It means if you see some sales copy that is particularly well-written (AND IS SELLING WELL), think why it is so effective and consider doing something similar (but NOT exactly the same) yourself. It doesn't have to be a competitor's eBay listing. It could be an eBay listing in a completely different market. Or it could be from somewhere other than eBay
EVERY successful copywriter that I know of has a "swipe file" where they keep every good piece of copywriting that they come across and use it as a reference library. When they need to write some sales copy, they flick through their swipe file looking for ideas that they can use. They are looking for words and phrases that might have been used to sell something completely different that they can adapt and alter to suit the product that they are selling. If a certain combination of words has worked to motivate people to buy a product, that same combination of words can be tweaked to sell YOUR product..
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