Copywriting Terms Every CEO Should Know

December 15, 2023


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If you're into using your personality, voice, and values to attract your dream clients, you're in the right place. Your words matter – and I'm here to help you make them work for you!

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Diving into the world of business writing only to be bombarded with acronyms and jargon that make you feel like you've stumbled into a foreign language class?? If you've ever found yourself confused by copywriting terms like CTA, CTR, or USP, you're not alone!

We're here to demystify the seven key copywriting terms that are essential for every business owner to understand.

1. Headlines

Let's start with headlines. These are the BIG, BOLD titles on your website or sales page, typically referred to as H1 tags. The headline is your chance to grab your reader's attention right away. It should be short, snappy, and entice readers to explore more.

2. CTA (Call to Action)

Your CTA is a critical component. It is the text or button that prompts your reader to take a specific action. Whether it's signing up for your newsletter, making a purchase, or filling out a form, your CTA is the trigger that encourages action.

3. CTR (Click Through Rate)

CTR measures how many people actually click on the links or buttons you provide. It's a super important metric in email marketing or any scenario where you want your audience to take action. Remember, the average CTR is around 2.5%, so don't stress if yours seems low!

4. USP (Unique Selling Proposition)

Your USP is what set's you apart from others in your field. In a sea of similar businesses, your USP is your unique offering. It's the only reason why customers should choose you over your competitors.

5. Brand Voice

Your brand voice, is your business's unique personality. It's how you communicate with your audience and sets the tone for your brand. Are you casual and laid back, high energy and enthusiastic, or perhaps organized and measured? Your band voice is vital for attracting your ideal clients.

6. A/B Testing

A/B testing is like a science experiment for your marketing. You test one variable at a time, keeping everything else the same. For example, you might send two versions of an email with different subject lines to see which one gets a better response. It's a valuable tool for understanding your audience's preferences.

7. Above the Fold (or “Before the Scroll”)

This term has its roots in the newspaper industry when the most critical headlines appeared on the top half of the front page. In web design, “above the fold” refers to what your audience sees before they scroll down. It's where your headline and often a prominent CTA should be placed. Remember to consider both desktop and mobile versions when optimizing this space.

Understanding these copywriting terms will empower you to communicate more effectively, refine your brand, and enhance your marketing efforts. So, the next time you encounter these jargon-rich conversations, you won't have to wonder, “What on earth are they talking about?”

You'll be in the know with all 7 of these copywriting terms, ready to create compelling copy and drive your business forward.

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