The document contains several short passages about the origins of marketing and public relations terms. The first passage explains that the term "boilerplate" originally referred to metal plates that identified steam boiler builders, and was later adopted by the printing industry to refer to standardized text that was widely reproduced. The second passage describes how Pyotr Smirnov used word-of-mouth marketing in 1872 by having agents demand Smirnov vodka in Moscow pubs and on trains to popularize the brand.

2. #1 – WHY IS IT CALLED A ‘BOILERPLATE’?
‘Boiler plate’ originally referred to the small metal plate that
identified the builder of a steam boiler. The term was borrowed
by the printing industry, where plates of text for widespread
reproduction, such as advertisements or syndicated columns, were
cast or stamped in steel (instead of the much softer and less
durable lead alloys used otherwise) ready for the printing press and
distributed to newspapers around the United States. They came to
be known as ‘boilerplates.’

3. #2 – HOW TO MARKET VODKA IN RUSSIA
Pyotr Smirnov, father of the now-worldwide Smirnoff vodka
brand, used word of mouth marketing to popularize his nascent
product. In 1872, he hired a small group of men to fan out in
Moscow, enter every pub they could find, and ask for Smirnov
vodka. If it was not available – which was most of the time –
Smirnov’s agent would cause a scene, demanding to know why
such a fine pub did not serve the Smirnov brand. Orders started
coming in from pubs the very first week. When the men had
saturated Moscow, they took to the trains, repeating the ruse at
every stop.

4. #3 – HOW PR FLACKS CAME TO BE
After the “energetic” movie publicist
George Flack, and nothing to do
with shrapnel or criticism.

5. #4 – IS IT LEAD OR LEDE?
The first sentence of a press release, it can
be spelled lead or lede. The spelling ‘lede’
was supposedly created to distinguish it
from the heavy metal lead type used by
typesetters.

6. #5 – HOW TO YOU DEFINE ‘BRAND’?

7. #6 – THE CURVE BEFORE THE CHASM
Geoffrey Moore and his chasm are well known.
Everett Rogers? Not so much. Yet he’s the man
who created the technology innovation lifecycle curve.
For microchips or mainframes? Nope. Corn seed.

8. #7 – WHERE DID THE FUNNEL COME FROM?
From Arthur Peterson’s Pharmaceutical Selling,
Detailing , and Sales Training: “The progression
through the four primary steps in a sale, i.e.,
attention, interest, desire and action, may be
compared to that of a substance moving through
a funnel.” To ‘detail’ a doctor is to give that
doctor information about a company’s new drugs,
with the aim of persuading the doctor to
prescribe them.

9. #8 – WHAT IS NET PROMOTER SCORE?

10. #9 – THE FIRST PRESS RELEASE WAS A
TRAIN WRECK. LITERALLY.
The New York Times reprinted Ivy
Lee’s 1906 Pennsylvania train
wreck press release verbatim. Ah,
those were the days…

11. #10 – HOW DO YOU PAY THE CHANNEL?
• As discretionary grants, known as market
development funds (MDF)
• As a percentage of product sold, known
as contra-revenue funds
• As cost sharing, called co-op funds

12. #11*– HOW TO BUILD A SALES PLAY
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