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Glossary

These are terms I use all the time.  I’ll keep adding to this as time goes on, but I thought it might be useful to put them all in one place.  They’re in a mild alphabetical order, mostly because it makes sense to me.  I might fix that over time, too. We’ll see.

Marketing Terms

Branding – Anything you repeatedly do.  That’s it.  Those things create an expectation of what people are going to get from you.  They are the evidence of your promise.  They boil down to whatever you repeatedly do.  Late all the time?  Part of your brand.  Funny and warm?  Part of your brand.  Yes, colors and fonts are in there, too, but behaviors and habits are often the most meaningful parts of our brand, and they often get overlooked.  Examine what you repeatedly do, or braver yet, get feedback!  And think about what you’re promising to deliver.

Elevator Pitch – the art of non-attachment at a networking event.  Seriously.  That’s all a great elevator pitch is–clarity on your gifts, who needs them, and the ability to talk about it all without desperately needing people to buy it or like you.  That’s it.

Get Clear – this refers to one of my core principles–that when you’re crystal clear on what you want to accomplish in your biz, and you know what you do well and who you serve with it, you’re much more likely to be successful and satisfied in your business.  (This is also the name of my signature process I use in my coaching because I so believe in the power of clarity.)  Ask yourself what you really, really want in and from your business.  And then ask … are you creating it?

Marketing – This is your branding in action.  If you’re not clear on your brand, your marketing won’t be effective.  This is usually the problem when people spend tons of money on advertising and it doesn’t work.  It’s not usually a marketing problem.  It’s a brand clarity problem.  To fix this, get clearer on what you love about what you do, why you love it, who needs it, and how you’re going to clearly articulate it.

Your WHAT – This is your special blend of genius and gifts.  It’s the combination of all the things that give you more energy in your work, that you happily give away for free to family and friends, and that you deeply enjoy doing.  This combo completely solves a problem for your Right People (Your WHO.)  Once you identify these things, think about what you could do to bring more of them into your work, or how you can outsource or stop doing what’s not on the list.

Your WHO – Your Right People (see above).  These people love you and are your superfans.  And although they only make up about 20% of your business, you can’t succeed without them.  They do so much for your business–from referrals to talking you up on social media–but perhaps their biggest gift to you is giving you a clear demographic to market to.  The clearer you are on who they are, the easier it is for you to send out your message.  Then, your Sorta Right People can find you, and they make up the bulk of your business.  How can you get clearer and more specific about who your Right People are and how you can find them and appeal to them?

Your WHY – This is the big picture of why you love what you do.  This is what you’re taking a stand for in the world and it literally creates the container for your biz.  If you’re weak in this area, you likely don’t have a clear funnel or direction for your biz.  This is both the most woo-woo and most practical aspect of my work with clients.  What greater change are you contributing to?  e.g. ending chapped lips for all with your lip balm?  healing trauma so people can be more creative?  giving a chill place for your community to rest and connect at your brewpub?

Your HOW – This is all of the other pieces put together–this is how you want to receive your business.  (Note that I didn’t say how you want to DO your business).  This part is about receiving.  When you’re clear on all the other parts, the HOW simply becomes how you’re letting it come to you.  It involves some details like your brand, logo, color scheme, messaging, sales funnel, pricing strategy, etc. but it all boils down to how you most want to live your life, i.e. how you derive satisfaction from your biz.  Satisfaction is the core of receiving.  Where are you most satisfied in your life and how much are you getting from it?  How can you feel that in other areas, too?

Right People – these are the people who love you, need you and get you.  They are totally served by your service or product, they love the way you deliver it, and they refer their family and friends to you.  These people are the backbone of your business.  Their qualifiers are:

  1.  They need exactly what you love to do in your work.  The things that are fun and easy for you solve their biggest problem.
  2. They need it now.
  3. They have money to spend on it.

If they don’t have money to spend on it, or they don’t need your solution right now, they aren’t your Right People.  They’re your Sorta Right People, and they may up your numbers on social media, or refer some of your Right People to you, but they aren’t in that group yet.

Your Sorta Right People – These are the people you couldn’t possibly imagine coming to you.  In fact, if you tried to market to them, you’d end up marketing to everyone and you’d therefore not be marketing to anyone.  You’re amazed that they found you, but when you start to include them in your messaging, you dilute it too much and it becomes ineffective.  So, your best bet is to keep to that narrow niche of your Right People and cultivate trust that your Sorta Right People are recognizing themselves in your message so you don’t have to.

Sales Pitch – Curiosity + non-attachment.  That’s it.  Just curiosity about their problem (to see if you’re a good fit for them) and non-attachment to the sale (so there’s no pressure on them if they don’t buy).  We can also include lots of little things like being willing to be quiet after you give them your price, etc. but these are secondary.  Just get curious, be of service and be willing to receive.

Techie Terms

ALT text – text in the code of a site that tells search engines what a picture is.  Since search engines can’t see pictures, alt-tags are necessary to give visually impaired viewers information about a website’s images. They also create better SEO and a better experience for visitors overall.

Anchor Text – the text that has a hyperlink attached to it; i.e. the text a user would click to follow a link

Headings – text inside a heading tag, e.g. H1, H2 or H3.  This font is often bolded and/or in a different color, but it doesn’t have to be.  Whoever coded your site can set these to whatever default you prefer.

Meta Tag – lines of code in the background of your site that can do everything from establish titles and descriptions, to state who built your site.  Their primary function is to tell search engines what your site is about, although they’re rarely used by search engines anymore.

Plugin – bits of code that work behind the scenes on your site to perform a specific function.

Search Engine – any internet service that searches the web and responds to requests for information via customer searches to produce (hopefully) accurate links of what you searched for.  Bing and Yahoo are examples, but they have no game compared to Google, which makes up over 90% of all online searches.  So, usually when we say “Search Engines” we just mean Google.

Search Engine Optimization – how highly you rank on Google for certain search words.  Keep in mind that this value is relative, so if you rank highly to your name + your biz name + your industry and city, I’m not all that impressed.  If you rank highly to more general search terms that come from a highly used phrase searched for by your demographic, then you’ve really accomplished something.  When done well, this tends to be more art than science.

Spider – a tiny bit of code from search engines Google that ‘crawls’ your site to read it and see what it’s about

Widget – the face of a plugin, i.e. what you can see on a website’s page

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