This is an in-depth list of the popular marketing terms you'll need as you build your business with the corresponding page numbers in The Book on Sales and Marketing! 

80/20 Rule (Pareto’s Principle): 20% of top efforts yield 80% of total results. (p. 13.)

About Us Page: a page on your website where you share the journey of how your company came to be the leaders in your space or offer the great products that you do. (p. 192.)

Action Button: a clickable button on a site or webpage, action buttons have a short, catchy prompt and should stand out from whatever background they are on. (p. 184.)

Action Color: a color in line with your brand bible that is reserved for calls to action like a button on a page. (p. 168, 184.)

Active Sales: also known as outbound sales, this is the practice of seeking out your leads and contacts for sales conversations whether that be sales calls, emails, texts or otherwise. (p. 141, 147.)

Ad Scent: smell or scent is often the sense attributed to how a piece of marketing feels in relation to the rest of the brand. When a piece of content doesn’t smell right to the consumer it can affect their conversion. (p. 170.)

Advertising Executive: an employee of a media network whether that be television, radio or print. Their job is to broker deals with advertisers like you for ad space and can often be negotiated with for better deals, especially if you’ve built a relationship over time. (p. 220.)

Affiliates: a person or organization who works to make sales on behalf of another. An affiliate is often paid a commission per sale. (p. 62.)

Affiliate Mailing: having an affiliate market your product or service to their audience on your behalf, often for a commission. (p. 31.)

Animation: both an effective and affordable form of video. Animation transcends language and culture, making it potent for offers, and comes with a high level of creative control as opposed to traditional video production which can be subject to limitations from the technical to the circumstantial. (p. 176.)

Audience Builder: A tool inside of the Facebook advertising platform used for selecting specific traits and characteristics of the audience you are trying to reach with your content. (p. 207.)

Authority: the right you have to solve the problem you solve. Both businesses and business owners need to establish and maintain authority. (p. 53, 210, 220.)

Auto-Dialers: software or hardware that automatically makes phone calls to a list, usually handing the conversation off to the salesperson once someone answers. (p.149.)

Automation (i.e. Marketing Automation): the implementation of process and systems to keep up with your leads. (p. 71.)

Backlinks: clickable links on one webpage to another that can positively influence the Google ranking of a page. (p. 180.)

Bio Page: a page on your website where you share the personal story of the entrepreneur, owner, or CEO of a company along with a piece of their history and their mission as the leader of the company. (p. 184.)

Bookends: branded animation clips with your logo used at the beginning and end of larger video content to give an added boost of quality (p. 176.)

Boost: Facebook’s term for putting advertisement dollars behind that post to get more reach without starting a campaign or doing much else. It will just tell you upfront how many people they will show it to for how much money. (p. 202.)

Booth: a designated space (usually a table) at an event where you can showcase your business to the attendees. Booths can be great opportunities for generating new leads when paired with a relevant lead magnet but be aware, they are rarely free. (p. 22, 130, 194, 196.)

Brand: rules regarding the colors, fonts, vocabulary, and design parameters that your business uses to create digital and physical assets. These rules make it easy for your audience to identify you easily across mediums and help them recognize you amongst all of the noise. (p. 167.)

Brand Bible: the place where the specific files, details, and guidelines for your business's branding are mapped out and kept for easy access. Everyone on your team who is creating web content, written content, advertising, printing, product development, graphic design, and anything else needs to be in accordance with the brand bible, located in this centralized file or folder. (p. 168, 184.)

Broadcast Marketing: a largely outdated form of marketing where a business blankets an audience with a general message, hoping to hit qualified customers; the epitome of speaking to everyone versus one particular target. Broadcast marketing is highly competitive and therefore notoriously expensive. (p. 18, 77, 127.)

Call Command Center: a secure environment to battle sales anxiety and perform sales calls. (p.146.)

Call to Action (C.T.A.): a place, usually near the end of your email, article, text, video or piece of content where you tell someone exactly what you want them to do and how. (p. 101, 176.)

Call to Action Buttons: a button on a Facebook advertisement that gives you options different options for driving action and engaging your audience. (p. 215.)

Call-Quota: a pre-set number of sales calls that need to be made within a limited period of time. (p. 144, 153.)

Campaign: A coordinated marketing effort to sell a product or service in a defined period. This period is usually a few weeks or months. (p. 74.)

Carousels: a C.T.A. option within Facebook Advertising where multiple images can be displayed in a single Ad that people can swipe through in their timeline. (p. 213.)

Chief Marketer, or Chief Marketing Officer: the head marketer responsible for spending the budget and setting the action plan for the business. Every successful company must have a chief marketer regardless of how many employees they have. If a business doesn’t have a Chief Marketer, the entrepreneur must take on this role. (p. 2.)

Choke Point: the point of contact in which your average lead will decide to purchase the product being offered or not. Whether it be a phone conversation, a face to face sales presentation, or an offer on a landing page; your choke point is where the majority of leads will be presented with the offer and have the opportunity to take action. (p. 42.) 

Cold Leads: these prospects usually don’t know you from a stranger off the street or have only had a brief interaction with your business. You’ll often need to educate and initiate these leads before they are ready to spend any serious money with you.(p. 43.)

Content: value created for your audience to consume in the form of text, audio, video, and graphic design. Good content will make an impact on in contact’s minds with valuable, entertaining and informative pieces. (p. 18, 41, 49-53, 73, 77, 93, 133, 180, 197, 211.)(Chpt. 11, 12, 17.)

Content Marketing: using content to attract an audience to market one’s products or services. By providing value in the form of content a business or entrepreneur can establish deep authority allowing all sales to be easier in the future. (p. 50.)

Content Silo: A centralized depository of all the content assets your business owns, the content silo is where you keep all of the content your business is amassing as it grows. Content is useless if you can’t find or deploy it and a content silo makes it easy to find what you need easily. (p. 173.)

Conversion Rate: the ratio of contacts that go from one step to the next in any particular part of the sales process, measured in percent. (p. 43.)

Copy: The words used by your business online or offline and can include advertisements, sales emails, video scripts, webpages and anything your business uses to reach its audience. (p. 99.)

Core-Offer: also known as a primary offer, the core offer you want your customers to take and its the product you want your business to be known for. You may have The core offer is central to how the company is perceived. (p. 85-86.)

C.R.M. Customer Relationship Management: The process by which one becomes aware of a prospect, converts them into a lead, sells them a product and then assists with after sale offers and support. The important thing about C.R.M. is that it is much cheaper to maintain an existing relationship with a customer than to get a new customer. (p. 27, 137.)

C.S.V. (Comma Separated Value): a standardized file type that’s easily shared between all of the major Customer Relationship Management systems or C.R.M.s and the other tools that become necessary as your business grows. (p. 28.)

Database: the marketers database can also be known more informally as your list. This centralized collection of data is where you keep all of your leads, customers, partners, and affiliates personal and business contact information for tracking, marketing, and easy access. (p. 26.)

Database Management: a necessary job that needs to be performed to get the most out of the information stored in the database. Database management includes things like deleting duplicate contact entries, cleaning up segmentation, and running relevant reports on a regular basis to maintain the health of the list. (p. 157.)

Data Fields: individual types or pieces of information, a database is made up of data fields such as name, email, phone number, occupation, age, gender, or anything else you choose to record. (p. 26.)

Deep-Dive: an extended session that goes in depth on a particular subject of importance. Often found at the beginning of a new project, the deep dive is used by professionals and experts to find out how to best serve their client. (p. 18.)

Delicious Offer: an offer positioned perfectly with the right value in front of a qualified target. When planned strategically, a delicious offer is hard for audiences to resist. (p. 116)

Deliverability: is the ability of your marketing emails to make it past the SPAM and promotions folders into your recipients actual inbox (p. 133.)

Digital Legitimacy Test: Proving to prospects and leads that your business is who you say it is. New contacts will often spend no more than 30-45 seconds looking you up on Google and social media before making a decision about taking a next step with your business. (p. 49.)

Digital Manual Labor: The marketers equivalent to picking weeds, digital manual labor includes but is not limited to sending standardized welcome emails, reminders, follow-ups, invoices, responding to social media posts, and all of the other things that are important to your success but are time consuming, tedious, repetitive, and take you away from the more unique work you could be doing. (p. 156.)

Disruption: purposefully interrupting someone’s behavior long enough for them to absorb your message. (p. 194, 206, 213.)

Docu-Content: content generated by documenting your business in the act of doing what it does best and is in contrast to expensive professional content creation. Docu-content is one of the more effective and affordable strategies for establishing authority. (p. 50.)

Domain: the “home address” of a website, a domain is the location you will find specific pages, often beginning with a “www.” and ends with a domain extension such as “.com” or “.org.” (p. 189.) 

Double Opt-In: by formally confirming your connection through a double opt-in process your recipient is giving you a golden ticket straight into their inbox after which none of your emails will ever get sent to their promotions or SPAM folder from then on. (p. 134.)

E-Commerce: deployment of a digital store where people can buy products or services unassisted. (p. 191.)

Education: a critical stage of the welcoming process for new contacts, education includes teaching your audience more about what you do and why it’s important for them to choose you over anyone else in the market. (p. 43, 73.)

Efficiency: the science of reducing waste and improving quality. Efficiency comes from the rigorous implementation of systems and processes. (p. 155.)

Email Body: key organ in the anatomy of an email, the email body is where you do the majority of your communicating. Use this area to convey points and benefits to the reader engaging with your call to action which should be found in every marketing email. (p. 131.)

Email Marketing: using the medium of email to nurture contacts and stay top of mind so that you can make a sale when they are ready to buy, (p. 127.)

Engagement: this efficiency metric is used when the lead performs a desired action and can include but is not limited to liking, sharing, or commenting on social media, opening an email, clicking an offer as well as making purchases. (p. 42, 74, 114.)

Facebook Ad Manager: a set of tools and dashboards inside the larger Facebook platform that allows you to manage different aspects of your Facebook advertising from content, audiences, and C.T.A. options. (p. 215.)

Facebook LIVE: an incredibly disruptive type of content, Facebook Live plays a video you are recording in real time inside of your audiences Facebook Feed without the delay of editing or uploading. Simply speak into the camera and people will be able to like, comment, and react to you as you are recording. (p. 52.)

Forecasting: like a weatherperson, a Chief Marketer must be able to estimate how successful a marketing strategy will be before an investment is made. (p. 80.)

Frequency: the number of times your target is exposed to an ad or offer. (p. 224.)

“From” field: found in the anatomy of an email, this field precedes the subject line can plays a huge determining in whether your email will be opened (p. 130.)

Funnel: an escalating series of offers designed to take an opportunity through the sales process maximizing its engagement along the way (p. 2.) 

Lead Magnet → Trip Wire → Core Offer → Upsell

Ghost Text: by adjusting the text at the beginning of an email we can influence it to present a different message in the preview window than what is actually in the email itself. (p. 131.) 

Google Index: the priority in which Google chooses to display one website or piece of content over another. (p. 188.)

Greeting Zone: an area of the email that can be previewed inside email management software that lets the recipient read the first sentence or two so they can decide whether or not to open. (p. 131.)

Hex Code: the standardized color sharing format that allows creatives to make sure they are getting the correct shade and hue of the color they are looking for. (p. 169.)

High Touch Conversational Marketing (H.T.C.M.): this is a technique to fill for the shortcomings of conventional marketing by inspiring more direct interaction with customers. Live chat is an example of this. Done well it makes the customer feel highly valued and more likely to continue buying from that company. (p. 77.)

Home Page: the brain of your website, the home page gives visitors a general overview of who you are and what to expect from your business. (p. 182.)

Hot Leads: these people already know, love, and trust you. These are your customers, loyals, and anyone who has made significant purchases with you in the last 180 days. (p. 44.)

Impressions: an advertising metric used to define anytime someone is exposed to an ad or boosted post. (p. 224.)

Inbox: where your contacts receive their wanted emails. Not to be confused with the SPAM or promotions folders which are to be avoided.(p. 133.)

Initiation: an integral part of the welcoming of new contacts. Show them what to expect in terms of value how to interact with your brand. This is where you introduce value early on, in part to get them in the habit of checking your desired method of communication whether that be email, blog, social media, a membership site or otherwise. (p.73.)

Intro-preneur: a new entrepreneur. Someone learning the ropes. (p. 49.)

Journey: more than just the product or service, your audience wants to buy how you came to be here and the mission you are on. If you can sell them on your journey you will earn a loyal customer. (p. 6.)

Knock: a direct attempt to reach a prospect on the phone or in person with the intention of making them a direct offer. (p. 144.)

Landing Page: A webpage that prospects “land on” that is designed to get information from a prospect, such as email address, name and/or phone number and is for one purpose only. Unlike a website, the viewer only has two options, submit or close the page manually. Landing pages are great for special offers, lead generation, and lots of places where something might only be available for a limited time. (p. 187.)

Lavaliere: an affordable microphone that’s easy to use and can be discreetly attached to the talent without impeding their motion or sacrificing great audio. (p. 174.)

Lead Magnet: something valuable that a prospect will trade their contact information to acquire. Lead magnets are infinitely varied but must always be reflect the value proposition you’ll be presenting in the core offer. (p. 81.)

List: (see database)

Loaded Question: a question used in the sales conversation that positions you for a favorable response regardless of their answer. (p. 195.)

Local Link Network: a fabricated network of connections between Facebook business pages used to unlock more reach for its participants without paying for it. (p. 202.)

Logo: the signature art you use to represent your business. Having a logo is not the same as having a brand. (p. 7, 170.) 

Long Form Sales Format: most commonly found on landing pages and in sales emails, long form sales formats were very effective in the past but are no longer as consistent as they used to be (p. 132.)

Love Letter: an alternative to newsletter, love letters are curated content sent to prospects based on their segmentation. A love letter got its name because people will love to get them. (p. 136.)

Loyal (loyal customer): in your top 20% of revenue generators. They come back and spend more, more often. (p. 13.)

Major Media: the traditional media platforms, television, radio, print. (p. 22.)

Media Markets: tiers used to regulate the pricing of advertising, media markets are determined by the amount of total potential viewers in an area that will be exposed. (p. 224.)

Merged Fields: codes within a software platform that can be injected into automated content to display customized information to the reader, often from your database or other fluid pieces of information. They can be used to replace names, dates, lead sources, upcoming events and more to make email from a system feel more unique. (p. 159.)

Meta Data: information hidden within the back end of a website that Google uses to determine relevance and priority for its users. Meta data will impact your Google Ranking when people search for words related to your industry. (p. 186.)

Newsletter: newsletters are composites of relevant information and are intended to keep you top of mind with your audience. (p. 135.)

Niche: a specific group within the larger audience that you may be able to serve. A niche is a percentage of the larger group that possesses specific traits that a business may find more desirable than regular customers off the street. (p. 223.)

Noise: the barrage of stimulus your target experiences on a daily basis that interferes with them hearing your message. (p.13, 18, 96.)

Nurture: the building of a relationship with your target over time by providing value until they are ready to make a purchase. (p. 14, 73, 128.)

Objection: an excuse a prospect gives for not buying when presented with an offer. (p. 44, 147, 151.)

Offer: more than just a product or a service, an offer is positioned at a special price for a specific reason that will increase perceived value of the purchase to the buyer. (p. 13, 27, 40, 79, 85, 99, 113, 147, 182, 194.) (Chpt. 13.)

Offer frequency: the average amount of times that a qualified prospect must be exposed to an offer before they take action. (p. 79.)

Opportunity: a lead, prospect, or current customer you’ve qualified for a new purchase. (p. 72, 210, 221.)

Opt-in: how contacts give you permission to email them. This alone won’t always mean that they will get everything you send as Google and the other email providers are becoming increasingly diligent. To really defeat the SPAM and promotions folders deploy a double opt-in process. (p.128, 131.)

Organic: reach or exposure earned without being paid for. (p. 202.)

Pain Point: the unhappiness someone experiences as a result of not having your product or service; feeling cramped in their current home, not having the perfect outfit for a big day, or feeling neglected by their current service provider. Addressing pain points directly in the sales cycle helps qualified targets visualize how much happier they will be after they make their purchase. “Pain points are paying points.” (p. 82, 97.)

Pareto’s Principle: (see 80/20 rule)

.PDF: a portable document format, .PDFs are the are the easiest and most common way of sharing professional documents. (p. 81.)

Pop Up: a window that interrupts a visitors interaction with a website to give them the opportunity to act. (p. 184.)

Power hour: also known as a “Pareto-hour,” the power-hour is 60 minutes dedicated to completing or working on a single task without distraction or interruption and can be used to manufacture more of the top 20% of actions that yield 80% of your results. (p. 59.)

P.S. (Post-Script): an important part of email anatomy. The P.S. is heavily trafficked by those who open your email while they scroll to the bottom to see how long it is before reading. Your P.S. should always either restate the main C.T.A. of the email or present another option for those the first may not have been right for. (p. 132.)

P.S.P.S (Problem Solution Problem Solution) model: a content creation model wherein one solves problems for leads in steps that builds authority as it goes. It eliminates objections and leads to a quicker sale. (p. 104.)

Preview Window: email anatomy – what can be viewed by a lead before they open the email. The preview window content needs to be compelling enough to get them to open the email. (p. 130.)

Primary C.T.A.: the main call to action in a message or piece of content. You may have multiple opportunities for the consumer to take action, but there should always be one main thing you want the majority of them to do. That’s its Primary C.T.A. (p. 132.)

Primary Offer: (See core offer)

Print: newspapers, magazines, and community publications that are still very popular with many audiences. (p. 220.)

Production Value: the overall quality of a video or animation. (p. 176.)

Promise of the Premise: originally a filmmaking term that works very well in marketing, the promise of the premise is a social contract between the customer and the business that they will receive what they were promised. (p. 106.)

Quick-pitch: a condensed, more potent version of your larger pitch. Sometimes referred to as the “elevator pitch” with the idea that you have a time equivalent of the distance between two floors on an elevator to sell a prospect on your idea. (p. 42.)

Redirect: sending digital traffic from one page to another either with or without their knowledge. (p. 180, 186.)

Retarget: paying for advertisement that will be shown to someone who has already encountered your business somehow. Using the Facebook advertising options, you can create a list to retarget based on anyone who has taken even small actions in the past. Retargeting can make it feel like your business is everywhere and can greatly improve authority in a short period of time. (p. 206, 208.)

R.O.I. (Return on Investment): the measure of resources generated versus resources expended, whether those be time, money, influence, or manpower. (p.13.)

Revenue Threshold: a number of revenue dollars that once spent will designate a customer as a VIP. (p. 117.)

Robo Calls: automated dialing machines that will call a list and deliver a prerecorded message. (p.149.)

Rot: opportunities will expire if you wait too long (p. 114.)

Sales Call Anxiety: a challenge some salespeople experience before and during sales calls, often caused by worrying they are going to be judged for saying the wrong thing. (p. 144)

Sales choke: see Chokepoint. (p.42.) 

Sales cycle: all the components and steps that lead to a sale, from prospect to finished transaction.( p. 15, 43, 65.)

Sales Packing: bundling additional products at the point of sale. (p. 89.)

Sales Pipeline: a series of steps to take your leads down to get them to buy. Not the same thing as a funnel, a pipeline can aid your sales process. (p. 41, 73, 153.)

Sales Process: the steps you take your lead through from where they are now, to where they purchase. Sales processes don’t have to be long, they just have to be appropriate for your audience and the product you are selling. (p. 41.)

Sales Session: a dedicated time to make active sales efforts. (p. 152.)

Sales stage: the components of the sales cycle. They are: Lead Generation; Qualify Leads; Demonstrate Value; Product Knowledge; Sales and Support. (p. 26.)

Salesy: the feeling or vibe a person gives off when they are being disingenuous. (p. 68, 80.)

Salutation: email anatomy - how you sign off of your emails. Sincerely, best, love, a consistent salutation helps with establishing tone with your readers over time. (p. 132.)

Scroll or “Scrolling:” looking through a timeline on social media with little other particular purpose but finding something interesting or new. (p. 49.)

Search Engine Optimization (SEO): organizing information on your website so that Google finds it more valuable and will rank it higher in searches. (p. 180.)

Segmentation: separating a larger list into smaller groups by type or behavior for easier and more intimate follow up. (p. 32.)

Self Selection: the phenomenon where a message resonates so strongly with someone that they seek you out to help them instead of the other way around. (p. 97.)

Shotgun Mic: a microphone that is held near the subject but often out of sight. Shotgun mics are connected to a recorder and pointed at the subject rather than attached like a lavaliere. (p. 174.)

Signature: part of the anatomy of an email, the signature comes after the salutation but above the postscript and it’s where you list your name and any other relevant information like position or credentials. Your signature can be used to establish authority or create familiarity if positioned correctly. (p. 132.)

Simple Sales Formula: 

Product + Lead + Sales Process = Revenue (p. 39.)

Skin: a tool used to change the look of something without changing the structure or overall format. Skins are a great way to keep websites and other softwares looking fresh without starting from scratch. (p. 181.)

Slideshow: a Facebook advertising option for making images more disruptive. (p. 219.)

SMS Text Messages: a great way to make sure that your audience sees your message. (p. 147.)

Social Proof: in the form of testimonials, reviews, and endorsements. People want to see that what you do has worked for other people. Social proof motivates cold traffic to act more than almost any other single type of content. (p. 225.)

Solo-preneur: An entrepreneur who does not have a team working with them. (p. 1.) 

SPAM: unwanted emails with no value, often (p. 128, 132.)

Speak-to-Sell: using public speaking to sell your business by using authority to grow your authority, list, and exposure to larger audiences. (p. 197)

Speaking their (your customers) Language: using the same words, terms, and phrases that your customers use when talking about what you do and their related pain points.(p. 93.)

Spreadsheet: a field of cells where you can enter data. For free spreadsheet access visit. (p. 28.)

Social Media Integration: sharing one post or piece of content on several social media platforms to reduce the need to create more original content quickly. (p. 55.)

Social Media Management: upkeep of a businesses social media presence online, including posting new content, engaging with comments and visitors, addressing complaints, and the general appearance of brand to the public. (p. 57.)

Social Media Marketing: tapping into the traffic social media generates for promoting your business. Your social media marketing should give people a deeper relationship with you. (p. 48.)

Sponsorship: paying an organizer for access to an event in return for exposure to their audience. Can come in many forms including presentation in their media, an introduction, or even the opportunity to address their group. (p. 193, 204.)

Stinger: a short audio cue used in videos to give them higher production value and brand alignment. (p. 175.)

Subject Line: email anatomy: the subject line is seen before your email is even opened and is the second thing most recipients will notice after who the email is from. Your subject line must be compelling enough to persuade them to open it. The most influential part of your emails overall success or failure. (p. 130.)

Swag: free branded merchandise one can use to generate leads or increase brand awareness and influence their perception of the brand. (p. 195.)

Tag: a tool for segmenting a list by things like behavior, category, or sales stage. Tags are used to distinguish between contacts and will allow you to send particular messages to the right groups without sending it to everyone or doing it manually. (p. 32, 158.)

Talking Head Video: videos where the subject is delivering a message directly into the camera, talking straight to th viewer. Talking head videos can be effective but feel flat or boring so be conscious of ways you can improve production value such as choosing a dynamic background, adding your logo, and using bookends. (p. 176.)

Target Customer: also known as an ideal customer, your target is a specific audience with traits that make them great prospects for becoming loyal customers. (p. 18.)

Target Map: a document containing the specific traits, characteristics, attributes, known locations, and personality notes that you will rely on as you plan your target marketing. (p. 20.)

Target Marketing: the action of marketing to a desired market segment. By mapping exactly who a business is looking to attract, it becomes much easier to locate them in their natural daily activities. The more effectively targeted marketing is, the cheaper it is to execute. (p. 15.)

Targeting: the hunt for your preferred target. (p. 207.) 

Task: an item on an agenda that needs to be done by a person. A task is one step in a multi-step sales pipeline to accomplish an objective. (p. 159.)

Telemarketer: a person whose sole job is to make outgoing sales calls and deliver a script. Known for interrupting dinner. (p. 143.)

Testimonial: a review of your business that you can use in your marketing as social proof that what you do works. The most influential content on your website for future buyers. (p. 183.)

Thank You Page: a page that is displayed after a visitor takes action or submits their information on a website or landing page. A thank you page traditionally confirms whatever the contact just did but can be positioned tactically to take them to the next step in the sales process. (p. 186.)

Tone: is what the message “sounds like”. The tone is how the intended audience interprets a message. Different targets need a different tones. (p. 101, 175.)

Top of Mind (T.O.M.): a moniqure for nurturing a prospect. By regularly reaching out to someone with valuable information or content you will stay on the top of their mind, making them go straight to you instead of your competitors when it’s time to buy. (p. 134.)

Touch: a point of contact in the sales process whether that be a phone call, SMS text, opened email, consumed content, advertising exposure, or any other way someone is reminded of the value your business provides. (p. 75.)

Traffic: an active audience that can be used for your marketing. (p. 22.)

Trip Wire: often between $3 - $9, a trip wire is an aggressively priced offer that tempt leads to get out their wallet. This is because a psychological change happens when a lead becomes a customer. Anyone who gives you some money is 2000% more likely to spend more money with you. (p. 84.)

Upsell: an offer that exploits the psychological concept of value in such a way as to justify spending more money. The classic example is the cinema, where the small popcorn is $6.99 but the medium (twice as much popcorn) is “only” $7.99. Thus, almost no one buys the small and get at least the medium (or possibly the large; it’s only another dollar more). (p. 88.)

Upsell Protocol: rules a business implements to maximize their spend per transaction. Every product should have an adjoining upsell to be offered every time somebody purchases that item. (p. 89.)

Value Ladder: the factor in your business that your customers find valuable listed in order from top to bottom. (p. 35.)

V.I.P.: a designation your business can give for any contact to get them to act. Anyone can be a V.I.P. for any reason you decide from returning customer, to first time shoppers. V.I.P. incentives can encourage customers to take further action by exploiting their desire for exclusivity. (p. 117.)

Video Ads: paid exposure for a video to promote your business. Video ads get extended reach due to inherent entertainment value video holds. Video ads are cheaper to run and more engaging than text or image ads. (p. 213.)

Video Batching: recording multiple videos in one filming session. Video batching reduces the cost per video by creating more videos at a time. Bring additional changes of clothes and have copy prepared to make the most of video shoot investments. (p. 172.)

Video Script: copy written beforehand so that the filming process is smoother and the finished result more impactful. (p. 175.)

Voicemail: leaving a message for a lead after a sales call. Can lead to mixed results based on your performance. (p. 149.)

Voice-over: using the voice of a performer played over a video to communicate more or give context to the visuals. (p. 175.)

Warm Leads: those people who already know and like you. Warm leads are more likely to buy with just a gentle reminder of the value you provide. (p. 43.)

Whale: the top 20% of your loyal customers. Whales buy more, more often. (p. 13, 44.)

Whiteboard Video: a stylized type of animated video that replicates the look of drawings on a whiteboard, often with a visible hand drawing your images on the screen. (p. 177.)

Writers Room: a safe space with qualified individuals to discuss creative projects. (p. 102.)

WordPress: completely customizable. WordPress is the most versatile and powerful website building platform. WordPress is used by all of the best and biggest brands and is superior to all other builder platforms in every way but one. WordPress can be difficult for new users without a technology or coding background but because WordPress and Google work perfectly in tandem, an optimized site on WordPress is the most powerful business tool on the internet. (p. 180.)

Working Leads: implementing a sales quota, strategically following a process to reach opportunities, and documenting the results. Working leads is a critical part of any businesses success. (p. 147.)