How To Become A Copywriter: A Copywriting Glossary For Beginners

Summary

In this informative video, Alex demystifies essential copywriting jargon for aspiring copywriters. Covering terms like squeeze pages, lead magnets, upsells, and conversion rates, the guide helps newcomers sound professional and navigate industry lingo with ease. With practical examples and expert advice, viewers learn to craft compelling copy that resonates with clients and enhances marketing strategies.

Takeaways

• 📝 A 'squeeze page' is a landing page designed to capture email addresses from potential subscribers, emphasizing a single call to action to enter their email.
• 🛍️ An 'upsell' is an offer presented to a customer after their initial purchase, aiming to enhance their experience and increase the value of the purchase.
• 🎟️ A 'one-time offer' (OTO) is a special offer available for a single opportunity, often presented after a customer signs up or makes a purchase.
• 🔁 'Retargeting' is an advertising strategy that targets users who have previously engaged with a brand, using multiple touchpoints to encourage a purchase.
• 📊 'List segmentation' involves grouping subscribers based on specific criteria to better understand and communicate with them, enhancing personalization in marketing.
• 🛡️ 'Risk reversal' is a copywriting technique where the seller assumes the risk of purchase, often through guarantees or refund policies, to ease buyer's concerns.
• 🧲 A 'lead magnet' is an incentive like a free ebook or webinar offered in exchange for an email subscription, attracting potential leads to an email list.
• 💌 An 'indoctrination sequence' refers to the initial emails sent to new subscribers to introduce the brand, build a relationship, and set expectations before presenting an offer.
• 📈 'Conversion rate' (CR) is the percentage of visitors who take the desired action, a key metric for evaluating the effectiveness of copywriting in marketing campaigns.
• 🛒 A 'cart abandonment email' is sent to remind and tempt prospects who left items in their shopping cart without completing the purchase, potentially recovering lost sales.
• 📚 The script serves as an 'insider guide' to understanding and using essential copywriting and marketing terms, helping to appear professional and knowledgeable in the field.

Q & A

What is a squeeze page and how does it differ from a landing page or an opt-in page?

A squeeze page is a specific type of landing page designed to capture email addresses from potential subscribers. Unlike a landing page which has a singular conversion focus such as signing up or buying, and an opt-in page which can be used for various sign-ups including free guides or webinars, a squeeze page is short and has the only obvious call to action to sign up and enter your email address, often without navigation or other distractions.

What is an upsell in the context of copywriting and marketing?

An upsell is an offer presented to a customer after the front-end purchase, aiming to enhance their experience with the brand and increase the average order value. It can be presented immediately after a purchase or sometime later, and is written differently than a front-end sales page because the audience has already shown trust by purchasing from the brand.

What is a one-time offer (OTO) and how is it commonly used?

A one-time offer (OTO) is a special offer that is available for a single opportunity. It is often used on opt-in thank you pages, where prospects are presented with a unique offer available only on that page. It is synonymous with a tripwire offer, which is the first offer people see after signing up.

Can you explain the concept of retargeting in marketing?

Retargeting, also known as remarketing, is a form of advertising that targets prospects who have previously engaged with your website or brand. It is based on the premise that multiple touchpoints are often needed to convince someone to make a purchase. Retargeting can be very effective and allows for sequential and behavior-based ads to be used in marketing strategies.

What is list segmentation and why is it important for effective marketing?

List segmentation is the process of grouping subscribers based on specific criteria such as demographics, psychographics, or behaviors, which helps in better understanding and communicating with them. The more granular the segmentation, the more personalized and effective the messaging can be, leading to more accurate targeting and better marketing outcomes.

What is risk reversal in sales and how does it benefit the customer?

Risk reversal is a copywriting technique where a guarantee is provided to assure the prospect that the seller will bear the risk of the purchase through a refund, exchange, or return policy. This helps overcome objections and boost conversions by making the entire purchase process seem easy and reassuring for the customer.

What is a lead magnet and how does it function in attracting potential leads?

A lead magnet is a free offer, such as an ebook, webinar, or trial, that incentivizes potential leads to subscribe to an email list and join an online community. It operates on the principle of reciprocity, where the lead provides their email in exchange for something valuable for free.

What is an indoctrination sequence and its purpose in email marketing?

An indoctrination sequence refers to the initial series of emails sent to new leads to introduce the brand, its mission, and the value it offers. It aims to build a relationship with the subscribers on an emotional level before presenting any offers, setting expectations, and inspiring the next steps.

What is the significance of conversion rate in the context of copywriting?

Conversion rate (CR) is the percentage of visitors who take the desired call to action on an ad, landing page, or sales page. It is crucial for copywriters as it provides metrics on the performance of their copy within a marketing campaign, allowing them to improve and build a beneficial relationship with clients.

What is a cart abandonment email and how can it impact revenue?

A cart abandonment email is sent to prospects who have left items in their shopping cart without completing the purchase. It serves to remind them of the available product and can recover a significant portion of lost customers, potentially increasing revenue by up to 64%.

Why is it important for copywriters to understand and use industry-specific terms correctly?

Understanding and using industry-specific terms correctly is important for copywriters to communicate effectively with clients and marketers, to appear professional, and to ensure that everyone is on the same page regarding marketing strategies and tactics.

Outlines

00:00

📝 Introduction to Copywriting Lingo

The video script introduces the concept of copywriting and the need to understand specific industry jargon. Alex, the presenter, acknowledges the complexity of copywriting terms and the importance of mastering them for aspiring copywriters. The script promises to define 10 essential copywriting and marketing terms to help viewers sound professional and understand client requests more effectively. It also mentions the Copy Posse Launch Pad, a platform where students sought clarification on these terms, highlighting the necessity for this tutorial.

05:02

📑 Understanding Squeeze Pages and Upsells

This section delves into the specifics of 'squeeze pages,' which are landing pages designed to capture email addresses, emphasizing their value in direct response marketing. It differentiates squeeze pages from other types of landing pages and opt-in pages, explaining their unique focus on email collection without distractions. The paragraph also introduces 'upsell' as a marketing strategy post-purchase, aiming to enhance customer experience and increase the average order value. Examples of upsells and their purpose in copywriting are provided to clarify their role in the sales process.

10:03

🛒 One Time Offers, Retargeting, and List Segmentation

The script explains the concept of a 'one time offer' (OTO) as a unique sales opportunity available only once to prospects, often presented on opt-in thank you pages. It illustrates the effectiveness of OTOs with an example from Gabby Bernstein. Moving on, 'retargeting' is introduced as a method of advertising to those who have interacted with a brand before, using online ads to re-engage potential customers. The importance of 'list segmentation' is highlighted as a strategy to group subscribers based on specific criteria, allowing for more personalized and effective communication with the audience.

🔒 Risk Reversal and Lead Magnets

The term 'risk reversal' is introduced as a copywriting technique where the seller assumes the risk of purchase, often through guarantees, to overcome customer objections and boost conversions. An example from Mind Valley is given to demonstrate this concept. 'Lead magnet' is defined as an incentive, such as a free ebook or webinar, offered in exchange for email subscriptions to attract potential leads and build an online community.

📧 Indoctrination Sequences and Conversion Rates

An 'indoctrination sequence' is described as a series of initial emails sent to new leads to establish the sender's identity, mission, and value proposition. The sequence aims to build a relationship and prepare the prospect for future offers. The script then discusses the importance of 'conversion rate' (CR) for copywriters, emphasizing the need to analyze the performance of their copy in marketing campaigns and use this data for continuous improvement.

🛒 Cart Abandonment Emails and Copywriting Terminology Recap

The final paragraph introduces 'cart abandonment emails,' which are sent to remind prospects of items left in their shopping carts, potentially recovering a significant portion of lost sales. The effectiveness of a well-crafted email is highlighted with an example from the sustainable clothing brand Reformation. The script concludes by summarizing the importance of understanding copywriting terms, inviting viewers to engage with the content, and promising more educational videos in the future.

Keywords

💡Squeeze Page

A squeeze page is a type of landing page specifically designed to capture email addresses from potential subscribers. It focuses on obtaining this valuable piece of information rather than promoting a product. In the video, Alex explains that unlike other landing pages, a squeeze page has no navigation or other calls to action to distract the visitor from the primary goal of entering their email address.

💡Lead Magnet

A lead magnet is an incentive offered to potential leads to encourage them to subscribe to an email list or join an online community. It's a valuable free offer, such as an ebook or webinar, that leverages the law of reciprocity. In the script, Alex uses examples like a 14-day free trial for a personal growth platform and a free audio training to illustrate how lead magnets work.

💡One Time Offer (OTO)

An OTO is a special offer presented to a customer for a single opportunity, often used after they have signed up or made an initial purchase. It's a marketing strategy to increase the average order value. Alex mentions in the video that OTOs are commonly seen on optin thank you pages and are synonymous with tripwire offers.

💡Retargeting

Retargeting, also known as remarketing, is an advertising strategy that targets individuals who have previously interacted with a brand or website. It's based on the idea that multiple touchpoints are needed to convince someone to make a purchase. The video script humorously illustrates this with the example of shoes following a user around the internet after they viewed them online.

💡List Segmentation

List segmentation is the process of grouping subscribers based on specific criteria to better understand and communicate with them. This can include demographic, psychographic, or geographic data, and helps in delivering more personalized and effective messaging. Alex emphasizes the importance of list segmentation in the video, stating that it's crucial for the future of marketing.

💡Risk Reversal

Risk reversal in copywriting is a strategy where the seller assumes the risk of the purchase, often through a refund, exchange, or return policy. It's designed to overcome objections and boost conversions by assuring the prospect that they won't lose out. The video provides an example from Mind Valley, offering a 10-day risk-free trial to alleviate the risk associated with buying their program.

💡Indoctrination Sequence

An indoctrination sequence refers to the initial series of emails sent to new subscribers to introduce the brand and establish a relationship. It's the first step in connecting with subscribers on an emotional level before presenting any offers. Alex explains in the video that this sequence includes delivering the lead magnet, sharing the mission, and setting expectations for the new community member.

💡Conversion Rate (CR)

Conversion rate, or CR, is the percentage of visitors who take the desired call to action on a webpage, such as signing up for an email list or making a purchase. It's a key metric for understanding the effectiveness of copywriting in a marketing campaign. Alex points out in the video that copywriters should seek conversion rate data to improve their work and build better relationships with clients.

💡Cart Abandonment Email

A cart abandonment email is sent to prospects who have left items in their shopping cart without completing the purchase. It aims to remind them of the desired product and encourage them to complete the transaction. Alex mentions in the video that a well-crafted cart abandonment email can significantly recover lost customers and increase revenue, using a cheeky email example from a sustainable clothing brand.

💡Upsell

An upsell is an offer presented to a customer after their initial purchase, aiming to enhance their experience with additional products or services. It's designed to increase the average order value. In the video, Alex discusses how upsells can be presented immediately after a purchase or at a later time, and how they are written differently from front-end sales pages to cater to the heightened customer awareness.

Highlights

A squeeze page is designed to capture email addresses from potential subscribers, focusing on obtaining valuable information from prospects.

Landing pages, opt-in pages, and squeeze pages are differentiated based on their conversion focus and the type of user information they seek.

Upsell refers to offers presented post-purchase to enhance customer experience and increase the average order value.

One Time Offers (OTO) are special offers available for a limited time, often presented on opt-in thank you pages.

Retargeting is an advertising strategy that targets users who have previously engaged with a brand, aiming to increase conversions through multiple touchpoints.

List segmentation involves grouping subscribers based on specific criteria to improve understanding and communication with them.

Risk reversal is a guarantee that assures the customer the seller will bear the risk of the purchase, helping to overcome objections and boost conversions.

A lead magnet is a free offer that incentivizes potential leads to subscribe to an email list, exemplifying the law of reciprocity.

An indoctrination sequence is a series of initial emails sent to new leads to establish a relationship and build trust before presenting an offer.

Conversion rate (CR) measures the percentage of visitors taking the desired action, providing crucial data for copy performance evaluation.

Cart abandonment emails are sent to remind and tempt prospects who left their shopping cart before completing a purchase, potentially recovering lost customers.

Copywriting involves understanding and utilizing terms like squeeze pages, upsells, OTOs, retargeting, list segmentation, risk reversal, lead magnets, indoctrination sequences, conversion rates, and cart abandonment emails to effectively communicate and convert prospects.

The importance of personalized and behavior-based marketing in the future of copywriting is emphasized, moving away from a one-size-fits-all approach.

The video provides a glossary of 10 key copywriting terms to help beginners and professionals alike to understand and navigate the industry's jargon.

The presenter shares personal experiences and student feedback to highlight the confusion and necessity of understanding copywriting terminology.

Examples and real-world applications are provided throughout the video to illustrate the practical use of copywriting terms and strategies.

Transcripts

What on earth is a squeeze page?

A lead magnet, an OTO? A CR?

Why does someone need to be indoctrinated

and segmented and retargeted?

Wait, when did copywriting start sounding

like some top secret lingo?

Well, if you want the insider guide to cracking the code

of some of the most important copywriting terms,

you are in the right place, keep watching.

Word up posse, it's Alex.

And if you wanna know how to become a copywriter,

there are some pretty important definitions

you gotta know before you get started.

So you might be on a call with a potential client

and they'll say, absolutely great,

we wanna work with you.

We need you to write some new headlines

for the squeeze page to improve the CR,

to get more people to see the OTO

and then download the lead magnet.

And you're like cool, cool, cool, cool, cool, cool, what?

I have been in this world for a long time

and sometimes I forget how darn confusing

all the phraseology, terms and TLA's,

that's three letter acronyms, can be.

It wasn't until some of my students

in the Copy Posse Launch Pad season one asked for some

definitions of words that I've gotten so familiar

with that I forgot they're actually super confusing

if you're brand new to all of this.

And that's when I realized, hey, you might need these too.

So in this video I'm defining 10 common copywriting

and marketing terms you need to know to look legit

and sound like a pro when you're talking to your clients

and marketers on the job.

Now if you've been following my channel for a while,

you've already learned some pretty key definitions

and tutorials like how to write subject lines,

sales page and hooks, how to identify your Customer Avatar

and levels of customer awareness,

and how to find your niche with my niche pyramid.

But if you're like, wait, what?

You might wanna stick around for more so go ahead

and hit subscribe below and then ring that bell to be

notified of when my next video goes live.

Every single week I publish free tutorials,

guides and expert advice on everything copywriting,

marketing and branding.

And of course once you subscribe,

I recommend you browse my library of videos

so you can learn, write,

and ignite your business with crazy good copy.

All right, so back to this week's video,

here are 10 key copywriting terms you've got to know

before you become a copywriter.

And there are hundreds more

where these came from guys, of course.

So consider this glossary a quick roundup

to give you a leg up in the world of copywriting.

All right term number one, squeeze page.

No, it's not a teeny tiny little page.

A squeeze page is a specific type of landing page solely

designed to capture email addresses

from potential subscribers.

So instead of focusing on promoting a product,

the intention is to squeeze the visitor

into entering their email address,

which in direct response marketing,

is one of the most valuable pieces of information

you can get from a prospect.

Now if you're like, wait,

what's the difference between a landing page,

an optin page and a squeeze page?

Yeah, you're not alone,

it can be a little confusing

so let me break it down for you.

Landing pages are web pages

that have a singular conversion focus,

usually either to sign up or buy.

Landing pages are called landing pages because it's where

traffic lands on the site.

Although usually not organically landing pages are strategic

pages often built for converting paid traffic.

Now opt in pages are landing pages specifically

used to get a prospect to sign up.

So it might be to get a free guide,

start a free trial or register for a webinar.

It's a broad term that applies to any page

asking for user information, whether it be an email,

phone number, name, or any other sort of data.

Now squeeze pages are a little bit different.

They are short optin pages where the only obvious

call to action is to sign up and enter your email address.

So this often means there's no navigation

or any other calls to action to distract

the prospect from opting in.

So think of it this way, all squeeze pages are optin pages,

all optin pages are landing pages,

but it doesn't work the other way around. Got it?

So here's an example from

digital marketing expert Neil Patel,

who gamified his squeeze page

by using a spin to win plugin.

You can clearly see that the only action here is to enter

your email address to see what you win.

All right term number two, upsell.

As a copywriter, you might get asked

to write an upsell page.

Now on the marketing roadmap, upsell refers to an ad

or offer that you present to a customer

after the front-end purchase.

So think of it as an upgrade that you wanna offer

your customers to enhance their experience with their brand

and increase the average order value of their purchase.

An upsell can be presented immediately after a purchase

like when you purchase a program online

and then you're asked to join a membership community

or sign up for exclusive coaching.

An upsell can also happen sometime later

after the initial front-end purchase.

So for example, an airline might offer you the opportunity

to upgrade from economy to business class at a reduced price

when you check in for your flight.

Now while an upsell offer is in fact a sales offer,

they are written quite differently

than a front-end sales page.

And that is because the audience you're speaking to

in an upsell has a very high level of customer awareness

because they've already purchased from you.

So less education and indoctrination needs to be done

on the upsell page and instead you can focus on adding more.

More access, more resources, more training and more value.

And of course give them a reason to take action now,

and not later.

All right, term number three, one time offer or OTO.

one form of a sales page is a one time offer.

This is a page that promotes a special offer

that's available for, yes, one time only.

This means that your prospect or customer only has one

chance to redeem this offer right then and there.

OTO is the most commonly used on optin thank you pages.

So after signing up, prospects are presented

with a special offer available on that page only.

It's for this reason that OTO's have become synonymous

with tripwire offer,

the offer that people see immediately after walking

in the door or signing up.

For example, best selling author Gabby Bernstein,

who recently launched a 21 day meditation challenge,

immediately presented customers who signed up

with a one time offer to join her miracle membership program

at a special price.

All right, term number four, retargeting.

Have you ever gone to look at a pair of shoes you wanted

online and then that pair of shoes followed you around

the internet, like literally everywhere you went?

Welcome to the world of retargeting.

Retargeting, also known as remarketing,

is a form of advertising that targets prospects who have

previously engaged with your website or brand.

Retargeting is based on the premise that it often takes

multiple touchpoints with your brand or product

to convince someone to buy from you.

And when used correctly,

these smart tactics can be very, very effective.

I should know because I bought the shoes this morning.

They getcha every single time.

Retargeting also allows you to use sequential

and behavior based ads in your marketing and copywriting.

So a customer might see an ad to upgrade,

where a non customer will see a compelling offer to buy.

Or perhaps a series of ads shown in sequential order

that tell a story and help overcome objections.

All right term number five, list segmentation.

While retargeting is about marketing to a prospect

or customer on the front-end based on their interaction

with a particular brand,

list segmentation happens on the back-end

and refers to the grouping together of your subscribers

based on specific criteria that can help you better

understand and communicate with them.

This grouping can be based on demographic, psychographic,

or geographic data, survey or quiz results,

email engagement or specific actions they've taken.

For example, purchasing, attending a masterclass

or subscribing for a free guide.

For example, Campaign Monitor allows you to segment

your audience based on gender.

The more granular you get with your list segmentation,

the more personalized and effective your messaging can be.

The best marketing in the world

is that which most accurately targets its viewers.

The internet is changing fast and a one size fits all

copywriting approach is becoming less and less effective.

I have said it before and I will say it again.

The future of marketing

is personalized behavior based real time communications.

All right, term number six, risk reversal.

It sounds like an insurance policy,

but it's actually one of the most effective ways to overcome

objections and boost conversions on your sales pages.

In copywriting risk reversal is commonly a statement

of guarantee that assures your prospect

that you will be the one to bear the risk of the purchase

through either a refund, exchange or return policy.

Let's face it, most of us will subconsciously weigh the risk

of making the wrong decision when it comes

to buying something online.

This acts as a massive barrier that will prevent

your prospect from saying hell yes to your product.

If your sales page doesn't give prospects the assurance

to remove this barrier and create a sense of trust,

you're likely gonna lose them forever.

Your risk reversal statement should make the entire purchase

process sound easy breezy

and that it's totally okay if they decide to return

or exchange your product.

Here's an example from Mind Valley,

one of the world's largest personal growth brands online.

One of their sales offer says,

get 10 days risk free to try this program.

Remember, you don't even have to say yes right now

you only have to say maybe.

You have 10 days, after the date of purchase,

to try this product and get a full refund sent to you.

All right, term number seven, lead magnet.

A lead magnet is a freebie or a preview

of your product or service that incentivizes potential leads

to subscribe to your email list

and be part of your online community.

It's the law of reciprocity at its finest.

Sign up and in exchange,

I'll give you something really valuable for free.

A lead magnet could be a free ebook, a webinar, a trial,

a quiz and so much more.

For example, Commune, a personal growth

and spirituality learning platform that offers courses

by household names like Deepak Chopra, Danielle Laporte,

Dr. Mark Hyman, and Marianne Williamson offers

a 14 day trial of all their courses totally free.

Or here Marie Forleo offers a free audio training

in exchange for your email address.

All right, term number eight, indoctrination sequence.

An indoctrination sequence refers to the first few emails

that you send to fresh leads to let them know who you are,

what you do and why they should stick around.

Consider it the first step to building a relationship

with your subscribers and connecting with them

on an emotional level before you present with an offer.

So this is where you deliver your lead magnet

and welcome your prospect to your brand.

Let them know what to expect

as a new member of your community,

acknowledge why they're there

and what you can do to help them.

Share your mission then inspire them to take the next step.

So for example, when you join the Coffee Posse community,

you'll get three emails from me.

The first email you'll get in your inbox

welcomes you to the baddest raddest crew

of copywriters on the internet.

The second email shares my mission

to change the game of copywriting.

And the third email sets expectations

and shares how I can help you.

To check out my indoctrination sequence go ahead

and join the Copy Posse email community

by clicking the link in the description below.

Alright, term number nine, conversion rate.

You may think your role as a copywriter ends

as soon as you submit your copy.

However, the best copywriters in the world

don't Houdini on their clients after completing a project.

They ask for conversion metrics so they can

better understand how their copy is performing in the

context of a marketing campaign.

Conversion rate or CR refers to the percentage of visitors

that take the desired call to action on your ad,

landing page or sales page.

Remember that great copywriting both connects and converts.

So getting conversion rate data from your clients will

really help you see where you can improve your copy,

get better over time and build a mutually beneficial

relationship with your clients.

All right now, term number 10, cart abandonment email.

A cart abandonment email is an email sent to a prospect

after they left their shopping cart

but before making the purchase.

GoDaddy reports that a whopping 69% of shoppers

abandon their cart.

That's crazy.

A well written cart abandonment email can recoup 30%

of your lost customers,

resulting in a 64% increase in revenue.

Inside my copywriter coaching program

I teach an entire C.A.R.T

cart abandonment sequence framework

but even one cart abandonment email

can be highly effective.

The goal of this email is simple,

to remind shoppers that the product

they want is still waiting for them

and available for purchase.

Many businesses rely solely

on a text based email to do this.

However, there are plenty of creative ways for you

to tempt your prospects back to their shopping cart.

For example, reformation, a sustainable clothing brand,

does this very, very well by sending

prospects a cheeky email written from the product itself,

along with a photo of the exact item

they left in their cart.

Don't play coy. We saw you checking us out.

(laughs)

Alright guys, there you have it.

10 of the most important copywriting terms

that you need to know to walk the talk

and sound like a pro with your copywriting clients.

Give me a thumbs up below

if you learned something new this week.

And if there are any other copywriting terms

that are boggling your brains,

comment below let me know,

I am happy to define them for you.

Here's some videos for you to check out next.

Thank you so much for watching and subscribing.

I will see you next week with a brand new video.

Until then I'm Alex, Ciao for now.

A lead magnet is a freedie, freedie, freedie.