百科全書
每個術語，都用白話英文。
一本涵蓋整體創意與內容領域的實用參考——策略、文案撰寫、視覺與影片製作、格式、測試、指標、SEO、品牌與營運。
50+
術語定義
10
涵蓋領域
A–Z
交叉連結，無行話
瀏覽術語
搜尋、篩選，或直接跳至某個字母。
A
Ad Copy
Ad copy is the written text in an advertisement that persuades the audience to take a specific action, such as clicking, buying, or signing up.
文案撰寫與訊息傳達AIDA Framework
A copywriting framework that guides prospects through Attention, Interest, Desire, and Action to drive conversions.
B
Benefit-Led Copy
Copy that emphasizes the positive outcome or value a customer gains from a product, rather than listing its features.
文案撰寫與訊息傳達Body Copy
Body copy is the main text of an advertisement or marketing message that elaborates on the headline and drives the audience toward a desired action.
文案撰寫與訊息傳達Brand Glossary
A brand glossary is a centralized reference document defining key terms, phrases, and jargon used consistently across a brand's communications.
文案撰寫與訊息傳達Brand Voice
The distinct personality, tone, and language a brand uses consistently across all communications to express its values and connect with its audience.
C
Call to Action (CTA)
A Call to Action (CTA) is a prompt that tells an audience what action to take next, such as 'Buy Now' or 'Subscribe'.
文案撰寫與訊息傳達Caption Writing
Caption writing is the craft of composing concise, engaging text that accompanies visual content on social media, ads, or other digital platforms to drive action or engagement.
文案撰寫與訊息傳達Conversational Copy
Copy that mimics natural, one-on-one human conversation to build rapport and trust, often using informal language and direct address.
文案撰寫與訊息傳達Copy Hierarchy
Copy Hierarchy is the structured arrangement of messaging elements by importance, guiding readers from primary claim to supporting details.
文案撰寫與訊息傳達Copy Testing
Copy testing evaluates advertising or marketing copy's effectiveness through qualitative or quantitative research before or after launch.
文案撰寫與訊息傳達Copy Tone
Copy tone is the emotional inflection and attitude of written messaging, distinct from brand voice, shaped by word choice, sentence rhythm, and punctuation to evoke a specific feeling.
文案撰寫與訊息傳達Curiosity Gap
A psychological trigger that creates an information gap, compelling the audience to click or read more to satisfy their curiosity.
F
H
Hashtag Strategy
A plan for selecting and using hashtags to increase content discoverability, engagement, and brand reach on social platforms.
文案撰寫與訊息傳達Headline
The headline is the first line of text in an ad or content that grabs attention and compels further reading.
文案撰寫與訊息傳達Headline Formula
A headline formula is a structured template or pattern used to craft attention-grabbing headlines that follow proven psychological triggers.
L
Landing Page Copy
Persuasive text on a standalone web page designed to convert visitors into leads or customers, focused on a single offer or goal.
文案撰寫與訊息傳達Long-Form Copy
Long-form copy is detailed written content that uses extended paragraphs to persuade, educate, or engage readers, often in sales letters, blog posts, or email sequences.
M
Meta Description
A meta description is an HTML attribute that provides a brief summary of a webpage's content, displayed in search engine results.
文案撰寫與訊息傳達Microcopy
Microcopy is the small, functional text in user interfaces that guides actions, reduces friction, and builds trust through clarity and personality.
P
PAS Framework (Problem-Agitate-Solution)
A copywriting framework that structures persuasive messaging by first identifying a problem, then agitating its emotional impact, and finally presenting the solution.
文案撰寫與訊息傳達Pattern Interrupt
A pattern interrupt is a sudden, unexpected shift in a message that breaks a viewer's autopilot, forcing attention and resetting their mental context.
文案撰寫與訊息傳達Persuasive Writing
Persuasive writing is a copywriting approach that uses logic, emotion, and credibility to convince readers to take a specific action.
文案撰寫與訊息傳達Power Word
A high-impact word that triggers an emotional or psychological response, making copy more persuasive and memorable.
文案撰寫與訊息傳達Preheader Text
The short preview text that appears next to or below the subject line in an email inbox, providing additional context to encourage opens.
文案撰寫與訊息傳達Product Description
A product description is a persuasive text that explains what a product is, its features, benefits, and why a customer should buy it.
文案撰寫與訊息傳達Push Notification Copy
Push notification copy is the brief text displayed in mobile or desktop alerts to drive user engagement, re-engagement, or conversions.
R
Reading Level
The complexity of language in a piece of text, measured by factors like sentence length and vocabulary difficulty, often expressed as a grade level.
文案撰寫與訊息傳達Review Snippet
A brief excerpt from a customer review, often with star rating, used as social proof in ads, landing pages, or product pages.
文案撰寫與訊息傳達Risk Reversal
A copywriting technique that reduces perceived buyer risk by offering guarantees, free trials, or refunds, shifting the risk from customer to seller.
S
Sales Page Copy
Persuasive copy designed to convert visitors into customers on a dedicated sales page, focusing on benefits, urgency, and a clear call to action.
文案撰寫與訊息傳達Scarcity Messaging
Scarcity messaging leverages limited availability to create urgency and prompt immediate action.
文案撰寫與訊息傳達Script Writing (Video Ad)
Script writing for video ads is the craft of composing spoken dialogue, voiceover, and visual directions to sell a product or service within a short-form video format.
文案撰寫與訊息傳達Second-Person Copy
Copywriting that addresses the reader directly as 'you,' creating a personal, conversational tone.
文案撰寫與訊息傳達SEO Copywriting
Writing web content that balances audience value with search-engine optimization to rank well and convert readers.
文案撰寫與訊息傳達Short-Form Copy
Concise, punchy writing designed to grab attention and communicate a message quickly, often used in ads, social posts, and landing pages.
文案撰寫與訊息傳達Slogan
A slogan is a short, memorable phrase used consistently in advertising to reinforce a brand's identity or campaign message.
文案撰寫與訊息傳達Social Proof Copy
Copy that leverages testimonials, reviews, endorsements, or user-generated content to influence purchase decisions by showing others' positive experiences.
文案撰寫與訊息傳達Style Guide (Copy)
A style guide for copy is a set of standards for writing, including voice, tone, grammar, and formatting, to ensure consistency across all brand communications.
文案撰寫與訊息傳達Subheadline
A subheadline is a secondary line of text beneath the main headline that expands on the promise or adds context, guiding the reader into the body copy.
T