Copywriting Glossary

Every field has its jargon. Here are the terms this course uses, explained the way you’d explain them to a friend — no dictionary voice, no assumed knowledge.

Copy

Words written to persuade someone to take an action — buy, sign up, click, reply. Distinct from content, which informs or entertains.

Headline

The first line your reader sees. Its only job is to earn the next line’s attention — nothing more.

Hook

The opening of any piece of copy — the first sentence or two that decides whether anyone keeps reading.

Call to action (CTA)

The explicit instruction telling the reader what to do next: “Get the guide,” “Book the call.” One per page, stated plainly.

Benefit

What the feature means for the customer’s life — the answer to “what changes for me?” Benefits sell; features merely describe.

Objection

A reason the reader might not buy: price, time, skepticism, competing options. Good copy answers objections before they’re asked.

Social proof

Evidence that others bought and were glad: testimonials, reviews, customer counts, recognizable logos.

Risk reversal

A guarantee that shifts the risk of buying from the customer to you — the bolder and more specific, the better it converts.

A/B test

Showing two versions of copy to split traffic to learn which converts better, instead of debating opinions.

Voice

The consistent personality in your writing — word choice, rhythm, attitude — that makes your brand recognizable in one sentence.

Swipe file

Your personal collection of copy that worked — ads, emails, pages you saved to study and learn from. Every pro keeps one.

Lead

The opening section of sales copy, whose job is to pull the reader into the body. A weak lead kills a strong offer.

Fascination

A curiosity-driven bullet that teases a specific benefit without revealing it — the engine of long-form sales pages.

Editing pass

A dedicated rewrite round with one job: cut everything that doesn’t earn its place. Professionals do several; amateurs do none.