Podcast Summary: The Amy Porterfield Show – “It’s Not Just You: Why Online Business Feels Different Right Now”

Release Date: April 29, 2025

Host: Amy Porterfield
Guest: Jenna Kutcher
Duration: Approximately 50 minutes

Introduction

In the episode titled “It’s Not Just You: Why Online Business Feels Different Right Now,” Amy Porterfield, a renowned online marketing expert and New York Times bestselling author, engages in a candid conversation with fellow entrepreneur Jenna Kutcher. Together, they delve into the evolving landscape of online business in 2025, addressing significant shifts in marketing strategies, client behaviors, and the overarching dynamics that differentiate the current environment from previous years.

Shifts in Lead Generation

Timestamp: 00:11 – 07:22

Amy opens the discussion by emphasizing that the changes in online business aren't merely superficial but indicate deeper transformations in how businesses connect with their audiences. She notes:

“It’s not enough to just be like, lead generation is changing. It's like, no, how are we changing? And like, how is our client changing?"
– Amy Porterfield [00:11]

The conversation highlights that understanding these shifts requires businesses to introspect on both their strategies and the evolving needs of their clients. Amy stresses the importance of recognizing whether a perceived change signals a lack of connection or a misalignment in communication styles between the business and its audience.

Organic vs. Paid Leads

Timestamp: 07:22 – 16:15

Jenna Kutcher shares her observations on the widening gap between organic and paid leads:

“We started really tracking things, it was giving us so much information that was allowing us to see the strategy bigger... the split between organic leads and paid leads was getting wider.”
– Jenna Kutcher [07:22]

Amy concurs, acknowledging a noticeable decline in organic reach across social platforms. She explains how integrating paid ad strategies, particularly leveraging platforms like Pinterest, can bridge this gap by targeting a warmer, more engaged audience. Jenna's detailed data analysis reinforces the necessity for businesses to adapt their lead generation tactics to maintain effectiveness.

The Role of Pinterest Ads

Timestamp: 11:55 – 18:10

A significant part of the episode revolves around the unexpected efficacy of Pinterest ads compared to traditional Meta (Facebook and Instagram) ads. Jenna reveals:

“Our cost per lead on Pinterest was about half of what our cost per lead was on Meta, meaning Facebook and Instagram.”
– Jenna Kutcher [11:55]

Amy echoes this sentiment, highlighting Pinterest not just as a social media platform but as a powerful search engine where users actively seek solutions. This discovery presents an opportunity for businesses to diversify their advertising strategies, reducing dependency on more saturated platforms and tapping into Pinterest's engaged user base.

Adjusting Messaging and Avatar

Timestamp: 16:15 – 25:02

The hosts discuss the importance of refining customer avatars and messaging to align with the evolving audience. Amy mentions:

“We reworked all of our avatars and dug into each one of them... our messaging got stronger from reevaluating all of our avatars.”
– Jenna Kutcher [16:15]

Jenna adds that understanding how both her business and her clients have evolved is crucial. By revisiting and redefining customer avatars using tools like ChatGPT, businesses can create more targeted and effective messaging that resonates with their current audience's needs and behaviors.

Changes in Webinar Show Rates

Timestamp: 25:02 – 36:16

One of the notable shifts discussed is the declining show-up rates for webinars. Amy shares her frustrations:

“People are less trusting now... I think it's very true, would you agree that we could be in a trust recession, Jenna?”
– Amy Porterfield [19:03]

Jenna agrees, labeling it a "trust recession," and explores strategies to combat this trend. They emphasize increasing personalization and multiple touchpoints to make potential attendees feel more connected and valued. Techniques such as personalized voice messages, detailed email sequences, and leveraging platforms like BombBomb for video messaging are recommended to enhance engagement and show-up rates.

Strategy Adjustments for Cart Close Days

Timestamp: 29:54 – 40:57

Amy and Jenna discuss the diminishing impact of traditional "cart close" days—the final days of a product launch when sales typically surge. Amy reflects on her experiences:

“Cart close day... now the shift is that it's more like 25% of our sales instead of 50%.”
– Amy Porterfield [30:23]

They explore the necessity of rethinking launch strategies, suggesting that businesses should:

• Front-load Urgency and Clarity: Enhance understanding of offers early in the launch to reduce reliance on last-minute sales pushes.
• Extend Engagement Post-Webinar: Instead of viewing cart close days as isolated, integrate continuous engagement and personalized follow-ups to sustain momentum.
• Introduce Flexible Payment Plans Earlier: Offering extended payment plans upfront can cater to a broader audience, addressing financial hesitations proactively.

Changing Payment Plans

Timestamp: 36:16 – 42:31

The conversation shifts to the evolving preferences in payment structures. Amy shares a pivotal change in her approach:

“In our last launch... the lower price monthly option crushed it.”
– Amy Porterfield [36:30]

She notes a significant uptick in the adoption of extended payment plans, attributing this to the current economic climate and increased financial uncertainty among buyers. Jenna concurs, suggesting that integrating financing options like Afterpay or Klarna can make higher-ticket items more accessible without burdening businesses with additional administrative tasks.

Impact of AI on Online Marketing

Timestamp: 42:31 – 48:25

Addressing the inevitability of AI in the marketing realm, Amy and Jenna delineate its role as a tool rather than a replacement for human expertise. Jenna articulates:

“AI will never give you that… personalized coaching or it can't really understand the human side of you and your experience like another human can.”
– Jenna Kutcher [45:32]

Amy adds personal anecdotes about integrating AI into course creation, acknowledging its limitations and emphasizing the irreplaceable value of human connection and personalized guidance. They collectively agree that while AI can aid in content generation and data analysis, the essence of transformation and authentic connection remains a distinctly human endeavor.

Conclusion and Key Takeaways

Timestamp: 48:28 – End

In wrapping up, Amy and Jenna reiterate the importance of adaptability and continuous learning in navigating the shifting online business landscape. Amy encourages listeners to revisit foundational strategies, enhance clarity in messaging, and embrace new opportunities with a positive mindset.

Key takeaways from the episode include:

1. Adapt Lead Generation Strategies: Balance organic efforts with targeted paid advertising, exploring platforms beyond the usual suspects, such as Pinterest.

2. Refine Customer Avatars and Messaging: Regularly update and redefine customer personas to align with evolving audience behaviors and needs.

3. Enhance Webinar Engagement: Utilize personalization and multiple touchpoints to increase trust and boost webinar attendance.

4. Rethink Launch Strategies: Move away from over-reliance on high-impact cart close days by front-loading urgency and integrating continuous engagement.

5. Flexible Payment Options: Offer varied payment plans early in the sales process to accommodate diverse financial situations.

6. Leverage AI as a Tool: Use AI to supplement, not replace, human-driven strategies and personalized interactions.

Amy concludes with an invitation to Jenna’s free live masterclass on Pinterest marketing, encouraging listeners to explore new avenues for expanding their online presence and effectiveness.

Notable Quotes:

• Amy Porterfield [00:11]: “It’s not enough to just be like, lead generation is changing. It's like, no, how are we changing?"

• Jenna Kutcher [07:22]: “We started really tracking things, it was giving us so much information that was allowing us to see the strategy bigger.”

• Jenna Kutcher [11:55]: “Our cost per lead on Pinterest was about half of what our cost per lead was on Meta.”

• Amy Porterfield [30:23]: “Cart close day... now the shift is that it's more like 25% of our sales instead of 50%.”

• Jenna Kutcher [45:32]: “AI will never give you that… personalized coaching or it can't really understand the human side of you and your experience like another human can.”

This episode serves as a comprehensive guide for online business owners navigating the complexities of 2025’s digital marketplace. By embracing change, leveraging new tools, and maintaining a customer-centric approach, entrepreneurs can sustain and grow their ventures with confidence and resilience.