Copywriting Jargon Got You Confused? Here’s help.

“Features, features, features,” the copy manager intoned. “I want you to pack the copy blocks with features.”

I dabbed my upper lip as delicately as possible hoping he didn’t notice the sweat. What in God’s name was he talking about?

Twenty years ago I was a green freelance copywriter meeting my first big brand client. And I was caught out.

Clearly, “features” meant something specific to the copy manager. I had no idea what.

On that long ago day I stammered, smiled inanely, survived the meeting—and completed the project without a hitch.

Parlez vous copywriting?

But it wasn’t the last time I’d “fake it to make it.” Over the years I’d be thrown for a loop over a “Johnson box,” “deliverable,” “conversion funnel” and many more industry-specific terms.

Copywriting has its own lingo, colloquialisms that serve as shorthand in industry conversations, instructions and briefs.

Love it or hate it, you need a handle on copywriting jargon to feel confident at copy meetings and planning sessions.

So expand your copywriting vocabulary: Take the Copy Shoptalk Quiz below to measure your copy talk baseline. Then check out more copy lingo resources linked below.

Copy Shoptalk Quiz

Choose the definition that best describes the meaning of each of the following copywriting terms:

1. What is a lede?

   a) A lede is a person interested in buying a product or service, a potential customer.
   b) Borrowed from the equestrian world, the word “lede” implies “starting out on the right foot” with your copy.
   c) A lede is the introductory part of a story, feature or other copy, especially the first sentence.

2. Which answer best defines copy deck?

   a) Copy deck is the text that fits into the “deck”—the frame or layout delineating copy flow.
   b) Copy deck is a physical threat leveled against copywriters who don’t meet deadlines. E.g., “Get me that copy, or I’ll deck you.”
   c) Copy deck is slang for your content’s first draft.

3. What is a standfirst?

   a) Standfirst is a copywriter’s term of praise denoting stamina and courage. E.g., “Nice job on that 300-page website content—you’re a real standfirst.”
   b) A slang expression used more frequently in the UK than US, a standfirst is introductory text—often in bold or large font—that sits between a headline and body copy.
   c) A pejorative coined after a prestigious California university, a standfirst refers to an over-educated copywriter with a passion for extreme sports, fleece outerwear and rock climbing shoes.

4. The copy manager asks for Greek. What does she want?

   a) A cup of coffee from a Greek deli—the universal “fuel” for New York copywriters.
   b) The filler copy that graphic designers slot into layouts. It reads, “Lorem ipsum dolor sit amet, etc…”—actually Latin, not Greek.
   c) Editorial argot, Greek copy refers to content written in a sonorous, academic style.

5. Can you define a teaser?

   a) Short, enticing copy frequently written for direct mail envelopes and Pay Per Click (PPC) ads.
   b) In copywriting circles, a teaser is a sadistic client who promises large remuneration and delivers less—often half of—the agreed upon copy fee.
   c) The word teaser denotes an ingratiating ad agency lackey: It parrots the brown-nosing underling’s frequently asked question, “Can I get you some tea, sir ?” or simply, “Tea, sir?”

6. What is collateral?

   a) Collateral refers to the damage and disarray left in copywriting cubicles after a tight deadline has been met.
   b) The state of two or more copywriters working together, side-by-side on a copy project.
   c) Marketing materials such as brochures, sales flyers, data sheets and white papers that introduce the product and support the sales cycle.

7. Which of the following best describes a sidebar?

   a) The preferred “hair of the dog” restorative for Mad Men era copywriters, a side bar is a classic cocktail made of Cointreau, triple sec and lemon juice.
   b) Borrowed from the wrestling world, a sidebar is a protective physical maneuver used by copywriters to ward off aggression from editors and creative directors.
   c) A sidebar is a short, complementary article laid out vertically and often set in a text box next to a larger article.

8. What is a kicker?

   a) A kicker is the HR professional responsible for firing unsuccessful copywriters and other underperforming staff.
   b) A word with varying usage, in the UK “kicker” refers to snappy closing text of an article or feature. In the US it’s a piece of copy printed above the head to “kick up” reader interest.
   c) A trashcan crammed to the brim with crumpled, unsatisfactory copy drafts.

9. Which answer best defines a call out?

   a) Text that stands apart—usually in larger or bolder font—a call out recapitulates or highlights part of the body text.
   b) A call out is a profanity used by copy editors and proofreaders when confronted with misspellings and typo-ridden documents.
   c) An editorial term challenging copy or reportage sources.

10. What is a CTA?

    a) In the US, a CTA is a professional accountant who prepares freelance copywriters’ tax forms in April each year.
    b) The CTA or “call-to-action” is the copy that moves customers to do something specific such as buy, call, fill out a form or join a mailing list.
    c) An acronym for “creative time allotment,” the brief period of time—generally 10 minutes or less—allowed agency copywriters for creative or imaginative input on projects.

How do you measure up?

Here are the correct answers to the Copy Shoptalk Quiz:
1)c 2)a 3b) 4)b 5)a 6)c 7)c 8)b 9)a 10)b

Give yourself one point for each correct answer and tally your score:

8-10: You’re a Copy Jockey, confident talking shop with creative directors, direct marketers and copy managers.
5-7: You’re a Senior Scrivener, comfortable at most copy meetings and creative briefings.
4 or less: You’re a Creative Writer in need of copy shoptalk enrichment.

More Copywriting Vocabulary Resources

Need additional copywriting jargon translation? Check out:

• Jonathan Kranz’s Copywriting Glossary
• Clayton Makepeace’s Direct Response Glossary
• AWAI Ultimate Glossary Of Copywriting Terms

What are your copy jargon SNAFUs?

Ever felt confounded by copywriting lingo? Please share your shoptalk confusions.