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From Elon Musk’s disastrous Twitter acquisition to unnerving advancements in artificial intelligence technology, there has been no shortage of bizarre news stories vying for our attention over the past few months. And if there’s one thing 2022 taught us, it’s that we should be prepared for anything (no matter how weird it may be).
Despite not being blessed with the power of premonition, we wanted to spend this episode sharing our marketing predictions for 2023 (along with what we’ll be doing to adapt our marketing strategies for the coming year).
For so many modern, driven women, life is about being more than one thing. We’re multidimensional—and so are our conversations. We carry multiple identities; we can be both mother and artist; both attorney and entrepreneur. Both clinician and CEO. Both humble and proud. Life for women like us is about both. About…all of the above. It’s about the “and”...
00:00.00
heymarvelous
Welcome to the Angie spoke podcast hey Sandy so today's episode is trends in online business. Our predictions for 2023 yeah marketing.
00:02.54
sandy
Hello jennifer.
00:13.56
sandy
Specifically marketing predictions.
00:18.39
heymarvelous
Marketing trends general general trends around marketing and visibility and all those good things. Okay, so this is all made up caveat. We have no crystal ball. We have no idea what's actually going to happen in 2023 just want to put that plug out there but we've been at this for a while.
00:28.23
sandy
Left but.
00:37.79
heymarvelous
So some of this stuff that we predict like yeah, we've got some opinions and sometimes we can see the future. So all right? So what is the first one that we've got.
00:38.18
sandy
We got some opinions.
00:47.90
sandy
This one This one is everything to me. Um I believe that copywriting is going to be a skill that every single online entrepreneur needs to excel at the words on the page whether you are um. Writing blog posts or show notes for a podcast or a sales page or emails everything comes down to words and I think you have to be you know so unique and interesting and memorable.
01:10.39
heymarvelous
Yeah.
01:19.68
sandy
To make sales now and if you are boring and bland and ordinary and predictable. It doesn't work. So I think bringing some creative elements to your copy is crucial and if you can do that There is no limit to the money amount of money that you can make.
01:36.20
heymarvelous
Yeah, so I agree with you I want to talk a little bit about this one though Sandy because I think that there's like this huge rise of Ai writing tools so powered by GPT three and the innovations going on there and a lot of the there's like so many of them now Jasper is the I think. The one that a lot of people I know use. It's um, it's raised it. They've raised a ton of money those guys and I've played with a bunch of these different tools and I've heard a bunch of people interviewed about them and I'll just say like what a lot of people are predicting is that the ai writing tools are really kind of kind of disrupt. The like the shitty writing or the mediocre writing because like those ai writing tools can write like a random mediocre writer can write so the internet is just going to be crowded with like Ai written content.
02:23.75
sandy
To mess.
02:32.63
heymarvelous
And I think that the way that you stand out as a business is through your copy and through something that's interesting and unique and that sets your brand apart because everyone in their sister is going to be having tons of pages written by these little robots and they're all going to sound the same.
02:35.78
sandy
Yeah.
02:47.61
sandy
Yeah, like the the the copy that's going to sell whatever you're selling has to be like it has to connect with the audience and I don't think that's what any Ai tool can do like it could probably put a well structured sentence together but it won't be interesting or memorable.
03:03.17
heymarvelous
Are.
03:07.59
sandy
So when you're writing I think you have to either connect with the audience like with being funny and humorous I think you have to connect with like thought like oh I agree with what she just said like that's exactly what like I'm on her side of ah of ah um, an opinion. Um I think there could be an emotional connection. Um, and I don't think Ai can do that like I really don't think that there's I just I don't I just I don't believe it I don't believe it like that takes so much brain power to.
03:31.26
heymarvelous
Yet yet.
03:45.20
sandy
Write creatively and well and effectively when it comes to selling that I I am I am doubtful but.
03:52.41
heymarvelous
Yeah I I am I'm also doubtful but I also am freaked out about the apocalypse and robots taking over the world and I think that so are a lot of people particularly people who invented these robots and played a role in that and so there is going to be I I predict. Some future situation five 10 years down the road where some robot can read every word, you've written Sandy and it can so it will be able to write more like you than I think we believe is possible right now assuming you've written a lot of content like I think.
04:30.50
sandy
Um, doing it.
04:30.52
heymarvelous
It can't just get in your head and write like you. But if you've written a lot and it has a lot of examples to study the little Ai robot is going to I think get to some point someday. Not this year not next year that's terrifying, but that's for that's another conversation. So for now.
04:43.70
sandy
Again.
04:49.79
heymarvelous
Those darn writing tools are certainly not going to hold hold their weight carry their weight in your business and so you know they have their purpose. That's a whole of their conversation. We can talk about how they can be useful for for those of you who write in your business but replacing copywriting is not one of those ways.
04:52.17
sandy
No no.
05:06.51
sandy
No it in this this conversation I'm in the middle of a well it's just starting a ah creative copywriting course right? now. So It's very much I'm I'm thinking about it and. Um, one of the things the teacher was saying is that when we write with cliches or like really general words like success and empowerment and have a good year and all those kind of things our brain when we read it just totally skips over it and the ai that I've seen is all full of those and.
05:31.60
heymarvelous
Yeah, totally.
05:34.75
sandy
There is like this this if if you can write with your human brain. You can put like little um things in there for the brain to figure out and we get a little dopamine like oh I got the joke you know and I love that kind of writing where you have to like what is she taught? Oh that's what she's talking about right and you just like it just draws you in even more.
05:45.35
heymarvelous
Yeah, yeah.
05:54.56
sandy
Or or an example or and like ah a metaphor a similely. You're just like oh that was beautiful and um so that's that's what I don't think the Ai can do but I just like for 2023 if you're trying to sell your stuff trying to sell programs I think the the better the copy. So a lot of times you could have a fantastic program or like you're the best teacher in the whole entire world. But if you are not able to communicate that in a way that makes people learn about it or read about it or interested in it. There's just there's just no way you're going to sell it. So even if you do a lot of video you still have to title things you still have to describe things you still have to write what the video is about you still have to like write a sales email right? So the words a written word is at this point like not going away.
06:46.11
heymarvelous
Yeah, totally agree. Ah absolutely agree and also think that everyone who wants to stand out needs to get either really good at copywriting or make enough money to hire a really good copywriter because. I think that and I mean as we've been in business. The internet marketing world has gotten really really really crowded over the years and most stuff like most most emails and most content is like a giant snooze fest and this is a great way to stand out like I just like.
07:09.17
sandy
Um, yeah I believe.
07:16.44
heymarvelous
I got hundreds of emails a day I'm on so many lists and it's just like I can't even read them. They're so boring I don't have in an era of Tiktok I have no attention span to read these boring cliche emails.
07:22.80
sandy
Um, yeah.
07:26.50
sandy
Yeah, yeah, and it's something like we've kind of stepped up our copywriting in the last I don't know eight nine months or something and then you start to recognize I think initially. I don't know Jenny tell me if you're great. This I think initially there's a fear of being too different or too odd or too strange or too funny or too something that you're going to anger like this is people pleasing like they're they're going to think I'm weird. They're going to be some negative judgment and now I think it's the opposite the weirder that you are the funnier the quirk quirkier. The the more people sit up and like oh that is hilarious I want to work with them or her and I feel like some of the copywriters we've hired in the past have been really boring like really bland like good writing like well done but not.
08:12.87
heymarvelous
Yeah, yeah, yeah.
08:18.53
sandy
Grab your attention Interesting. Yeah yeah, oh yeah I would not want to write. Um.
08:18.80
heymarvelous
Yeah, and I think that that's the danger of outsourcing is that it's really hard probably on their part to know how far to push it like because I think some of those people are fantastic and hilarious for their own brands and then. They get hired and I think that there's like this fear of overstepping or pushing it too far and causing irreparable damage to a brand which I totally get like I would be terrified so it's something that like I really think you need to do yourself like you do most of our copywriting now Sandy and I think it's fantastic and I think you're way you're.
08:35.71
sandy
Right? yeah.
08:43.67
sandy
Um, yeah.
08:51.90
heymarvelous
Funny person though. So I think that someone would really need to study copywriting to know how to write in an engaging way like I think you're naturally good at it and you've gotten better as you've studied it. But you're also just naturally funny and kind of.
09:07.20
sandy
Well and I don't want to I don't mean to say that all good copy is funny like it just needs to be interesting. It just needs to say something it needs to be memorable like the person is.
09:09.55
heymarvelous
Good at that stuff.
09:14.44
heymarvelous
Right? Interesting Yep yep. Oh Remarkable. We're gonna get back him? yeah.
09:25.21
sandy
Better off having read it remarkable, remarkable and I just I Just think that you know a lot of people I and just know from our coaching clients are like well I'm not funny. Or my clients wouldn't respond to that and that's that's totally fine, but you need to be you need to say something interesting that emotionally connects with them in on some level right? Yeah, So well. Yes, That's sure so that is the next actual.
09:45.59
heymarvelous
Yeah, for sure. Yeah, well your work should be interesting. Not just your copy here.
09:56.14
sandy
Um, point is around um content writing and point of view. So it kind of segues nicely. So I'll let you talk about how important content writing is I'll let you.
10:05.64
heymarvelous
Yeah I like content whether it's writing or bloging like blogging writing podcasting Youtubet being whatever it doesn't really matter I think that having a body of work like your marketing is your way of. Telling people about your work and your work should have a point of view and your work should be interesting. Your work should be cohesive and so it's not just like following fads or Trends or trying to play to the likes or the saves or whatever like your job as a business owner as an entrepreneur. Running an information business or an educational business is which is creators your job as a creator is to create a cohesive body of work where if someone sees your podcast he listens to your podcast sees your writing somewhere. They're instantly going to be able to recognize that it's you. And then it comes from this particular place and so I think that's incredibly important and it's harder to do than it sounds but every single person who is taking the time to build a business should be invested in in creating a body of work.
11:01.62
sandy
We.
11:14.40
sandy
In another way to say that is when you create your content is that are you trying to have half the people hate it. It's like ah it's a flip right? like is we're all we're always.
11:24.00
heymarvelous
Yeah I think that's a good that's a and good test. It's a test. Yeah.
11:31.24
sandy
Trying to make everyone happy and everyone should like it. But what if you're trying to make half the people hate it and then that that like you just like plan to flag like what am I saying ah planned a stake in the ground like this is my position like this is what I believe and it's okay, if.
11:34.30
heymarvelous
A.
11:46.70
heymarvelous
Yeah, um, yeah.
11:47.00
sandy
Half of you are angered or don't like it like go away here gather around this point of view that I have or this way of teaching or this opinion or whatever and then that's how you're going to build use this body of work to actually build your your audience and then ultimately your business and your bank account.
12:00.88
heymarvelous
Yeah, and it should be inspiring or educational like it needs to have there needs. It cannot just be I made something so I put something out so I can check off the box that I did my content that week like it needs to actually move someone like they need to be moved to tears or to laughter to. Buying something like you need to actually be putting work out that impacts the reader or the listener or the viewer and so I think that that is a ah tall Order. You know when we have these conversations with clients I think people feel like who am I. To make something that is going to move someone or impact someone but like really, what's the point of building something new in the world If You're not going to do that. There's really no point you might as well get a Jobby job. Life would be a lot easier.
12:43.77
sandy
Um, right do yeah okay, um, next one Jenny is Twitter dies a slow.
13:00.89
sandy
Embarrassing death. Ah.
13:01.31
heymarvelous
So some of us are rooting for this. Some of us are not yeah I mean I think that like I think that seeing how that I'm not actually sure that that's going to happen I think that people with lots of money in power particularly though the wealthiest yeah particularly.
13:07.64
sandy
Ah.
13:12.51
sandy
It was a good sentence like you you said something.
13:18.42
heymarvelous
The wealthiest man in the world probably can keep that from happening. We'll see that'll be a fun thing to watch with lots of popcorn from the sidelines. But I think like we've we've started to see these institutions on the internet that we see as a given start to crumble. And just another version of that like Twitter has never been a good business like it's the fact that this became this like Modicum of success that this that this startup is considered like a beacon of like what to aspire to this thing is not profitable. It's like. By any rational person's standpoint. It's a failing. It's been like a lifelong failing company and so um and it's incredibly problematic and it's it's problematic that this is a way that many people in the world. Share news and rely on information for their safety and security like there are a lot of problems associated with it. But in the online business sphere I would say don't invest a ton of money time or energy in this platform because there's a very real possibility. This thing goes bankrupt and dies and so. Um, or it just becomes like a private conversation place for people who are willing to pay it becomes like a like a paid Facebook group or something like it's just who knows but I would I would say like it's not that surprising that this is happening and it's going to be interesting to see and just don't count on that if.
14:36.25
sandy
Um, home.
14:45.58
heymarvelous
I think most of our audience doesn't really use Twitter as a major amplifier but I wouldn't start if you haven't already.
14:45.76
sandy
Yeah.
14:53.12
sandy
Right? Which is the next point reels and Tick Tock um continue sorry after click open what you wrote here reels and Tiktok continues but is not a great way to make money. That's our next trend.
15:03.49
heymarvelous
Oh yeah, so here's the thing entertaining people is always going to be in style and we have. We're sad humans with very short attention spans and it's incredibly easy now to make. Very short videos that entertain people like you can like the the apps that you can use for editing are really easy and fast. You can save trending audio and you can create something in just seconds really that can get lots and lots of views and I think that like. I think that short form video is like an opiate to the people like I think that we're anesthetizing ourselves with like thirty second videos and I think it's really sad but also extremely entertaining and and so like I think it's going to continue and I think.
15:42.37
sandy
Like and type to it. Yeah, but I alsoprint.
15:57.53
heymarvelous
That's fine and just know that it's kind of a drug and it's entertaining and if you like making tiktoks and like making Reals. That's Fine. Um, and I think it's a good way to get your ideas in front of people quickly I would not rely on those platforms to make you a dime at all. Like you have to fit that strategy into a larger strategy which is getting people onto your email list.
16:19.60
sandy
Right? And I would say the same thing about these short short form video as I would about copy that you need to say something in that short form so that they do go onto your email list. You still want to connect with them emotionally or take a stance on something or.
16:28.91
heymarvelous
Um, yeah.
16:39.35
sandy
Um, you know, educate them on something inspire them on something I think there's got to be a bigger purpose behind that short form video. It's fine I think to do some fun things every once in a while if you're if you're the entertainer archetype but um, do you see what he did there. Do you see what he did. We have a quiz.
16:52.41
heymarvelous
I Did I totally thought I was going to do it if you didn't so I'm glad you did it.
16:58.88
sandy
Coming that is about um, marketing archetype so there is one called Entertainer. So yeah, So I think it's the same thing like whatever you put out there in the world. It has to connect with that ideal client. So. You still need to think about like what do I stand for what am I trying to say how am I different. What's my position you know and then if you're the entertainer throw that in. But if sometimes you're just the collector and you're you're that's right? And that's right.
17:28.44
heymarvelous
You're just saving all that trending audio because someday you might need it. You can organize it in your evernote files. Okay, so yeah I I think that that's I think that that's going to continue to grow and just don't mistake that for like a business strategy I think that.
17:34.28
sandy
That's right.
17:42.99
heymarvelous
A lot of people. oh oh I didn't say this one I'm going to add this one though. Sandy is that I think the influencer economy is is going to continue to tank and so yeah I think it's going to die also and I and I think that that will happen over years. But this idea that you can just get lots of fans or followers and then like get paid by brands to talk about their products.
17:48.39
sandy
Facebook die now. Yeah.
18:02.76
heymarvelous
Is probably on its way out I think that everyone is kind of disgusted with that. We're tired of it. Um, a new form of advertising is going to take shape. It'll be interesting to see what that is but I think influencer marketing and micro influencer marketing is probably going to change shape.
18:03.84
sandy
I Expect to impact the type and. Is. You don't see.
18:19.96
heymarvelous
And so amassing a lot of followers by entertaining them and then trying to sell them protein powder or you know frenchy dog t-shirts is like not probably going to be a great business model and so we're all about like real creator economy growth. That's what we promote. That's what the software platform we created marvelous. Promotes and that's what we teach our clients in our Angie brand to create is like ah an information product based business where you are sharing your knowledge your wisdom your expertise whether it's through courses or coaching or memberships like those are. Businesses that you own those are worth investing in and building an entire marketing machine around and this kind of influencer stunt. It's great. It's been great for the people who could get in early and make a bunch of money by hocking people's stuff but I wouldn't count on that to last.
19:11.91
sandy
Agreed all right paid ads.
19:17.91
heymarvelous
All right? So we were obviously like anyone running ads greatly impacted by changes to iphones in Google um, back in 2021 we stopped running ads for almost the entire last year because we were so kind of disgusted with what had happened and um and just not wanting to really put our money into that machine and I think that. You know that came at a cost to us and to everyone else who kind of pulled back from Facebook and Instagram ads which was that we didn't get in front of as many new people as we were used to getting in front of and so I think that ah some things have changed and ads are more profitable again for a lot of us like they're similar to what they were That's what we hear. Um, before those ios changes took place. We are going to be revisiting Facebook and Instagram ads I think a lot of other people will as well I think that ah the way that we run ads will be different. It will be the funnels will be more complicated but I also think that there'll be a general return in online business. To money going into Facebook and Instagram ads.
20:25.90
sandy
I Hate to say it. But I think it's true and we did. We were really hurt by stopping those ads and and our our sales we felt it in our sales. So we're gonna go back and real give you some updates in this next quarter. Yeah.
20:36.57
heymarvelous
Yeah, yeah, and we're going to try to find some new people I think that that's you know that's the the benefit of those ads is that it gets you in front of people. It accelerates your visibility in a way that nothing else does.
20:45.39
sandy
Yeah, yeah, like all right webinars 20 webinars and 2023 where you laugh.
20:57.66
heymarvelous
Love it I Just I just I Just don't love them. So I What do you think? Well you you tell you tell everyone your opinion.
21:03.62
sandy
Um, well I just I think Webinars have been around for many many years and they are known. And the the expectation is there. We listen to their training and then we like tap out once the pitch starts we know that we're going to listen to something for free and then we're going to be sold something that's been the model and they've worked incredibly well for us I think that. We need to rethink that this number one I think because but these have been used for so long and I'm not sure people are as excited to listen to the masterclass. Whatever you want to call it anymore. But also personally you and I are not enjoying making them. And so we're kind of stepping back and this is the kind of stuff like when it comes to marketing. These are the conversations I really want to have in our membership visible it like what do we actually want to do you know like these are not fun for us making the deck the pitch. You know it's okay, it's we we did it. We'll do it.
21:59.45
heymarvelous
Um.
22:06.38
sandy
We've done it. We've made lots of money off of Webinars but is there a way that we can do things differently that aligns with how we want to show up how we want to talk about our business how we want to attract the new clients that are in there how we can give some great um information for free. Is it for free. Maybe it's a $27 little workshop I don't know but we're kind of questioning that for 2023. How do we want to do some of these bigger kind of launchy type things. Um, what does that look like and I don't know that we have the exact answer but it's a fun question to kind of ponder for a bit.
22:36.24
heymarvelous
Um.
22:42.71
heymarvelous
Yeah I I agree I think webinars are not going to go away. But I think that they're going to change in terms of the length like I I think attention spans I know this attention spans have declined. They're constantly declining every single year. Um, that's part of. Joyous benefit of the world that we live in is that our attention spans are teeny tiny. So I think mostly what I'm seeing in terms of trends is is that webinars are getting shorter another trend that I'm seeing is that they are um, not. Ah, like the offer and the price of the offer is not being hidden at the onset of the webinar. So like you kind of know when you sign up for a webinar that there is going to be an offer and what price or what price range the offer is going to be in I also think that they're um, in some ways are getting more interactive. We're seeing a lot of people do things like open houses where. It's more like come and learn about the program. We'll teach you something you'll get access to coaching maybe but there's also a light pitch. So I think that that sort of like Amy Porterfield formulaic webinar is on its way out or its passe. Um I still think in certain industries it works. I don't think it works very well in our industry like selling business anymore. But I think like I could see other industries where there is more of a like they haven't been used as much where like the traditional webinar probably works pretty well.
24:06.32
heymarvelous
But um, in wellness I think it's been overused and I think in only business. It's been overused and so we're going to see something newer shorter more transparent in the future.
24:06.42
sandy
Um.
24:13.91
sandy
Um, yeah I agree but I also like the idea of just like let's create that like what works for us the way that we teach like let's decide like let's not watch what everyone else is doing like how do we want to show how do we want to do this right? Like what's fun to us.
24:18.98
heymarvelous
Um, yeah, yeah, yeah, yeah, totally.
24:31.90
sandy
What would really help those new clients that we want to attract so that's kind of cool. Yeah, that's exactly how? yeah, okay, that's the list is there anything else that has popped into your head.
24:36.58
heymarvelous
Podcasting. Ah.
24:44.85
heymarvelous
Um, you know I think that in general 2023 is going to be a good year for online business I think that we've seen a dip like the end of 2020 1 into the first 3 quarters of 2022. There was a general um a general dip for a lot of people probably related to those ads being taken down and I think like the last quarter we have started to see our business and a lot of businesses that we. Have insight into and friends of ours or businesses are taking off again and so I think it's I think it's going to be ah, kind of a a banner year for online marketing and online business and so it's going to be fun and new and creative and I think it's going to be a lot of growth for a lot of people like people are going to have bigger 2023 s than 2022.
25:33.46
sandy
I Sure the heck hope so especially for us. Okay, joy.
25:35.34
heymarvelous
That's my big prediction.
25:44.28
heymarvelous
All right? So the joy. We both read this article I'm trying to remember where I found it I think that I found it in Friedmanson's letter but I'm not 100 % sure um oh you know what? maybe some I can't remember but it was. It's mc. Sweeney's article and it's about. Like what happens when you can't post on Twitter anymore I'm just it's really really funny. It's like 1 of the funniest things I've read in a long time. So it's called 15 ways to share your joke after Twitter implodes by Elizabeth Preston will of course link to it in the show notes. But it's like. Number 1 send your carefully crafted pithy observation to the group text instead 20 minutes later receive one ha ha from a high school friend and then it's like talking about like trying to join mastodon and like not figuring it out and like like texting it to people or searching online for therapists. Driving to the dentist's office and telling your joke to a fish in the aquarium. It's like really showcasing the loss that happens like because of so many people relying on Twitter and you know Sandy neither you nor I were big Twitter users and so but like I'm more of a passive kind of.
26:54.31
sandy
For no to.
27:00.38
heymarvelous
Person who who like spends a little bit of time on Twitter and and kind of doesn't tweet but reads other people's stuff and I totally see it like it's a there's going to be a gap if Twitter goes away. There's like a real gap in like this kind of weird observational sharing or sarcastic short set. Sentence sharing and there's no other plays. That's really appropriate to do that and like that's become such a like a common form of communicating is through like tweeting and so it's really funny.
27:27.29
sandy
Yeah, yeah, yeah, it's it's super funny and my favorite is number 2 where it's post your joke on Facebook attach a photo of a small child for the algorithm make your posts visible to your grandparents.
27:43.54
heymarvelous
But it's perfect. It's so so funny. Okay, and the hustle is a book that I um I listened to the audio book a couple weeks ago and it's Stephen Pressfield's newest book which is.
27:45.69
sandy
Anyway, it's worth a read. It's a good good little chuckle hustle.
28:01.80
heymarvelous
Put your ass where your heart wants to be. It's really really short and he reads his like gruffy old man voice reads the book and it's it's it's like very repetitive and he says the word ass probably a million times in this book. But it's like the message gets across and it's a really important message which is basically like if you want the outcome of being.
28:08.70
sandy
Read It's it's like we are so happens and this but it's like product.
28:21.10
heymarvelous
Ah, creator an artist or an entrepreneur or whatever that's nontraditional like you have to go put in the work and you have to show up every day and it doesn't matter how you feel or what fear you have or how inconvenient it is and like it's really about putting your rear end in the chair or like in this community or the city or the. Program or wherever it needs to be to have the outcome and I think it's like you'll love it Sandy because it's total mindset work. Um, and he's it's so repetitive with like what he said in his other books but he just like I think he realized I just have to be so freaking repetitive and obvious because people aren't some people aren't getting it.
28:44.47
sandy
To yeah.
28:54.83
sandy
Yeah, and doing the work. Yeah I have it on indo I haven't read it yet. But I I plan to awesome. Okay, that's it 2023 trends for marketing. Thank you Jenny.
28:58.54
heymarvelous
Yeah, so I recommend it. Yeah, it's worth it.
29:08.22
heymarvelous
Yeah, well thank you Sandy welcome to 2023 everyone will see you next week
29:14.58
sandy
But.