# Organizing Swipes

A swipe is a winning ad worth modeling. The library is only useful if it is organized by MECHANISM, not by brand. You reach for a mechanism when you ideate, not for a brand name.

## Folders to create as you go
- curiosity-gap/    ads that withhold the answer
- cost-reveal/      ads that expose a hidden price or fee
- us-vs-them/       ads that frame a clear enemy
- demonstration/    ads that show the product working
- identity/         ads that speak to who the buyer wants to be

## What to capture per swipe
For each swipe, save a short note next to it: the mechanism, why it worked, and the one thing you would steal. Not the whole ad theory. One line you can act on.
