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- 4-MAY-2026 | Intro from Jason Fried’s “Why am I still doing this?” Post
4-MAY-2026 | Intro from Jason Fried’s “Why am I still doing this?” Post
Dan Bogachek
May 04, 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.
Why am I still doing this?
I’ve been doing this for 25 years, so I’ll often be asked why I’m still in it and how I stay motivated.
It ain’t the money, as I’ve been fortunate enough to make more than I’ll ever be able to spend.
I enjoy the work and we have a great crew, each a true pleasure to work with. I remain filled with ideas. So that’s part of it.
But it’s more than that. It’s more of a justice thing, really.
Look at this screenshot. 🏁
A post from one of the best internet writers there is. I’m always impressed with how intimate and casual Jason’s tone is. He really talks to you.
If you’re unfamiliar with Jason Fried, he’s a veteran software CEO. He’s built Basecamp and, more recently, the HEY email client and Campfire. So ‘this’ refers to building more software.
Another point: it’s all driven by ‘why.’ Read the whole thing after you’re done, it’s nice.
