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  • 3-MAY-2026 | The Oxford English Dictionary’s “LOL” Ad

3-MAY-2026 | The Oxford English Dictionary’s “LOL” Ad

Author

Dan Bogachek
May 03, 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.

The Oxford English Dictionary’s “LOL” Ad

This is nothing to LOL about.

We’re not exactly ‘laughing out loud.’ The English language is getting progressively lazier, and we believe the acroynym to be the culprit. Acronyms originated out of practicality, not convenience. Imagine if every time you wanted to say Radar you had to say Radar Detection and Ranging. Exactly. But these days it seems like every little thing has its own acronym. Thank you text messaging. Thank you online chat. Because of you, honest, everyday citizens now know that BRB means ‘be right back,’ or that OMG is short for ‘oh my God.’ Outrageous, but it didn’t stop there. Numbers started being used in place of letters. Just gr8 we thought, people no longer had time 4 full words. Fortunately we have plenty of time for English, and always will. That’s why we’ll never be known as the Ox4d English Dictionary, and it’s why you’ll never find any acronyms masquerading as words in our pages.

The Oxford English Dictionary
Remember English? 🏁

In the age of 6-7 and aura farming to mog on the chuds (am I out of date on these already?), we get to look back on this fondly.

“Oh, cute, they’re wagging their finger at texting acronyms.”

The big idea here: “We reject the status quo, and that’s unpopular. But that makes us good reference.” Getting into “why” territory/mission. Also,

  • Vague label hook creates curiosity to read on.

  • Complete ideas > complete sentences.

  • Heavy on the voice — writing like you talk creates engagement.