How To Become A Copywriter: A Copywriting Glossary For Beginners
Summary
TLDRIn 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
📝 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.
📑 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.
🛒 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.
Mindmap
Keywords
💡Squeeze Page
💡Lead Magnet
💡One Time Offer (OTO)
💡Retargeting
💡List Segmentation
💡Risk Reversal
💡Indoctrination Sequence
💡Conversion Rate (CR)
💡Cart Abandonment Email
💡Upsell
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.
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