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11-JAN-2026 | Excerpt from VW’s “Maple Street” Ad

Author

Dan Bogachek
January 11, 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.

Excerpt from VW’s “Maple Street” Ad

Maple Street needs another Volkswagen.

When you own a Volkswagen, you can expect company after a snow storm. Inquisitive company. They’ll want to know why your car got through the drifts, and theirs didn’t.

There’s no trick to it. A Volkswagen has its engine in the rear where it does the most good. The extra weight over the drive wheels provides an amazing amount of traction, even on icy hills. When you want to stop safely, but in a hurry, the VW’s traction keeps you out of trouble.

Another blessing in cold weather is the VW’s air-cooled engine. There’s no water, so there’s no need for anti-freeze.

You don’t even need a garage. (If your Volkswagen won’t start in sub-zero weather, check the gas gauge.) 🏁

  • Hook → a claim which begs a question. “OK, how exactly does Maple street need another VW?”

  • First sentence right after the hook goes straight to “you”. Not only that, it asks you to imagine — not if, but WHEN — you own a VW. In your brain it’s so much more real and vivid than the imaginary “if.”

  • Benefits >> features. “Your car got through the drifts,” “when you want to stop safely… the VW’s traction keeps you out of trouble,” “no need for anti-freeze,” “you don’t even need a garage.”

  • Classic VW tactical parenthetical sentence.

  • Short & crispy — Grade 4 a la the Hemingway App.