Created by Karen Elaine Lewis LLC
© Karen Elaine Lewis LLC – Not for distribution without permission
Are you a founder, innovator, or business leader who feels lost in a sea of marketing terminology? You’re not alone. For many entrepreneurs and non-marketers, trying to understand marketing concepts can feel like learning a foreign language without a translator. This comprehensive marketing glossary breaks down complex jargon into plain, practical explanations that you can actually use to grow your business.
Unlike typical marketing resources that add to the confusion, this founder-friendly guide translates marketing terms into everyday language, helping you make confident decisions without needing a marketing degree. Whether you’re launching a startup, scaling your business, or simply trying to make sense of marketing advice, this glossary serves as your straightforward marketing dictionary.
From basic concepts like brand positioning to technical terms like search engine optimization (SEO), we’ve translated everything into clear, actionable language. Because effective marketing isn’t about impressive jargon, it’s about connecting your valuable solutions with the people who need them most.
The language gap
When you’re deeply immersed in your business or innovation, it’s easy to forget that the rest of the world doesn’t speak your language. We get caught up in our own world of solutions and company culture, and inevitably our internal language leaks out into our external marketing and communications.
It’s hard to remember that customers don’t think the same way about products as you do. They want to solve a problem and get on with their lives, not learn your technical terminology or company acronyms. We often forget this fundamental truth, and the safe option seems to be talking technical, rather than communicating in a way that actually connects and sticks with customers.
“Burying the lead” isn’t just a journalism problem; it happens in marketing and business too. We hide the most important information (what problem we solve and why it matters) behind layers of industry jargon, technical specifications, and company-centric language.
This glossary aims to bridge that gap, helping you translate marketing concepts into plain language while reminding us all that effective communication starts with clarity, not complexity.
Core marketing concepts
Marketing
What people think it means: Advertising, sales tactics, or manipulation.
What it really means: The process of connecting your solution with the people who need it most. Good marketing is simply clear communication about how you solve problems.
Brand
What people think it means: A logo, colors, or corporate identity.
What it really means: The consistent impression and feeling people have about your business. It’s the personality and reputation of your company, shaped by every interaction people have with you.
Value proposition
What people think it means: A catchy slogan or mission statement.
What it really means: The clear, specific benefit you deliver to customers and why they should choose you over alternatives. It answers “What’s in it for me?” from the customer’s perspective.
Target audience
What people think it means: Anyone who might buy your product.
What it really means: The specific group of people who have the problem you solve best. Being selective about who you’re talking to makes your message more powerful.
Strategy terms
Marketing strategy
What people think it means: A complex plan only experts can create.
What it really means: The thoughtful decisions about who you’re trying to reach, what message will resonate with them, and how you’ll deliver that message. It’s your roadmap, not rocket science.
Positioning
What people think it means: Where your ads appear.
What it really means: How your solution fits into the market and your customers’ minds. It defines your unique place compared to alternatives and shapes how people think about your offering.
Segmentation
What people think it means: Dividing your customers into random groups.
What it really means: Recognizing that different types of customers have different needs, and tailoring your approach to each group. It’s about relevance, not discrimination.
Market research
What people think it means: Expensive studies and focus groups.
What it really means: Simply learning about your customers and market. This can be as straightforward as having conversations with potential customers or observing how people currently solve the problem you’re addressing.
The marketing funnel and its stages
Marketing funnel
What people think it means: A manipulative system to push people toward buying.
What it really means: The journey people take from first becoming aware of you to eventually becoming customers. Different stages of this journey require different types of information and support.
Top of funnel (TOFU)
What people think it means: Some kind of trendy food term that marketers have adopted.
What it really means: The “awareness” stage where people first discover they have a problem or opportunity and begin looking for information. At this stage, they’re not ready to buy, they’re just starting to learn. Content here should be educational, not sales-focused.
Middle of funnel (MOFU)
What people think it means: Another food-related marketing buzzword.
What it really means: The “consideration” stage where people understand their problem and are actively comparing different solutions. They need more detailed information about approaches and options. Content here should help them evaluate alternatives and understand different methodologies.
Bottom of funnel (BOFU)
What people think it means: Yet another obscure marketing acronym.
What it really means: The “decision” stage where people are ready to make a choice and need final confirmation that your solution is right for them. They need specific information about your offering, proof it works, and clear next steps. Content here should address objections and facilitate action.
Conversion
What people think it means: Making a sale or closing a deal.
What it really means: Any meaningful action a person takes that moves them to the next stage of their journey. This could be joining your email list (TOFU conversion), requesting more information (MOFU conversion), or making a purchase (BOFU conversion). Each stage has its own appropriate conversions.
Content types explained
Lead magnet
What people think it means: Something that magically generates sales leads.
What it really means: A valuable piece of content (like a guide, checklist, or template) that you offer for free in exchange for contact information. It should solve a specific problem for your ideal customer, giving them a helpful “quick win” while allowing you to continue the conversation.
Nurture sequence
What people think it means: Sales-focused emails that pressure people to buy.
What it really means: A thoughtfully planned series of emails sent automatically after someone engages with you. These emails build trust by providing helpful information and gradually introducing your solutions. Good nurture sequences focus on being useful, not just selling.
Carousel
What people think it means: A rotating banner on websites.
What it really means: A multi-slide post (especially popular on LinkedIn) that presents information in a swipeable, digestible format. Effective carousels tell a story or teach something valuable in bite-sized chunks, making complex information easier to consume.
Explainer video
What people think it means: A lengthy demonstration of product features.
What it really means: A short (typically 2-3 minute) video that clearly communicates what you do, who you help, and how you solve problems. It’s like an elevator pitch in video form, focusing on benefits rather than technical details.
Testimonial video
What people think it means: Scripted endorsements that feel fake.
What it really means: Authentic 1-2 minute videos where satisfied customers share their specific experience and results. Effective testimonial videos focus on the transformation the customer experienced, not just generic praise.
Case study
What people think it means: A lengthy academic analysis.
What it really means: A story-driven document that shows how you helped a real customer overcome a specific challenge. Good case studies follow a simple formula: the problem the customer faced, the solution you provided, and the measurable results they achieved.
Sales support materials
Objection handler
What people think it means: Manipulative scripts to pressure resistant customers.
What it really means: Thoughtful responses to common concerns people naturally have before making a decision. Good objection handlers address legitimate questions with honesty and clarity, not pushy tactics. They help people make confident decisions by providing the information they need.
Comparison page
What people think it means: A biased chart that makes competitors look bad.
What it really means: A helpful resource that shows how your solution differs from alternatives in an honest, straightforward way. Effective comparison pages acknowledge that different options might be right for different needs, while clearly showing where your solution excels.
Sales enablement deck
What people think it means: A presentation only sales teams need.
What it really means: A practical set of slides that helps anyone discussing your business to convey its value consistently and accurately. It provides the key talking points, evidence, and answers to common questions that make conversations more effective.
Customer-facing deck
What people think it means: A technical product presentation.
What it really means: A polished, focused presentation used directly with potential customers that tells your story clearly and addresses their specific needs. Unlike internal decks, these are designed to be visually engaging and conversation-oriented rather than text-heavy.
Executive deck
What people think it means: A formal corporate presentation with complex charts.
What it really means: A concise, high-level presentation focused on strategic value and results, designed for decision-makers who need to quickly understand the big picture. Good executive decks prioritize clarity and impact over exhaustive detail.
Measurement and testing terms
Marketing qualified lead (MQL)
What people think it means: Someone ready to buy your product.
What it really means: A prospect who has shown interest beyond casual browsing (like downloading your lead magnet) but isn’t ready for a sales conversation yet. They’re raising their hand to learn more, not necessarily to purchase immediately.
Sales qualified lead (SQL)
What people think it means: A guaranteed sale.
What it really means: Someone who has shown clear buying intent through their actions and fits your ideal customer profile. They’ve moved beyond general interest and are actively considering your solution as a purchase option.
A/B testing
What people think it means: Complex experiments only big companies can run.
What it really means: Simply comparing two versions of something (like an email subject line or webpage) to see which performs better. It’s like asking “Do people prefer option A or option B?” and then measuring their response.
Conversion rate
What people think it means: The percentage of website visitors who buy something.
What it really means: The percentage of people who take a desired action at any stage of your marketing. This could be clicking a link in an email, filling out a form, or making a purchase. Tracking conversion rates helps you identify where people get stuck in their journey.
Digital marketing specific terms
Landing page
What people think it means: Your website’s home page.
What it really means: A focused page designed for a single purpose, often tied to a specific campaign. It’s like a digital sales conversation about one specific topic.
Lead generation
What people think it means: Collecting random contact information.
What it really means: Attracting and identifying people who have shown interest in what you offer. It’s about starting relationships with potential customers who actually want to hear from you.
Call to action (CTA)
What people think it means: A pushy “Buy Now” button.
What it really means: Clear guidance on what to do next. Without direction, people often do nothing, even when interested. Good CTAs simply remove confusion about next steps.
Search engine optimization (SEO)
What people think it means: Technical tricks to fool Google.
What it really means: Making your online content findable by the people searching for solutions like yours. Good SEO is about being the most helpful answer to what people are asking.
Content development terms
Content marketing
What people think it means: Blogging or social media posting.
What it really means: Sharing useful information that helps your audience, building trust and demonstrating expertise before asking for a sale. It’s teaching, not just selling.
Copywriting
What people think it means: Legal protection of ideas through copyright.
What it really means: Writing text (copy) that persuades people to take action. It’s conversational writing with a purpose, not academic or technical writing.
Content strategy
What people think it means: A publishing calendar for blog posts.
What it really means: A thoughtful plan for what content to create, why you’re creating it, who it’s for, and how it guides people toward becoming customers. Good content strategy ensures everything you create serves a purpose in your customer’s journey.
Learn more about creating strategic content maps
Thought leadership
What people think it means: Being famous in your industry.
What it really means: Sharing unique perspectives, insights, and approaches that demonstrate your expertise and way of thinking. Effective thought leadership helps people see problems differently and positions you as a trusted guide, not just another service provider.
Customer journey
Customer journey
What people think it means: A marketing buzzword that doesn’t matter to small businesses.
What it really means: The complete experience a person has with your business, from first hearing about you to becoming a loyal customer and beyond. Understanding this journey helps you provide the right information at the right time.
Customer journey map
What people think it means: A complex diagram only big companies need.
What it really means: A simple visualization of the steps people take when interacting with your business, including their questions, concerns, and needs at each stage. Even a basic journey map helps you spot gaps in your customer experience.
Plain language vs. marketing jargon: a translation guide
Sometimes the biggest barrier to understanding marketing is simply the terminology. Here’s a translation of common marketing jargon into plain, everyday language:
Value proposition
Marketing Jargon Translation: The specific benefit you offer and why someone should choose you
Target demographic
Marketing Jargon Translation: The specific people your solution helps best
Brand positioning
Marketing Jargon Translation: How you want people to think about your business compared to alternatives
Customer persona
Marketing Jargon Translation: A detailed description of your ideal customer, including their challenges and goals
Market segmentation
Marketing Jargon Translation: Grouping similar customers together based on shared needs or characteristics
Customer acquisition
Marketing Jargon Translation: Getting new customers
Conversion optimization
Marketing Jargon Translation: Making it easier for people to take the action you want them to take
Content marketing
Marketing Jargon Translation: Sharing helpful information to build trust before asking for a sale
Sales funnel
Marketing Jargon Translation: The step-by-step journey people take from first learning about you to becoming a customer
Return on investment (ROI)
Marketing Jargon Translation: Whether you’re getting more value back than what you put in
Key performance indicator (KPI)
Marketing Jargon Translation: The specific numbers that tell you if your marketing is working
Business-to-business (B2B) / business-to-consumer (B2C)
Marketing Jargon Translation: Whether you sell to other businesses or directly to consumers
Click-through rate (CTR)
Marketing Jargon Translation: The percentage of people who click a link after seeing it
Call to action (CTA)
Marketing Jargon Translation: Clear instructions on what to do next
Above the fold
Marketing Jargon Translation: What people see without scrolling down
Pain points
Marketing Jargon Translation: The specific problems or frustrations your customers experience
Bounce rate
Marketing Jargon Translation: The percentage of people who leave your website after viewing only one page
Engagement
Marketing Jargon Translation: How people interact with your content (comments, shares, time spent reading)
Content management system (CMS)
Marketing Jargon Translation: The software used to update your website without coding
Customer relationship management (CRM)
Marketing Jargon Translation: System for tracking interactions with leads and customers
Remember: If someone uses a term you don’t understand, simply ask what they mean. Good marketing professionals should be able to explain concepts without relying on jargon.
Marketing is communication
Good marketing isn’t about manipulating people or using clever jargon. It’s about clearly communicating how you solve real problems for specific people. The most effective marketing is often the simplest and most straightforward.
The curse of knowledge, being so familiar with your own product that you forget what it’s like not to know, affects everyone. When in doubt, focus on being helpful and clear rather than impressive or technical. Your audience will appreciate your clarity and authenticity, and your message will actually reach them rather than sailing over their heads.
As the renowned advertising executive David Ogilvy once said: “The consumer isn’t a moron; she is your wife.” In other words, talk to your customers like the intelligent human beings they are, not as if technical specifications are the most important thing in their lives.
© Karen Elaine Lewis LLC – Not for distribution without permission
This glossary is designed to provide general information and should not be considered complete or definitive. For specific marketing guidance tailored to your business, contact Karen Elaine Lewis LLC for a consultation.