French prophet Nostradamus was a bit of a geezer, wasn’t he?
He died in 1566, but he apparently predicted the rise of Napoleon and Hitler and the 9/11 Twin Towers attacks.
His researchers are also convinced he has correctly foretold the current barbaric acts being committed by ISIS in the Middle East.
Pfft! The guy died from heart failure – if he was such a great predictor, then he missed a beat there (geddit!).
Some losers have been looking into Nostradamus’s predictions for 2018 and they’re not a pretty sight if you believe this kind of shit.
Apparently, we’re going to have WW3, 6000 people will die due to a major eruption of Mount Vesuvius in Italy and there will be a terrible earthquake across the USA.
I bet this guy was great fun at parties.
But it got me thinking …
If this guy can supposedly predict stuff that will happen 450 years into the future – then I better take a bash at predicting some marketing stuff that will happen in the next 12 months.
I like doing stuff like this, because:
- Most people in the marketing industry don’t know their arse from their elbow (so wouldn’t dare risk being “caught out” by making predictions like me).
- I’m so fucking competitive that I often spoil family board games and the thought of being proved right in 12 months’ time fills me with excitement.
So, here we go …
My 2018 Marketing Predictions.
- The Information Marketing Industry Bubble Will Burst
Let me get something clear …
If you have a niche, a clear message, a solid story and you sell information that greatly helps your customers – then you’ll be absolutely fine.
But if you’re just trying to sell some re-hashed information, have no reputation and are just trying to “make it online” – then you’re going to be fucked!
A few years ago, everything was fine and dandy.
You could create some online course, set up some Facebook ads, get some leads, send some emails and make sales … it was a glorious period for online marketing.
It was easy.
But that does not work anymore.
The numbers just don’t add up.
The saturation for information means that getting somebody to engage with your ad (unless the niche and messaging is bang on) is very difficult. From there, it’s difficult to get them to engage with your emails and it’s even harder to get them to part with their cash.
The pure saturation and noise within the information marketing industry has massively damaged reputation and trust.
The number of clowns that enter the information market thinking it’s “easy money” or a simple business will massively reduce this year.
It’s not what it used to be.
This is great news by the way.
Because, if you’re reading this, then I’m going to make the assumption that you’re a proper business owner that wants to do some good and you’ve got the right fundamentals in place.
Having all the tits out of your marketplace will help.
I find that just having “tits out” in general is a good thing.
- Print Newsletters Will Return and Soar
I’m going to drill this message home, because I’ve never been more confident about a prediction.
The decline of email marketing will result in businesses/marketers trying to identify a new (or additional) way to communicate with their subscribers/prospects/customers.
Some will turn to social media, some will turn to ringing you five times a day and some will shit themselves and do nothing.
But the smart businesses are going to revert to sending regular content-based direct mail.
They’ll create a monthly publication and send it to their best subscribers.
This will give them full control of their communication channel, it will have a 90% open/read-rate and it will take their trust with their audience to a level they’ve never seen before.
Sure, it will have a cost attached to it … but this cost will pay for itself many times over.
If you’re going to do anything this year – then please do this (My ‘Direct Mail Implementation’ Package may be able to help if you’d prefer to outsource.).
If you’re familiar with Gary Vaynerchuk, then you’ll know that he’s been making a lot of noise about how audio is going to take over video in terms of attention.
He’s so right.
And it comes down to this; video requires your full attention (eyes and ears) whilst audio requires part of your attention (ears).
You can drive, walk, wash the pots, toilet … whatever, whilst listening to audio.
It’s more convenient and easier to consume.
Podcasting gives you credibility, it allows you to flex your expertise and it’s a great way to attract new people and strengthen your relationship with your current audience.
You can record, edit and publish yourself OR you can outsource the full service (so you just record and then somebody takes care of the rest).
Give me a shout if you need an intro to a great company that does this.
Side note: the first podcast I ever listened to remains my favourite – the Ricky Gervais Show – back in the glorious days of Karl Pilkington at his largely unknown best.
- The Importance of Authenticity
This isn’t a new thing – but I can only see the importance of this growing in 2018.
Just look at what’s happened over the past 15 years.
- Reality TV trumped standard TV because we wanted authenticity.
- We soon realised that Reality TV is bullshit.
- Vlogging turned up and trumped Reality TV because it’s more authentic.
- The biggest social media influencers right now have built their followings by being authentic/real.
- What it means to be a “celeb” has completely changed, and we’re now attracted to people that feel real.
Last year, in one of my ‘Expert Club Monthly’ newsletters, I wrote an article about the struggles of being an entrepreneur.
The “bad” times, how I ended up just lying on my living room floor feeling burnt out, overwhelmed and broken … and the lessons I took from this internal prison that we all operate in.
That article had more positive feedback than anything I’ve ever written.
So many people resonated with it – but hardly anybody dares to talk about that kind of stuff.
Everybody wants to show the highlight reel – the Instagram pictures of champagne and fancy shit.
Interestingly, my best friend growing up has just landed a part in Coronation Street – he enters later this month and plays a key role. (He’ll be called Josh if you want to keep an eye out.)
I’ve been offering him advice around his Instagram (because his followers are going to go crazy) – he’s a good-looking guy.
The key thing is to be authentic, don’t try to be some “celeb” and act like you’re better than everyone – engage with individual comments and messages.
Please be as authentic as possible. Admit your mistakes. Share your losses.
You’ve probably noticed that I’m very sweary in this newsletter – it’s the mood I’m in.
I’m writing this on the 3rd – first day back – got a shit tonne of work to do.
Have a Brilliant Year.
I’m out of space, so I’ll end this article.
Have a tremendous 2018.
If you want help and are interested in working together or have any questions, then just drop me a message – [email protected]