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For years, Amy Porterfield has been my unofficial business mentor turned best friend, and let’s just say, there’s no one I talk shop with more.
We have DAILY convos about what’s working, what’s changing, and how we’re navigating the shifts in online business. And in 2025? It’s all about agility, strategy, and getting creative with how we show up.
In this episode, Amy and I are diving into the biggest trends we’re noticing, the shifts we’re making in our businesses, and why Pinterest is having a MAJOR moment right now.
If you’re looking for a way to drive more traffic without constantly creating new content, I’ve got you covered! My free training Create Once, Traffic for Months: My 1-Hour Pinterest Strategy to 120x Your Content’s Life is ready for you!
Now let’s dive into this conversation that originally aired on The Amy Porterfield Show.
Lead Generation Isn’t Harder, It’s Just Different
One of the first big shifts we’re seeing is that lead generation isn’t necessarily harder… it’s just evolving.
For years, a healthy mix of organic and paid traffic made launches predictable and sustainable. But now, organic reach (especially on social media) isn’t what it used to be.
That doesn’t mean it’s dead, but it does mean we need to get smarter about how we stay visible. Amy and I both noticed that even people who follow us often aren’t seeing our posts anymore.
That’s why pairing organic strategies with smart paid traffic is becoming essential. And here’s the kicker: in a recent campaign, our Pinterest ads actually outperformed our Facebook and Instagram ads!
Our cost per lead was about HALF of what we saw on Meta platforms, and those leads converted just as well.
The difference? Pinterest users are searching for solutions, not just mindlessly scrolling.
Bottom line: if you’re feeling stuck with lead gen, it might be time to diversify where you’re showing up and focus on platforms where your audience is already looking for help.
Lower Show-Up Rates? Engagement Is the New Currency
Another shift? Live event show-up rates aren’t what they used to be. A few years ago, if someone registered for a webinar, you could count on a big percentage actually showing up live.
Today, with more distractions (and let’s be honest, shorter attention spans), getting people to show up requires more nurturing than ever.
But lower show-up rates don’t mean people aren’t interested… It just means they need more touch points. More personalized reminders. More value leading up to the event. More reasons to clear their schedule and show up live.
We’re leaning into strategies like text message nudges, DM invitations, segmented emails based on behavior, and even offering live-only bonuses to drive attendance. It’s not about blasting reminders, it’s about building momentum and creating a genuine desire to show up.
Cart Close Days Aren’t the Goldmine They Once Were
Remember when cart close day felt like a celebration because 40-50% of sales would roll in during those final hours? Not anymore.
In 2025, people are making decisions sooner, or sometimes not at all, and relying on a big last-day surge isn’t a smart strategy anymore. What’s working instead is front-loading your urgency and clarity.
What Amy and I have learned is to make your offer crystal clear earlier in the launch. Answer objections through DMs and webinars. And offer multiple payment options earlier, so buyers can confidently move forward without needing a last-minute push.
Another powerful tweak we’re seeing? Offering extended payment plans (like 12-month options) earlier in the launch, not just on the final day. This small shift has made a big difference in helping more people say “yes” comfortably.
AI Isn’t Replacing Courses, It’s Making Them More Valuable
With all the buzz around AI, you might wonder if online courses are becoming obsolete. Spoiler alert: they’re not!
AI can deliver information, but it can’t deliver transformation. It can give you steps, but it can’t coach you through fear, self-doubt, or messy execution. AI can summarize, but it can’t connect, encourage, or hold you accountable.
If anything, AI is making mentorship, coaching, and digital learning programs more valuable because people are desperate for curated, trusted, personalized guidance…. NOT just another information firehose.
Your lived experience, your proven frameworks, your ability to relate and walk alongside your students? AI will never replace that.
The Real Takeaway: Online Business Isn’t Broken, It’s Evolving
This conversation isn’t about doom and gloom… it’s about recognizing the shifts and choosing to evolve with them. Business in 2025 is about doubling down on trust, clarity, agility, and connection!
It’s not about chasing shiny trends or throwing everything out. It’s about refining what already works, layering in smarter strategies, and remembering why you started building in the first place.
The most successful entrepreneurs this year won’t be the ones who react the fastest — they’ll be the ones who respond the most intentionally.
And if you’re still here, still learning, still leading? You’re exactly where you need to be.
I hope you enjoyed this conversation with Amy for The Amy Porterfield Show.
And don’t forget: register for my free training: Create Once, Traffic for Months: My 1-Hour Pinterest Strategy to 120x Your Content’s Life to learn the 2025 marketing strategies my team and I are implementing in 2025!
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