ANALYSIS: The industry through the years (and how to keep up)

I’ve been in the online space for nearly four years, and in that time I’ve witnessed so much about our industry shift and evolve.

Lately, I’ve noticed that there is a lot of conversation around the changes that late 2023 and the beginning of 2024  have brought.

In particular, the idea that selling is harder than it once was, and that the tried-and-true tactics that used to work are no longer effective.

The truth is, the online space has changed. But it isn’t that a flip switched and one day things just became harder.

What’s different is buyer behavior. We’re observing the trickle-down effects of an industry that has historically encouraged impulsive spending and a “get rich quick” mentality. Add in false promises, fluff coaching concepts, and under delivery of services…and it’s no surprise that buyers are becoming way more discerning about how they choose to spend their money.

In this issue of TBoL, I’ll be walking you through each year — from 2020 to present — and explaining how marketing trends, evolving offer structures, new industry jargon + terminology, external environment, and more have impacted buyer behavior and created the current industry climate that feels more challenging.