The biggest trend to watch? Depth and Substance! 📚

Hello Reader,

Last Friday, I hosted my friend Jamar for a lively Community Conversation. In addition to all the laughs, it was an absolutely insightful and engaging conversation about the upcoming trends and predictions for 2025, and I wanted to share the key takeaways with you.

There are ten key trends that I identified when I went through the video—and while I didn't in the moment, I see a theme: People want depth—and we only see this increasing.

1. The Rising Importance of Strategy: We discussed how many service providers are starting to see the value of focusing on strategy and either completely separating themselves from the doing via a great referral network, or clearly emphasizing strategic vs execution phases of work. It allows for a more concentrated and effective approach to guiding clients. I think this is exciting!

2. Value of Long-form Content: There’s a noticeable shift towards long-form content as consumers seek deeper, more meaningful engagement. (See the theme?) While short-form content like TikTok and Instagram Reels are popular, long-form content like blogs, YouTube videos, and podcasts are becoming increasingly attractive for their lasting impact and their consistent conversion rates.

3. Diversification of Platforms: In an uncertain digital landscape, the importance of not putting all your eggs in one basket has never been clearer. Diversifying which platforms and techniques you use can help mitigate risks and reach a broader audience. This is especially true for "top of funnel" efforts (or what I call the Discovery phase and Jamar calls a visibility platform).

4. Community Building: Building a community around your brand is crucial. Platforms that support ongoing engagement and conversation with your audience, like newsletters, social media, and private groups, are key to fostering that community. Again, people want deeper connections and community helps to create that.

5. Specificity in Offers: The folks who are thriving are not offering broad, generalized teachings but from highly specific, niche solutions. Whether you’re developing a new course or a tutorial, or are looking at your offers, the more specific and tailored your content and service is, the better. Across the board, it's easier to market, sell, and deliver.

6. Authenticity Matters: Consumers are getting better at spotting inauthentic content. Being genuine in your marketing and interactions builds trust and loyalty. We both agreed that people can spot faux authenticity or pretend vulnerability quickly and that this can be reputation killer.

7. The Role of Networking and Relationships: While traditional networking and building relationships remain crucial, there’s a growing need to complement these efforts with solid marketing practices to avoid over-reliance on personal networks. We both have seen clients over the last year burn through their networks and be in a place where they need to hustle for business for the first time. Get ahead of this, even if you're a referral based business.

8. Integration of Personal and Business Values: It’s becoming increasingly important to showcase your personal and business values. This transparency not only attracts like-minded clients but also builds stronger, more trustworthy relationships. Data tells us that consumers care about what we believe and that they're more likely to select a brand they align with—this is an opportunity for small businesses to stand out ahead of corporatized brands.

9. Handling the Noise: With the ever-increasing volume of content, standing out requires a focus on quality over quantity—again, deeper connection and conversation. Providing valuable, thoughtful content rather than engagement bait can help cut through the noise.

10. The Future of Influencer Culture: There’s a predicted shift where many will realize that being a content creator is a different path than running a traditional business. You can't have it both ways and if being a "content creator" is something you want to do, you need to go all in—the same with being a business owner. Splitting the difference is a harder and harder path to forge.

If you'd like to watch the whole discussion, I've uploaded it to a secret YouTube link so you don't have to mess with Crowdcast. ​

Talk soon,

Sarah

P.S. My Spark Sessions Program is changing! I shared what that looks like over on Instagram and if you're interested in it for 2025, reach out now to discuss if it's the right fit for you.