The words and terms listed below are key components of the "Monopolize Your Marketplace" system. In order to develop a powerful marketing system for your business, we must first understand the psychology of your prospects mind (their value hierarchy) as it relates to the buying decision. Defining these terms in relation to your products or services will help paint a picture that, when executed properly, will educate your prospects on how to do business with you. The key terms are as follows:

Advertising Puffery: Puffery, simply stated, means that a company can use general, non-provable, vacuous claims about their products or services because everybody knows that they’re not necessarily true. So they say that using puffery is not only acceptable, it’s expected by consumers.

Alpha-Mode: Subconscious running of patterns in your life that allow you to function without engaging your brain. Your brain is on "auto-pilot" or an "active" state of sleep. The mind can solve problems and fix discrepancies at this stage. The Alpha mode is caused by habit and everyday routine.

Beta-Mode: Your mind is in active state of mental engagement. Person is consciously aware of what he or she is doing. Person is active, interested and eager. This is state of active problem solving and learning.

Confidence Gap: It represents the customer’s inability to have confidence that ANY of the products or any of the services are any better or any worse or any different than any of the others. To the buyer all things appear to be equal. That’s why the end up shopping price; their decision isn’t based on value.

Days of simple selling: Compared to now, there was low competition, low information, low media coverage, and low technology. Those factors all limited consumer selection and increased the power that sellers had over buyers. There was only one source of information – the salesperson at the company. Back then, the seller had the POWER.

Handle: A handle assigns a tangible name to an intangible idea. In marketing a handle will help prospects associate with your products or services.

Inside Reality: It’s everything you do and everything you are that makes you good. All of your skills, your people, your expertise, your service to the customer before, during and after the sale. Your systems, your operational procedures, your commitment to excellence, your passion, the way you conduct your business. All of these things are encompassed inside the inside reality.

Marketing: is simply whatever you say, whatever you do, whatever you communicate to your target market that makes them want to listen to you… and ultimately come to you when they’re ready to buy—without your having to beg them for the business.

Marketing Equation: Interupt, Engage, Educate, and Offer

Marketing Leverage: An advertisement costs the business owner the same amount, whether it produces one sale, ten sales, or a hundred sales. So, the more powerful the marketing message, the better the response rate.

Outside Perception: How customers and prospects perceive your company.

Platitude: Words and phrases that are drearily commonplace and predictable, that lack power to evoke interest through over use or repetition...but are still stated as if they were original or significant - but they're not.

Reticular Activator: The attention center in the brain, it is the key "to turning on your brain" and seems to be the center of motivation. It’s also the part of your brain where the world outside of you, and your thoughts and feelings from inside of you, meet

Sales Equation: Attention, Interest, Decision, and Action (Company or business centered approach based on repetition)