Russell Brunson

That's why not only do I love reading their ideas, I love looking at their old ads.

Even to this day, I have literally,

I would say probably 10,000 swipe files.

Swipe files are old ads like this where you can see, like here's the headline, newly discovered, Pepsodent mouthwash, three to 11 times more powerful than other leading antiseptics.

Check bad breath far longer.

Check for bad breath far longer, right?

Look at the headline, how powerful it is.

Like it's very specific.

Pepsodent mouthwash is three to 11 times more powerful.

Okay, now you say, Pepsodine's way more powerful.

We found that Pepsodine's more powerful than our competitors.

That's okay, but three to 11 times is very specific, right?

How do you take that?

I can say, well, newly discovered, ClickFunnels funnels convert three to 11 times higher than our competitors, right?

Because our load page speeds faster, our funnels are more simple, blah, blah, blah.

I can easily go and I can weave those things in, right?

So I look at these as an idea for how can I write a headline based on that?

And so again, I love these old books, these old swipe files.

In fact, one fascinating thing is Dan Kennedy, if you have a chance to ever go to Dan Kennedy's house, in his basement where it's like the Mecca where all marketers want to go and spend a day, right?

You pay Dan a ton of money, he lets you come to his basement for a day.