Copy Writers / Editors - Buyers Guide

Website Copywriting Terminology

Awareness: Creating a favorable impression of a product or service.

Benefits: The advantages associated with using a given product or service.

Blind Envelope: Direct mail advertisement disguised as ordinary correspondence.

Body: The text of the written content.

Call Out: A brief section that stands out from the written content, in order to draw readers' attention to a particular feature of the service or product.

Collateral: Printed material including brochures and pamphlets aimed at providing information and increasing sales.

Copy: A reference to all the writing found in all marketing material including direct mail, brochures, websites and ads.

Exposure: A form of non-monetary compensation offered to writers for their work.

Features: Qualities of the product or service.

Headline: Copy element above the body of the written content that calls attention to the important message.

Johnson Box: Headline in a direct mail letter, often sent within a rectangular box.

Kicker: An element of copy just above the headline that creates interest in the content to follow.

Sidebar: A vertical stretch of copy usually including client testimonials or case studies in longer brochures.

Subheads: Mini-headlines inserted in the content in order to break the monotony of long texts.

Teaser: A brief copy on direct mail envelops that raises interest.

Unique Selling Proposition (USP): A feature that distinguishes a company's product or service from that of the competitors.

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I immediately got a call from a moving company who was very professional. We've had good communication, the survey was punctual and they returned a quotation the following day as promised. So far, so good!

Kate, Buyer
Adelaide, Australia