The illustrated copywriter’s dictionary
Ever wondered what all those words in adverts really mean? Or even dreamt of using them yourself? Our cut-out-and-keep guide to over 50 of the copywriter’s trustiest friends will see you right.
a fraction of det. up to 99.99% of
absorbing adj. perplexing
affordable adj. rubbish; synonyms budget, economical, entry-level, starter, value
at your fingertips phr. following an unbelievably long and laborious process; synonym: at the click of a mouse/button
authentic adj. self-consciously old-fashioned and/or hipster, possibly foreign, probably expensive; synonyms: artisan, craft, hand-made, original, traditional

bespoke adj. of a service, improvised in response to client demands; synonyms: made-to-measure, tailored
can, could aux. v. probably won’t
chunky adj. too big
classic adj. old and boring; synonyms: favourite, proven, timeless, traditional, trusted

compact adj. too small
comtemporary twist n. unconvincing veneer of modernity
delicious adj. edible, or possibly not

dermatologist tested phr. tested pretty much as you’d expect for something you put on your skin

discover vt. buy; vi. shop; synonyms: explore, try

dozens npl. more than 12
enrobed vt. coated, but in a more expensive material

everyday adj. boring
exciting adj. marginally interesting, if you like that sort of thing; synonyms: breathtaking, exhilarating
expert adj. adequately competent; synonyms: professional, responsive, proactive
flexible adj. bafflingly complex; synonym customisable
fragrant adj. with cumin and/or coriander in; synonym: aromatic
fun for all the family phr. fun for children

fun for kids of all ages phr. fun for kids of a very specific age, plus idiotic adults
great adj. fit for purpose; synonyms: fantastic, amazing, tremendous, excellent
high-traffic adj. busy
hundreds npl. more than 100
hypoallergenic adj. dunno, sorry
ideal adj. acceptable
improved adj. meliorated by the smallest possible increment; synonym: enhanced

incredible adj. predictable
indulgent adj. dangerously calorific; synonyms: comforting, generous, naughty but nice
innovative adj. new; synonyms: ground-breaking, next-generation, revolutionary, state-of-the-art
invigorating adj. of a holiday, exhausting; of a toiletry fragrance, sort of fruity or oceany

leading adj. better than some; synonyms bestselling, popular, top
love vt. tolerate

luxurious adj. overpriced; synonyms: prestigious, exclusive, sophisticated
mansize adj. male-ego flattering (not literally the same size as a man)

many det. more than one
only adv. of a price, cheap; synonyms: just, as little as
peace of mind n. buyer’s remorse
practical adj. dull; synonym: family
probably adv. possibly
reduced fat phr. increased sugar and/or salt
robust adj. too heavy
romantic adj. cheesy
scrumptious adj. same as delicious, but funkier

serving suggestion n. Photoshop fantasy
slimline adj. flimsy
solution n. product, service

spacious adj. just large enough for human occupancy
story n. brand positioning statement
Calling it a story doesn’t mean it is one… @waitrose #copywriting #storytelling #brandstrategy #creativity pic.twitter.com/tx5hKBiReM
— True & Good (@TrueAndGood) July 18, 2013
stylish adj. for the over-40s
vibrant adj. garish

wholesome adj. tasteless; synonym: healthy

Comments (3)
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Priceless! Spot on as usual, Tom.
The definitive, essential, must-have guide to copy-writing
Funny and soooo true 🙂