A GLOSSARY OF TERMS

SOME TERMS THAT WILL MAKE YOU SOUND SMART.

 

We get it. We're marketing nerds and sometimes we think we're talking in common terms and phrases but we're really not. That is why we have put together a list of terms/phrases with their definition. Hopefully this will allow us to better understand one another.

Auditory association area – The place where the memory of sound is stored, words and sounds are both stored here.

Auditory cortex – Sound is processed here, located right above your ear.

Brandable chunks – The memorable elements of your advertising. If you can have these elements incorporated throughout the sales process it will boost your profits.

Broca’s area – The gatekeeper to your mind. Technically located in the area of your brain above your left ear. It rejects the familar. Your message/advertising should surprise and delight broca.

Buyer Legend – A map of all the steps a prospect takes from first point of contact to being your customer. A helpful tool for strengthening your sales and marketing process.

Candor marketing – Admitting to the downside gives credibility to the upside. You can keep claiming your the best at everything but your listeners know better.

Cognitive dissonance – The mental stress that occurs when you hold two or more contradictory beliefs, ideas, or values at the same time. This is why people say “I only (insert vice) on the weekends.”

Convergence – This can be focusing on one idea or staying within the familiar. It is helpful when coming up with new ideas to hold off on convergence until you have many ideas.

Copy – A terrible name used to describe the writing in your advertisements. If you don’t want someone to listen to your ad, copy someone else’s copy.

Counterfactual – The closer we are to another possibility the more regret we experience. When you just miss a 40 foot putt you should be happy you got so close but you feel regret you didn’t sink it.

Divergence – When things come together that normally repel each other. A surgeon recommending non-surgical means would be considered divergent.

Echoic memory – The memory of sound. Information taken in through the ears (typically lasts 5 times longer than information taken in through the eyes)

Ego-depletion – When we are continually exerting self-control, our ability to resist temptation weakens i.e. “Well, I ate healthy all day, I’ll have one cookie after dinner”.

Endowment effect – If people have a little skin in the game it makes them more likely to cherish the possession. You like your hand painted artwork a lot better than your neighbor does. If you can include your customer in your process they are more likely to value the deliverable.

Equity – Your marketing efforts build momentum with your audience over time. After awhile you amass equity. Think equity earned by paying your mortgage one payment at a time over time.

First in wins – It’s better to be first in the mind than it is to be best in the marketplace

Frameline magnetism – (Coined by Roy Williams) – This is your mind filling in the ____. A photograph doesn’t have to show all of the subject, it can be more interesting to have your mind fill in the blank. Your ads can be enhanced through this as well.

Frequency of three – The amount of times your salient message needs to be encountered in order to be placed in long-term, procedural memory. Typically 3 times within 7 sleep cycles.

GRPs – Gross Rating Points. A metric of advertising buying. Pay no attention to these. They’re worth about as much as a window AC unit in Antartica. Some of the least effective ad schedules have fantastic GRP’s.

Iconic memory – The memory of sight. Information taken in through the eyes (only lasts about a second before it is gone)

Identifiable victim effect – A single, specific victim inspires action, whereas general information about the masses of victims does not.

Inside champions – Instead of going directly to the source, get the attention of the influencers. Children don’t buy fast food yet Happy Meals help sell cheap burgers.

Intra empathy-gap – Trying to predict how you will feel and act when you will be in an emotional state… while you are in a cold non-emotional state.

Left brain vs right brain – Typically used to characterize a person’s thinking preference. The left brain is logical and analytical while the right brain is emotional and intuitive.

Line extension – Creating a sub or spin-off brand from a well-established brand. Example: Miller Lite follows Miller. This weakens your brand. You can have a successful line extension that boosts sales but hurts your overall company by weakening your position in the consumers mind. In Miller’s case, Miller Light canabalized Miller’s original product.

Loss aversion – The theory that you are more inclined to want to not lose something you already have instead of gaining something you might get but isn’t guaranteed. Often the object to be gained is of greater value than the object being preserved. We are 2.5 times more influenced by the fear of loss than the opportunity of gain.

Lymbic system – System of your brain responsible for primal urges like flight, fight, sex drive, etc. The amygdalla is one component of the Limbic system.Seth Godin calls this the Lizard brain, very reactionary. Effective communication in advertising accounts for this without being heavy handed.

Magical thinking – The components of everyday thought that bypass logic and reason. Example: Assigning greater value to an object when someone famous owned it versus the very same type of object which is assigned little to no value.

Market vs Social norms – These define the relationships we have and how money/payment can come into play. If I ask you to help me move a couch for free you might say yes, if I offer you $5 to help me move a couch you will probably say no. The reason is the interaction goes from a Social Norm to a Market Norm when the $5 is introduced. Here’s a video that goes into this with more detail.

Motivational Interviewing – A form of storytelling that removes the blind spots of your prospect. It helps add new prospective that allows your prospect to “change their mind” about you or your proposition. No one ever changes their mind, they simply see new perspectives and adjust their thinking accordingly. Motivational interviewing helps you do just that.

Musical Image – A piece of music that invokes strong mental images. A Musical Image is typically used as background supporting music for advertising. It strengthens the words of your message and helps them flow right by broca’s area.

Persona – Creating a real life example of a potential prospect. By doing this you can make your prospect feel real and be able to identify her pain points, buying style, and objections. A proper persona is key to building a Buyer Legend.

Pre-disposition – Effecting how someone feels about something before it’s relevant. In marketing, how do people feel about you before they need you? Do they even know who you are? If you can make people prefer you before they need you, you’re going to do very well long term.

Pre-frontal Cortex – The place where emotion, planning, and judgement occurs. Located just behind your forehead. You want advertising to influence this area.

Pre-mortem – All the things that will prevent your prospect from doing business with you. If you can identify these hurdles than you can adjust your marketing and sales process to combat these issues. This is essential in identifying the weak spots in your sales cycle.

Present focus bias – Tendency to give more weight to our current environment or state. Do you want half a box of chocolate today or a full box in a week? OR Do you want half a box of chocolate in 52 weeks or a full box in 53 weeks?

Product purchase cycle – The amount of time it takes for someone to go from not caring about your type of product to actually making a purchase decision. Long product purchase cycles (cars, mattresses, funerals) require a predisposition strategy.

Purple Cow – Creating something remarkable, something actually worth talking about because it sticks out that much in your mind

Qualia – The feeling of emotions – The emotion will stay with you so you can plan better for the future.
1. Feelings don’t last as long as we predict
2. Our emotions can overtake cognitive abilities

Regret – The comparison of where we are in life vs where we could have been, we’re actually more miserable to miss a flight by 2 minutes than 2 hours.

Reticular activator – A fancy term for frame of reference. It’s about personal relevance. A mental trigger in your unconscious that directs your attention and causes you to notice and remember things you never intentionally committed to memory.

Reward substitution – Using an alternate reward that is immediate and therefore more motivating.

Switching costs – What does the customer give up to switch to your product or service? Convenience, familiarity, time, etc.

Tribe – A community tied together to a common cause or theme. A niche community that believes the same things you do.

Visual association area – Located above the visual cortex, this is where visual memories are stored.

Visual cortex – Located at the base of the skull, just above your spine. Visual images are stored here.

Wernick’s area – Located where auditory association meets visual associations. This is the spot where objects are named (the land of nouns).

World view – The way you see the world and those around you based on your own values and assumptions.