We’ve all heard the idea that you should create a lot of content as an entrepreneur. Content is King. More content, better SEO. You’ve heard it right?
But what about creating a lot of context?
I had a message of mine misinterpreted the other day because I didn’t create the appropriate context for what I wanted to communicate and a recipient actually took offense to my lack of awareness to THEIR context.
What is context?
Context (n): the parts of a written or spoken statement that precede or follow a specific word or passage, usually influencing its meaning or effect: the set of circumstances or facts that surround a particular event, situation, etc.
I once took a popular personal development training course in which they would frequently declare, “the context is decisive.”
In other words, the context sets the tone for everything.
So what do we do with this?
Consider that your job as a marketer is twofold:
1) Be aware of the context in which your message will show up.
2) Help your readers, followers, fans, and customers to create the context YOU would like them to have.
Be aware of the existing context
When you are communicating with a client or potential client, pause to consider the context in which they are receiving your communication. Are they going to be skimming an email? Will they be in the midst of working on a big project, or will they be at a point in their life in which they are already considering making the changes you would help them with?
One of the reasons sponsorships are such a popular marketing strategy is that, if you choose the right event, the attendees are already in a context of learning or making some sort of change. Perfect for you!
In working with a client recently on her sponsorship strategy, we not only just assumed that people would be ready to work with her, but we looked deeper at WHICH people she MOST wanted to work with, and envisioned how the experience would be occurring to THEM. Do you target a segment that gets overwhelmed at events, or do they want to learn everything possible, or are they the ones who feel on the periphery of the event? How can your banner at your booth quickly identify the people who are in line with the context of YOU?
Help create a new context
I was talking with a client the other day about her marketing message. We got really clear about the types of people she wants to serve, and the ‘problem’ they have before they work with her. We looked deeper into specifically what train of thinking will help them to realize that her work is the solution to this problem.
We brainstormed a list of thoughts they would have that would actually get them to make change. And we discussed whether they were generally AWARE of this desire to change.
Probably not, my client told me. And I said, “OK, well that is your job.” See, marketing is not about telling people to buy from you, it is about creating a context in which they can recognize that what you offer is important to them. You can do this in different ways week after week, even as you teach them some juicy information! Left to their own context, they have trained themselves to ignor the problem.
Your marketing helps make their concern a priority. It influences the meaning or effect of the work you do as it gets the recipient PRESENT to the gap between where they are and where they want to be.
Your Money Context
One of the biggest ways in which our default context fails us is when it comes to money. The set of circumstances or ‘facts’ that you learned when it comes to money set the context for how you invest, how you price yourself, what you are willing to receive, and how much struggle you create for yourself during the receiving of it.
To change your money flow, you must change your money context. If you’re not sure how to do that, here are a few tips.
1) Spend time around and study people who actually received money for making a big difference in the world.
2) Act as if you’re making the money you want by investing for where you are going. (Note: You must be willing to do the work too!)
3) Stop struggling and look for the elegant solution when it comes to your revenue plan.
4) Support others (JV Partners) in making money. Only partner with those who know how to make money so you are energetically tying yourself to someone with a different context. Promoting someone who doesn’t have flow ties you to the same context.
If you want to create a new context for your own money story, or to learn how your current context is affecting your business, consider spending 3 days with me at our next Inner Alignment Intensive August 8-10. CLICK HERE