here's what the pros don't tell you Apple's best ads stolen from Nike Nike's best ads stolen from politics best political ads stolen from religion and this is what a swipe file really is it's your personal Vault of proven winners and today we're going to teach you how to build your very own swipe file uh where to find winning material the exact system you to organize it all and how to legally steal without copying um because in 25 30 minutes you're going to have a bigger Advantage than most 20year entrepreneur veterans uh I hope you enjoyed this episode uh see you in [Music] there all right today we got a special episode we've got Jordan he's an operating partner at lay checkout he works directly with me we are constantly sharing interesting things together on the internet within so that we could steal like an artist and if you're an entrepreneur stealing like an artist is going to get you ahead um so I brought Jordan on so he can teach you do a master class a tutorial on how um you could use the internet to to Spur your creativity how to save some of the things you see how to remix those things and why that's going to help you build a more profitable company um get you more customers validate your ideas um this is you know helps you take entrepreneurship from hard mode to less hard mode I'm not going to say it's easy right entrepreneurship is hard you know that building ideas is hard but I think that everyone needs a swipe and in this episode um we are going to talk about how we take inspiration how we turn it into swipe files and how that inspires us to build more profitable products without further Ado Jordan Take it Away share your screen live cook you know by the way people you got to stick through this whole episode to actually uh get the juice because I want you know if you stick through this whole episode you will leave with the ability to create your very own swipe file and the ability to sell which is the actual goal swi files are cool dollars are cooler so let's let's do it you know how many ads you see a day uh hundreds thousands I did some research it says four I don't know if this is like legit or not it's from goat goat fuel.com and they say 4,000 to 10,000 ads a day and you know the famous saying if it's free then you're the product you're the product people 10,000 ads a day you're being the product so creating a swipe file is good because you're turning that consumption into future creation and future Revenue potential because I think the best way to learn how to sell is studying how you got sold so let's cook a little bit I'm going to share my process you know to each their own but I recommend this one because it's the best I've seen to each their own but do do this yeah to each their own but Link in bio for my affiliate link cool all right so I'm surfing the web as we do and I see this tweet from Greg this is this is just on my feet because Greg just like lives on my feet I guess but oh my gosh by now pay later is not cool well I'm not going to price my my my tool like this because I want to be cool and I need to be uh pricing it in a way that's going to get people to buy now and pay later um or or not do that so how I use it this is I use this tool called my my mind and it's a really cool tool and it has a Chrome extension so if I'm sifting through this I'll click in see it maybe I like the design of this or or maybe I just like the the the saying of it you just have this Chrome tab up here and I like to tag this with got got because anytime I take action on something Click Share stop the scroll subscribe by any action is worth studying and I call that my gotg swipe file you can call it whatever you want but I got inspired by Marshon Lynch he he said a a hilarious funny um a thing he's like I'mma get got but I'mma get mine before I get got though and so that's the God got Swip file do you use my mind or anything like this I don't I'm actually one of those people that books marks things on X and then it just gets completely buried and I never go back to them so I know a lot of other people are like me because I was actually looking at my X analytics this morning and I noticed that in the last 28 days I've gotten 100,000 bookmarks on my content so that means that PE probably a lot of people listening bookmark my content um and they are probably like me they probably lose track of it it's very I mean yes there's fold on X um but it's it's not designed really to capture inspiration that's not why people uh it's not why the product managers product designers at X you know they want to create engagement and you know it's not about inspiration so um show me show me my mind yeah so that just went convinced me shh don't tell anyone but I've got 30 plus startup ideas that could make you millions and I'm giving them away for free these aren't just random guesses they're validated Concepts from entrepreneurs who built hundred million plus businesses I've compiled them into a one simple database compiled from hundreds of conversations I've had on my podcast but the main thing is most of these ideas don't need a single investor some cost nothing to start I'm pretty much handing you a cheat sheet the idea bank is your startup shortcut just click below to get access your next cash flowing business is waiting for you yeah for sure so that just went into just my mind which is everything that is a little scary showing everybody my my mind uh but um so that just went here and I got got the tag here so you can just tag and this basically creates a just a mood board of all of the things that you've gotten got with so like anytime I've signed up to a newsletter I usually am pretty religious on which one got me um and like I wanted this lead magnet for example it's like this guy killed it even though he did like Jack butcher style visuals uh he he got he got me so um I mean he got got from Jack Butcher and and then he created his own visual exactly the internet is a giant got got Circle uh people taking inspiration from people stealing like an artist I think like what's the saying like good artist copy great artist steal or good good artists create uh great artists steel I think great marketers great Builders remix what you could say is a steal but um I I like that better something that got me yesterday was this what am I looking at what are you looking at I mean it looks like it's an ice cream pint with fried chicken in it it's it's ice cream Fried Chicken literally this is ice cream no way with a chocolate bone right and like cornflake waffle cones on the outside that's insane and I just stopped the scroll immediately and I just wanted not Fried Chicken ice cream wasn't even in in in the the shoing for it but I was so is this a real product yeah this is a real product made in Charleston South Carolina I signed up for their like little like uh location um like tracker like when when it would when it find out when it's near you because like this like if this was just a normal waffle cone it could be the best ice cream in the world but no one would try it so I think this this is interesting in 2024 2025 and Beyond is you have to create scroll stopping unique things that are packaged in different ways to stand out so when you see something like this like we're not working on any ice cream products we don't really work in cpg that much so like what about this is relevant to creating you know SAS products or paid communities and stuff like that like why why is this relevant to you yeah so I look at like when I'm Windows when I'm on the internet I view it as like I'm Windows shopping yeah this isn't directly applicable to us I have no desire to make an ice cream but I think the principle is what stands out it's a scroll stopping pattern interrupt and so when we're designing like software products or landing pages or you know ads I go back to this and say like how could I be like not fried ice cream not Fried Chicken ice cream and tether it to the same principle that got me to stop the scroll and not just do what everyone's doing yeah I mean this could be applied to anything right like it's it's what is this if you break this down it's what are two things that don't normally go together uh like you don't think of like fried chicken and ice cream and then making it one Fried Chicken ice cream um using really nice contrast um the blue almost like a blue sky um with a cold kind of like concrete um you know you have the hot and the cold right the the hot chicken the cold ice cream so like when you when you truly break this down you could apply this to creating an ad for any sort of digital product or software company um and that's why to your point it is a remix it's not a steal it's like I'm inspired something about this got me therefore now I have a framework for how to actually come up with a a visual for whatever it is I'm doing okay I like this what else what else do you want to show I think this was incredible by Colin and Samir this uh thumbnail was so good and it I'm a subscriber to their Channel but I think I saw it on on X or something and it it it stopped me in my tracks did you see this I did see this I did see this I mean the difference between a good thumbnail and a actually I should say this let me let me back up the difference between an exceptional thumbnail and a great thumbnail is actually a big difference like Colin and Samir could have just put in a great thumbnail um their click the rate might have been like five six% um but having an exceptional uh unique uh thumbnail could be the difference of a you know 8 to 10% the rate now you might be like why does that matter that doesn't sound like that much but that difference of you know 20 to 40% lift and your first few thousand views tells the algorithm that this is a video that people need to watch and that could be the difference ultimately between a video that gets literally 10,000 views and 10 million views so this I saw this and I I was like wow like I haven't seen anything like this um and you just know that so many people like us SC got and this is now going to be like everyone's going to copy it and that's kind of like the curve of the of of of marketing right there's an Arbitrage opportunity that exists in the beginning um but over time it does get sort of played out yeah I think this is like the greatest thumbnail that I've ever seen like I'm I'm not joking because it goes so deep here like Colin is the one holding the the screen it says like hi Colin and the YouTube is about to change with the VR like it is so well done that they they clearly like this inspiration obviously AI is is cool but the level up from the inspo to the final and then seeing the results it just like really makes you think about what are the little nuances the four or five changes I can make to the things that I'm working on that will make take me out of my typical range and get me into an atypical outsized result I like it what else you got got this thing here uh a surge surge.com website audit you land on the page horrible name horrible name just tragic yeah tragic name using your framework for a tofu name this is be below tofu yeah this is not a good name and you hate to see it cuz on their website it says stop losing sales to website Ro roadblocks when it's like they should stop losing sales to not a great name they should but it goes to show you that you can get got with a bad name that's true but that's true wouldn't advise it for for Longevity if I hadn't saved it to the God got swipe file I would not be sharing it today so I just thought this was interesting their landing page immediately one call to action follows the Tweet size landing page framework that we're always that we're always talking about and it immediately got me um I didn't I didn't even have a Shopify store uh at the time and um so you enter this thing in they hit you with this you know where do you want to send your your free website audit and then this is a really cool thing an immediate upsell that they do so this audit is good they're they're about to send it to you via email but if you want to upgrade they give you this onetime offer here to upgrade to um one of their like paid audits so I think that funnel and that user Journey I'd be curious how how well it performs maybe not even on this splash screen but in the back end when they're sending the email because they they have these automated reports in the scraper that automatically judges your site and the output was pretty was pretty cool yeah this is exceptionally well done wow really well done so they hit me with this like immediately page load speed um you can like download this report give me a little like uh uh little status thing good stuff needs love like this is exceptional um and it's not beautiful really like this design is like fine but I still yeah I would tighten this up if I if I was them um like so it was actually like readable a little bit but um anyway I think this is like a really cool way to do free tools and get people in the funnel show don't tell without like hitting people over the head with like a long website yeah and obviously this is automated with AI and so there's so many ways that you can I'm sure people listening to this are like wow I can do this in Myspace or or you know there's just so many opportunities here they do it really really clean um yeah they they've got that tweet sized landing page which for for for people who don't know that's it's a it's a it's basically how we build Mo most of our websites or pretty much all of ours right Jordan it's like basically m max amount of uh 280 characters on your website like just keeping it very very tight um and it's a great place to start when you have an idea and you just want to put something clear um we'll actually include we can include in the um YouTube description uh three templates to the Tweet size landing page um I think it used to be 100 bucks for I think we're selling it for $29 now but we'll include that if people want to check it out um but yeah this is great this is this looks dope what what else you got oh here we go walk me through what I'm looking at right now yeah just the anatomy of a of a good funnel and it doesn't even need to be super tight but like what you just walked through is how you think how you need to think about the different stages uh when you're like going out and and window shopping the internet um so it's exactly what what you just said with like starts with media and content at the top it's free value create lead magnets that allow you to capture information and get them closer to you that's more more free value this could be like workshops free tools like surge free gifts um Shout Out J cream with the what was he saying like wag what was the word he was saying the book when he he gives away a free book free book but he kept saying this one word in the in the episode the it was like Waggles or something it was like some acronym about giving free gifts away and he was like like it was like common knowledge anyway free gifts work um and then and then sending email um sending email with welcome sequences newsletters surveys repurposing your your media and content via email I think is a a place that people really don't squeeze the juice like they have all of this content it could be repackaged especially in a world of AI where hey break down the top three points of an hourlong YouTube video and then link the YouTube video you already have that content so like squeeze the juice in in the middle of the funnel and then nurture and convert nurture email educational email courses newsletters surveys another repurposing content via email and then convert is like book calls and put buy buttons on the internet yeah so I mean this is like a got got like I I just got got by this image that you just posted I know it's yours but um let's let's go through more of uh more things I got got you cool yeah one thing I want to say real quick about this is the top of the funnel and top of your like got got funnel needs to be about them like cons like it should be all about them in the nurture you can do about them and start to add you into their lives and then the conversion is all about how you're going to help how you're going to help them and and that's where you have the Liberty to talk about yourself I think a lot of people get this get this wrong where they they start putting themsel in this in this top category to too quickly um quick ad break let me tell you about a business I invested in it's called boring marketing.com so a few years ago I met this group of people that were some of the best SEO experts in the world they were behind getting some of the biggest companies found on Google and the secret sauce is they've got a set of technology and AI that could help you outrank your competition so for my own businesses I wanted that I didn't want to have to rely on Mark Zuckerberg I didn't want to depend on ads to drive customers to my businesses I wanted to rank high in Google that's why I like SEO and that's why I use boring marketing.com and that's why I invested in it they're so confident in their approach that they offer a 30-day Sprint with 100% money back guarantee who does that nowadays so check it out highly recommend boring marketing.com I thought this was really well done so oh yeah when you're creating um the media you get a newsletter subscriber cool you got them they open the first one but they didn't take action on submitting a survey Tyler the uh CEO of beehive uh is doing a really well really good job with this and um I saved it so you forgot something we didn't fill didn't fill out the the Subscribe survey it's a nudge to get that subscriber data it's valuable to know who you're sending to and this is the like the very simple form um so don't be afraid to re-engage the people who have already opted into your stuff yeah that's the lesson learned and I I mean again it's like you got got you saw that and then you had the realization you know the Insight of that right so I think that the mistake a lot of people are going to make is they're going to download my mind they're going to start throwing things in there um but they're going to forget the insights so I almost think it's worth creating like a separate dock or just like maybe you can do this within my mind could you put notes within my mind yeah you can have notes in in my mind so like if I wanted to add the chicken like it's like pattern interrupting nice contrast frame breaker you know whatever I wanted to put in there so that's what I think people need to do cuz and especially as you write it down it will solidify it in your brain around like oh okay then the next time uh you create an ad it just you might you you know you might just think oh yeah Fried Chicken ice cream pattern recogition you know frame breaker it's just going to hit so you you you're just going to refer less back to these things and it's just going to be you're going to be a stronger entrepreneur from it you're gonna be a stronger maker and your stuff's going to hit so um I think that the notes feature really really important here totally and you can add other tags too like if I wanted to say like add ads to this like you can add multiple tags too um yeah I think doing this over six months a year like really being religious as you Window Shop the internet turning your consumption into like curation and then ultimately creation you develop this taste and like subconscious skill that you didn't even know you would have and you start to see things differently and see how behaviors work and if you're building a product that you would use or be the user of which is probably a large majority of people that are building businesses like they have the problem themselves it makes you so it makes if you study how you got sold and you're the potential user of your product you're selling yourself basically so it's easier to sell other customers there's also going to be people listening to this that are going to be like okay good you know well good for you you've got all these amazing sources of you're seeing all this really cool stuff I don't see cool stuff and the reality is everyone who's listening to this is seeing cool stuff like you're seeing cool stuff you might not be seeing cool stuff meaning it might not be like it might be subconscious basically but you are seeing cool stuff everyone is uh it's just about mapping it because you are getting sold we are all getting sold one you know many many many many many dozens hundreds thousands of times per day yeah what else uh what else you got that you want to show this this one I'm going to talk about we've been talking about digital a little bit and I think this IRL to URL lead magnet is so good and this got me probably in 2020 and it's it's still living rentree in the brain so this is forte Labs building a second brand there's a bonus chapter at the end on how to build a second brain creating a tagging system he gives you the URL in the book so I if I bought this in the airport he's going to end up with my email even though that he didn't sell it sell it to me so I get get the chapter and then this is another thing that that I think a lot of entrepreneurs and Builders need to be thinking about is segmenting Their audience so they can give them offers that people want instead of sending an email to 10,000 people you can send five emails to 2,000 each exactly what they want and so Thiago friend of the Pod is using this thing called write message you can see it's a segmenting tool but he basically breaks breaks people out into like hey cool got the bonus chapter now you see him looking to sell you on note taking you know services or products so it's like yes I take notes on paper or no I'm digital if he has 800 8,000 people do paper maybe he builds a paper product if he has Mo mostly on digital maybe he builds a digital um so I think this is a really well done capture pulling people out of your your your uh normal like media Cadence and people who buy your book and and get the bonus chapter so what do what do you think about this I mean I I love it I think it's smart uh it's basically like adding lead magnets in a book so lead magnets we think of as digital because they are digital but just because they're digital doesn't mean that the way you find them need to be uh digitally so I think the Insight like the note that I would write in my my mind would be like where else in the world uh you know is is there an opportunity to get to get someone from IRL to URL based on what I'm building um so I like this I think it's big um and it gets your creative juices flowing so you know it's it's awesome one more IRL for us one one more IRL and then what and then what else do you want to cover yeah just like I've got a little micros sass idea um that could help people build um their their swipe files quicker so you don't have to screen grab and do all this stuff um so this was Pop-Tarts they they uh they sponsored one of the bowl games and they made a giant poptart and it went viral obviously became a meme and I was just captivated by this because usually these big sponsorships are a waste of a waste of money um I would say or like it's hard to track the attribution like a Super Bowl ad Etc but look at the results of this they sold 22 million more Pop-Tarts the next week after after they did this bow game and I bought [Laughter] Pop-Tarts that's funny crazy yeah there you go thinking outside the box and like you can apply this to however you want like maybe there thinking outside the Pop-Tart box thinking outside the Pop-Tart box I like it that's the Insight sure all right so now tell us how we could build our own swipe file in the most efficient efficient way yeah Spill the Beans spill the beans I would download my mind and I would start saving things start tagging notes and really just like follow your curiosity and just start start saving stuff um is what I would say there's other there's other tools that you can use too um this one's pretty cool uh the sublime app that I've been tempted by um it's basically like uh my mind meets Pinterest so you can have like uh um Public public things um but this stood out to me because of their their pricing section which is just really beautifully done I sent you this as a got got you did I was like this is this is dope yeah uh any you know I think a lot about well how do I say this people think a lot about Innovation on product like how do I innovate the product and I think now now we're getting to the point where people are saying okay products are basically commoditized now people are thinking how do I innovate on marketing great but there's also the the ability to to innovate on pricing model and I think that's going to be a more more interesting thing you're starting to see that already with you know this movement from uh subscriptions to payer task um a lot of AI companies are charging payer task or credit system what Sublime is doing there like pay what you want um so that Insight is huge I sent that to you because I was like pay what you want I've tweeted about it I think that's a really interesting model and um and yeah I like it cool anything anything else you wanna you want to say this is what I mean just studying how you got sold is incredible like use use the tools that we talk aled about but I I wish there was a tool that existed and may maybe we'll build it um like an AI agent that could go and basically scrape these funnels instead of me stumbling upon it clicking in subscribing screen grabbing emails putting it in figma like you can save you know all the stuff in the world but if you don't have the like digital footprint or the digital road map it's really hard to reverse engineer so I would love a AI agent funnel scraper that you could basically send agents out into the world then study email sequences bring them all back into a database that was even searchable and see how people are sequencing things selling things doing direct response marketing and just like tapping into a database of history that you can remix for yourself without having to put a bunch of the leg work in and the research time and and really just like focus on building building the work so that's why I'm pumped about AI agents is just like that capability like more people can put more stuff out into the world if they had like a b catalog of this of the stuff great yeah I think that's a it's a great free startup idea and if I know this audience they don't they take these ideas and go run with it so wouldn't be surprised if someone built it um this got me thinking a lot about I've been doing what a form of what you're doing but just like I said on Twitter X bookmarks and I haven't I haven't invested so to speak in my swipe bile because I'm always you know it's always like I'll do it later I'll do it later but now I'm kind of like this is really important to do um I think this is really important to do do um so you inspir me to do it so thank you um and uh I'll see you next time on the show Jordan where could people follow you on the internet you can find me on X jrdn mix MX cool we'll include that in the YouTube bio and uh folks I hope uh I hope you enjoy this as much as I did and um like comment subscribe do it you know that's my that's you getting you know got got right if this provided a sense of value to you uh the way to get this to spread on the Internet is to like and comment it also just makes us feel good honestly that we should continue doing these videos and that it's valuable to you so please let us know and um all right I'm gonna go and uh get got I'll see you later get it all right peace peace baby [Music]