The MK Copywriting Glossary | Terms from A-C

Please forgive me. I am just going to give this to you cut and dry. No added fluff necessary. Really don’t want too many details for the intro. Rather, I want to shift all of your focus on the common terms related to copywriting listed below. 

By the way, pay attention because you will be tested at the end…

Copywriting Jargon You Should Know 

Above the fold 

Or, as I like to call it, your audience’s first impression — of your website at least. Above the fold is the initial area of your site that visitors see before hitting the scroll button. This area gets a lot of attention. Therefore you should have the right words, the copy, that speaks to your ideal client, immediately connecting them to your brand.

Active Voice 

This refers to a specific style of writing. With active voice the subject carries out the action. To put it into perspective, here is an example.

An added tip, think of an active voice as your selling voice, be direct. By choosing to write indirectly or in a passive voice, you muddy the message, ultimately, confusing the reader.


Now, I know you’ve heard of a blog. And, I definitely know you have one (if not, you should). Simply put, a blog is the page on your site that is regularly updated with fresh content that pertains to a specific topic. 


Oftentimes, a brand and a business are used interchangeably. However, in reality, they have separate meanings. A business only addresses the products and services offered plus all the operations that come with. 

Whereas, a brand refers to the holistic perception of your business. This includes the image and identity created alongside your brand voice, story, client experience and so much more.  

It is one thing to run a business. It’s another to establish a brand.

Brand Message

A single one liner that boldly states who you are, what you do, and why you do it. Brand messages are not a nice-to-have but a need-to-have. And, once you have it, stamp it across your social profiles (bios, bios, bios) and above your website’s fold. Why? Because your brand message introduces you to the reader. Not to mention, it better primes them for your product or service offering. 

Brand Story

A brand story is the narrative or perception of your brand. Unfortunately, you do not write your brand story, your audience does. However, you can influence their point-of-view by creating an experience, copy, or content that will improve their overall impression of your brand. 

Brand Voice

Your brand voice is how you speak to your audience. In other words, it is your conversation style. I touched on this in the guide. But, to reiterate, to hone in on your brand voice, answer these questions.

How do you address your clients? Professionally or Conversational?

So how would you address your audience? Professionally or Conversational?


Your call-to-action is essentially the purpose for every piece of content you create. Of course you gave your audience valuable information. But, now what? What should they do with it? 

Express next steps with a strong call-to-action. They should be persuasive and direct (remember that active voice). When all is said and done, your calls-to-action should gradually move those readers down the pipeline in efforts to convert them into a paying client. 

Conversation Starter

I know you know what this term means, too!

Though, just in case, really and truly, a conversation starter is whatever you choose to talk about, then blog about. 

Pop Quiz: Put Those Copy Terms To the Test

Okay. So, there is no quiz. But, there is a test. We are schoolin’ life today… biz life that is. 

The test: take what you have learned from this blog and apply it to your current branding or communication. For example, craft your brand message or put together a strong call-to-action. Girl, start that blog.

And if you need a little help, you know who to call.

Need to chat? Click here

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Common Copywriting Buzzwords Explained

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