Copywriting Terms: A Comprehensive Guide for Beginners


Copywriting is an essential part of any marketing strategy. It is the art of crafting words that persuade people to take action, such as buying a product or signing up for a service. However, copywriting is not just about writing catchy headlines and persuasive calls to action. Numerous terms and concepts in the world of copywriting can be overwhelming for beginners.

To help navigate the complex world of copywriting, it is important to have a solid understanding of the terminology and jargon used in the field. This can include terms such as “above the fold,” “readability,” and “SEO.” These concepts can help copywriters create more effective, engaging content that resonates with their target audience.

Whether you are just starting out in copywriting or looking to improve your skills, understanding the terminology and concepts is crucial. The following article will explore some of the most important copywriting terms and concepts that every marketer and copywriter should know.

Common Copywriting Terms

Copywriting is a field that has its own set of vocabulary. Understanding the industry’s jargon is essential for anyone who wants to work in copywriting. Here are some of the most common copywriting terms:


Copy is the text that is used in an advertisement or article. It is designed to persuade the reader to take a specific action, such as buying a product or signing up for a service.


Features are the characteristics of a product or service. They are used to describe what the product or service does.


Benefits are the advantages that a product or service provides to the customer. They are used to explain why the customer should buy the product or service. 


USP stands for Unique Selling Proposition. It is the thing that sets a product or service apart from its competitors. A USP can be a feature or a benefit.


A persona is a fictional character that is created to represent the target audience for a product or service. It is used to help the copywriter understand the needs and desires of the target audience.

A/B Testing

A/B testing is a method of testing two versions of an advertisement or article to see which one performs better. It is used to determine which version is more effective at persuading the reader to take a specific action.

Conversion Rate

Conversion rate is the percentage of people who take a specific action after reading an advertisement or article. It is used to measure the effectiveness of the copy.

It is commonly used as a performance metric to gauge a website’s or marketing campaign’s effectiveness in generating desired outcomes. The desired action can vary depending on the context and goals of the website or campaign, such as making a purchase, filling out a form, subscribing to a newsletter, or downloading a resource. A higher conversion rate indicates a higher proportion of successful conversions, indicating a more efficient and successful online presence.

Landing Page

A landing page is a web page designed and created to serve as the entry point for a website or a marketing campaign. It is typically a standalone page distinct from the main website and specifically tailored to capture visitors’ attention and encourage them to take a specific action, such as making a purchase, signing up for a newsletter, or filling out a form.

Direct Response Copywriting

Direct response copywriting is a style of writing that aims to elicit an immediate response or action from the reader or viewer. It is commonly used in marketing and advertising to persuade and convince the audience to take a specific action, such as purchasing, engaging in an opt in, signing up for a service, or subscribing to a newsletter.

Direct Mail

Direct mail refers to a marketing strategy that involves sending promotional materials or communications directly to a target market via traditional mail services, such as postal mail. It typically involves the distribution of physical items, including letters, brochures, catalogs, postcards, flyers, or other printed materials, to individuals or businesses.

Direct marketing aims to engage recipients and encourage them to take specific actions, such as making a purchase, requesting more information, visiting a website, or subscribing to a service. A direct mail campaign often utilizes targeted mailing lists to reach specific demographics or customer segments, allowing companies to tailor their messages and offers to the intended recipients. A way to disguise direct mail as ordinary mail or envelope to increase the likelihood that it will be opened.

Squeeze page

A squeeze page, also known as a landing page or lead capture page, is a web page designed to capture visitors’ contact information, typically their email addresses. The purpose of a squeeze page is to convert website visitors into leads or subscribers for marketing purposes.

“squeeze” refers to willingly persuading or enticing visitors to provide their contact details. This is often achieved by offering something of value in exchange for their information, such as a free e-book, a discount coupon, access to exclusive content, or a newsletter subscription.

Squeeze pages are commonly used in online marketing and lead-generation campaigns. They typically have a minimalist design and contain a compelling headline, a brief description highlighting the offer’s benefits, and a form where visitors can enter their information. Sometimes, additional elements like testimonials, social proof, or multimedia content may be included to increase the persuasiveness of the page.

Email Marketing

Email marketing refers to sending commercial messages, typically in the form of emails, to a group of individuals or a targeted audience. It is a popular and effective digital marketing strategy businesses and organizations use to communicate with their customers, promote products or services, build brand awareness, and drive sales or conversions.

Direct Response Marketing

Direct response marketing is a marketing strategy focusing on generating an immediate action and measurable response from the target audience. The primary objective of direct response marketing is to elicit a specific action, such as making a purchase, subscribing to a service, filling out a form, or contacting a business. Here is how you can use copywriting for direct response marketing.

Customer Lifetime Value

Customer Lifetime Value (CLV), also known as Lifetime Customer Value (LCV), refers to the predicted net profit a business can expect to gain from a customer over the entire duration of their relationship with the company. It is a metric to evaluate acquiring and retaining customers’ long-term value and profitability. Businesses constantly try to get the most out of their clients or optimize customer value.

Business To Business (B2B)

Business-to-business (B2B) refers to commercial transactions and interactions between two or more businesses rather than between a business and individual consumers. It represents a specific market type and focuses on exchanging products, services, or information between companies. Here are some B2B copywriting examples.

Business to customer (B2C)

Business-to-consumer (B2C) is a type of commerce or transaction where businesses sell products, services, or information directly to individual customers, also known as consumers. In B2C interactions, the business acts as the seller, while the customer acts as the buyer and end-user of the product or service.

Sales Page

A sales page, or a sales letter or landing page, is a web page specifically designed to promote and sell a product or service. It is a focused and persuasive piece of content that aims to convert visitors into customers by presenting them with compelling information, benefits, and a clear call to action.

These are just a few of the most common copywriting terms. Understanding these terms is essential for anyone who wants to work in copywriting.


The AIDA (Attention, Interest, Desire, Action) formula is a decades-old classic copywriting technique. It involves grabbing the reader’s attention with a compelling headline, building their interest by highlighting the benefits of your product or service, creating a desire for what you’re offering, and finally, prompting them to take action by purchasing or signing up for your newsletter.


Storytelling is a powerful copywriting technique that can help you create an emotional connection with your audience. By telling a story that resonates with your readers, you can help them see themselves in your product or service, and make them more likely to take action.

Social Proof

Social proof is the idea that people are likelier to take a certain action if they see others doing it. You can provide social proof that your product or service is effective and trustworthy by including testimonials, reviews, and case studies in your copy.


Scarcity is a psychological principle that suggests that people are more likely to take action if they feel like they might miss out on something. By creating a sense of urgency or scarcity in your copy, you can encourage readers to take action before it’s too late.


A call-to-action (CTA) is a statement that encourages readers to take a specific action, such as making a purchase or signing up for a newsletter. By including a clear and compelling CTA in your copy, you can increase the likelihood that readers will take the desired action.

These copywriting techniques can help you create compelling content that resonates with your audience and drives conversions. By using a combination of these techniques, you can create copy that is both persuasive and effective.

Customer Journey

A customer journey, also known as the buyer’s journey or customer lifecycle, refers to the process and experience a customer goes through when interacting with a business from the initial point of contact to the final stage of their relationship. It encompasses all customer touch points and interactions with a company, including marketing, sales, customer service, and post-purchase activities.

Click Through Rate

Click-through rate (CTR) is a metric used in digital marketing to measure the effectiveness of an advertising campaign or a specific call-to-action (CTA) in generating user engagement. It represents the percentage of people who click on a link, banner ad, or CTA out of the total number of individuals who view or receive it.

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