Plain-English definitions for terms used across The Marketing Vault and the Be Known agency.
Strategy & Customer Research
Ideal Customer Profile (ICP)
A research-backed description of the highest-value customer for a business, including demographics, psychographics, pain points, desires, and buying triggers. Build one free at marketerprompts.com/free-icp-builder.
Psychographics
The values, beliefs, fears, and desires of a target customer — the "why they buy" beyond just age and income.
Voice of Customer (VoC)
The exact phrases real customers use to describe their problem and the desired outcome. The single biggest unlock in conversion copy.
Funnels
Live Webinar Funnel
Registration page → live webinar → pitch → application/checkout. Best for offers $1K–$10K.
Auto Webinar / VSL Funnel
Evergreen video sales letter delivered automatically. Best for offers $200–$3K.
Application Funnel
Opt-in → qualifying application → sales call. Best for high-ticket coaching ($5K+).
Low-Ticket Funnel
Direct-to-checkout for offers under $200, often with order bumps and one-time upsells.
Paid Ads
Cost Per Lead (CPL)
Total ad spend ÷ number of leads. Coaching webinar CPL is typically $8–$25 on Meta in 2026.
Cost Per Acquisition (CPA)
Total ad spend ÷ paying customers. Should remain under 30–40% of offer price for healthy unit economics.
Return On Ad Spend (ROAS)
Revenue ÷ ad spend. Most paid coaching funnels target 2–4x ROAS at scale.
Hook
The first 3 seconds of an ad or the headline of a static — the element that earns the next 10 seconds of attention.
Offers
Offer Stack
The bundled components of an offer (core deliverable, bonuses, guarantees) presented to maximize perceived value.
Irresistible Offer
An offer where the perceived value is so high relative to price that saying no feels irrational.
Anchoring
The pricing technique of showing a high reference price first to make the actual price feel like a discount.
Sales
SISEC
A high-ticket sales methodology — Situation, Implication, Solution, Evidence, Close — used across The Marketing Vault's sales script tools.
Objection Handling
The structured rebuttal of predictable buyer concerns (price, time, fit, trust) inside a sales conversation or written sequence.