14

5 Super Trends That Will Transform Your Business

Are you following the changes that are taking place in the online world?

In my 14 years I have never seen so much change, so many improvements in how business is done online.

I am completely transforming my own business to be in alignment with this new way of marketing.

And I believe fully that my customers and subscribers will be the winners when the transformation is complete.

You will be hearing more about this from me very soon.

These are not little changes.

They are entire paradigm shifts that open the door of opportunity to those who see them and take action.

Sadly, many are being left behind.

They struggle along using methods that no longer work, but are still being taught by outdated courses, books and mentors.

I am 100% committed to your online success. So in this article allow me to outline five major changes.

I will compare the old days (2008) to today for a clear comparison of the changes.

In upcoming articles I will dig deeper into these changes and make suggestions about how you can use them to your advantage. So watch for those posts.

Trend 1 – Online Marketing Changes

The way we market online has changed dramatically.

In the old days we placed a Pay Per Click ad and drove traffic to a sales letter.

The sales letter would often convert 20% or more of “cold” traffic to buyers on the first visit.

Today we find our ideal prospect using much more sophisticated and powerfultargeting methods.

We know in advance what interests them and offer them a free gift (a lead magnet) in order to give them results-in-advance and get them on our list.

Then we follow up with a smart autoresponder sequence that gently moves them from being “cold” to us to liking and trusting us.

When that happens they buy from us again and again.

The smart autoresponder is perhaps one of the biggest changes.

Technologies like InfusionSoft, Ontaport and ActiveCampaign offer “if-then” logic that lets us change the messages a project gets based on their action, or lack of action.

This means we send a “did you like the video” message only if we know that the prospect opened the email, clicked the link and actually watched the video.

We can even know how far into the video they watched before leaving.

Click Here For Help With Email Marketing

This helps avoid the “this marketer looks like an idiot” syndrome that has been all too present in the online marketing world.

Things like sending sales messages for products that have already been purchased can now be thing of the past.

Trend 2 – Free Line Moving

In the old days we asked people to join our lists. Period. No incentive.

No free gifts. Nothing. And they did. Email was newer and more fun.

Then we all started getting 200, 300 or even 800 emails a day.

That’s when the fun stopped and the overwhelm took over.

Today if you want a person to join your list you must give them a good reason to do so.

People today know that they possess two things every marketer wants and needs:

  • A valid email address.
  • The ability to give the marketer their attention.

All of this has created a dramatic rise in what we call the “free line”.

The free line is the amount of value you choose to give visitors in order to persuade them to subscribe.

Since 2008 the free line has moved from basically nothing to things like very slick reports, webinars, video series and even trial memberships.

All of this is good for business and consumers too.

Marketers need to know that their customers have choices and respect their time and attention.

Click Here For Help Making This Work For You

The new way of marketing means more respect for the customer, which is why I believe we are entering …

Trend 3 – The Decade Of The Customer

Business has always been about the customer, right?

The customer is king (or queen)?

Not online. At least not in the old days.

Online marketers found more and more ways to force customers to buy, and buy now.

  • False scarcity.
  • False testimonials.
  • False earnings claims.

Sound familiar?

I will never forget going to one of those “one click” sites and reading at the bottom that the people in the video, on the jet, the boat and living the big life, were in fact paid actors.

Wow.

According to an SEO company in Melbourne, today the customer rules more than ever before. Why? Because he or she has options.

And because companies and governments have stepped in to stop the bad actors.

For every product or service being offered today there seem to be endless options.

This is a good thing because it empowers customers. And empowered customers are the best customers to have.

Don’t get me wrong, the Internet is still the wild west. But at least there are a few sheriffs in town now.

Trend 4 – Attention is shorter

One major change is in attention.

The explosion of social media, mobile technology and hundreds of cable channels have created a true deficit of attention. No one can keep up with it all.

In fact, I think it’s a mistake to even try. But that’s another article. 🙂

In the old days they said we had something like 15 seconds to get a visitor’s attention. Then it became 8. Now it’s 3.

Three seconds to live or die when it comes to getting attention.

This change in people’s attention spans is almost solely responsible for Shift #1, the shift to smarter marketing and smart autoresponders.

You see, today’s customer is smart and sophisticated. They know they have choices.

So when you send messages that clearly communicate that you don’t get them, and get where they are at, they tune out.

Interestingly, they don’t unsubscribe. They just stop reading.

So make sure you marketing is not marketing at someone but marketing to the real person who has real needs that you both know and understand.

Trend 5 – Permission needs to be unquestioned

This is big. Really big.

Seth Godin, the genius of marketing, wrote about this many years ago in his landmark book Permission Marketing.

If you have not read it, get a copy this week. I predict you will love it.

What Seth said, and what has come true, about permission is this.

  1. Permission must be explicit, not implied.
  2. Permission must be renewed from time to time.

Let’s look at both briefly.

Permission must be explicit, not implied means that a person needs to choose to be on your list.

They must choose and take an action.

Permission being renewed simply means that just because someone got on your list in 2009, and never opens or clicks your message, it’s okay to send them five solo ads a day.

Not cool at all.

If someone is on your list and has not taken an action (read, clicked a link) for 60 days you need to contact them and make sure they really want to hear from you.

So there you have it – five major changes in marketing that are impacting us all right now.

I hope you enjoyed it. If you have questions let me know. I know it’s a changing landscape and that can be confusing.

But here’s the good news.

By adopting the new way of marketing now you will need fewer prospective customers, be able to serve them better and, when they do buy from you, they will already know, like and trust you.

And those are beautiful things indeed!

Charlie Page Signature

Work One On One With Charlie

Click To Share
Charlie Page
 

Happily married for 43 years, Charlie is the dad to two wonderful daughters. He is the author of 12 books on Internet marketing and creator of over 15 membership sites. You can see all Charlie offers using this link Click Here

Click Here to Leave a Comment Below 14 comments
Bill Gaw

Charlie, I’ve been following you for going on 15 years and for me this article was the best of your many, many, great ones. Yes I yearn for the good old days when all you needed was a Website, some good content, a list, and sales letters written by a professional copywriter (In my case it was you.) Today, your article says it all… it’s a bitch out there and to be successful takes mastering all five your suggestions.

Reply
    Charlie Page

    Bill,

    Thank you for your faithfulness and your kind words. You are a great client and I appreciate you.

    I find that one of the best opening lines in email marketing these days is “Remember when …” You are not alone in yearning for the good old days when things were easier.

    That said, there IS a way to do all of this in a simple system, and that is what I am teaching these days.

    Be well and thank you again.

    Charlie

    Reply
Why I Switched From Aweber To Ontraport - CharliePage.com

[…] I call that the “old style” of email marketing, and wrote about it recently in this article. […]

Reply
Mark Mansfield

Hi Charlie, great stuff but I’ve learnt this from you over the years.
It’s just a matter of doing it!
Love all your articles. Mark M

Reply
aida suarez

Ok… the wild old west is everywhere! But using different wepondry.
A real eye openenr. “the poor always be with us” anyhow. Because the lack of equal opportunities.
And also “lazy bodies, lazy brains.”
Thanks Charlie, for this 5 points of the changing internet marketing. I have to review again.

Reply
Teiko

Charlie, thanks for putting things in perspective regarding the changes happening with internet marketing. Good education.

Reply
Tony Blaschuk

Thanks Charlie I need this. I have been procrastinating for so long that I have forgotten what I need to do. You have come along at the right time with the information I need to get me motivated again.

Thank You

Reply
John

Hi Charlie,

I couldn’t agree more with any of your valid points regarding the evolving landscape of the internet. However, now that it’s obvious to the few, and not the masses, that the two critical factors to be fully aware of is, in my opinion:

Prospects have too many choices.
The attention span of many is in rapid decline.

Bottom Line:

I believe, those of us who’re ignorant or unaware of the two critical factors, in the change of the internet landscape, or who are but don’t know the “work arounds” to solve the serious challenges, will be forced to call it a day. That’s how destructive I believe these two critical factors are.

However, on the flip side, when we truly know and understand our strengths, uniqueness, and passions, we stand a lot better chance, in my opinion, of making it through another day.

Many Blessings,

John

P.S. Work and stay focused on the “Work Arounds.”

Reply
    Charlie Page

    I agree. I’m going to do a series of articles from this one with more how-to about each one of the points. There is no reason why all people can’t easily adapt to these chenges. I certainly am going to help my readers and members know about, and adjust to, to all changing landscapes.

    Reply
Gordon Appleby

Good article, Charlie. As any new frontier, the internet is definitely maturing, and will continue to do so, so let’s ride the wave!

The changes you’ve outlined are dead on. The good news is they support the entrepreneur who wants to provide real value, build a loyal customer base that is satisfied with how you’ve treated them and hungry to interact more. They provide the knowledge and tools to be better at providing the customer what he wants, over and over.

The changes are bad news for the opportunity-seeker who is only interested in a fast and easy buck. But for those of us who want to give real value, meet real needs, and get paid for doing so, the sky’s the limit.

Viva the difference!

Gordon

Reply
Robin D

Hi Charlie, I gauge information like this as to how it relates to me. Spot on Charlie, I felt like you’ve been looking over my shoulder.

Reply
Cecil H. Cox

Thank you for info on the changing marketing landscape.
I will go over the five points to cement them into my thinking.
thanks for keeping me on your mailing list so faithfully. in due time i intend to join the Doe directory. i want to start an internet marketing businessin which the DOE directory will play a key role.

Reply

Leave a Reply: