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21-FEB-2026 | Fisons’ “7 of them aren’t running an ad” Ad by Peter Gatley

Author

Dan Bogachek
February 21, 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.

An independent organisation tested 8 well-known composts. 7 of them aren’t running an ad about it.

Can you blame them? In tests carried out by the Agricultural Development and Advisory Service, Levington Multi-Purpose compost romped home.

Achieving the best sowing and potting results across a wide range of plants.

Not that this should come as a surprise, mind. Our research team are forever pitting Levington against its competitors.

They’re always looking for ways to make even the tiniest of improvements.

True, this approach doesn’t win as many friends among other compost manufacturers.

But it does make us rather popular with gardeners.

If you want green fingers, we’ll give you a hand. 🏁

I haven’t checked, but something tells Levington isn’t the cheapest option...

  • Set up and win at a competition no one else can. Even better if you can lean on track record — use it to your advantage, always.

  • Social proof qualified with a negative for credibility: “We don’t have many friends in compost manufacturing… because we’re so popular with gardeners.”

  • “If you” → creates a self-selection + introduces “you” into the mix. Also unites “you” and “we” where Fisons takes on the role of helping the reader.

P.S. The answer to yesterday’s hint: Hemingway.