Copywriters are always banging on about why jargon is bad, and for good reason. It makes your writing hard to understand, can alienate your readers and is used so often it becomes cliché.
While some jargon is useful for shortening explanations in certain industries, it means nothing to anyone outside of these. However, there are some terms copywriters regularly use that mean nothing to anyone who’s not a copywriter. I’ve put together a short list of them here.
How many times have you had to explain a copywriter is someone who writes words for brands and companies? And how often do you get mistaken for a copyrighter?
Copy is just the words you write. But everyone else just calls this words. Or text.
An abbreviation of tone of voice. But it’s written as TOV in a lot in branding guidelines. If you were to show this to someone, they may ask you what it stands for.
Isn’t all English plain? What is unplain English? For a term about writing with clarity, it’s vague to non-copywriters.
This is just a fancy way of saying font. So just say font.
As you can see, there are some words in copywriting circles that don’t have clear meanings. The job may need its own jargon-buster, or copywriters will have to realise not everyone will know what they’re talking about when they phrase things a certain way.
What other copywriting terms could be considered jargon? Share your thoughts in the comments section below.