to explore. Focus on understanding your customers and what works for them instead.If you’d like to hear more from Corey, you can connect with him on LinkedIn, Twitter or head over to www.swipefiles.com.