I confess. My parents taught me well. They taught me not to steal. And all my journalism professors taught me well. They taught me not to plagiarize.

But in the realm of direct marketing there’s a device called a “swipe file.” And while it sounds like a license to steal others’ writing word for word, it really isn’t. In fact, it’s far from it.

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.

You then use your new knowledge on the marketing impact of these words in your own real estate direct marketing copy. You don’t use the same sentences or even impart the same idea in your real estate direct mail. You are just using the ‘words’ to market ‘your own ideas.’

What word or phrase can you use to your advantage in your own mailing. I’m not telling you to copy the paragraph word for word. Not only is this illegal, it’ll be highly ineffective as well. But choose a word or two you like and work it into your next headline.

In this way, you are not committing a ‘direct mail heist’ when you keep and study other people’s direct marketing materials. Successful real estate marketing professionals have adopted this as SOP.

If you still don’t have enough collection of real estate direct mails, why not call them up and tell them you want to receive from them. This way you’ll be able to study the make up of their sales letters.

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.

Lastly, don’t feel guilty that you are committing a direct mail heist or that only uncreative and mediocre copywriters keep files of other people’s work. In fact, you are dead wrong. The most successful copywriters such as David Ogilvy do not hide the fact that they get inspired by other people’s ideas to help them create their own unique and successful copies. So, instead of getting frustrated about not being able to start writing your real estate direct mail copy; go read and be inspired by how other people use words for direct marketing!

Related posts:

• Real Estate Postcard Marketing Tip: Pass the Half-Minute Test
• Real Estate Web 2.0 Marketing -Using Real Estate Web 2.0 Blog Marketing for Your Real Estate Marketing
• RSS Reader – 7 Sure-Fire Secrets to Reap More Profits With Real Estate Marketing
• Blog Pinging-3 Lesions Every Real Estate Investor Must Learn on Using Real Estate Web 2.0 Blog Marketing
• Managing Your Real Estate in Costa Rica While You Live Elsewhere