One of the most important things you can do to improve your copywriting is to understand the terminology. When you understand the various components of copy, it makes it much easier to practice honing your craft.
Above the Fold
The part of a website that is visible without having to scroll. It is an important part of your web page or copy because it is what a visitor sees in that one moment when they decide whether or not to stay at your website. Determining the above the fold space is a little more difficult with people accessing from different types of devices and screen sizes, but the key is that you grab attention immediately, so your visitors want to continue to read your copy.
Benefit
The advantage your customer receives from using your product. For example, how it enhances your customer’s life or solves a problem. Some basic and common benefits are to save time, money, relieve pain, etc.
Body
The main text of your copy, as opposed to the other items like headlines, subheads, offer, etc.
Bullet
Also called bullet points, bullets allow you to create a list of benefits or features. They are usually written as short phrases or sentences. They are important for copywriting because they make it easy to scan your copy and help your reader find the exact details they are looking for.
Call to Action
What you ask your reader to do in your promotional copy. Whether it’s to sign up for more information, call a phone number or buy a product, what you ask them to do is your call to action.
Closing
This comes at the end of your copy, where you wrap things up and perhaps introduce or remind the reader of a benefit to your product. Copy is like a conversation (even though it is technically one sided) and this wraps up your conversation with the reader.
Copywriting
Copywriting is the use of persuasive words designed to promote a product, service or person.
FAQ
Stands for Frequently Asked Questions and is a great copywriting tool to overcome your customer’s objections and make sure all their questions are answered, so they can make an immediate purchase.
Feature
In short, a feature describes a product. It describes things like what it looks like, what it’s made of and what function it serves. It is in contrast to a benefit, which is what your customer really gets and wants from your product. While “anti-wrinkle fabric” might be a feature, “always have a professional-looking clean pressed shirt, even if you just pulled it out of the bottom of your suitcase” is a benefit.
Guarantee
A guarantee is the promise you make if a customer is not satisfied with your product. It might be a money-back offer within a certain time frame or some other type of assurance, but it’s something that will make it much easier for your prospect to say yes to buying your product.
Headline
This is the text, generally at the top of the page that is used to immediately grab your visitors interest. It’s usually in larger, bold font and makes a promise of what will happen if the visitor keeps reading your copy.
Johnson Box
Information placed inside a box or table in your copy. It might include a testimonial, case study, guarantee or some other part of your copy that you want to highlight.
Offer
Your offer is what is included with your product, it’s price, etc. Even though it is factual information, it should still be compelling to your reader and really summarize the benefits and value of your product.
Positioning
Positioning is your story or the angle you take with your copy. A compelling story really engages your reader and will help sell your product. For example, if you sell a weight loss guide and you happen to have been a 250 pound person with heart problems, but now weight 135 pounds and have helped 48 clients experience similar weight loss, that’s your positioning.
Post Script
Also called the P.S., it’s the extra note added to the bottom of the letter. Traditionally, it’s like an after thought or something the reader forgot to add. It’s used in copywriting, often to show a powerful benefit to convince your prospect as they are about to leave your page.
Power Word
These are words or phrases that evoke emotions or imagery for your readers. Words like amazing, free, love, money and proven are examples of power words.
Proof
People are sceptical and you need proof in your copy. You need believe to believe in you and your copy. Some ways to add proof are through valid and detailed testimonials, photos, screenshots, statistics, facts, research, etc.
Subhead
These are mini headlines designed to break up your copy and make it scannable. They are short headlines that introduce different section of your copy.
Target Market
The group of people you are selling to. The more you know about your target market (gender, income, location, beliefs, problems, desires), the easier it is to sell to them.
Transition
A phrase that connects one paragraph or section of your copy to the next. It makes for a smoother read and keeps your reader focused on reading your copy the whole way through.
USP
Stands for Unique Selling Position and is something that sets you apart from your competition. It is something you do or offer that nobody else does.