Benjy King Studio
Est. 2014 · NY
Independent senior copy studio — Est. 2014, New York
The Swipe File,
kept open since 2018.
Six hundred and twelve shipped headlines, sorted, dated, and refreshed on the first of every month. Not a PDF, not a lead magnet — a working library built the way a senior copywriter actually borrows lines: one folder at a time, kept honest by what the work did in the market.
A note from the desk
What belongs in this file — and what doesn't.
Every line in this library shipped for a paying client and either ran in market, won a placement, or moved a number we were hired to move. There are no invented examples. There are no AI drafts passed off as craft. There are no "filler" headlines added to pad the count.
I started the file in 2018 because I was tired of writing the same five subject lines on the same five cold-email templates, and I wanted somewhere honest to swipe from when I sat down on a Monday morning. Ten years later it has outlasted four notebooks, two laptops, and one studio move — and it is still the first tab I open.
What goes in: lines that earned their keep. A 4.7× lift on a Mercury homepage, a subject line that pulled a 38% reply rate from CFOs, a category-defining line for a climate fund that closed on $180M. What stays out: anything I had to argue to keep, anything we re-wrote within a quarter, and anything a model could have written on the first try.
You are welcome to borrow. If a line here ends up on your landing page, I would genuinely like to hear what it did.
— Benjy
From the file · No. 0417
“The bank your CFO actually answers the phone for.”
Pinned this month
Five shipped lines, five different briefs.
A short cross-section of the file — one line from each category the studio works in most. The number under each card is the metric the line was written to move.
-
01
Fintech · Positioning
“The bank your CFO actually answers the phone for.”
Mercury
4.7× homepage → demo lift, 60-day A/B -
02
DTC wellness · Launch
“Sleep like the version of you that has it together.”
Whoop
+62% add-to-cart on launch landing page -
03
B2B SaaS · Outbound
“Subject: the one report your last vendor never sent you.”
Ramp
38% CFO reply rate on cold sequence -
04
Climate tech · Fundraising
“We are building the grid your grandchildren will inherit.”
Anonymised climate fund, Series C
$180M closed against this narrative -
05
Founder-led · Manifesto
“Notion is what we use to think. Here is how we think.”
Notion
2.1M organic reads in the first 30 days
What you can find inside
The library, by section.
Nine categories, each one a working folder on the studio desktop. Most lines are tagged twice — once by format, once by the moment in the funnel they were written for. Browse by what you actually need.
New entries land on the first of every month. Want one written for your brand? Start with a voice audit →
The file in numbers
Eight years on, kept honest by what the lines did.
The swipe file is the public side of the studio. The private side is a 7-day voice sprint.
Book a 30-minute voice audit See the studio's shipped work →