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18-FEB-2026 | Lufthansa’s “Follow the rules to the letter” Ad

Author

Dan Bogachek
February 18, 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.

Lufthansa’s “Follow the rules to the letter” Ad

Some people don’t like the way Germans always follow rules to the letter. But they like to fly with them because they do.

There’s a rule that all passengers must fasten their seat belts before take-off. Not so long ago we had one gentleman who wouldn’t. The captain tried for twenty minutes to convince him. Unsuccessfully. Then he turned the plane around, taxied back and gently threw him off.

The other passengers probably felt a little inconvenienced. We hope they also felt more comfortable about hard-headed German thoroughness. And realized that there’s one nice thing about people who are fussy about little things. They’re extremely fussy about big things. 🏁

“My greatest weakness is that I just work too hard.”
And along the same lines, but not quite what we have here:
“I’m the humblest guy I know, swear to God!”

  • Leaning into a negative to spin it into an unbeatable positive. Psychological aikido.

  • “Unsuccessfully.” Punchy for effect. Double duty on complete ideas > complete sentences and short sentences as punctuation.

  • Overarching principle: a story which demonstrates an underlying point is much, much more vivid and persuasive than naked statements of fact.