In this post, we’ve included explanations and examples for 14 fancy copywriting terms.
What Is Copywriting?
Copywriting is defined as the act of creating copy.
Different types of copy include press releases, product descriptions, sales pages, email newsletters, and advertorial guest posts.
Copy is content with an end-goal. Sales, subscriptions, clicks, or views are some suggested copy goals.
Good copy is not just about good writing, but also about communication with your client. Know and understand the language you speak.
Here’s how to speak the language of copywriting.
14 Fancy Copywriting Terms Explained
A backlink is a link included in copy. It is linked via a word or a phrase. It can be external. It is created when one website links to another. This link from an outside domain that points to pages on another domain. It can be internal. Internal backlinks connect one post or page to another on the same website.
Example: Sign up for our daily writing links.
A brief tells the copywriter what to do. It is based on what the client has asked for. Briefs are short and concise. They explain what the client wants.
Example: This Business (Pty) Ltd would like an 800 word feature interview. This must be with their CEO to discuss The Best Product. Please include three facts about product sales.
We send business-to-business (B2B) copy from one business (the writer) to another business (the client). B2B copywriting includes newsletters, advertorials, and promotions.
Example: Promote your business. Get 20 promotional emails for your product or service at a special rate.
A call-to-action (CTA) asks the reader to perform an action. Calls-to-action can be subtle or blatant.
A CTA should always be ethical. It should not mislead or appear forceful. Click here, subscribe now, enter your address, or buy here are all types of CTA.
Example: Enter your email address below. Receive daily updates about cheese and where to buy it.
5. Click-Through-Rate (CTR)
The click-through rate (CTR) is a specific type of conversion rate that applies to reads versus clicks.
The CTR gives you the ratio of users who actually click on a link versus the number of users who view the link in the copy. This copy could be in a page, email, or advertisement.
The goal is to get more people to perform this action. A high click-through rate means readers do more than read the link. They actually click on it.
Example: 100 clicks on an article with 1 000 views would be a 10% click-through-rate.
6. Conversion Rate
The conversion rate is the percentage of users (who have clicked through to the website) who take a desired action (usually to buy a product).
Example: If 100 people read the piece and 10 people buy the product, your ratio is 100:1.
7. Direct Response Copywriting
Direct response copywriting asks for an immediate action.
If a piece asks you to click this, do this, or subscribe here, it’s a form of direct response copy.
Advertisements that you have to think about (e.g. ‘I’ll buy a Coke tomorrow!’) are passive instead. There is no immediate action.
Example: Get a free daily writing prompt. Subscribe to Writers Write.
To opt-in is to agree to a presented offer or prompt. To opt-out is to refuse, or remove a prior consent.
Internet laws require clear opt-in/opt-out options for marketing emails and newsletters.
- Subscribe to/Unsubscribe from our mailing list.
- Enter your email address to opt-out of marketing communication.
- SMS ‘STOP’ to 00000.
Example: Rewrite your country’s national anthem, but imagine that it has to include the word ‘cheese’ at least three times. Difficult? That is sometimes SEO.
10. Short & Long-Tail Keywords
Keywords are the terms that people type in to find things.
Search engines index short and long-tail keywords. If you practise good SEO, include these keywords in a blog post for a better page ranking.
- ‘New York plumber’ and ‘plumbing NYC’ are short-tail keywords.
- ‘Where can I find a plumber in New York?’ are long-tail keywords with the same root keys.
11. Split Testing
If you send two versions of copy to the same beta-readers, you are split testing. A split test lets you see which one gets a better response from your test market.
Example: Test audiences watch films, but beta-readers view copy and determine its results. The best example is to test this for yourself. Send two versions of your copy to two different groups.
12. Unique Selling Proposition (USP)
A unique selling proposition (USP) is what makes your business better than your competition’s.
Why would you drink Sprite instead of Coca-Cola? Why play a Fender Telecaster rather than a Gibson Les Paul?
Example: Coca-Cola is available anywhere. That is only one of its USPs. If you sell something, find its USPs.
An ‘upsell’ tries to persuade a customer to buy something additional or more expensive after they have made the original click or buy.
It can be described by using IF = THEN.
Example: If you buy this workbook, we will give you a 25% discount on our short course. OR If you buy three workbooks, you will get one free.
14. UX Copywriting
User-experience copywriting (UX Copywriting) is about improving the user’s experience.
UX copywriting structures copy to move people toward a goal in an intuitive way. It is about using the correct fonts and formatting to get people to click through. Click here for more.
Example: Prompts and buttons like ‘Click Here’ or ‘Hit This Button’ are all types of user experience copy.
The Last Word
We hope this list explained these fancy copywriting terms for you.
By Alex J. Coyne. Alex is a writer, proofreader, and regular card player. His features about cards, bridge, and card playing have appeared in Great Bridge Links, Gifts for Card Players, Bridge Canada Magazine, and Caribbean Compass. Get in touch at alexcoyneofficial.com.
If you enjoyed this, read other posts by Alex:
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- 8 Common Style Mistakes Every Writer Should Know
- 6 Practical Research Techniques For All Writers
- A Step-By-Step Guide To Help You Write Press Releases