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The glossary

Call to action

In one line

What the content asks the viewer to do next.

A creator ends a Reel with "The menu is in the shop's bio: open it before you go."

A loud call to action cannot replace the facts a viewer needs to decide.

Agree: one clear next step you can measure.

Words that go together

Keep the context.

Conversion

The action you want a viewer to take after seeing the content, such as an enquiry or a sale.

Brief

A short document that says what work a brand needs, for whom, by when and on what terms.

One word leads to another.

Find the terms you need before the next conversation.

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