Phrases I use a lot at work.
After 20+ years in advertising, I've picked up a number of catch phrases that come in handy, or at least I seem to say a lot. These can actually be useful, as opposed to the bizarre biz-speak I wrote about here.
1. Let’s not fix it in the room
This is a classic ad agency line that’s useful when a client/boss/colleague wants something changed in a piece of copy or concept, and everyone starts to throw out suggestions right there in the meeting. It means “let us go away and work on it and we’ll come back with an alternative.”
2. Give it the overnight test
Sleep on it and come back with your thoughts tomorrow.
3. Reach x frequency
Not a catch phrase as much as a useful concept. This is the basic media measurement of how well you're communicating. Reach means what percent of your target is receiving your message and frequency means how many times they get it. The balance of the two is the art of media, and communication. (Shout-out to KG here.)
4. Off strategy
Only once you’ve identified what you want to accomplish with a marketing effort can you then judge the creative. No matter how clever/funny/original an idea is, if it doesn’t meet your objective, it’s off strategy. You’ll see people trying to retro-fit the strategy to the cool idea, but it’s not good marketing.
5. Mother-in-law research
When a client or colleague takes the idea home and gets a random opinion of it. This is not the optimal way to test creative. Also known as “secretary research” back when they existed.
6. Fast/cheap/good
Pick two of the three. That's all you get.
7. Share of stomach
Like market share, but on an individual consumption basis. Originally only applicable to food products, but I have used it instead of "mind share" which sounds too brainwashy.
8. Need-to-know vs. nice-to-know
When I design a research survey, clients often want to throw in all kinds of questions on the theory that “If we’re going to ask them this, let’s find out that.” That’s fine if you have all the time in the world to ask questions, but respondents burn out after 3-5 minutes max. So we need to identify the need-to-know questions versus the nice-to-know stuff. Not that easy.
9. Sick Demo Well
This is an advertising formula that describes 50% of the commercials out there. Something is wrong, the product is introduced with a demonstration of how it works, then everything’s all better. Cold medicine, motor oil, chainsaws, airlines, you name it; it’s sold via this formula, 'cause it tends to work, and it's easy.
10. Let’s take a step back
This is my go-to phrase for any crisis or tortured/detailed/panicked plan. In other words, let’s identify what it is we’re trying to accomplish before we launch into random action. It’s a great phrase that calms the room and puts things into a workable perspective.
And the Lucky Strike Extra (another old ad phrase):
11. “Got a minute?”
This is never a good question. It’s usually followed by the layoff conversation, so when you hear it, say no, you’re too busy doing crucial stuff that will save the account. I speak from experience.
Three out of ten! Score!
Mr Wong
Yahoo 
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