Glossary: The Copywriting Workout

Every key term from the course, in plain English. When a lesson says a word you don't know, it lives here.

The WIIFM Filter

Run every sentence through “What's in it for me?” Cut or rewrite anything that doesn't answer it. The reader cares about themselves, not you.

The Power Word Bank

Your personal collection of emotional trigger words, organized by emotion — greed, fear, safety, encouragement, curiosity, belonging. Built by collecting words that moved you.

The Daily Rep

One focused copywriting exercise per day, about fifteen minutes. Consistency compounds — the daily writer beats the binge writer every time.

Swipe file

Your personal collection of copy that moved you — emails you opened, ads you clicked, pages that sold you. Annotate what muscle each piece uses.

Curiosity gap

The space between what the reader knows and what they want to know. Open it to pull the click; close it with real value on the other side.

Superlative

Empty praise words like “best,” “amazing,” and “revolutionary.” They trigger skepticism — replace each with a number or concrete detail.

Specificity

The practice of replacing vague claims with numbers, names, and concrete details. Specificity is expensive to fake, which is why readers believe it.

Split-test

Running two versions of copy against each other (A/B test) to see which performs better. Test one thing at a time so you know what caused the win.

Jargon

Insider industry words that confuse buyers and hide fuzzy thinking. Purge weekly: if a smart 12-year-old wouldn't get it, replace it.

Testimonial

A customer's words about their experience. Only converts when specific — vague praise (“great service!”) is ignored.

Headline

The first line a reader sees. Eight of ten read it; two of ten read further. It deserves the most writing time, not the least.

Callout

A visual highlight box in a lesson marking key takeaways, warnings, or common mistakes. The mistake callouts show how each skill usually gets botched.

Read-aloud test

Reading your copy out loud to catch stiffness. If you stumble or sound like you're performing, rewrite until it sounds like you talking.

Demonstration

Showing value instead of claiming it — a free sample, a working video, a real before-and-after. Readers believe what they conclude.

Voice

Your distinctive way of writing — the personality in your words. Built deliberately through the conversational drill, not found by accident.