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25-JAN-2026 | Bard’s “Greatest Weakness” Ad

Author

Dan Bogachek
January 25, 2026

The Vault from Copywork365

The swipe file is dead.

Literally, and maybe figuratively as well.

When I first started working on this project, I gave it the working title, Toolbox. The simple tagline was: the swipe file on roids.

But the more I worked on it, the more it became clear that this wasn’t just a box of tools. Calling it a swipe file wasn’t accurate, either. Roided up, or otherwise.

Because at its core, the swipe file is merely a collection of pictures or text. A pile, in other words.

This thing behaves more like a navigable map.

And no matter how much stuff you hoard into a swipe file, its contents are inert.

This, on the other hand, grows deeper over time. Its contents are living.

So, henceforth, this will be known as…

(This is just a placeholder, made with the help of AI.
So hit me up if you can make this more human & prettier!)

The Vault is an atomic copywriting database. As far as I know it’s the first of its kind, so that’s what I’m calling it.

It’s a database of world-class excerpts just like the ones we cover right here on the daily. Spanning ad copy, webpage copy, and literature.

Each excerpt is x-rayed and dissected to reveal what makes everything tick, how it works — on the most granular level. (Hence, atomic.)

It covers all the tools, techniques, and psychology we touch on here, but in their full depth. Making it easy to master these “devices” and then apply them to your own persuasive writing. You can even filter by author or brand to steal the secret sauce from your very favorite writers, copywriters, and brands.

Same as before, I’ve still got a forever deal for you.

If you join the waitlist below, you get exclusive lifetime access for an ultra-low flat fee when The Vault launches. (It’s looking like Q1 or Q2 of 2026.)

After all, a sweetheart deal is the least I can do to thank you for your support.

And as I’ve mentioned before, yes, I really do mean lifetime.

Even if the internet ceases to exist. I’ll toil day and night to make sure you receive a physical copy. With however many thousands of excerpts this accumulates over its lifetime.

Pinky promise.

Bard’s “Greatest Weakness” Ad

Discuss it over a Bard’s

When you’re interviewing for a job and you get the old “what’s your greatest weakness?” question, how do you respond?

Do you go with the “I just work too darn hard” approach? Or maybe the “I cause my fellow employees to weep with despair when they see how superior my skills are” response is more your style. Or maybe you furl your brow and strike your best deep-in-thought pose for a full ninety seconds before finally shaking your head and saying, “I’m sorry, but I cannot answer your query because I am utterly without weakness.” But it seems to me that this question is really about discovering who is an obsequious brown-noser and who is a self-possessed champion of the truth. So I always go with the “I’m a lazy, procrastinating ex-con who steals office supplies, spreads computer viruses and exploits loopholes in the expense reimbursement system.” 🏁

The entertaining and completely irrelevant situation or story. A great way to go for an awareness ad.

  • Rhetorical questions to move things forward all while including the reader. Whenever you ask a question, your reader tries it on for size too.

  • Conservation of momentum with “or,” “but,” and “so.”

  • “You” throughout.