![]() Treese also posits that Berners was affiliated with Sopwell Priory in Hertfordshire, north of London, where she is thought to have served as a prioress, as it already had a precedent for taking in wealthy widows as nuns or boarders. She explained that because Berners received attribution in a published work – an uncommon feat for most authors during the Middle Ages, let alone a woman – and because of her intimate familiarity with the subject matter, she likely came from a highly influential family. Yet, the only documented evidence of this woman’s existence is the attribution ‘Explicit Dam Julyans Barnes in her boke of huntyng’, which appeared in the original edition.Īllison Treese, a masters student at the University of Arkansas and author of the theses A Flourynge Aege: Tracing the Sacred and Secular in The Book of St Albans, believes Berners was likely of noble birth. Also known by the title The Book of Hawking, Hunting and Blasing of Arms, Berners' 1486 publication of this gentlemen’s catalogue of wildlife and hunting included 165 collective nouns for animal species, and is said to make her one of the earliest female authors writing in the English language. People have been coming up with terms to describe animal groupings for hundreds of years, but it wasn’t until The Book of St Albans, written by Juliana Berners, a 15th-Century Benedictine prioress from England, that they were recorded extensively. But I still wanted to know if these collective nouns were simply a gimmick employed by safari guides to engage their guests, or if they had actual roots in the English language.Īs it turns out, these scintillating nouns are neither coincidence nor misnomer, but rather the result of centuries of linguistic evolution. Of course, the obligatory wildlife photos were shared with friends and family, inclusive of clever captions decrying their relevant animal groupings. The safari proved a singular travel experience that stayed with me long after I returned home. Australia’s ancient language shaped by sharks.Fits of puerile laughter, comparable only to schoolchildren discussing flatulence, ensued. ![]() “Look, they’re doing the business!” I exclaimed to my travel companions, a couple celebrating their 30th wedding anniversary. As I watched their valiant amorous activities, the temptation was ineluctable. The opportunity arose when we stopped to observe ‘a business of mongoose’. These collective nouns begged for further wordplay. But along came ‘a tower of giraffes’, ‘a confusion of wildebeests’ and, reposed contentedly under the blazing sub-Saharan sun, ‘a bask of crocodiles’. ‘A bloat of hippos’ was a witty and whimsical linguistic contrast to the almost Orwellian ‘nest of vipers’ and ‘murder of crows’ that I had always attributed to poetic license. My smile matched his as I laughed at how apropos the word seemed at describing this mass of bulky beasts. “A bloat of hippos!” he answered rhetorically with the grin of a man who knew this tidbit of information would delight his guests. While person-to-person contact is likely for the sake of building a relationship, content may include trials, live demos and consultations.“Do you know what those are called?” the safari guide at Botswana’s Chobe Game Lodge queried while I watched a large group of hippos unabashedly bathing in the waters of the Chobe River. BoFu (bottom-of-funnel) is the closing stage, where the marketer goes for the sale. This point may include targeted offers and content such as podcasts and webinars. ![]() MoFu (middle-of-funnel) is where the marketer positions their company as the best provider of a product to suit the customer's needs. Content for this stage may include blogs. ToFu (top-of-funnel) focuses on a high volume of leads, with an emphasis on not pressuring potential customers by offering relevant information that addresses a need, question or problem they may have. Getting them closer to the finish line and your desired result…conversions. ![]() If you’re in sales or marketing, it’s your responsibility to help guide your potential buyers through the stages in the smoothest way possible, without confusion or frustration. Another way to visualise it is as an obstacle course. The stages of the ToFu, MoFu and BoFu approach are often compared to the stages in which a meal may be presented: appetiser, entree and dessert. Other sessions focus on the content marketing sales funnel - with the interesting acronyms of ToFu, MoFu and BoFu.Ī conversion funnel describes the different stages that a potential customer goes through before they buy your product or service. The first session is watching students present their new brand and new service idea and justifying why they have invented it. Looking forward to a fun day lecturing at Nottingham Business School, Nottingham Trent University ![]()
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