A Glossary of Copywriting Terms

Barstool test

Asking yourself if the tone and language of your letter is truly conversational like you would use sitting on a barstool talking to a buddy over a beer.

Benefits

What your product or service actually does for your prospect, how it improves his life on a first level. Benefits stir emotions and are the crucial “what’s-in-it-for-me” that must form the core of your message.

Big idea

The idea that drives your package. It’s a unique idea your prospect has not heard before, one that separates you promotion form others in the market.
Example: The impending collapse of the Chinese economy.

Body (or body copy)

The text of a given piece of copy, as opposed to other written elements such as headlines, subheads, captions, etc.

Bullet

One of a list of benefits accentuated by a heavy, bold dot, number, checkmark, or other design element

Call out

A brief selection of copy that is designed (often within a “box” or with different type) to stand apart from the main body of text and draw attention to a special point, such as a sale, free shipping, or an important feature.

Categorical Imperative

The brain’s tendency to categorize information so that it can shift focus to something else. The categorical imperative explains why it is important to avoid a straight-line logical approach in a sales letter. If the prospect can anticipate where the letter is going, he will stop reading the letter and dispose of it.

Copy brief

Ad agency term; a document that paints the target the copywriter must hit. Good briefs define objectives and strategies, illustrate the intended audience, outline a number of “points” the writer must include, delineate benefits, and list items of evidence the writer can use to make a persuasive case.

Core benefits

The benefits that affect the prospect at his core emotional and psychological needs.

Core desire

Something the prospect wants deeply that appeals to his desires, dreams, fears, and needs. The entire promotion must aim at core desires to succeed in making the sale.

Credibility

Establishing the “author” of the sales piece in the prospect’s mind as a reliable source of information. (“The author” is whoever signs the letter).

Deck (or deck copy)

Text found underneath the headline of an article or story that provides slightly more detail than the headline. It is usually set in a smaller point size than the headline but larger than the body text.

Deeper benefits

“Benefits of the benefits” that affect your prospect on a deeper level than the obvious benefits of a product. These are the “what I’d really like is …” benefits, ones the prospect can verbalize if pushed.

Deliverable

The physical product of a marketing/advertising campaign or project, such as an ad, a press release, a TV commercial or a website.

Demographic

Statistical characteristics that define a particular group of people. These include age, gender, income, education, type of residence, ownership of cars, marital status, religion, race, family size, geographic location, occupation, and other social and economic information. This information helps your client and you determine your target market. It is often a first step in getting to know your prospect on a deeper level.

Emotional Appeal

This is when a copywriter uses an emotion like fear, vanity, greed, pride, envy, guilt, desire to belong, desire for romance, joy, or another emotion that appeals to their prospect. The right emotion can move the prospect to take action. That is, he’ll buy a product or service because he’s convinced his life will be better and more complete once he does.

Eyebrow

A short, introductory headline above the main headline but in smaller type. Examples include: “Free shipping!”, “Now available on CD!”, or “Improved!” Similar to a “kicker.”

Features

Qualities your product or service brings with it, such as power steering or monthly delivery. While it’s necessary to discuss features at some point in the copy to help justify the sale, benefits sell your product.

Golden Thread

The way a copywriter connects the core desire throughout a promotion. This is a central theme connected to the core promise running throughout the promotion that the copywriter keeps returning to. The Golden Thread keeps the promotion from wandering off in the wrong direction and reminds the prospect of how the product or service benefits him.

Headline

The element of copy above the body of the letter. It is usually in large, bold letters. Its purpose is to grab the prospect’s attention quickly with a strong, specific, benefit-oriented promise and convince him to read the beginning of the letter.

Hype

Exaggerated product claims made by an advertiser. To be avoided.

Kicker

From journalism, a line of copy just above the headline that’s used to create context or “kick” interest for the story. Example: Kicker: It can happen in an instant and take years to recover… Headline: Are you going to be 1 of the 19 people will fall victim to ID theft in the next hour?

Lead

The beginning of the actual letter (after the headline). The lead’s sole job is to convince the prospect to read the entire letter. A strong lead contains the promise but does not necessarily discuss the product.

Niche market

The specialized segment of the overall DM market that appeals to one group of people. Examples of niches include financial, health, catalog, self-help, and fundraising.

Promise

The specific benefit or benefits of your product that fulfill your prospects core desires. While the promise must be specific, it is best described in terms of the product’s benefits and not the product itself.

Prospect

The most important person in your life as a copywriter; your prospective customer. It is crucial to look at him as far more than a prospective customer, however. To sell effectively, you have to understand your prospect and his needs, fears, desires, and joys on a deep level.

Psychographics

Emotional and psychological characteristics of people according to their attitudes, aspirations, and other psychological criteria. Understanding the psychographics of your market gives you insight into your prospect’s deeper emotions and needs.

Puffery

Exaggerated product claims made by an advertiser. To be avoided.

Sidebar

A smaller story in a separate box that the main text flows around. Sidebars can be used to present testimonials, brief case studies, or subordinate features and benefits. Sidebars are a good place for information that’s related to the sale and that might boost response but that does not fit easily into the main copy.

Subhead

Secondary headlines in smaller type than the main headline but distinct from the main copy. Subheads are used to break up the monotony of long strings of text and invite the prospect to start reading at any point in the letter. They should state benefits and connect to the main benefit of the sales message.

Transitions

Words used to allow copy to flow smoothly from one paragraph to the next.

Transparency

Selling the benefits of a product or service as opposed to selling the product itself. Example: Selling the prospect on the idea that he can lose lots of weight effortlessly on a low carb diet instead of selling the book containing the specifics of the diet.

Universe

The total number of people who are prospects for your product. If you’re selling a wrinkle removing cream, your prospect universe could be women over 40, but not teenage girls nor men.

USP

Unique Selling Proposition. The aspect of your product or service that differentiates it from all other similar products on the market. The copywriter must tell the prospect how the product or service is unique.