Connectable

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The power of context
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The power of context

Plus why taking a stand in business matters

Lisanne Nausner
May 6
Share this post
The power of context
lisanne.substack.com

Welcome to Connectable #020 đŸ§‘â€đŸ€â€đŸ§‘

I am so thrilled to have you here!

I want to help your business succeed. I want to inspire change. I want you to question your current processes and align yourself with the needs of your audience/community. I want you to attract the right people, solve the right problem and create superfans.

The medium? Email.

📼Want more email fun? SIGN UP to my personal email list.

🕾 Want to work with me? Visit my website.


Taking a stand in business matters

Twitter avatar for @feministabulousLiz Plank @feministabulous
Every single corporation that posted a flowery international women’s day quote should be releasing a statement supporting reproductive freedom.

May 3rd 2022

2,950 Retweets17,155 Likes

Remember last month when I did a whole newsletter on the wishy-washy, sales-orientated, didn’t-take-a-second-to-understand-your-audience emails that were sent out on International Women’s day (read here)? The events of this week have really brought this to light.

You cannot claim to celebrate women and then stay silent when their rights could so brutally be taken away. You cannot promote the strength and leadership of women and scream “GIRL POWER” on one day and then say nothing in support of your female employees and customers at a time like this.

Twitter avatar for @feministabulousLiz Plank @feministabulous
If you’re a company that’s bragged about hiring women, do you care if they’re still alive?

May 5th 2022

11 Retweets116 Likes
Twitter avatar for @feministabulousLiz Plank @feministabulous
23 states are openly bragging about banning abortion entirely. Why hasn’t a *single* company threatened to stop doing business with even one of them?
nbcnews.com/data-graphics/


May 5th 2022

20 Retweets70 Likes

I wanted to draw attention to this because not only is this vital to your email marketing and communications strategy, I believe it is vital, now more than ever, to stand on the right side of history and that goes for my brand and business too.

Stay educated, stay informed, and think about what your brand means to you and your audience.


The power of context

This week I’d like to briefly talk about context. I would like to remind you that your audience is not inside your head, they do not know exactly who you are or what you’re thinking and above all, you need to show your ideal customer that you are everything THEY need, not everything everyone needs.

Context becomes especially important in your opt-in forms or sales pages where you’re trying to convince someone to sign up to receive your course or ebook or whatever you may be offering.

Many of us, however, very often skimp on context (on purpose). We give very little away in order to spike curiosity, to make our prospects have to give away their email address to find out more, not before.

Brands are collecting email addresses through curiosity and stamping FREE all over the place. Yet high opt-in rates are simply vanity metrics, and ‘free’ isn’t really a benefit. Fear of losing any prospect (forever) has trumped attracting the right customer.

Twitter avatar for @LisanneNausnerLisanne Nausner 📧 (she/her) @LisanneNausner
The current lead magnet goal: maximise # of leads. Here’s the issue: by trying to maximise your # of leads, you’ve taken the focus completely off the customer. Maximising the # of leads is a far cry from you working towards creating happy customers down the line.

April 13th 2022

2 Likes

While you’re out promoting your lead magnet with the hope of maximising the NUMBER of people you interact with and get information from, you’re also causing harmful rippling effects as to the TYPE of customer that’s being created for longer-term relationships.

I would start by crossing out the idea that FREE is a benefit. Instead, try to increase the perceived value of free. Make the opt-in an amazing opportunity for the prospect to get their hands on more down the line.

Yes, you’ll have to get used to fewer people putting their names down, but imagine if everyone who signed up was actually interested and invested and continued to interact with your long term—these people are your future superfans.

Less is always more.

And the key to doing this is context. It’s placing context above curiosity, it’s NOT one-size-fits-all marketing, instead, it’s a “context-driven squeeze.”

Consider not talking to everyone, or doing business with everyone, and be crystal clear on WHO you wish to do business with, taking the leap to do business only with them.

This is a magical moment.

You’re emotionally affecting a certain group of people on a deeper level and helping them look at the world in a new way.

“When this is done well, it PULLS people towards you. So that they WANT to opt-in

Not because of some freebie carrot, but because of the ATTRACTION to higher-value further down the rabbit hole.

And for some people — the people purposely attracted — they see you and your products as the ONLY VIABLE PATH to helping them solve the problems which matter to them.”

- by André Chaperon & Shawn Twing (p.s. they have some excellent sphere of influence training which I recommend you all to check out.)

🌟 Takeaway: Remind yourself daily that as a marketer you do not actually have to do what everyone else is doing. Be brave to do better for your prospects.


Something awesome for the week 🚀

Twitter avatar for @heygracebaldwin🍋 Grace Baldwin: B2B SaaS Copywriter @heygracebaldwin
Feel like your writers aren’t delivering on what you want? Chances are you’re not giving them good feedback. I’ve given feedback to literally HUNDREDS of writers. Here are 4 tips on how to give better feedback (and which makes your writers love you). 👇

May 4th 2022

1 Retweet11 Likes

An excellent and important thread by Grace. Please go check it out, understanding feedback is crucial for both the sender and the receiver.


Article of the Week 📜

You Aren’t Customer-Centric (Unless You’re Willing to Walk Away)

by Michaela Mendes

“But being customer-centric doesn’t start when the prospect becomes a customer. It starts a lot earlier.

Being customer-centric means figuring out who your prospective customers actually are, not who you want them to be. It’s identifying who has a problem you can solve, and marketing directly to those people.

If you’re letting the wrong customers in the door for the sake of growth, there is *no way* you’re designing a customer experience that gets them excited.”


Tweets(perations) 🐩

Twitter avatar for @amandanatAmanda Natividad @amandanat
Interesting content isn't good enough. You need to prove why people should trust you. 5 ways to elevate your content by demonstrating credibility:

May 5th 2022

61 Retweets406 Likes
Twitter avatar for @JensLennartssonJens Lennartsson 🇾đŸ‡ȘđŸ‡ș🇩 @JensLennartsson
Stop trying to figure out how to "hack" algorithms. The only thing that will ALWAYS work, is to know who your can help the most - and to constantly help them!

April 27th 2022

3 Likes
Twitter avatar for @mikemanheimerMike Manheimer @mikemanheimer
@Conniesends If you can't tell which brand/product the texts are for by simply blocking out the sender, they are not good texts.

April 29th 2022

4 Likes

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That’s all for this week, thanks so much for the support.

If you enjoyed this newsletter, please give it a like or share. I’m still a newbie, so any help would be awesome! 💚

Want more than just my newsletter? SIGN UP to my email list for more fun.

If you have any questions or want to say hi, my DMs are always open.

Have a fabulous week full of connection!

- Lisanne đŸŒ»

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