What is a Swipe File, and Why Every Marketer Should Have One
Ever feel stuck trying to create that perfect campaign? You’re not alone. Whether it’s writing copy, designing ads, or mapping out email sequences, sometimes inspiration just doesn’t show up when you need it. This is where a swipe file becomes your best friend. It’s not just a stash of marketing gold—it’s your go-to source for creative ideas and practical solutions.
In this post, we’ll walk through exactly what a swipe file is, why it’s a game-changer, and how to start building one that helps you create smarter, faster, and more effective campaigns.
What Is a Swipe File?
A swipe file is a carefully curated collection of marketing content that’s grabbed your attention for all the right reasons. Think email subject lines that made you click, ads that stopped your scroll, or landing pages you couldn’t help but explore. It’s not about copying someone else’s work—it’s about borrowing inspiration from things that work and making them your own.
Imagine it like a personal toolkit. When you hit a creative roadblock (and you will), you can open up your swipe file, take a look at what’s worked elsewhere, and find ideas to spark your own brilliance.
Why Every Marketer Needs a Swipe File
1. Inspiration Without the Wait
We all have days where the ideas just aren’t flowing. Instead of waiting for that elusive “lightbulb” moment, a swipe file gives you instant inspiration. Flip through examples and suddenly, that next big idea is right there.
Example: Need a snappy subject line? Check your swipe file for subject lines that made YOU open an email—and tweak one to suit your campaign.
2. Skip the Blank-Page Syndrome
There’s no reason to reinvent the wheel every time you create a new campaign. A swipe file gives you tried-and-tested structures and templates, so you’re never starting from scratch. This is especially helpful in B2B marketing, where consistency matters and deadlines are always looming.
Example: When building a landing page, refer to a high-performing one you’ve saved. Recreate the flow and CTAs, but tailor the messaging to match your audience.
3. Stay on Top of Trends
Marketing moves fast. What’s effective today might feel outdated next month. Your swipe file helps you spot patterns and trends early, so you can keep your campaigns fresh and relevant.
Example: Maybe you’ve saved a clever B2B LinkedIn post that got huge engagement. Now, you’ve got a reference point for your next post—no guesswork required.
4. Create Consistency Across Teams
When you’re working with teams—or scaling a business—it’s essential that everyone stays aligned on tone, messaging, and style. A swipe file becomes a shared reference your team can use to keep content on-brand and consistent.
Example: Onboard a new team member by giving them access to your swipe file. It’ll help them quickly understand what great work looks like for your brand.
5. Turn Good Content into Great Content
Great marketing is rarely 100% original. The best ideas come from remixing and refining existing concepts to fit your message. A swipe file shows you which elements—headlines, CTAs, or visuals—create impact, so you can elevate your content from good to exceptional.
How to Build and Use a Swipe File
Capture What Catches Your Eye
Start by saving anything that grabs your attention—emails, ads, social posts, landing pages. Tools like Trello, Notion, or a folder on Google Drive work well for organizing them.Organise Your File by Category
Group examples by themes: “ad copy,” “email subject lines,” “landing pages,” etc. This makes it easy to find inspiration quickly when you need it.Analyse Why It Works
Don’t just collect at random—make notes about what makes each example effective. Is it the headline? The structure? The emotional hook? Understanding the “why” helps you apply these insights to your own work.Adapt, Don’t Copy
Swipe files are for inspiration, not duplication. Use the examples as a starting point, then personalise them to suit your brand voice and audience.
In marketing, you need to be both creative and efficient—and that’s not always easy. A swipe file keeps you moving, even when the ideas aren’t coming naturally. It’s your lifeline to inspiration, a tool that helps you work smarter, not harder.
So, if you don’t already have a swipe file, it’s time to start building one. Over time, it’ll become one of your most valuable resources—ready to spark ideas, drive consistency, and keep you ahead of the curve.
And who knows? The next time someone’s stuck for inspiration, they might be swiping from you.
As a marketing consultant with over 20 years of global experience in B2B SaaS, I focus on helping Media, Tech, and eCommerce companies navigate their journey from start-up to scale-up. If you’re interested in refining your marketing strategy or just want to connect and share ideas, feel free to get in touch! And I'd love for you to connect with me on LinkedIn.
