Call to action
The specific phrase used to convert a prospective client into a scheduled appointment.
Call for your free consultation is a call to action phrase. Or, a call to
action can also be used to lead people to sample more of your offerings. See my website
for more details and a free offer is another call to action phrase.
Client attraction
A specific approach to marketing for people in business for themselves whose work relies on providing services (in many
cases, services that people deem non-necessities) rather than selling products.
Collaterals Usually
refers to the hard copy materials distributed for promotion purposes, such as newsletters, brochures, special reports, business
cards, etc.
DIY Do
It Yourself. Often describes the independent professional at the beginning of a career when budget is tight and one
has the luxury of time to learn or apply new personal skills.
E-commerce
E=electronic and implies the internet, thus the term means doing business on a website (think Amazon.com)
Elevator speech A 30 second "sales pitch"
introduction to your work and the results your clients get from you. Term derives from the idea that in the amount of time
it takes an elevator to go one floor you should be able to say who you work with, what their problem is, and what solution
you help them achieve.
Entrepreneur
One who creates a business, either for themselves alone, or that employs others. Often the business sells products,
but can be a service business as well.
E-zine
Electronic magazine, or really, an emailed newsletter.
Solopreneur
Someone in business for themselves, usually registered as a sole proprietor business, often with no employees.
Ideal client
The niche or segment of the marketplace targeted by your marketing efforts. The specific type of person
with the specific type of problem you will get great joy from working with all day long.
Hotlink
The word or phrase (sometimes the graphic or photo) you click on in a website that takes you to another page
of that site, or to another website.
HTML code
The computer language that makes things appear and function as they do on your screen. To make the term
bold, italic and blue, for example required an html code that is different from the code required to make this paragraph normal
and black.
Internet directory
A searchable website that helps people find services or people in their zipcode or field of interest. May also be called
a locator service.
Marketing message The point you wish to get across to your prospective ideal clients that will connect with what they are looking
for and compel them to ask for an appointment.
Market Niche The
segment of people you want to buy your products or hire your services. A niche is specific and concrete, and can be
described by a list of psycho-demographic characteristics.
Marketing intelligence
What you know about your competition, especially as it relates to how you need to position your own business and marketing
message in order to attract clients.
Marketing (vs advertsing, promotion, PR)
Marketing is the broad umbrella term for everything you do that circulates the fact that you're in business, what you do,
with whom, and the results they get. Advertising is specifically a paid placement along side others' ads in some conveyor
of information to prospective clients. Promotion includes paid and unpaid ways you
get your name mentioned -- brochures and business cards you circulate for getting referrals are a form of promotion,
as is handing out pens with your name and phone number on them at a trade show. PR (public relations)
is often thought of as unpaid advertising such as getting a local community newspaper to write a feature article on your work,
but it would also include writing /giving free tip sheets or volunteering services -- anything that creates good will for
you and your business.
Mere exposure A marketing concept related to how many times it takes a prospective ideal client to see your marketing and
take advantage of your call to action. Mere exposure theory used to hold that it would take people 7 times to see the same
ad in a newspaper before taking action to buy the advertised product. In these days of over-flooding and constant bombardment
of information, it is likely to take many more than 7 exposures to capture interest, motivation, and action.
Networking speech
See Elevator speech.
Prospect
This is a pure marketing term used to identify the target of your marketing efforts. May be spoken of as cold, warm,
and low hanging fruit. A cold prospect is one you contact out of the blue in an
attempt to persuade them to hire you, or buy your products, or send you referral business. A warm
prospect is some who has seen your marketing, maybe read through your website and signed up for your ezine, who
eventually calls to ask about more of your services. Low hanging fruit relates to people
who are primed and ready to buy, either because you are successful in converting them from warm prospects, or because they
are intrinsically highly motivated to want your services / products right now.
Sub niche
A highly specialized segment of your already narrowed target market. Women business owners might be your niche,
with first generation unmarried Asian women aged 35-40 in the beauty industry being a sub niche.
Tagline A
long phrase or short sentence of about 7 words that defines your ideal client, their problem and your solution.
Virtual Refers
to the internet world, and often implies a business that operates online, without a brick and mortar location.
Web presence
Everywhere you are on the internet is a web presence.
