The $100 Marketing Plan — Swipe File

Swipe File of
Real Examples

15 marketing examples across 5 channels, built around three businesses you'll follow throughout. Each one is annotated: what it is, why it works, and the one principle to take away.

Jordan Torres—leadership coach

Mid-career professionals who just got promoted. $2K–5K packages. ~$10K/month, 400-person list. Most clients from LinkedIn and referrals.

Nina Chen—Clay & Drift (handmade ceramics)

Mugs, bowls, planters. Asheville studio. Own site + Etsy, $30–120/piece. ~$5K/month, 600-person list, ~3,500 Instagram followers.

Marcus Webb—photography presets & editing course

Lightroom presets ($49) and self-paced editing course ($149). Hobbyist photographers. ~$4K/month, 1,200-person list, ~2,000 YouTube subscribers.

How to use this

  1. Follow the businesses. Each one appears in every section, so you can see how the same business shows up across channels.
  2. Read the annotations. The "why it works" and "steal this" notes are where the real lessons are.
  3. Swap in your own. As you find real examples in the wild, replace these. A swipe file gets better the more personal it is.

Build your own swipe file

These examples are a starting point. The best swipe file is one you build yourself, full of things you've spotted in the wild that made you stop scrolling, open an email, or click a link.

When you see something that works, save it. Screenshot the ad. Forward the email to yourself. Bookmark the landing page. Then ask yourself: why did this work on me? The answer to that question is worth more than any template.

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