Powerful Swipe-File builder
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How I turn scattered marketing genius into a personal goldmine
→ Warning: This marketing hack might make you too smart
I learn a great deal from examples.
At the moment, I’m immersing myself in
the Five Lightbulbs Marketing by Billy Broas.
One insight I gained while working through Billy’s Five Lightbulbs Live course is:
Build your own swipe file with examples for good marketing.
A swipe file is a collection of excellent examples to
learn from and “borrow” ideas.
Usually these marketing pages are very long.
They contain images, text, links, and a lot to digest.
I asked myself…
How can I organize my swipe file so that:
——
→ I can review the landing page in one go
→ Have it available for future reference
(usually, such landing pages get deleted once the main event has concluded)
→ Add my learnings and thoughts
→ Connect swipes by context
Here’s what I came up with:
Following Billy’s suggestion, I installed GoFullPage.
GoFullPage is a brilliantly simple Chrome browser plugin that allows me to capture a complete, often very long landing page in one piece.
Let’s consider an example:
For me, Tiago Forte is a master of brilliant, argumentation-based marketing.
He currently has enrollment open for his amazing Annual Review 2025 (you can find a link in the comments).
Tiago’s landing page is a masterpiece built on years of experience with argumentation-based marketing.
I want to learn from Tiago’s example!
To learn, I take the following steps:
——
1) I capture a full version of the landing page in one PDF file using GoFullPage.
2) Next, I embed the PDF in Excalidraw, where I can make annotations on each element.
Excalidraw is a plugin for my note-making app, Obsidian, that helps me visualize my thoughts.
3) I then analyze the structure.
→ What is the sequence of the argumentation?
→ What is the approach, and what is the offer?
→ What words and images are used?
→ What packages are used?
4) I add annotations directly at the elements
5) I take notes on my insights
6) Later, I’ll introduce Maps of Content, where I can group insights from various analyzed landing pages.
Instead of having scattered notes,
I integrate my insights into my Personal Knowledge Management System.
This way, I can learn from great examples over time.
I can connect insights from many places.
I learn step by step from each example.
This was a brief outline of my approach to learning from great marketing examples.
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Posted on LINKEDIN on 2024-12-02_Mon
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