Hey, hey Reader,

I wanted to share a conversation I had with a long-time friend and mentor that might be useful to you.

We hear all the time that B2C strategies don’t work in B2B. And yeah, not everything translates.

But let's take Justin Welsh for example. (He's a solopreneur who helps people launch their business with content).

His homepage includes social proof and invites you, straightaway, to join his newsletter of 175,000+ subscribers. It's the top of his funnel.

From there, he uses RightMessage to ask 5 questions, segment new subscribers, and present a time-bound offer: 60% off Creator MBA for the next 72 hours.

Every path leads to his Creator MBA, but the reason why it’s relevant changes based on the five responses.

I tested different answer paths so you don’t have to. Case in point:

Whether you say you want to grow an audience, launch a business, or work through self-doubt, you’re shown a version of Creator MBA that feels like it was built for you.

The 72-hour window is smart, too. New leads get time to orient themselves. Justin gets three days to nurture, without over-emailing. (In fact, he only sends one email during that window.)

You might be wondering if you should copy this strategy. But the more important question is:

Can I make every person who lands on my site feel like I'm solving a problem specific to them?

B2C or B2B, that's a strategy that never goes out of style.

If you’re using RightMessage (or considering it), the questions need careful consideration.

Here are a few examples for a Science of Reading product that go far beyond job titles:

1️⃣ Role

Which of these best describes your role in literacy decisions?

• I make the final call
• I recommend and influence decisions
• I support implementation after decisions are made
• I’m learning and gathering information right now

2️⃣ Future-focused (this is a great differentiator)

Six months from now, what do you most hope is different in your district or schools?

• Students are reading more accurately and independently
• Teachers share a clearer, common language about reading
• Literacy conversations feel more confident and aligned
• We’ve moved past “initiative fatigue” and have a clear plan
• Honestly, I’m still figuring that out

3️⃣ Priority tension (this is where it gets interesting)

Right now, which feels more urgent?

• Improving student reading outcomes
• Building shared science of reading understanding across buildings

4️⃣ Strategy orientation (how they think)

How are you currently trying to solve this?

• Professional learning / PD
• Curriculum or program adoption
• Coaching and implementation support
• A mix of things (and it feels messy)
• We’re still in the exploration phase

5️⃣ The villain (this is gold for copy)

What’s the biggest challenge slowing progress right now?

• Inconsistent understanding across schools
• Limited time for teachers to learn and apply new practices
• Pushback or fatigue from staff
• Lack of clarity on what “good implementation” looks like
• Pressure to show results quickly

When new lead answers these questions, they’re telling you who they are and..

• what they’re worried about,
• how they think,
• and what kind of reassurance they need to say yes.

If you want more of my B2C inspiration strategies for edtech, hit reply and let me know.

That's it for me this week. See you next Wednesday.

And as always, I'm rooting for you, Kelly