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- 15-MAR-2026 | Excerpt from Tom McElligott’s “In Every City” Murray’s Ad
15-MAR-2026 | Excerpt from Tom McElligott’s “In Every City” Murray’s Ad
Dan Bogachek
March 15, 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…
New illustration — credit Pranav Venkitaraman.
Big thank you to Pranav!
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.
Excerpt from Tom McElligott’s “In Every City” Murray’s Ad
In Every City There Is One Restaurant Like Murray’s.
In Minneapolis It’s Murray’s.
In these trendy times, restaurants rise and fall as fast as a kiwi souffle on a muggy afternoon.
But through all the years and all the commotion, there are a few establishments that have endured.
In every city you’ll find one. The restaurant that cab drivers recommend to out-of-towners. The restaurant with a sense of history about it. The restaurant that comes to mind when people have a special reason for dining out.
In Minneapolis, that restaurant is Murray’s.
For over forty years now, we at Murray’s have serenely watched the trends come and go. While generations of diners have just kept coming.
Perhaps it’s because of our food: from the garlic toast that makes you wish your dinner would never arrive, to the seafood, fowl and world-famous steaks that make you glad it did. 🏁
Repetition legitimizefss.
Repetition legitimizes.
Repetition legitimizes.
And, “you.” So much more vivid when it’s yourself that you put into your mental scene.
