How To Become A Copywriter: A Copywriting Glossary For Beginners

Understanding Copywriting Terms

In this video, Alex explains 10 common copywriting and marketing terms that are important to know before becoming a copywriter.

Squeeze Page

• A squeeze page is a specific type of landing page designed to capture email addresses from potential subscribers.

• 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.

• Landing pages are web pages that have a singular conversion focus, usually either to sign up or buy.

• Opt-in pages are landing pages specifically used to get a prospect to sign up for something like a free guide or webinar registration.

Lead Magnet

• A lead magnet is an incentive offered by marketers to potential buyers in exchange for their contact information such as name and email address.

• It's called a lead magnet because it attracts leads who may be interested in your product or service.

OTO

• OTO stands for "One Time Offer" and refers to an offer made only once after someone has taken an action on your website such as making a purchase or signing up for something.

• The goal of an OTO is to increase revenue per customer by offering them something related or complementary to what they just purchased or signed up for at a discounted price.

CR (Conversion Rate)

• Conversion rate refers to the percentage of visitors who take the desired action on your website such as making a purchase or signing up for something.

• Improving your conversion rate means getting more people to take the desired action, which can lead to increased revenue and growth for your business.

Indoctrination

• Indoctrination is the process of introducing someone to your brand or product and getting them excited about it.

• It's important because it helps build trust and loyalty with potential customers, making them more likely to make a purchase or take the desired action on your website.

Segmentation

• Segmentation refers to dividing your audience into smaller groups based on specific characteristics such as age, gender, interests, etc.

• This allows you to create targeted marketing campaigns that are more likely to resonate with each group, leading to higher conversion rates and better ROI.

Retargeting

• Retargeting is a form of online advertising that targets people who have already visited your website or interacted with your brand in some way.

• The goal is to keep your brand top-of-mind for these potential customers and encourage them to come back and take the desired action on your website.

Copywriting

• Copywriting is the art of writing persuasive content that encourages people to take a specific action such as making a purchase or signing up for something.

• Good copywriting can make all the difference in whether someone takes the desired action on your website or not.

Call-to-action (CTA)

• A call-to-action (CTA) is a statement designed to encourage an immediate response from the person reading or hearing it such as "Buy Now" or "Sign Up Today".

• CTAs are an essential part of effective copywriting because they give people a clear next step to take after reading your content.

Unique Selling Proposition (USP)

• A unique selling proposition (USP) is a statement that explains what makes your product or service unique and why someone should choose it over the competition.

• Having a strong USP can help differentiate your brand and make it more appealing to potential customers.

Conclusion

In this video, Alex explained 10 common copywriting and marketing terms that are important to know before becoming a copywriter. These terms include squeeze page, lead magnet, OTO, CR (conversion rate), indoctrination, segmentation, retargeting, copywriting, call-to-action (CTA), and unique selling proposition (USP). Understanding these terms can help you become a better copywriter and marketer by allowing you to create more effective campaigns that resonate with your target audience.

Upsell, One Time Offer, Retargeting, List Segmentation and Risk Reversal

In this section, the speaker discusses five important terms in online marketing. These terms are upsell, one time offer (OTO), retargeting, list segmentation and risk reversal.

Upsell

• An upsell is a sales technique used to enhance customer experience with a brand and increase the average order value of their purchase.

• It can be presented immediately after a purchase or sometime later.

• The audience for an upsell has a high level of customer awareness because they have already purchased from you.

• Therefore less education and indoctrination needs to be done on the upsell page and instead focus on adding more value.

One Time Offer (OTO)

• A one-time offer is a special offer that's available for only one time.

• This means that your prospect or customer only has one chance to redeem this offer right then and there.

• OTO's are most commonly used on opt-in thank you pages where prospects are presented with a special offer available on that page only.

• OTO's have become synonymous with tripwire offers.

Retargeting

• Retargeting is also known as remarketing and is a form of advertising that targets prospects who have previously engaged with your website or brand.

• It often takes multiple touchpoints with your brand or product to convince someone to buy from you.

• When used correctly, these smart tactics can be very effective in marketing and copywriting.

• Retargeting allows you to use sequential and behavior-based ads in your marketing.

List Segmentation

• List segmentation refers to grouping together 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.

• The more granular you get with your list segmentation, the more personalized and effective your messaging can be.

• List segmentation happens on the back-end and refers to grouping together of your subscribers based on specific criteria.

Risk Reversal

• Risk reversal is a statement of guarantee that assures your prospect that you will be the one to bear the risk of the purchase.

• It is commonly used in copywriting as an effective way to overcome objections and boost conversions on sales pages.

How to Sound Like a Pro with Copywriting Clients

In this video, the speaker discusses ten important copywriting terms that will help you sound like a pro with your copywriting clients.

Risk Reversal Statement

• A risk reversal statement should make the entire purchase process sound easy and that it's totally okay if they decide to return or exchange your product.

• Example from Mind Valley: "Get 10 days risk-free to try this program."

Lead Magnet

• A lead magnet is a freebie or preview of your product or service that incentivizes potential leads to subscribe to your email list and be part of your online community.

• It could be a free ebook, webinar, trial, quiz, etc.

• Example from Commune: Offers a 14-day trial of all their courses totally free.

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.

• Deliver your lead magnet and welcome your prospect to your brand.

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

Conversion Rate

• Conversion rate (CR) refers to the percentage of visitors that take the desired call-to-action on your ad, landing page or sales page.

• Getting conversion rate data from clients will really help you see where you can improve your copy.

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.

• The goal of this email is simple: remind shoppers that the product they want is still waiting for them and available for purchase.

• Example from Reformation: Sends prospects a cheeky email written from the product itself along with a photo of the exact item they left in their cart.

Other Terms

• Unique Selling Proposition (USP): What sets your product or service apart from the competition.

• Call-to-Action (CTA): A prompt to encourage a user to take a specific action.

• Features vs. Benefits: Features are what your product has, benefits are what it does for the customer.

• Pain Points: The problems or challenges that your target audience is facing.

• Social Proof: Evidence that other people have used and benefited from your product or service.

Give me a thumbs up below if you learned something new this week.

Lead Magnet

In this section, the speaker introduces the concept of a lead magnet.

Definition of a Lead Magnet

• A lead magnet is a free item or service that businesses offer to potential customers in exchange for their contact information.

Purpose of a Lead Magnet

• The purpose of a lead magnet is to attract potential customers and build an email list.

• It allows businesses to establish trust with potential customers by providing them with something valuable for free.

Examples of Lead Magnets

• Some examples of lead magnets include e-books, webinars, free trials, and discount codes.

• The key is to offer something that provides value to the potential customer and aligns with the business's products or services.