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
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Every single week I publish free tutorials,
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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.