Why Context is the Secret Sauce in Digital Marketing, Coaching, and Selling Digital Products What’s up, everyone! Welcome back to another conversation where we dive into the stuff that really matters in marketing. Today, I want to share something that completely changed how I approach everything—from marketing campaigns to sales, even how I talk to people. And it all boils down to one word: context. You’ve probably heard me say it before—because I say it a lot. But once I break it down, you'll see why it’s a total game-changer. Context is the thing that ties everything together. Without it, even the best strategies fall flat. What is Context, Anyway? Context is basically the environment or circumstances that surround an event or message. In marketing, it’s everything. It’s not just what you’re saying, but when, where, and who you’re saying it to. Context is why some marketing campaigns take off and others fall flat. For example, if you’re a coach selling a tiny offer like “Ditch the Diet” to someone recovering from a health scare—where strict dietary rules were necessary—that message could come off as super insensitive. But if you’re pitching it to someone who’s tired of diet culture, it’s going to hit just right. That’s the power of context. Why Context is a Game-Changer Let me take you back to a conversation I had with one of my team members. She pointed out something I hadn’t really noticed before. She said, “Allie, everything you do comes back to context.” And I realized, yeah, it totally does. I ask for the context on pretty much everything—sales questions, marketing strategies, you name it. Why? Because without understanding the context, you’re just guessing. It’s the same with your digital marketing. If you’re not taking into account where your audience is right now—what’s going on in their lives or their business—you’re going to miss the mark. The Role of Context in Growing Your Personal Brand Building a personal brand is about being authentic, right? But if your messaging doesn’t match the context of where your audience is, it’s not going to connect. For instance, let’s say you’re coaching beginners who are still trying to figure out what they want to sell. Pushing them toward advanced strategies like tiny offers isn’t going to work. They need to know what they’re passionate about, what they’re good at, and how to turn that into something they can sell before they’re ready for that next step. That’s why I created my free course, "Sell What You Know"—to help people who are still figuring out what they want to do. Because here’s the thing: without context, even the best strategies don’t make sense. How Context Impacts Your Digital Marketing Campaigns When it comes to marketing, context is everything. Even if you have killer copy, if the context is off, it won’t resonate. Take this for example—if you’re launching a $27 tiny offer to a high-level business owner who’s running a multimillion-dollar company, it’s probably not going to land. That’s because the context is wrong. Someone at that level isn’t looking for plug-and-play templates—they need strategy, they need someone who understands their bigger picture. They don’t want to waste time, they want results. On the flip side, if you’re speaking to someone just starting out, trying to figure out how to make their first dollar online, you need to provide support, guidance, and empathy. The context totally changes based on who you’re talking to. Timing, Platform, and Mindset: The Big Three of Context There are three key things to consider when you’re thinking about context in your marketing: timing, platform, and audience mindset. 1. Timing: Get it Right Timing is everything. If you’re selling a productivity course in December when people are in holiday mode, it’s going to flop. But if you launch that same course in January when everyone’s setting goals? It’s going to hit hard. 2. Platform: Meet People Where They Are Different platforms come with different contexts. What works on Instagram might not fly on LinkedIn. You’ve got to adjust your message for the platform where your audience is hanging out. For example: On Instagram, people want quick, visual content. Show behind-the-scenes stuff, share stories.On LinkedIn, focus on more professional insights and case studies.In email, you can go deeper and really connect with your audience on a personal level. 3. Audience Mindset: Know Where They’re At You’ve got to understand what’s going on in your audience’s heads. Are they feeling overwhelmed? Stuck? Ready to take on the world? Your messaging needs to match their mindset. If you’re talking to someone who’s just getting started, they need encouragement and support. But if you’re speaking to someone who’s running a six-figure business, they need strategic insights and next-level tactics. Real-Life ...
