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Welcome to my little glossary of commonly used Entrepreneur terms.

# | A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q| R | S | T | U | V | W | X | Y | Z


4-hour workweek

The amount of time most parents can work between effing school pickups.


#BeMoreShark (Toonism)

My personal mantra (and hashtag) on life – be brave, be fearless.



A/B Testing

Testing two things against each other. Like in Vampire Diaries when you can’t decide if you like Damon or the other one more, so you line them up and compare eyes, and teeth.

Talked about a lot when it comes to landing pages and email subject lines.


Access Log

A log file listing all of the requests for individual files made by people or bots on a website.



The activation phase usually comes after the planning phase, which is after the strategy phase but before the feedback phase. Phased out? Me too.


Ad Keyword

The query entered into a search engine that triggers Paid results.


Adobe Analytics

An analytics software made by Adobe that gathers data on real-time web analytics and marketing channels.

It is similar to Google Analytics and can be used to better understand a website’s marketing segments and user interaction.



These days everyone is aligning their business with other businesses.

For me, this conjures up images of people sidling up to other people at parties and laughing without knowing what everyone is laughing about.

It’s awkward and weird, so don’t use it.


Amazon Best Seller

You gave away a thousand copies of your book and kept refreshing the screen until you briefly hit the top of some obscure category on Amazon – just long enough to take the obligatory screenshot.

I hope this book becomes an Amazon best-seller in the ‘Snarky, bitter business books’ category.



To turn up the volume on your marketing to an irritatingly loud roar that gives your customers a headache.


Anyhoo (Toonism)

Instead of Anyhow.



The true entrepreneur flicks a switch at the start of January and doesn’t do a god damn thing for the rest of the year because their business is entirely automated. (See also integrate.)



To be a true entrepreneur you must be authentic. And then you must authentically tell people how authentic you are on a regular basis.


Average Difficulty

The Average Difficulty, located at the top of the keyword chart, is the combined average keyword difficulty of every keyword result analyzed by the Keyword Magic Tool.

You can also find this metric in the same location within the Keyword Analyzer.

This can give you a general understanding of how hard it is going to be to run an SEO campaign in this keyword’s market.

The higher the percentage, the more difficult it becomes to get a high ranking for each keyword.


Avereage Volume

Average monthly search volume for a queried term.



Beast (Toonism)

A generic term for humans when referring to a mass of them. So instead of ‘hey guys’ – we use ‘hey beasts’.



A term used when the software is in the final testing phase before being fully released to customers.


Big Girl Pants

Apparently we should pull these on before we do anything scary.

No thongs allowed, and going commando is definitively a no-no. (Note: There’s no such thing as big boy pants.)



Starting a business with no money. In earlier times it was called being poor.



Boilerplate text, or simply boilerplate, is copy you fry up like an egg on a sizzle platter of goodness.

Nah not really, it’s any copy that’s reused across pages without significant changes to the original. It’s the good stuff you cut and paste a lot.

TOON TIP: Boilerplate text is often used for Calls To Action or company and personal bios.


Boss Lady

I know lots of you love this. And I get that it’s kind of cute. But like its vile partner in crime ‘Mumpreneur’, the fact women have to be ‘boss ladies’ instead of just ‘bosses’ irks me.

And if you use ‘boss lady’ and ‘sassy’ in the same sentence, I’ll probably swallow my own tongue in disgust.


Brand Story

Who doesn’t love a story? Brand stories inspire an emotional connection (#gag) with your audience.

Thoughts, feelings, and cool backstories are all welcome in a cohesive narrative of your brand.

This isn’t your regular show and tell advertising – it’s about making people LOVE you!

Re-purpose it into chunks of content or use it as part of finding your tone of voice.

TOON TIP: Try the brand story template in the shop.

Brusher (FONT)

The paintbrush font you see everywhere that should be used on all memes, especially those telling you to dream big.

The preferred colour is gold.


Brief / Creative Brief / Project Brief

A spiffy little document that explains project details like scope, deliverables, budget, time frames and goals.

Copywriters send briefs to the client and hope for clear directions on what they want. They’re often as clear as mud and just as slippery.

TOON TIP: Chat through the brief on a call with the client. Be kind: documents that writers live and breathe can be terrifying for normal humans.

BONUS TOON TIP: Get your brief on with our briefing template.

Bum-clenchingly (Toonism)

So awesome or scary it makes you squeeze your bum cheeks.



C.F.O. (Toonism)

Chief Furry Officer.


C-Level / C-Suite

The head honchos – C stands for chief. So when your client talks C-Suite, think decision-makers like the Chief Marketing Officer (CMO) or Chief Executive Officer (CEO).

TOON NOTE: My CFO (Chief Furry Officer) provides much wise counsel.

Can’t Be Arsed (Toonism)

Can’t be bothered.


Capability Statement

A promotional document sometimes called glossies and often used as part of a tender or proposal process.

Don’t be put off by the name – it’s not a complete snooze-fest.

Loads of copywriters have written one as a brochure or company profile – a statement of experience, successful projects, and specialities.



A SERP Feature consisting of a set of images displayed near the top of a SERP.

The Image Carousel differs from the standard image result in that the Carousel will bring you to a new SERP for the image that you select.



“Close of Business”, which is usually 5pm.

Pssst lies. I call it done by 3pm.


Click Potential

Metric used to gauge the predicted chance of getting a click through to your website if your search result occupied the top position of the SERP.

Click Potential depends on the presence of SERP Features that would hinder searchers from clicking on an organic website result.



Someone who’s read one article about a given subject and now thinks they can charge $150 an hour to teach you about it. Warning: likely to post a lot of motivational memes.


No, you can’t just work with someone.

You have to collaborate or if you really want to be an entrepreneur, set up a joint venture.

You must both be willing to talk endlessly about the collaboration, retweet like a man possessed, and name drop each other every five minutes.


Common Keywords

Keywords for which multiple domains rank among the top Google search results.


Competitors in Google Ads

The websites that rank highly for the same queries as the analysed domain in Google Paid results.


Competitors in Organic Search

Sites that compete with the analysed website in organic search results.


Content Marketing

Anything that – directly or indirectly – moves your audience closer to the end of your (sales) funnel.

Copywriters get involved in creating and promoting content across formats, platforms and audience segments.

Content marketing is videos, blogs, and social media posts.

It’s emails, websites, and lead magnets. It’s whatever you create to engage your audience, without promoting it directly.

Lots of folks draw a big line between content marketing and copywriting, but they’re beside each other in the content aisle.

With content marketing the ROI is just further away.


Conversion Copywriting

Conversion copywriting has one goal – convert.

Conversion might mean a sale or convincing the reader to do something there and then, like fill out a form, sign up for a course, or add something to their online basket.



The words copywriters write. Some people use it just to describe a certain kind of Mad Men-style ad-copy.

But a copy is everywhere from your favourite website to your cereal box, to the label of your undies.

Copy VS content? Pfffft. Does it really matter? Just meet the brief. Usually, both are about getting you to buy something or buy into something.

And who gives a rat’s what they call it if they pay your invoice?


Copy Deck

A fancy way to describe the document containing all the copy and supporting materials for your copy project. If you’re the client, this is what your copywriter sends you to review. And you probably ignore.

It’s usually in Microsoft Word or Google Docs, and walks clients through the copy, SEO keywords and calls to action.

You can call it a ‘copy platform’, if you don’t mind sounding naff.

TOON TIP: Grab our copy deck template.

Core Values

The ‘solid as oak principles’ your business stands for.

Your copywriter wrote them for you, and they’re on your about page.

No one knows what they are, least of all you. You think one of them may be about toast.


Cost %

A metric (shown in both the Organic Positions & Advertising Positions reports) based on the overall Traffic Cost shown on the top left of your report.

You will notice a Costs % for each keyword the queried domain ranks for.

This represents how much of the overall cost being displayed is coming from a given keyword.


Crisps (Toonism)

Australians call them chips – they are wrong.


Cross Group Negatives

A method of optimizing a Google Ads campaign via implementing one ad group’s keywords as another ad group’s negative keywords. This prevents your ads in separate ad groups from competing against each other and harming click-through rate / quality score.

CTA (Call to Action)

The next step you want the audience or reader to take.  

Common CTAs on websites are those little buttons that say Buy now, Read more, or Add to Cart.

I like to write CTAs that keep the conversation going, but without the ick of sales pressure or FOMO.



Declined Keywords

Terms that have decreased in ranking for a domain, yet still remain in the top 100 positions.


Destination Site

The site that the user visited directly after leaving a domain.


Digital Nomad

Someone who posts images of themselves on Thai beaches with their laptop just to show off and make you feel bad.


Direct Traffic

Traffic from users going to your site through a browser’s address bar without going through a third party.


Disavow List

A list of backlinks that can be sent to Google in order to not take them into consideration when reviewing your site for a potential Google Penalty.

If you have backlinks that may create the risk of receiving a Google Penalty, you can add them to a Disavow list and send the information to Google.

You will be able to create your disavow list in a Backlink Audit campaign.



To break away from the commonplace and do something totally out there, crazy and incongruous.

Synonyms: irritate, annoy, show off.


Domain Strength

The strength of the domain relies on the number of keywords for which the domain is positioned within the top results and the average position for them.




Electronic Direct Mail. Less boring than it sounds!

An unnecessarily tricky name for newsletters, promo emails, and on-boarding emails.

Copywriters may write stand-alone emails or sequences that are triggered by time or behaviour.

It’s a powerful digital channel for sales copy, newsletters, or personalised transactional emails.


Egg Day (Toonism)

Happy Egg day = Happy Easter


Elevator Pitch

A short and sharp speech to describe (for people and companies) what they do, who they do it for, and why.

A good elevator pitch lasts about 20 to 30 seconds. You’ve gotta nail it before those doors open!


Email Funnel

How a subscriber goes from prospect to customer through strategic email communications.

Copywriters write the emails and can get involved in planning data-driven email campaigns so customers get the right email at just the right time.



People no longer read your blog posts or like your tweets.

They ‘engage with your content’ instead. Just another wanky marketing buzzword.



End of Financial Year (aka End of Fiscal Year). For copywriters between tax brackets, it’s the only time of year we’re hoping not to get paid on time.

  • Australia – 30 June
  • US – 30 September
  • UK – 5 April
  • India and New Zealand – 31 March

TOON TIP: A budget spreadsheet is a no-brainer to keep track of your finances.

Estimated Accuracy

A metric in the Traffic Analytics report that gauges the accuracy of the data presented.

Since accuracy is dependent on the size of the data sample used to estimate the domain traffic, larger websites will generally have higher accuracy than less popular websites.


Exit Clause

Also known as the Termination clause, is a part of a contract that allows parties to end their legal relationship and discontinue their obligations under the agreement.

In other words, you don’t want to have this used on you, but if a project goes wrong, it’s nice to have up your own sleeve (next to the tissues).



Facebook Engagement

A measure of how well your audience liked, shared, or commented on your Facebook posts during the selected time period and how this number changed in comparison with the previous period.



Procrastination by being ‘busy’ with non-billable or non-work-related activities. Essential and evolving skill for writers.

“They faffed around on social media all morning”

“I’ve been faffing around trying to …(insert vague IT issue)”


Fart arsing (Toonism)

As in fart arsing about – to faff (see faff).


Flump (Toonism)

To be in a bit of a bad mood or feel unmotivated.


Frazzled (Toonism)

To be tired.


Frazzles (Toonism)

My favourite food stuff (crisps, fake bacon flavoured).



I can’t write a definition for this. It just sounds too filthy. (See also Sales funnel.)




A copywriter or author hired to write work that’s published under the name of another person. They get the ‘by-line’.

Not to be confused with a ghostwriter, a whole other niche market.


Give Good Pod (Toonism)

Be a good podcast guest.


Google Ads (formerly Google AdWords)

Google’s link auction network, also used for advertisement, where most keywords are sold on a cost per click basis.


Google Ads Keywords

The keywords for which the domain’s Ads appear amongst the top results.

Google Ads Top

The advertising block of Google Ads, located above the Organic results in Google

Google Ads Traffic

Estimated monthly amount of visitors coming to a website from Google Ads.

Google Ads Traffic Price

Estimated monthly expenses for a Google Ads campaign.


Google Data Studio

A free online tool that lets you to customize visual reports using data from various sources.


Google Juice (Toonism)

The love that Google gives you via backlinks.


Google SE Traffic

An estimated monthly amount of visitors coming from the first 100 Google search results.


Grapple the Google Beast (Toonism)

Decide to get serious about Search Engine Optimisation.


Growth Hacking

No, it’s not sawing that crusty lump off the bottom of your foot.

Instead, it’s like taking a big bowl of idea spaghetti and hurling it at the wall – you see which ideas stick and which flop on the floor.

It’s about trying all the things, quickly, without regret.

And then grabbing the bits that work and running with them. Or something.



See Ninja.



Usually the main heading on a web page. The H1 HTML tag is often the title of the page or post. It’s the first thing the reader sees so you better make it count!

Ideally your H1 contains your target keyword or phrase for that page.

Also a great first base term to check out someone’s SEO savvy. “So, how many H1s?”



Everything is a hack now, and every day I see a post titled something like “10 ingenious arse-wiping hacks” that includes ingenious hacks such as:

  • HACK 1: Use two sheets of paper instead of one to avoid getting poo on your hand.
  • HACK 2: Sit on the toilet rather than in the sink to ensure your poo goes in the loo.

These are not hacks. At best they’re tips, but more often than not they’re just stating the bleeding obvious.



Rather than being driven by their brain (‘brain-centred’), ‘heart-centred’ business types are driven by the red pumping mass, which makes them better people than you and me.

They’re still trying to sell you a $10,000 mastermind course, but at least they love you while they’re doing it.

I personally think I’m ‘spleen-centred’, or maybe ‘Frazzle-centred’. (Don’t know what a Frazzle is? Google it!)


Historical Data

The data that allows you to perform research on keywords and domains from previous months.

Domain Analytics and Keyword Analytics historical data go back to January 2012.

PLA historical data goes back to September 2013. Traffic Analytics historical data goes back to April 2016.


Hola (Toonism)

Instead of hello.


Holy Badger Tits (Toonism)

An expression of awe – as in holy cow!


Humaning (Toonism)

Spending time with humans.



When I see the word ‘hustle’ I immediately think of fraudsters and swindlers.

But these days it’s become the byword for anyone who wants to sell with gumption.

Another meaning for hustle is ‘to push roughly’, which is what I’d like to do to anyone who uses this word.



Improved Keywords

Terms a domain is still ranking within the top 100 positions for but has moved up in ranking since their previous position within the top 100 results.


Inbox Zero

A mythical tale achieved only by people who haven’t given anybody their email address.


Inner Circle

Just like the outer circle, only more expensive to join.



All your systems should integrate with each other, and synchronise with your social media and email marketing.

I’ll charge you $10,000 to illustrate this by drawing circles with the words ‘email’ and ‘website’ in them, and then drawing wiggly lines leading from each circle.


It’s the tits / You are the tits (Toonism)

Something that is so awesome it’s nearly as good as a fine pair of boobs.




See story.


Keyword Difficulty

The estimation that shows how difficult it would be to compete in organic search for a certain keyword using SEO.

The higher the estimation, the harder it would be to compete with the current websites ranking at the top of Google.



Landing Page

A standalone web page created specifically for a marketing or advertising campaign with a single call to action (CTA).

Visitors “land” on this page after they click through from an ad on Instagram or YouTube, from an email or a Google search.

Once they land, it is your mission to write copy that makes them NEVER want to leave!


Lead Magnet

An offer or resource you promote to your audience and provide in exchange for their email address.

Copywriters can write lead magnets for clients in a format to suit the target audience and where they’re at. Think e-books, white papers, checklists, research insights, how to’s and more.

Worth the effort to engage your people!


Lick That Frog (Toonism)

We’re told to eat the frog (get on with the tough task) but sometimes it’s okay to give it a gentle lick.


Like Ladder

A popular activity in Mumpreneur groups, which involves posting your Facebook page in a stream of 8,567 other Facebook pages in the hope one sad sucker will ‘like’ it.

Achieves nothing, but you still come back every week and do it again.


Like too little butter spread over too much bread (Toonism)

The feeling of being worn out of burned out (Stolen from Tolkien).


Long Form Homepage/ Landing Page/ Sales Page

A post-click landing page that has one goal – convincing you to buy.

Long-form sales pages rely heavily on long, long scrolling masses of written content. With the right psychology and word sorcery, they can significantly up conversions.

TOON TIP: A/B testing comes into its own here. Write 2 different headlines and see in real-time which one tickles your audience’s fancies.



A statement of the beliefs, values, and vision for a person or business.


Marketing Funnel

A system designed to attract, convert and keep customers through the sales process.

TOFU – Top of Funnel

MOFU – Middle of Funnel

BOFU – Bottom of Funnel

Customers have different problems, needs and wants at different stages of the funnel that copywriters need to keep up with.

See Sales Funnel



A collection of people who’ve paid an absurd amount of money to suck success juice from the teat of some sleek entrepreneur type.



No idea. Might be one of the vampires in Twilight.


Meta Description

HTML tag used to describe the content of a web page.

You see below the title and URL of a page in search engine results.

It’s seriously up there for the most-overlooked-but-critical piece of copy.

But it’s the first piece of sales content web users will see from you.

TOON TIP: Best practice length for Google-love is the 140-160 character mark.

Meta Title

Also known as title tag. Defines the title of each web page.

Search engines like Google use it to display your page name in search results.



Small bits of copy that help users do things. Or the fun copy you see on packaging that shows brand personality.

Microcopy can be digital – like error messages and subscription confirmations – or pop up on your biscuit packet or loo roll. Every word counts!



Our way of thinking, which we must be keen to change and improve.

In the old days, people didn’t have mindsets. They were too busy trying not to be eaten by dinosaurs.


Mini Human (Toonism)

Your child, a child, someone’s child (see small human).


Muppet (Toonism)

An idiot.


Movers and Shakers

A group of Mumpreneurs at a networking event waiting for the free wine to be given out.



NAP (Name, Address, and Phone)

A term used to describe the most basic necessary information that a business should list online.

Having a business’s NAP consistent across all online citations is an important factor in local SEO.



Not Copy Related – # used in the TCCS Facebook group to post about life stuff.


Negative Keywords

Keywords that allow you to choose what not to target in a Google Ads campaign.

Just like regular keywords in an ad campaign, negative keywords can be set with match types such as exact match, phrase match, and broad match.

When you add a negative keyword to your campaign, your ads will not appear in the search results for that search.

This practice helps advertisers save budget and maximize ROI.



Standing in a room full of people you don’t like and trying to eat a mini quiche with one hand while giving out limp business cards with the other.

(Note: May involve drinking too much wine, telling the hot dude from your business Facebook group that you really admire him, and then trying to touch his face.)



A ninja (or shinobi) was a covert agent or mercenary in feudal Japan. The functions of the ninja include: espionage, sabotage, infiltration, assassination, and guerrilla warfare.

But if you’re a marketing ninja or an SEO ninja, you’re really just a marketing manager or an SEO consultant.

Yes, it’s boring, but adding ‘ninja’ to your title doesn’t make you sound sharper or quicker than the rest. It just makes you sound like a twat.

Similarly, you should avoid using words such as ‘icon’, ‘rockstar’, and ‘guru’. (Unless you actually are Jesus, Bono, or Maharishi Mahesh Yogi, in which case go for it.)



Is the default placeholder that Google Analytics displays in the Keywords report to hide the most popular keywords that drive organic search traffic to a website.

This was implemented by Google in 2011 in an effort to protect the privacy of searchers.


Number of Results

The amount of all search results in the search engine returned for a search query.


Nurture Sequence / Email sequence

An automated series of emails sent to new signups on a mailing list.

For example, you might send a subscription confirmation, then a welcome email, then a follow-up on a specific benefit or offer.

You can also set up email sequences for different chunks of your subscriber list, so everyone gets the message.

TOON TIP: Get a Leanne to set up email sequences for you, or brush up on systems like Klayvio and Marketo and add it to your copywriter toolkit!



Finishing up a project and parting ways with your client.

Something one-night-stand copywriters will do much more often than those who like client monogamy.

Can involve a sign off that the project is complete – and if it’s gone well, a testimonial for your TCCS profile!



Your process for bringing on a new copywriting client.

Part process and part personality, setting up a new client is a time for clear expectations.

What’s that old saying I just made up? Onboard properly when your client signs up, or you’ll have to do it every time you start a new task.


Online Visibility

The overall presence of a business or brand on the Internet.

Improving online visibility allows a business to reach more customers and make more money.

This can be achieved through digital marketing campaigns, SEO, PPC, Public Relations, social media marketing (SMM), blogging, and outreach among other strategies.


Open Graph

Open Graph protocol is a form of markup that you can add to the metadata of a webpage that will enable your content to become a rich object when shared via social networks.

This protocol allows objects on your website like videos, images, and audio files to appear in the timeline when your link is over Twitter, for example.


Organic Keywords

Terms that enable a site to rank in the Google Organic results.


Organic Search Results

Terms that enable a site to rank in the Google Organic results.


Orphaned Pages

Pages of a website that have no internal links pointing to them from within the website.

This can be harmful to SEO as orphaned pages are harder for search engines *and users* to locate than pages with internal links.


Otter (Toonism)

Just one of my favourite creatures, my spirit animal.

Uses: Happier than an otter in a sock Like a damp otter sliding down a tube.



Pain Points

Specific problems your audience is experiencing.

Depending on the industry, it might be helpful to know what keeps them up at night – money? Efficiency? Fear?

You gotta know the pain to address the pain and offer the solution: whatever it is you’re selling.


Page Score

Measures the importance of a web page on a 100 point scale based on the volume of links pointing back to the page.

Page Title

An HTML tag, also known as a title tag that specifies the title of a webpage.

The code is placed within the header tag (<header>) of a webpage’s HTML.

The text written in the tag is what will appear as the page’s clickable title when it ranks on a search engine results page.

For this reason, page titles are highly important to SEO. In written form the page title looks like <title>Title of Page</title>.



The division of web page content into numbered pages, commonly organized with numbered navigation at the bottom of a page and parameters in the URL.


Passive Income

A product that earns you a six-figure income while you sleep.

It may take eight months of 40-hour weeks to create, but we don’t talk about that bit.


Piglet Jumper (Toonism)

My generic ‘keyword’ example.



Pain in the Arse – person or process causing grief, eye rolls or holding up the copy process.


Pleasing the Google gods/Copy gods (Toonism)

Making the powers that be in the mighty heavens weep with your awesomeness.



Reviewing and correcting writing for spelling and grammar errors.

Differs from editing – most writers want you to spot errant commas, not restructure their work.

TOON TIP: Check you’re on the same page on what is part of a proofread and what isn’t. Or only bad things can follow.


To tweak your business so it goes in a different direction (e.g. “I used to be a dancer on a cruise ship, but I pivoted into being a heart-centred business coach”).


Public Relations

A marketing discipline concerned with managing a person or brand’s public reputation and communications.

PR practices include writing and distributing press releases, outreach, and forming public partnerships.



Quality Score

Quality Score is Google’s measurement for the quality of an ad and is based on a handful of factors, including:

  • expected click-through rate from the SERP
  • the relevance of the ad to the keyword
  • the relevance of the landing page to the ad and keyword



Readability Score

A metric based on the Flesch-Kincaid test of readability.


Referral Traffic

Traffic that is being sent to your site from a web source (backlink) outside of Google.

For example, whenever someone clicks on a hyperlink from another site that directs to yours, it would be considered Referral Traffic.



The search result, domain or a social media source, from which a website visitor originates.


Related Keywords

The keywords that are similar to a term being queried and generate similar search engine results.



The amount of all search results returned for a keyword.



An ongoing agreement to deliver a set of deliverables – like 4 blogs a month.

The client is securing their spot in your work calendar, and you have the guaranteed work for the contract period. Win-win.

TOON TIP: Simplify it with the retainer agreement template. And don’t offer the client a discount when they haven’t asked for one!


A unique SERP Feature, in that they are mainly focused on domains that deal with commercial businesses.

The rating that coincides with your reviews will always be located directly under your link and will display your “star” rating as well as how many reviews you have.



Changes to your writing suggested by the client. These are sometimes correct, sometimes woefully inaccurate, and rarely career-ending.

Do not take it personally. Rise above like a Zen copybeast high on the fumes of constructive feedback.

TOON TIP: Rookie copywriter error #53 is not allowing for revisions or capping how many rounds of review. I’ve just finished a project I started in 1998.


Request for Quote from a prospective client inviting you to pitch for the project. Often used by government and enterprise.



SAB (Service Area Business)

A business that may or may not have a local storefront, but offers services by traveling to customers’ locations.

Common examples include delivery services, plumbers, landscaping companies, etc.

Specifying your service radius to Google within Google My Business is an important part of local SEO.



Software as a Service.

A software licensing and delivery model where software is licensed on a subscription basis and centrally hosted.

All the things like Xero, Zoom, and Asana that we pay for every month. Like expensive clockwork.


Sales Funnel

A greasy tube that becomes progressively narrower, leading your victims from the free thing to the gazillion dollar thing.



Quite literally my most hated business word of all time.

And those who use it are generally the most tedious people you’ll ever meet.



Something you get in your kettle in areas with hard water.


Search Traffic

Traffic that comes to your site directly from a search engine.


Shaving Back Hair (Toonism)

The art of preparing oneself to look like a human before appearing in public.



An annoying or stupid human who behaves poorly and deserves a firm slap.


Side Hustle

Not an 80s dance move, but rather a side thingy you do to support your main thingy.

(See also Hustle.)


Six Figures

Refers to how much moolah you’re shoving down your pants every minute of the day.

Ideally, you should have a six-figure launch, a six-figure ecourse, and be earning seven figures before you have your morning Weetabix.

You don’t need to prove that you make six figures.

You just need to say it – a lot. You should provide an exact figure (such as $228,981) to make it sound more profitable. But never reveal that only 7% of those six figures is actually profit.



An XML file listing the URLs of a website.

This file communicates to bots and crawlers what files and information are available on a site.

When search engines are crawling a website, they will review the sitemap to understand what is important and how to navigate the site to find documents and files.

This is different than a site map HTML file, which is used to show people the areas of a website.


Small Human (Toonism)

Your child, a child, someone’s child (see mini human).



Subject Matter Expert with specialised knowledge of a certain topic or industry.  

You might connect with a SME to help inform your copy and content – like a software engineer, a scientist, or a business owner.

A good chat with an SME can soothe all that ails ya!


Small to Medium Enterprise. Businesses around the $10M mark (small?!).

Room in there for some copywriting budget.


Social Traffic

Traffic that comes to your site from various social media platforms.



You no longer provide services.

You provide solutions.

But if you actually use this word you are a problem, not a solution.



Soulful entrepreneurs generally have more soul than you and less money.

Often fond of dreamcatchers, organic muffins, and hessian underwear.

(See also Heart-centred.)



An attribute that is used for advertising and other paid content.

To mark sponsored content, add the rel=”sponsored” attribute to the corresponding link <a href=”http://www.awesomeurl.com/” rel=”sponsored”>Link text</a>


Statement of Work

A detailed document that defines project activities, deliverables and timings.

Copywriters may be asked to provide a SOW to confirm scope before hatching a more detailed project plan.


Sticky Tube (Toonism)

Other people call it a sales funnel.

To me, it’s a sticky tube.



(Synonym: Journey)

I like stories with interesting protagonists who fight dragons, have invisibility cloaks, and ride across clifftops with flowing locks.

And so the story of your journey as “A mum who started a wigwam knitting business to have more time to spend with her kids” would be put straight in the bargain bin.

People do connect with stories, but only if they’re interesting.

And I’m afraid yours doesn’t cut the mustard.

And just as you should call a spade a spade, you should call your About page your About page, not ‘My Story’.



An area of a website within a root domain that has its own address indicated by its name and a period before the root domain.

For example, blog.example.com is a subdomain within the example.com root domain.



A subfolder is a section within a website indicated by a backslash “/” after the TLD and the name of the folder.

For example, example.com/subfolder is a subfolder within the example.com domain.



I recommend you regularly leverage the synergies you find in business, preferably as frequently as you change your toothbrush.




A phrase or short sentence, similar to a slogan, that captures your brand’s mission, purpose, or culture.

Think: Nike’s “Just Do it”, Apple’s “Think Different”, or L’Oreal’s “Because You’re Worth It”

Every time you use the word ‘passionate’ in a tagline, a copywriter fairy loses a tooth.


The Why

The big idea and purpose behind the brand or the person.

TOON NOTE: My own Why? Helping small businesses build big brands. Cos I care.

Thick as a bag of hair (Toonism)

To be stupid and useless.


Thigh-Shudderingly (Toonism)

So awesome it makes your thighs quiver.


TLD (Top Level Domain)

Represents the extension of a domain (.gov, .org, .edu, etc.)


Tone of Voice guide

A guide to how a brand sounds, its personality and values.

The TOV guide is a key part of the copywriting skill set.

And it’s super fun to make up names for your customer personas.

TOON NOTE: Most of mine are called Alan.

TOON TIP: TOV development gets easier with the tone of voice template.

Toon Cave (Toonism)

My office.


Tooniverse (Toonism)

The little world of awesome humans I have found and adopted into my business world.


Topic Efficiency

This metric (found in Topic Research) represents the ratio between a topic’s search volume and difficulty.

A higher Topic Efficiency score is generally the result of higher volume and lower difficulty.

High Topic Efficiency can represent a good topic to target with content marketing efforts.


Traffic Cost – (found in Domain Analytics)

Is how much an advertiser would have to spend on average per month in Google Ads to rank for all of the keywords and positions listed in the report.

This number is provided to give you a baseline estimation of how valuable a domain’s keyword portfolio is.

This metric is gathered through a proprietary method that takes multiple values into consideration including CPC, volume, competition level, and more.



Your business cannot change.

Instead, it must transform like a fat greasy caterpillar into a glorious entrepreneurial butterfly (with those aggressively white teeth we’ve already spoken about).

And its variant, Transformational, can be used to express orgasmically awesome stuff

(e.g. “This ebook of five copywriting tips that my hamster could have written will be transformational to your business”).



Indicates the changes in the number of searches for this keyword over the last 12 months.



I blame Seth Godin for this one.

We no longer find customers.

Instead we ‘attract our tribe’ – a group of like-minded people who ‘are all individuals’ and yet spurt forth the same mantra in the same brushstroke-fonted memes.

I refuse to have a tribe. Instead, I have a gang with shiny jackets and flick knives.



A low-cost item you sell to get people on your hallowed list so you can flog them your big expensive thing.

Much like having them trip over your doormat and then while rifling through their pockets while they’re struggling to get up.


Trust Score

Measures the trustworthiness of a webpage or domain on a 100-point scale based on the number of links coming from highly trusted websites.

Since Trust Score places more emphasis on high-quality backlinks, if you notice a big difference between Trust Score and Page Score, you may be a victim of a large number of low-quality backlinks.


Tweet Listings

Links from Twitter that are listed within the SERP.


Twitter Engagement

A measure of how well your audience favorited your tweets, retweeted your tweets or mentioned you during the selected time period.




To take your business to the next level, as in “Up-level your coaching business with this simple trick”.


USP (Unique Selling Proposition)

That special something that makes a business better or different to all others.

What’s so special about you? If you can’t tell us, who will?

TOON TIP: Use your USP to write your homepage heading and introduction. This is what you want to shout to the world!

UX (User Experience)

How a person feels when they’re using or interacting with systems like websites, apps or on-site kiosks.

Some copywriters specialise in UX or UI writing and work closely with designers and devs.



Value Proposition

The selling point – the innovation, service or feature that promises a benefits to customers.



Warm Bosom (Toonism)

A happy and safe place (join the warm bosom of our copywriting community).


White Label

When a product or service is branded for the buyer.

If you’re asked to white label for an agency, you’re likely to be writing for a brand without direct contact with them.

They’ll on-sell your services under their umbrella.


White Paper

A research-heavy report presenting insights into an industry or discipline.

White papers can vary from a 800-word e-book (stretched out by the designer), to upwards of 5000 words.

Not for the faint-hearted!


Woo woo (Toonism)

A bit airy-fairy and dream catcher and hessian and ethereal.


WIP (Work In Progress)

Projects and tasks started but not finished – wrangled into a tracker.

TOON TIP: Save some sanity with the WIP tracker from the Community Member area.


A schematic or blueprint that shows clients, programmers and designers the structure or flow of web copy.

Useful for communicating what goes where – but tread lightly with designers who don’t like mock-ups!



Yule (Toonism)

Happy Yule = Happy Christmas




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