A–Z reference
Copywriting glossary
Every term a copywriter needs to know — clearly defined, with real-world examples. Use the alphabet to jump to any letter.
A classic copywriting framework: Attention, Interest, Desire, Action. Each stage moves the reader one step closer to taking action.
“Grab attention with a bold headline, build interest with a compelling story, create desire with benefits, then close with a clear CTA.”
The portion of a webpage visible without scrolling. Borrowed from print newspapers — it's prime real estate for your headline, subhead, and primary CTA.
Paid content written in the style of editorial journalism. Designed to inform and persuade while blending with organic content on the page.
The clickable, visible text of a hyperlink. Good anchor text is descriptive and sets expectations — 'See pricing' beats 'click here.'
Running two versions of copy simultaneously to see which performs better. A staple of email subject lines, landing page headlines, and ad creatives.
“We A/B tested two subject lines — 'Last chance' vs '48 hours left' — and 'Last chance' won by 22%.”
A persuasion framework that shows the reader's painful before state, paints a desirable after state, then bridges the gap with your offer.
Features describe what a product does. Benefits describe what the reader gets. Strong copy always leads with the benefit. 'Saves 2 hours a day' beats 'automated workflows.'
The main text of an ad, email, or landing page — everything below the headline. Body copy does the heavy lifting of persuasion and proof.
A word, phrase, or button that tells the reader exactly what to do next. The best CTAs are specific, urgent, and low-friction.
“Start free trial outperforms 'Submit' every time.”
The percentage of readers who take the desired action — buy, sign up, click. The ultimate measure of whether your copy is working.
Any written text intended to persuade, sell, or move a reader to action. Distinct from 'content,' which primarily informs or entertains.
A detailed, semi-fictional profile of your ideal customer — their goals, fears, language, and objections. The starting point of all great copy.
A psychological technique that creates tension between what the reader knows and what they want to know — compelling them to keep reading.
“The one word that makes any headline twice as compelling…”
The percentage of people who click a link after seeing it. Used to measure email, ad, and landing page performance.
Copy written to provoke an immediate, measurable response — a click, a purchase, a sign-up. The opposite of brand advertising.
A short block of text that appears between the headline and the body copy — often called a subheadline or standfirst. It bridges the gap and earns the next line.
The third stage of AIDA. After attention and interest, copy must make the reader want what's being offered — often achieved through vivid benefits and social proof.
A concise, compelling summary of an offer that can be delivered in 30 seconds. Great copy distils the essence of any pitch into a single clear sentence.
Words or ideas that evoke a specific emotion — fear, excitement, belonging, urgency. Emotions drive decisions; logic justifies them after the fact.
A framework for writing product copy that moves from what it is → what it does → why it matters to the reader. Keeps copy customer-focused rather than product-focused.
A point in long-form copy where the reader thinks the piece is ending — then more relevant content continues. Used to reward engaged readers and re-hook skimmers.
A psychological trigger used in copy to create urgency. Limited-time offers, low-stock notices, and exclusive access all tap into FOMO.
A promise that reduces buyer risk. Money-back guarantees, free trials, and result guarantees remove the friction that stops people from buying.
In B2B copywriting, the person who screens communications before they reach the decision-maker. Good B2B copy must satisfy both the gatekeeper and the buyer.
The opening line, idea, or image designed to stop your reader and pull them into the piece. A great hook makes ignoring the rest of the copy feel impossible.
“Most people write headlines. Great copywriters write hooks.”
The largest, most prominent line of copy on any piece. David Ogilvy said 80 cents of every dollar is spent at the headline — it either earns the read or loses it.
The natural, conversational phrases your target audience actually uses. Great copy mirrors the reader's own language — it feels like they wrote it themselves.
An offer so compelling that it would feel foolish to say no. Good copy frames an offer clearly; great strategy makes the offer itself do the heavy lifting.
The metric used to measure whether copy is doing its job — open rate, CTR, conversion rate, revenue per email. Always know your KPI before you write a word.
A standalone web page with a single goal: convert visitors. Every element — headline, copy, images, CTA — should point toward one action and one action only.
A free resource offered in exchange for a visitor's email address. The copy around a lead magnet must sell its value clearly — 'free' alone is not enough.
When your copy speaks so precisely to your audience's real desires and language that it feels personally written for them. The goal of all customer research.
The small pieces of copy that guide users through an interface — button labels, error messages, placeholder text, tooltips. Often overlooked, always impactful.
Structuring copy like a story — with a beginning, middle, and end. Readers are wired for narrative; copy that tells a story holds attention far longer than a list of features.
White space around copy. Good copywriters understand that what you remove can be as powerful as what you keep. Less copy, read carefully, beats more copy, skimmed.
Proactively addressing the doubts and reservations a reader might have — before they even raise them. Great sales pages anticipate and neutralise every 'but…'
A question or idea introduced early in copy that creates tension by remaining unresolved — compelling the reader to keep going until it closes.
“By the end of this email, you'll know exactly why your ads aren't converting…”
Identify a problem your reader feels, stir the emotional pain of leaving it unsolved, then present your solution as relief. One of the most powerful short-form copy frameworks.
A specific problem, frustration, or challenge that your target audience experiences. Identifying and naming these precisely is the foundation of persuasive copy.
Any piece of evidence that supports a claim — testimonials, case studies, statistics, certifications, awards. Claims without proof are just assertions.
Words with strong emotional resonance that trigger a reaction — 'free,' 'secret,' 'proven,' 'instantly,' 'guaranteed.' Use deliberately; overuse dilutes their impact.
How easy it is to read and understand your copy. Short sentences, active voice, plain words, and white space all improve readability — and readability drives conversions.
Copy that shifts the perceived risk from the buyer to the seller. Money-back guarantees, free trials, and performance pledges are all forms of risk reversal.
Evidence that other people have trusted and benefited from your offer — testimonials, reviews, ratings, case studies, user counts, media logos.
Communicating that an offer, quantity, or time window is limited. Real scarcity is a powerful motivator. Manufactured scarcity destroys trust when readers see through it.
A secondary line beneath the headline that expands on the promise or adds specificity. While the headline earns the click, the subheadline earns the read.
A personal collection of copy that has caught your attention, made you feel something, or that you consider excellent. Every copywriter should maintain one.
The consistent personality expressed through copy — the way a brand sounds across all channels. Tone answers: if this brand were a person, how would they speak?
A statement from a real customer about their experience. Specific testimonials ('I earned $4,200 in month one') outperform vague ones ('This is great!') every time.
A word, phrase, or sentence that carries the reader from one idea to the next. Good transitions make copy feel effortless to read.
The one thing that makes your offer different and better than every alternative. Great copy finds the USP and puts it front and centre.
Copy that compels action now rather than later. Deadlines, countdowns, and limited availability are classic urgency tactics. Always tie urgency to a genuine reason.
A clear statement of the specific result your customer gets, who it's for, and why they should choose you over anyone else. Every landing page needs one above the fold.
The exact language your customers use to describe their problems and desires — sourced from reviews, interviews, surveys, and support tickets. The raw material of great copy.
The question every reader is silently asking. All copy must answer this question — immediately and compellingly. If your reader has to hunt for the benefit, you've lost them.
The empty areas around copy. Good use of white space improves readability and gives each element room to breathe. Readers scan — white space guides where their eyes go next.
Content designed to deliver value directly in the feed — no link, no swipe-up, no engagement bait. Builds authority and trust before asking for anything.