Appendix C: Glossary

Key terms and frameworks used throughout this guide.

A

AIDA Framework

A structure for persuasive communication: - Attention: Capture interest - Interest: Hook with relevance - Desire: Create want for outcome - Action: Clear call-to-action

Used for content, proposals, and sales conversations.

Affirmation Loop

A technique in discovery calls where you periodically confirm understanding and get the client to articulate value in their own words. Example: "Do you see this as valuable for your team?"

Advisory Retainer

An engagement model focused on access and guidance rather than deliverables. Typically includes scheduled meetings plus async availability.

C

Content Flywheel

A self-reinforcing system: Content → Calls → Proof → More Content. Each element feeds the next, creating sustainable lead generation.

Content TAM (Total Addressable Market)

The potential audience for a piece of content. High-specificity content has lower TAM but higher intent. Balance reach with relevance.

D

Discovery Call

A structured conversation to understand a prospect's situation, challenges, and desired outcomes before proposing solutions. Typically 30-60 minutes.

F

Fractional Employee Trap

The danger of being treated like an employee (Slack access, company email, attending standups) while being paid as a consultant. Results in low perceived value.

Friction (Inbound)

Barriers placed between prospects and booking time with you. Higher friction filters for more qualified, serious prospects.

G

Give-and-Get Framework

Never offer concessions without getting something in return. Example: If they want a discount, ask for case study rights or faster payment.

L

Land and Expand

Strategy of starting with a smaller engagement to prove value, then expanding scope over time. Structure initial offerings to leave room for growth.

M

Two growth engines: - Market Share: Getting new clients - Wallet Share: Expanding existing relationships

Successful practices balance both.

Minimum Engagement

The lowest project size you'll accept. Communicates the scale of work you do and filters out small projects. Example: "$20,000 minimum engagement."

MSA (Master Services Agreement)

A master contract covering general terms (IP, confidentiality, liability) that governs multiple projects. Individual projects are defined in Statements of Work (SOWs).

Multi-Option Proposal

Presenting 2-3 pricing options rather than a single price. Transforms the decision from "yes/no" to "which one" and creates price anchoring.

P

POC (Proof of Concept)

Traditionally a technical demonstration. Better framed as a "business case development sprint"—a short engagement to co-create the ROI model for a larger project.

Price Anchoring

Using higher-priced options to make mid-tier options seem more reasonable. The premium option serves as an anchor.

Q

Qualified Buyer

A prospect who has: - Budget authority - Decision-making power - Understanding of business metrics - Real problem with urgency

Signs: Discusses outcomes and ROI, not just features and cost.

R

Retainer

A recurring engagement with fixed monthly fee for ongoing access and support. Can range from light-touch advisory to strategic partnership.

Reverse Pricing

Starting a pricing conversation with value and working backward to price, rather than stating price and justifying it. Example: "This problem costs you $X/month. A 50% improvement would save $Y. Our investment is a fraction of that."

S

Situational Assessment

A proposal structure that leads with understanding of the client's situation before discussing services or pricing. Components: Situation, Objectives, Values, Methodology, Options.

Slack Connect

A feature allowing external contacts to join a shared channel while staying in their own Slack workspace. Preferred over joining the client's Slack to maintain professional boundaries.

SOW (Statement of Work)

A document defining specific project deliverables, timeline, and payment terms. Used with an MSA for individual engagements.

Stakes

What's at risk if the client's problem doesn't get solved. Understanding stakes gives confidence in pricing and makes proposals more compelling.

Swipe File

A collection of effective phrases, frameworks, and language gathered from sales conversations, proposals, and content. Used for reference and inspiration.

T

TAM (Total Addressable Market)

See "Content TAM" above.

Tapering Concessions

Giving progressively smaller concessions (15% → 5% → 2%) to signal that negotiation is ending. Prevents clients from continuing to push.

Three-Tier Pricing

See "Multi-Option Proposal" above.

V

Value Equation

The framework for understanding and communicating value:

Value = (Dream Outcome × Probability of Success) ÷ (Time × Effort)

Optimize by: - Increasing dream outcome - Increasing probability of success - Decreasing time to results - Decreasing client effort

Value-Based Pricing

Pricing based on outcomes delivered rather than time spent. Requires understanding what solving the problem is worth to the client.

W

See "Market Share vs. Wallet Share" above.

White-Labeling Knowledge

Creating content that packages existing information under your brand. The information may exist elsewhere, but now it comes from you, building your authority.

5

5 Whys

A technique for getting to root causes. When a client describes a problem, ask "why" repeatedly to understand the underlying issue. Often reveals where the real value (and pricing opportunity) lies.

5-10x Rule

The principle that pricing options should have dramatic differences (5-10x between tiers), not incremental ones. Creates clear differentiation and anchoring.

20/80 Axiom

20% of what you deliver drives 80% of willingness to pay. Identify that crucial 20% and ensure it's prominent in positioning. Don't give it away in entry-level offerings.

Terms not listed? Check the relevant chapter for context and explanation.