Money & Work
Marketing
Make people want things, ethically
Novice
Mastery0%
Novice
Money & Work
Make people want things, ethically
Novice
Subdomain
The basic building blocks: product, price, place, promotion, and the customer at the centre. Strip the jargon and marketing is just matching what you sell to who wants it.
The 4 Ps
A four part checklist for any marketing decision: what you make, what you charge, where you sell it, and how you tell people.
Open
Conversion funnels
A conversion funnel is the count of people at each stage of a buying journey, from first visit to paid customer, so you can see exactly where they drop off.
Open
AIDA model
A classic four-stage model of how a buyer moves from first noticing a product to acting on it: Attention, Interest, Desire, Action.
Open
Funnel vs flywheel
Two contrasting growth models: the funnel pushes prospects one-way from awareness to purchase, the flywheel reinvests each customer's success into new prospect acquisition.
Open
Positioning
Owning one clear idea in the customer's mind.
CAC
Customer Acquisition Cost, total cost to land one paying customer.
LTV
Lifetime Value, total gross profit a customer brings over their lifetime with you.
Jobs-to-be-Done (JTBD)
The frame that buyers hire products to do a job in their life.
Mental availability
How easily the brand comes to mind in a buying moment.
Physical availability
How easily the brand can be bought, distribution, shelf, search results.
Distinctive asset
A logo, colour, sound, character that's owned and recognisable in 200ms.
Funnel
A model of prospect drop-off from awareness to purchase (e.g. AIDA).