Definition

The words in your advertisement—text trying to convince people they need something they didn't know existed.

Example Usage

We A/B tested ad copy and discovered 'Free shipping!' outperformed 'Limited time offer' by 23%.

Origin

Traditional advertising terminology, predates digital marketing

Fun Fact

Certain words like 'free,' 'new,' and 'limited' appear disproportionately in high-converting copy

Source: Copywriting and advertising fundamentals

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