It’s a big no-no for any business person and writer to copy the work of others when writing their own real estate marketing materials.
However, it has been a common practice for most direct marketers to use copies of previous mails they have received. Some may consider it plagiarism, but the truth is this is not entirely the case. Let me explain why.
The term being used is “swipe-file” where in you collect all the mails you received from other marketers who may have the same offer as yours or from other business. You have this collection mainly for the purpose of finding marketing terms which you think are effective to use for your marketing plan.
But it matters not, because your purpose in keeping this file is to read these letters, over and over again. And then read them once more. This time read them with an eye to the specific words. Which words or phrases are used that generate an excitement for the particular product?
In order to come up with something your own, you need to be creative with the help of other people’s work. In fact, some people gets to be more inspired and come up with better ideas when “using” other people’s work.
You are merely studying other people’s direct marketing materials and this is totally different from copying their mails. In fact, this method has been used by some of the most successful real estate marketers for years.
A swipe file has been used by all of the most successful copywriters for years. If you aren’t already receiving some type of direct-mail from a variety of firms, contact some. Tell them you’re interested in being placed on their mailing list. You don’t need to tell them why!
If you can, why not read out loud these real estate marketing materials like what poets and creative writers do. This is actually an effective way in hearing and feeling the impact of the words used in the copy.
Then place it in your swipe file. Add it to your storehouse of copywriting words. Not only do you know have a jump start on ideas for your next mailing, but you have a little stash of ideas – all safely tucked away – that you can pull out the next time you’re stuck for a word or a new reason to create a sense of urgency on the part of your reader.
A swipe file, if used properly, it’s neither stealing nor plagiarism; it’s inspiration, pure and simple. And who among us can’t use a little more inspiration?