I’ve had it on my iPhone for weeks now and only started using it last night started. Wowza! This is the electronic swipe file application I dreamed up in my head in the late 80s. Seriously.

Now there’s no excuse not to start and keep a swipe file. And Evernote makes it far easier to sort and find that little piece of information you just know you put somewhere.

I refer to my swipe file several times a month but I recently purged my office and made the mistake of purging some things I hadn’t used in years — just to save file cabinet space. Had I scanned it and put it on Evernote, well, you see where this is going. I would’ve had what I needed.

That’s it. Just wanted to make you aware of Evernote if you weren’t already. I’m off to start filling up my own Evernote swipe file …

© JanO for , 2010. | Permalink | No comment | Add to del.icio.us
Post tags: business, business writing, communication, copywriters, Evernote, iPhone, swipe file, writers, writing

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Early in my career I worked for a regional publication. My first day on the job, I could barely contain my giddiness at actually being paid to sit and read their magazine. Oh, how I loved that job!

One of the best takeaways from my publishing experience was the concept of a swipe file. A swipe file is simply your own file of good writing and creative examples: tearsheets, quotes, headlines, photos, direct mail pieces … pretty much anything that will inspire you.

My own swipe file includes Kelly Benham’s rooster story, a sweepstakes entry from Mary Kay, a well-crafted profile piece of the Barefoot Contessa and a kick-ass autoresponder from an obscure e-commerce site.

Start your own file right now — either physical or electronic  (I use both) — and then add to it over time, making sure to weed out things that are dated or no longer to your liking.

Keeping and using a swipe file is a good way to overcome writer’s block and inspire a creative breakthrough. Sometimes reading a well-crafted sentence or seeing a sample of what you’re working toward is enough to get those creative juices flowing. And who doesn’t need that from time to time?

© JanO for , 2009. | Permalink | One comment | Add to del.icio.us
Post tags: advice, dialogue, great copy, hate to write, how to write, ideas, inspiration, non writers, self-publishing, shortcuts, typing

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As part of my new post-op lifestyle, I choose to eat a high-protein, low-carb, no-sugar diet. And to do that, I use whey protein powder and bariatric protein supplements.

I recently ordered some vanilla whey protein powder and was not only surprised to receive it within 2 days, but I also received a personalized email follow up exactly one week after my order.

The email confirmed that I’d made a smart choice (nice!) and offered both a helpful hint and a link to an article to help me get the best results (value add). This is one for my swipe file. Why?

Because the email was:

• Relevant
• Concise
• Conversational
• Personal
• Helpful

And, better yet, I’ve not been bombarded since with emails I didn’t opt into. A simple follow-up email based on your customer’s interaction with you will go a long way toward building relationship and loyalty. You can bet I’ll shop there again.

© JanO for , 2009. | Permalink | No comment | Add to del.icio.us
Post tags: customer, customer service, email, good customer service

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The paragraph is why this mega-entrepreneur wrote this particular book — and it’s also why he has such a following.

Read on for a beautiful example of original, attention-getting copy in a unique voice that coaxes, entices and begs the reader to want to know more. It’s one for my swipe file, that’s for sure:

I wanted to provide hardcore information to hardcore people who want to kick ass, and I wanted it in something you can hold in your hand — a book. Why? Because a book boosts up faster than a blog and is not dependent on Internet connectivity, battery life, or the ineptness of HTML printing.

© JanO for , 2009. | Permalink | No comment | Add to del.icio.us
Post tags: audience, content, copy, Guy Kawasaki, inspiration, marketing, relevant copy

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