7 Lines from My Swipefile that AI Cannot Write

This week, YOU, , are joining 1000+ people who’ll get this 6th edition with a new style.

I’m trying to turn this into a newsletter that’s more example-led with insights ranging from marketing and advertising to copywriting, messaging and positioning.

The first edition has turned out to be pretty exciting.

Let’s get going!👇🏻

In September 2025, I started building my first official swipe file that is now publicly available.

Why? Because I fell in love with Pinterest.

It's dead simple.

It's easy to use.

It's free.

Plus, their recommendation engine is top notch. Beat that, paid tools that ask for $30+ a month.

Although, to be fair, I still used a paid swipefile tool sponsored by a client just to save and analyze META ads...

But my Pinterest is 90% the kind of ads I really like. Short and succinct with a message that's hard to copy.

Here are 10 favourites from my swipefile:

1. Kodak

Prince Charming changes to Prints Charming.

I used to think swapping a word might be clever wordplay but turns out swapping just some letters is even better.

Here's what I've noticed: The more unchanged the original quote or source remains, the more rewarding it gets to read the twist.

2. The Children's Defense Fund

This line devastated me. Because it hit me like a truck. The cost of teenage pregnancy can shatter adolescent dreams.

Pro tip: Focus on outcomes because outcomes show impact.

3. Toyota

I can't believe we've forgotten what real search used to look like. From the hunter/gatherer era.

Thanks to Toyota, this line brought back the real meaning for search and the way it fits into the context is a chef's kiss.

4. The Guardian

This one’s a certified banger. The sarcasm is 11/10 and the big idea hits you right in the feels.

I love short copy but the beauty of communicating so much in so little is so inspiring.

5. Adidas

It’s sassy, confident and full of itself, I love it!

But are you even a champion if you aren’t even a little bit arrogant!?

6. Anonymous

If you want to show that the stakes are high, just mention something that carries a lot of weight. In this case, it's Nike.

And it has two interpretations: You're sponsored by Nike now so you can't give up.

Or

Train so hard that a big opportunity like Nike might come along your way.

And both are beautiful, motivational and inspiring.

7. Vander Zander Inc

Know your audience well + relate it cleverly to their biggest objection = A line that nails the delivery

I’m not showing you a sneak peek inside my wipefile so you can blatantly copy-paste these lines and just change the words or the format to fit your context.

I’m showing it so you can understand how to think well.

Templates, frameworks and knowledge is important but it’s not until you see and write copy in the wild that you truly understand how good copy is written + what it means.

I hope these lines, that I bet AI cannot right, put you on the right path.

Oh! And pro tip: Start building your idea swipe file on Pinterest.

That’s it for today!

What do you think about these lines and today’s newsletter?

Hit reply & let me know your thoughts, !

P.S. Don’t forget to tell me your favourite thing about this newsletter. I’m collecting responses to build the next thing in this space.

Cheers!

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