We’re coming to the end of a long holiday weekend here in the UK complete with VE Day celebrations…
And I’ve missed it all thanks to a nasty bug that’s laid me low. Not so low, however, that I couldn’t write your newsletter and this week we’re talking about something I know you’re going to love…
What’s actually working in online marketing right now…
Because if you’ve been feeling like your old strategies aren’t working like they used to, you’re not imagining it.
But here’s the good news – marketing isn’t harder, it’s just different. And in this edition, I’m focusing on the big shifts we’re seeing in lead generation, launches, and online engagement…
While giving you resources to help you adapt and win in 2025.
Let’s start with…
Lead Gen Isn’t Dead – It’s Different
Remember when organic posts used to drive signups and traffic like clockwork?
Yeah… not so much anymore.
Organic reach – especially on platforms like Instagram and Facebook – has taken a nosedive. Even if people follow you, they might not actually see your content.
That’s why pairing smart paid ads with organic visibility is the best approach right now.
And guess what’s quietly outperforming Meta ads for some marketers? One of my faves…
Pinterest
People go to Pinterest to search for solutions, not just to scroll. The intent is higher and ad costs are lower. In one of my recent campaigns, Pinterest leads cost half as much as Facebook ones… and they converted just as well.
Here are a couple of things you can try:
Test Pinterest ads using Canva-style lead magnets or opt-ins tailored to search intent.
Use keywords in your Pin titles and descriptions – Pinterest is a search engine, not just a visual feed.
There are a ton of excellent courses at the Pinterest Academy to teach you all of this for absolutely nada:
https://www.pinterestacademy.com/student/catalog
Engagement Is Everything!
Webinar and challenge show-up rates have dropped. Why? Attention spans are shorter. People are more distracted.
But don’t write off live events just yet – they’re still powerful. They just need more support leading up to them.
Here’s what you can do:
- Text reminders
- Instagram or Facebook DMs
- Segmented follow-up emails
- Live-only bonuses that create urgency
It’s all about building anticipation and not just blasting reminders.
Listen to these 3 tips for increasing your show-up rates from Amy Porterfield:
And watch these 10 tips for more engaging and successful webinars:
Don’t Rely On Closing Day
Back in the day, you could count on a big surge of sales on your launch closing day.
Today? Not so much.
People are making decisions earlier – or not at all – if the offer isn’t clear and confidence-inducing right away.
What’s working now:
- Front-loading clarity and urgency
- Answering objections early (via DMs, pre-launch content, etc.)
- Offering payment plans sooner – not just in the final hours
Watch this on how to run a successful launch in 2025:
And read/watch this on handling objections in your sales copy:
AI Isn’t Replacing You – It’s Elevating You
AI can write. It can outline. It can summarize.
But it can’t coach someone through fear, doubt, or confusion. It can’t give them feedback on their mindset. It can’t give you.
The course creators, coaches, and mentors who win right now won’t be the ones who compete with AI. They’ll be the ones who use it to serve faster, better, and more personally.
Use AI for:
- Writing course outlines, email drafts, and content ideas
- Creating quizzes and onboarding automations
- Summarizing long-form content into snackable lead magnets
But remember that you are the differentiator.
Try:
Notion AI (great for outlining and writing):
https://www.notion.com/product/ai
Watch this on how to use AI to create courses faster and better so people actually love them and use them:
Your TED talk this week is on why AI is our ultimate test and greatest invitation:
