AI Summary
5 min read"Ten thousand ads a day, you're being the product." That's the line that opens this episode of The Startup Ideas Podcast, and it frames the entire conversation. The host and his guest, Jordan, argue that the best way to learn how to sell is to study how you got sold. They walk through a practical system for turning the thousands of ads, emails, and landing pages you encounter daily into a "swipe file" — a personal vault of proven marketing moves you can remix for your own products. The core insight is that consumption, when done deliberately, becomes the raw material for creation.
The "Got Got" Swipe File
The central mechanism is what Jordan calls the "got got" swipe file. The name comes from a Marshall Lynch quote: "I'm a good guy, but I'm gonna get mine before I get got though." The idea is simple: any time you take an action online — clicking a link, subscribing to a newsletter, buying a product, stopping to look at an ad — you have been "got." That moment is worth studying because it reveals what actually works to capture attention and drive behavior.
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What you'll learn
- 1 (00:00) **Introduction: The Philosophy of the Swipe File** - The episode opens with the core premise: pros steal from the best, and a swipe file is a personal vault of proven winners.
- 2 (01:11) **What is a Swipe File and Why You Need One** - Host introduces guest Jordan, an operating partner, to teach how to "steal like an artist" by curating inspiration from the internet.
- 3 (02:51) **The "Got Got" Framework: Turning Ads into Assets** - Jordan introduces his personal system for capturing inspiration, inspired by Marshall Lynch.
- 4 (04:00) **Tool Demo: "My Mind" for Curation** - Jordan shares his screen and demonstrates his primary tool for building a swipe file.
- 5 (07:28) **Case Study 1: The Fried Chicken Ice Cream Principle** - Jordan analyzes a scroll-stopping product to extract a reusable marketing framework.
- 6 (12:10) **Case Study 2: The Exceptional YouTube Thumbnail** - Jordan breaks down a high-performing thumbnail from Colin and Samer.
- 7 (14:50) **Case Study 3: The Surge.com Funnel (Bad Name, Great Execution)** - Jordan analyzes a website with a terrible name but a brilliant conversion funnel.
+ Full timestamped outline available in the app
Show Notes
I’m joined by Jordan Mix, Operating Partner at Late Checkout, to discuss how to build swipe files and how to remix successful strategies. Jordan breaks down why these marketing funnels work and the anatomy of a successful funnel.
Episode Timestamps:
00:00 Intro
01:27 Why build Swipe Files
04:00 Example 1: Tweets
08:40 Example 2: DTC Product
12:10 Example 3: Thumbnails
14:47 Example 4: Landing Page
18:46 The Anatomy of a Funnel
22:22 Example 5: Email Followup
26:13 Example 6: Digital Lead Magnet
28:57 Example 7: IRL Lead Magnet
30:26 Creating a Got Got Swipe File
31:14 Innovating on Pricing
31:33 Micro SaaS idea: AI Agent Funnel Scraper
1) We see 4,000-10,000 ads daily. Turn that consumption into creation with a swipe file.
The best way to learn how to sell? Study how YOU got sold.
Create a "got got" file - save anything that makes you take action (click, share, buy).
2) Use My Mind to easily save & organize inspiration:
• Chrome extension for quick saves
• Tag system for easy retrieval
• Serendipity feature to surface random inspo
Beats bookmarking tweets you'll never see again!
3) Look for pattern interrupts & scroll-stoppers.
Example: Not Fried chicken ice cream
Lessons:
• Combine unexpected elements
• Use high contrast visuals
• Mix hot & cold concepts
Apply this thinking to your digital products!
4) Anatomy of a killer funnel:
• Top: Free value (content, lead magnets)
• Middle: Nurture (email sequences, surveys)
• Bottom: Convert (calls, buy buttons)
Key: Top should be ALL about THEM. Only talk about yourself at the bottom.
5) IRL to URL: Don't forget offline lead gen!
Tiago Forte's "Building a Second Brain" book:
• Bonus chapter accessed via URL in book
• Segments readers for targeted offers
Think: How can you bridge physical & digital worlds?
6) Innovation isn't just about product. Consider:
• Marketing innovation
• Pricing model innovation
Example: Sublime app's "pay what you want" model
Could this work for your biz?
7) Micro SaaS idea: AI Agent Funnel Scraper
Automatically collect & analyze:
• Email sequences
• Sales funnels
• Marketing tactics
Build a searchable database of winning strategies to remix!
8) Remember: Everyone's seeing "cool stuff" daily. You just need to train yourself to notice & capture it.
Want more free ideas? I collect the best ideas from the pod and give them to you for free in a database. Most of them cost $0 to start (my fav)
Get access: https://www.gregisenberg.com/30startupideas
Work with me and my team: LCA — world’s best product design firm to build apps, websites and brands people love. https://latecheckout.agency/
BoringAds — ads agency that will build you profitable ad campaigns http://boringads.com/
BoringMarketing — SEO agency and tools to get your organic customers http://boringmarketing.
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