About context...

Summary

The video discusses the importance of context when pitching products or services to potential customers. It argues that an abrupt transition from providing value to making a sales pitch creates an 'uncanny valley' effect that puts people on the defensive. To make a smooth transition, tailor the pitch to the framework and content already shared. Understand that most people don't know they need your offering yet. Ensure your pitch makes sense in the overall context rather than seeming random and disconnected. Context applies beyond just pitching too - disruptive transitions can turn customers off at any point.

Takeaways

• 😀 Context is critical when pitching products - it ensures a smooth transition from providing value to making an offer
• 👉 People are always looking for where to get started and what to do next - pitch in a way that answers those questions
• 🤔 An abrupt transition from value to pitch puts people on the defensive and closes them off
• 😟 Pitching has to fit within the framework and context you've built in your content
• 😕 Failing to establish context creates an 'uncanny valley' effect that disrupts engagement
• 🙂 If people already know they need your product, you can pitch it more directly
• 😐 Most people don't know if they need your product - establish relevance before pitching
• 🤨 There are always exceptions, but most pitches require thoughtful context
• 🧐 Pitches that ignore context will limit revenue and conversion
• 💡 Apply context beyond just pitching to smooth transitions throughout your content

Q & A

What is the main point Cam is trying to make about context?

Cam's main point is that context is important when transitioning from providing value or information to making a sales pitch. The transition needs to be smooth and make sense within the framework you've set up, otherwise it will turn people off.

Why does an abrupt transition from value to pitch turn people off?

An abrupt transition makes people feel like you were just faking the value you were providing in order to trick them into a sales pitch. It destroys trust and makes them defensive.

What are two things Cam says people are always looking for?

Cam says people are always looking for what to do next and where to get started.

How can you use what people are looking for to make a smooth sales pitch transition?

You can transition by saying something like "Now that you know this information, if you're ready to get started, here is where to go" or "Here is the next step to take based on what I've taught you."

Why does the pitch need to make sense within the content framework?

If the pitch doesn't fit within the framework, it will create an unnatural or jarring effect, destroying the flow you've built. This uncanny valley effect will turn readers off.

What's the one exception where context may not matter as much?

If you are selling something that the reader already knows and accepts they need, then context may not matter as much. But this is rare.

What percentage of Cam's audience likely does not know they need what he is selling?

Cam estimates that 75% of his audience probably does not know or care that they need what he is selling.

What analogies does Cam use to illustrate the importance of context?

Cam uses the analogies of abruptly asking a girl to come over after a short conversation, as well as imagining content with no context framework as similar to uncanny valley in robots.

What does Cam say is his fitness goal at the end?

Cam says his goal is to eventually transition his walks into runs or at least jogs, but he has a lot of work to do.

What does Cam wish for his audience at the very end?

At the end Cam wishes that his audience has some New Year's resolutions ready to go and that they are excited about the new year to come, just as he is.