Glossary of copywriting terms
Here is a glossary of copywriting terms, which includes writing tips and ideas.
See also our Glossary of marketing terms and Glossary of SEO terms.
Researched and written by marketing consultant, trainer and author Nigel Temple.
A/B split testing: Writing two versions of an advertisement, headline, web page etc in order to ascertain which is the most effective. In my experience, discovering a better headline makes all the difference to response rates.
Above the fold: The top part of a web page that is visible without scrolling down.
Advertisement: Classic print ads contain a headline, body copy and a call to action.
Advertorial: Paid for advertising space which looks (at first glance), like editorial i.e. written by a journalist. Advertorials should be marked clearly with the word ‘Advertisement’.
AIDCA: (Sometimes known as AIDA). A marketing system commonly used in direct response copywriting: A = Attention (the headline). I = Interest (the product / service). D = Desire (an offer). C = Conviction...