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BEC : Campaign - Vocabulary

Hi, this is AJ. Welcome to the vocabulary lesson. Let’s get started. The first word is ‘shotgun’ or ‘shotgun approach’, the phrase shotgun approach. A shotgun approach means a very wide approach. So a shotgun, it’s a kind of gun, of course. A shotgun shoots many little small pieces of metal. It shots them in a wide area. So the idea of a shotgun approach means that you’re kind of not aiming carefully. It’s not carefully targeted. A shotgun approach means you’re just shooting a lot of things out there very widely.

The opposite of that would be, let’s say, ‘laser focused’. That’s kind of an idiom. A laser approach, something like that, where it’s a very narrow, very carefully-targeted approach. A shotgun approach is a very wide approach that’s not carefully targeted.

Okay, next phrase ‘low odds’. You have low odds. It just means you have a low chance, a low chance, a low probability.

Okay, next, the phrase ‘tons of jobs’, tons of. Tons of just means a lot. So I ate tons of food means I ate a lot of food.

Okay, ‘to refine something down’, refine this thing down or refine an idea down or refine anything down. To refine something down means to reduce it, to get rid of the unnecessary details so only the essential part remains, only the most important part remains. So you refine something down, it means you’re getting rid of all the unnecessary parts and you’re just keeping what’s necessary.

If you’re talking about a story, for example, if you want to refine down the story, you’re kind of summarizing the story. You’re getting rid of all the details, just giving the most basic facts or giving the most basic information, the most important core information.

‘Get yourself in front of them’ is the next phrase; get yourself in from of them. ‘Them’ means employers in this case, in this conversation. Get yourself in front of them is actually almost the direct meaning. It means get an interview. Get a connection with them. So we might say you need to get yourself in front of a lot of employers. It means you need to get meetings with a lot of employers. You need to have a connection with a lot of employers.

Next is the word ‘campaign’. Campaign can be used in many different situations. In marketing a campaign is a series of advertisements, a series of promotions, a series of marketing actions. The important thing is it’s a series. It’s more than one.

We heard the word ‘bullshit’. If we say that’s bullshit it means it’s something that’s totally not true or that is not important. It’s unnecessary or untrue or even counterproductive, meaning it goes against what is necessary. It can even have the sense of something that is even a lie. It depends on the situation how it’s used, but when I’m saying oh, that’s bullshit I just mean that’s totally wrong. It’s a wrong way to think. It’s a wrong way to do something.

Next, a ‘cold call’, cold call or ‘cold calling’. This is used in sales a lot. A cold call, the direct meaning is that you actually call someone about a sale, for example, but you’ve never talked to them before. You have never sent them any information. They know nothing about you. So they’re cold, meaning they’re cold to you, right? You’re calling them and they’ve never heard of you. They know nothing about you. They’re a cold prospect is the way we might say that.

It’s a very tough way to sell, just calling people that you’ve never talked to before, never written to before and then immediately try to sell them. That’s call cold calling and it’s a kind of sales technique and it’s very, very difficult.

So the opposite of a cold prospect would be a ‘warm prospect’. That’s somebody who wants what you’re selling. Maybe they already know about you. Maybe you’ve sent them some information already and they replied to it. They said yes, I’m interested. I want to talk more. That would be a warm prospect.

A ‘hot prospect’ would be someone who calls you and says oh, I really want your product. Please tell me how I can get it. So you’re talking about kind of the emotion and the knowledge of the person you’re calling.

The ‘hiring manager’, the hiring manager. So the hiring manager is the person who will be your boss usually. That’s the person who actually makes the decision to hire somebody for a new job. In big companies there might be a department called personnel or they might call it human resources, but they don’t actually make the decision to hire someone. It’s actually the person in the department, the actual direct boss, the hiring manager, they make the decision and then they tell human resources.

So you want to talk to the hiring manager.

Then, finally, we have the word ‘creed’, creed. In this conversation creed means a policy, basically, a policy or rules. It can have sometimes the meaning of principles, but in this case the way it was used it really meant policy. The company might have a creed.

They might have a policy about how they hire people. They might have a policy that says they must advertise all new jobs, for example. That would be their creed or their policy.

And that’s all. Those are all of the new words for this lesson set. Listen to this vocabulary lesson every day for at least seven days. I recommend 10 to 14 days. Listen to all the audios in this set every single day for seven days minimum, 10 days better, 14 days best. That repetition is so, so, so important, that’s what give you deep learning.

So maybe after day three or maybe after day four you think you understand everything, I don’t care, keep repeating it. On day five listen to all of those things again. The same lesson set again on day seven, on day 10, all the way up to day 14. If on day 14 it still feels difficult, you’re still having trouble understanding, then listen to it some more. It’s okay. Totally master each lesson set before you go to the next one.

All right, see you next time. Bye-bye.

The End.