{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"What Works","title":"EP 173: Investing In Physical Products With Inkwell Press Founder Tonya Dalton","html":"","width":"100%","height":180,"duration":2410,"description":"\nA few weeks ago, Derek Halpern—who has made millions of dollars selling online courses—announced that he was quitting information marketing.\nHe said he was burnt out. He’d lost track of why he was in the business in the first place. His information marketing business didn’t light him up.\nHe announced a sort of digital fire sale of all his courses, one final time, and then took them off the market.\nOver the last 3 episodes, I’ve been running down what I see as the top trends shaping small business in 2019 based on the interviews I’ve done over the last few years. Because of my behind-the-scenes view here at What Works (and yours, too!), I often get to see trends happening before they tip into the mainstream.\nToday’s trend is no exception.\nI can relate to Derek and the circumstances that prompted his decision.\nTwo years ago, I was burnt out on advice culture and information marketing, too.\nI felt pressured to be constantly turning my personal experience into something useful for thousands of people.\nAnd? It just wasn’t. I didn’t have all the right answers for everyone who was following along. I didn’t have brilliant life lessons to share every day. I wasn’t an expert on all the things people wanted me to be.\nI believe that information marketing, advice culture, and the expert brand ecosystem is going through a reckoning. Not only are people like Derek and I burnt out on it. Consumers are overwhelmed by it.\nConsumers are becoming more interested in trusting themselves instead of some stranger they found on the internet.\nNow, maybe all this sounds like a pretty bleak prediction for the future of information marketing.\nAfter all, already two of the trends I’ve highlighted for 2019—focusing on real relationships and reapproaching high-touch services–are in direct opposition to the way information marketing has been executed for years.\nBut I don’t think that’s the case.\nInformation marketing is not dying.\nInstead, there is a growing list of options for business owners...","thumbnail_url":"https://img.transistorcdn.com/AmfGeDL96-fhMaeOcqmX7TK_eWrvTLco6OJj2QpZtZI/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80NGUx/OWY5ZDg1M2E5MmU3/ZjEwOWVmNDM3MWVh/ZjZlOS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}