Glossary

AIDA

Attention, Interest, Desire, Action. A sequence for moving a reader from initial attention to a clear next step.

BAB

Before, After, Bridge. A transformation structure that shows the current state, desired state, and the offer as the bridge.

Call To Action

The specific action the reader is asked to take, such as buy, book, subscribe, reply, or click.

Funnel

The sequence a reader moves through before buying or taking another conversion action.

Guarantee

A promise that reduces perceived risk, often by offering refunds, reversals, trials, or performance terms.

Lead

The opening section of a piece of copy. In long-form copy, the lead frames the argument and determines whether the reader continues.

Market Awareness

The reader’s current understanding of the problem, solution category, product, and offer.

Mechanism

The explanation of why the offer works. A strong mechanism makes a promise feel believable.

Objection

A reason the reader might resist action, such as price, trust, complexity, timing, risk, or fit.

Offer

The full package being sold: product, outcome, price, terms, bonuses, guarantee, delivery, and buying experience.

PAS

Problem, Agitate, Solve. A structure that names the problem, raises its importance, then presents the solution.

Proof

Evidence that supports a claim. Proof can include data, demonstrations, testimonials, case studies, credentials, examples, and guarantees.

Risk Reversal

An offer element that shifts perceived risk away from the buyer.

Social Proof

Evidence that other people trust, use, buy, or benefit from the offer.

Swipe File

A collection of copy examples used for study and reference.

Unique Selling Proposition

A clear differentiated claim that explains why an offer is meaningfully distinct.

VSL

Video sales letter. A video-format sales argument usually built around a hook, problem, mechanism, proof, offer, and close.