Gary Halbert was both a great copywriter and a great teacher of the art. He had a knack for making the process of creating great ads simple.

A great lesson Gary taught was how to use winning advertising and business models. Instead of creating your own from scratch. Pretend you decide to write a special report on horse racing.

What’s the best course of action?

Should you study weight loss science? Should you spend years doing clinical trials? Should you roam the world looking for the perfect diet plan or diet pill? Well not really. Because there is a much easier way to access the most cutting edge weight loss science, clinical trials and new diet breakthroughs. Without doing all the work yourself. Curious? Then listen to this.

Rather than doing things the old school way, Gary might tell you to go out and get the best sellers on health and fitness. Take all these books and start reading them. As you do so, write down notes in a notebook. Make sure to extract all the really juicy stuff readers would be hot read about.

Armed with this research you write your version of a health and fitness book. Only this book has all the great info from the other books you read. The exclusive details that bring value to your book. The end product is a book filled with the very best information on health and fitness.

Smart.

This lesson applies to crafting promotions. You can shortcut the entire process and create great space ads… websites… and… other forms of advertising quickly.

The technical term for this copywriting technique is called… swiping. And boy does it ever work! Gary even held an entire seminar on copywriting. The bulk of that seminar focused on how to swipe blockbuster ads ethically and legally.

Look, if you don’t want to become a top notch copywriter and don’t have time to learn all the formulas, etc. then swiping is the way to go. All you have do is learn how to do it right.

Do that and you’ll experience these benefits…

** Writer’s block will no longer exist. You’ll know where to start and ad. You’ll no longer be figuring out what to say. Because the swipe ads give you all that information.

** You’ll crank out ads in record time. The swipe ad is there to help you write faster. You no longer have to figure out what to say to a prospect. Everything is there for you in the swipe.

** The ads you write could be three times more responsive. Think about it. You are essentially modeling success. When you do that success is on your side.

So the idea is to build a swipe file and use it when creating ads.

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