8 qualities of a great swipe

A great swipe isn’t just something that looks good—it’s something that makes you stop, learn, and act. The image above nails the checklist every marketer should use before saving a piece to their swipe file.

Why this framework rocks

• Focuses on attention, emotion, and ideas—the trifecta of memorable marketing
• Mixes proven performance with creativity (data + art)
• Makes you a smarter marketer by forcing you to analyze why something works
• Keeps your swipe file useful, not just a digital junk drawer

Real-world examples

• Dollar Shave Club’s launch video? Grabbed attention, taught a lesson in humor, and was proven to work.
• Nike’s “Just Do It”? Timeless and emotional.
• Apple’s “Shot on iPhone” ads? Teaches, inspires, and sparks ideas.
• Wendy’s Twitter? Unique, short, and emotion-packed.
• Old Spice’s “Smell Like a Man”? Proven, surprising, and oh-so memorable.