A swipe file is a collection of tested and proven advertising and sales letters.
Keeping a swipe file is a common practice used by advertising copywriters and creative directors as a reference of ideas for projects.
Publicists can create a swipe file of great press release headlines.
Copywriters also need to keep a swipe file ad copies for future inspiration.
[2] Swipe files are also commonly used by Internet marketers who need to gather a lot of resources not only about products but also about marketing methods and strategies.