Index cards for the jargon. Each one links to the moment it came up.
Affiliate marketing
Running paid ads to someone else's offer and earning a payout per lead/sale/call.
Offer owner / brand owner
Owning the product, funnel and back end instead of promoting someone else's.
BSL
Business/biz-op sales letter offers (long-form sales pages for "make money" products); Carter was #1 ClickBank affiliate for them.
Biz-op
"Business opportunity" vertical.
Lead gen
Generating leads (form fills, calls) sold to buyers; verticals include auto insurance, personal loans, ACA, Medicare, solar.
ACA
Affordable Care Act health-insurance lead gen; the last big vertical boom.
Medicare
Lead-gen vertical some top operators have run exclusively for 7 years.
Mass tort
Legal marketing: recruiting plaintiffs for large multi-party lawsuits; Jason's business goes "all the way to retainer signing."
Telehealth
Subscription medical offers; recurring-revenue example.
ClickBank
Affiliate network/marketplace for digital products.
Network (affiliate network)
Intermediary between affiliates and advertisers; takes a margin.
Buyer
The company purchasing leads/calls; quality matters to them.
Payout
What the affiliate earns per conversion.
Break-even
Payout level needed to cover ad spend; ~$150 for a BSL offer vs ~$2 per personal-loan lead.
Angle
The framing/hook of the ad (e.g. "payment reduction on car insurance").
Hook
The opening idea that grabs a persona; Jason separates hook creation from copy.
Persona / micro-persona
Who the ad speaks to; the finer life-stage slice (divorced, empty nester).
Avatar
Synonym for customer persona.
Creative
The ad asset (video, image, UGC).
UGC
User-generated-content style video; what works on TikTok.
Hook variation
Same body video with a new opening.
Ad library
Facebook's public archive of running ads, used to spy on competitors.
Rip and run
Copying a competitor's ad/funnel verbatim and running it.
Replicate then reiterate
Carter's phasing: copy first, then improve.
Footprinting
Facebook recognizing an ad it has already seen in another account.
Andromeda
Meta's ad-delivery/retrieval system; framed as "which ad speaks to which consumer bucket."
CBO
Campaign Budget Optimization; Carter runs one ad set per state inside a CBO.
Auto-bid / retargeting
Standard agency media-buying setup Carter finds generic.
Performance Max
Google's all-placement automated campaign type.
Native
Content-recommendation ads on news sites via Taboola, Outbrain, Newsbreak.
Advertorial
Article-style landing page used heavily on native.
CPM / CPC / CVR
Cost per thousand impressions / cost per click / conversion rate.
CAC
Customer acquisition cost.
LTV
Lifetime value of a customer.
LTV:CAC
The ratio Carter says ultimately matters.
Data monetization
Selling or re-using lead data to raise LTV.
Agency ad account
Ad accounts rented from an agency provider; used for scale and, historically, for prepaying spend.
Business manager
Meta's account container; Carter uses Google reps to obtain more of them.
System user
A programmatic Meta user identity that an AI bot can use to read account history and act.
Media buyer
Person who launches and optimizes campaigns; Jason says the role must become creative strategist.
Creative strategist
Media buyer who reads data, builds creative and works landing pages.
VA
Virtual assistant; $2/hr bad, $10-12/hr good.
Visionary / integrator
Partnership model: idea/money-finder plus operations builder.
Profit distribution
Owner payout from the business; Carter's first at month 12.
Lifestyle creep
Rising spending as income rises.
Super URL
A URL that makes Amazon attribute an external click as a search-driven sale.
SKU take rate
Share of orders per product variant.
CAN-SPAM
US email marketing law; basis of the $5M lawsuit story.
ADA lawsuit
Accessibility suits against websites/buildings.
False peaks
Jason's metaphor: each summit reveals another mountain.
Two levers
Money vs time-and-effort.
"$1 Brazilian method"
An unspecified Meta tactic that scaled telehealth to $10-30k/day before dying.
Kling
AI video tool used to swap the actor in a UGC ad.
ElevenLabs
AI voiceover tool used by editors.
Claude Code / Codex
AI coding agents Jason requires developers to use.