About context...

Thoughts on a Walk

28 Dec 202307:59

Summary

TLDRThe 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.

Outlines

00:00

😊 Explaining how context relates to selling things

The paragraph explains how context is important when pitching products or services to people. It states that many people abruptly switch from providing value to making a sales pitch, which puts people on the defensive. There needs to be a smooth transition that makes sense within the context of what was being discussed. Two effective pitches are telling people where to go next if they want to get started, or what the next step is after receiving the free value. But the pitch still needs to logically flow from the content framework.

05:00

😮 Using an analogy to illustrate the importance of context

An analogy is made between pitching a product awkwardly with no context and randomly asking someone you just met if they want to come over to your house. It doesn't fit the framework of the conversation and relationship so it doesn't make sense. The paragraph states that most pitches need to work for people who don't know they need your product. Without context, they won't be inspired to buy yours over your competitors. Smooth content flow and pitches that match the context are crucial.

Mindmap

Keywords

💡Context

Context refers to the circumstances or setting surrounding a particular event, statement, or idea, which gives it additional meaning or relevance. In the video, context is emphasized as crucial when transitioning from providing value to making a sales pitch. The speaker highlights how a pitch must fit seamlessly within the narrative or content presented, so it feels natural and relevant rather than abrupt and out of place. An example given is the need for a sales pitch to logically follow from the content delivered, ensuring it doesn't disrupt the flow or engagement of the audience.

💡Pitching

Pitching, in this video, refers to the act of presenting a product or idea with the intention of persuading others to buy or accept it. The speaker discusses how the process of pitching should be integrated smoothly into content delivery, without creating a jarring transition that could raise defenses among the audience. The importance of making the pitch feel like a natural next step or continuation of the value already provided is stressed, with the goal of maintaining audience engagement and interest.

💡Value

Value refers to the usefulness, importance, or worth of something, often provided to the audience or consumers in the form of information, entertainment, or solutions to their problems. The video script emphasizes the initial need to provide value through content before making any sales pitch. This strategy is aimed at building trust and demonstrating expertise, thereby creating a receptive environment for the subsequent pitch.

💡Transition

Transition in the video's context refers to the shift or movement from one part of a presentation to another, specifically from providing value to making a sales pitch. The speaker critiques common abrupt transitions that can alienate the audience and underscores the importance of making this changeover as smooth and logical as possible, ensuring it fits within the overall context and narrative.

💡Defense Mechanism

Defense mechanism, as mentioned in the video, pertains to the psychological reactions that individuals have when they feel attacked or pressured, often leading to resistance or disengagement. In the context of sales and marketing, the speaker notes that an abrupt or misplaced pitch can trigger these defense mechanisms, causing the audience to become resistant to the sales message, highlighting the need for careful and contextual pitching.

💡Content Framework

Content framework refers to the structure or outline that guides the development and organization of content, ensuring it flows logically and cohesively. The video stresses the importance of fitting the sales pitch within the content framework, ensuring that the pitch is relevant and makes sense in the context of what has been discussed or presented, thereby avoiding confusion or disengagement from the audience.

💡Uncanny Valley

Uncanny Valley is a concept mentioned in the video to describe the discomfort or eerie feeling people experience when something, typically in robotics or CGI, closely resembles humans but is not quite accurate. The speaker uses this concept metaphorically to describe the effect of an awkward or out-of-place sales pitch, suggesting it creates a similar sense of discomfort or disconnection in the context of content consumption.

💡Revenue Flow

Revenue flow refers to the income generated from business activities over a period. In the video, the speaker implies that improper context and pitching can disrupt the revenue flow by alienating potential customers or making sales less effective. The emphasis is on ensuring that sales pitches are well-integrated within the content to maintain audience engagement and support revenue generation.

💡Engagement

Engagement in the video's context refers to the level of attention, interest, and interaction that the audience has with the content. The speaker underscores the importance of maintaining engagement throughout the presentation, especially when transitioning to a sales pitch. Engagement is crucial for successful sales and marketing, as it reflects the audience's willingness to listen, understand, and potentially act on the pitch presented.

💡Content Integration

Content integration is the process of blending different types of content and messages in a way that they form a coherent, unified whole. The video highlights the importance of integrating sales pitches into the broader content in a way that feels natural and relevant. The speaker suggests that effective integration helps avoid abrupt transitions, ensuring that the pitch is received positively and increases the chances of successful sales.

Highlights

Context is important when pitching to sell something, but it's often overlooked

When transitioning from providing value to making a sales pitch, an abrupt change pushes people away by making them defensive

Good sales pitch transitions understand that people are always looking for where to get started and what to do next

Sales pitches need to make sense within the context and framework you've built in your content

If your pitch doesn't fit the context, it creates an unnatural, "uncanny valley" effect

Exceptions are when selling something your audience already knows they need

Most people you sell to don't know or care that they need your product

Context goes beyond just pitches to disrupt your entire revenue flow if done poorly

Gave example of abruptly asking someone to come over to your house after just meeting them

Framework of your content pieces need to make sense for smooth pitch transitions

Clumsy, out-of-context pitches won't inspire people to buy from you

Goal is to eventually turn walks into runs or jogs

Hopes listeners have New Year's resolutions ready

Excited about the year ahead

Wishing everyone good luck out there