Marketing Predictions for 2025: 8 Experts Share What's Next

Picture this: You're planning your marketing strategy for 2025, staring at your screen, wondering if what worked last year will keep working tomorrow. We've all been there and understand that nagging feeling that everything's shifting—even though we're not exactly sure how.

That's why I've brought together eight marketing experts who are seeing these changes firsthand, and their predictions might surprise you.

You'll discover why building authentic connections is more crucial than ever, how to adapt your marketing for today's  audiences, and practical ways to stand out in an increasingly noisy—and overwhelming—world. Whether you're refining your brand voice or rethinking your sales approach, these predictions will help you navigate marketing in 2025 with confidence.

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EPISODE 147.
Read the show notes and view the full transcript here: https://erinollila.com/2025-marketing-predictions-from-experts/

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🥳 To celebrate the launch of the fourth season of Talk Copy to Me, we're doing FOUR short episodes this week 🥳

If you haven't listened in to yesterday's episode about what marketing trends need to stay in 2024, be sure to check it out after you listen in to this episode.

I'll be back on tomorrow and Friday with behind-the-scenes content. You can listen in on my 2024 year in review, as well as hear me break down my goals for 2025.

Thank you to the guest experts who contributed to this episode:

• Courtney Fanning
• Ami Williamson
• Hannah Plourde
• Stacy Braga
• Becca Tracey
• Breanna Owen
• Samantha Burmeister
• Andrea Shah

Here's info on your host, Erin Ollila
Erin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.

When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, Mindful Marketing, The Power in Purpose, and Business-First Creatives.

Stay in touch with Erin Ollila, SEO website copywriter:
• Learn more about Erin’s VIP intensive options if you’d like to learn more about how you can hire her to help you with your marketing efforts
• Visit Erin's website to learn more about her business, services, and products
• Come chat with Erin on Threads, Instagram, or LinkedIn

Transcript

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Hey friend, and welcome back to Talk Copy to Me. If you were here yesterday, you heard our conversation about the marketing trends that really need to stay firmly planted way back in 2024. Today, we are looking forward. And I've got to tell you, I'm really excited about this episode. We're all trying to plan our year, set our goals, and figure out where to focus our energy. And if you're anything like me, you've wondered about what marketing strategies will actually work in 2025. There are so many changes that are happening in the world at this very moment. And it's tough to know what's going to work next week, nevermind for an entire year. Now I know this is a predictions episode. But these aren't just random guesses or wishful thinking that you'll hear in this episode. These are insights from people who are in the trenches, working with clients on their marketing, and seeing firsthand what is resonating with audiences, which is why yesterday's episode was about what's not resonating, right? Those are some of the things that the marketing experts who joined me learned was causing a lot of friction or trouble with the end result, the deliverable they created for their clients. So they're here to really encourage you to think about what. Marketing predictions that they're going to share what they can do for your business. So they're here to really encourage you to think about how you can better your marketing this year. And I think they have some really great suggestions for you. So grab a cup of coffee, a pint of ice cream, your notebook, whatever you need. Because we're really going to cover some marketing predictions that could shape the way that you approach your business this year. Let's just jump right in. Okay, so the first guest that I have in this episode is Courtney Fanning, and she is talking all about brand messaging, brand voice, brand strategy, and how it's going to be a driving force in 2025. The reason I put Courtney first is because I feel a lot of what she's saying actually feeds into the specifics that other people have mentioned, , in future, you know, insights that you're going to hear, like, you know, buying from real humans or how people approach storytelling and messaging. Plus, this is something that I actually really agree with and would probably be in my top three marketing predictions if I was doing this episode all by myself. So let's just jump right in and I'll let Courtney do the talking. Hi Erin, Courtney here from Big Picture Copywriting. So, I have a pretty specific prediction for copywriting in 2025 that I'm pretty excited to share. So, I believe we're going to see brand voice and messaging strategy work absolutely explode next year, and here's why. Companies are rushing. to make their AI tools sound more human and develop distinct brand voices for these tools. But there's a crucial gap in that most of these companies just have never invested in creating proper brand language style guides or defining their core messaging pillars. And this is really where copywriters come in, right? We're the experts at the foundational work needed here. We conduct customer interviews, we gather voice of customer data, we bring stakeholders together to build comprehensive brand voice frameworks, and it's typically the first phase of any project we take on anyway. So looking ahead to 2025, I predict that this strategic work will become even more valuable. So my advice to fellow copywriters is to start positioning Brand messaging and voice work as an essential foundation for any business planning to use customer facing AI tools. Because without this groundwork, companies simply don't have the quality inputs they need for their AI to output authentic. on brand messaging. So while everyone's focused on the AI tools themselves, I see a massive opportunity for copywriters to step up and own the crucial strategy piece that makes those tools actually work. And I think we all know that AI is playing such a large role in marketing in 2025. And that's okay. ish, I should say. That's okay, ish. But, but speaking from a completely realistic standpoint, people are using AI at rapid speed to create content and copy for their business. So if you have marketing that is created by AI tools, you need to focus on your brand voice because It cannot create copy and content that will work for your business if you have not developed your brand voice. So, if that is something that you haven't done yet and you would want to work with a copywriter, I would love to work with you. I do this in two ways. If you've already created some brand voice guidelines, we can do a strategy session, which we hop on a power hour call, review your old content, and, you know, kind of modernize it, bring it up to the times, and make sure it's really authentically you. Or I have VIP intensives where we create complete brand messaging frameworks that will really guide your message and your marketing well and safely and successfully and strategically, look at all those S's in 2025 and into the future. So. Reach out if you're interested in that because I really care deeply about Making sure that the people who are DIYing copy and content are doing it with the best tools that they have In their toolbox in their marketing toolbox. Okay, that's pretty corny, but let's move away from the AI element and talk about the human element because multiple people who are sharing their insights for this episode had a lot to say . I'm going to start with Rebecca Tracy because I think she talks about, this human element In a more holistic way about how it affects the entire business ecosystem. And then we'll drill down to a couple other people's insights to see what they mean by bringing more human elements into their marketing and their client work. Hi, I'm Becca Tracy from The Uncaged Life and my 2025 prediction in the copywriting slash marketing space is that people are going to be needing to bring a more human element into things. I think that, , The age of the perfect online influencer is over and people want real, people want human., I think this trend has been moving in this direction for a while and I'm hoping that 2025 is the year that, , it really takes over. But I think just putting a lot more care into things like , like your nurture cycle, making sure that people really get to know who you are and what you offer and see that you're a real person before they buy from you is so important. And I think, , for a long time, people were moving away from even doing sales calls or talking to somebody answering their questions before they joined their. program. I'm wanting to be really hands off and kind of create a huge separation between their customers and them as the business owner. And, , I'm just seeing that those sorts of businesses are not doing well and that bringing in more of a human element is required these days. And I'm hoping that this trend picks up even more in 2025 because I personally have been doing it in my business., and I'm loving it. And when I buy from someone. If there's a barrier between them and me, I don't want to buy. So I'm hoping that more people adopt this as well. All right, next we have Stacy Braga, who joins us to talk about how icky sales tactics are on their way out. Again, if you didn't listen to yesterday's episode, you know, after this, make sure you rewind and hear about all of the things that we no longer want in 2025., but what is going to replace these icky sales tactics? It's the real human element. How people want to buy from humans who are like them and who have the same values. I'll let Stacey explain it all to you. My 2025 copywriting prediction is that people are moving towards buying from real humans. And so what I mean by that is building relationships within your community so that when you write the emails, when you write the sales pages, you're actually selling to people who already know who you are and they already trust you. And stuff like icky sales tactics, , are on their way out because the focus on buying right now is Is based on relationships and based on values, and I think that you already saw this happening with the U. S. election, and it's going to continue happening. This emphasis on relationships, community and values. The thing is that trust is harder to build these days in the online space due to people's past experiences, right? And so. You're going to have much more success if your sales are coming from good relationships with people who align with your values and other strategies like fake urgency. So saying there's only two days left, but then opening up the sale again a week later, those erode trust, and they're not going to work as well anymore. So. If you want to make more money through your copy next year, make sure you're also having the conversations. You're also building relationships and that you are embodying what your values are and how you show up every day. One quick note before we continue, I actually just realized that the last time I had a review on the Talk Copy To Me podcast was a long time ago, and while I was listening to some of the guest experts insights, I peeked back at my Apple podcast, and could you believe that? But it has been, as of today, exactly one entire year since the last review that was left on the podcast. Now, we've mentioned this before, and I'm sure you've heard it elsewhere, but reviews are actually really important for podcasters. It helps a new audience determine whether they want to listen to the show, whether people find it valuable. And what's really helpful Is recent reviews because it showcases, you know, this isn't a show that was popular in the past. This is something that people are still finding value in. So if you're listening and you haven't yet left a podcast review for talk copy to me, I would love it. If you took a moment. And head over to Apple podcast and just left a quick note on what it is that you like about this show. I read all of my reviews. I used to read them in the episode to thank people, but again, it's been an entire year, so you haven't heard me do that in a while., I'll get back to the episode now. I won't take any more of your time, but I would also really, really appreciate any reviews that you would love to leave for this show. So Stacey talks about how we show up every day, And I think that leads really well into the next guest expert. Hannah Plourde joins us on the podcast to talk about how to do this, right? How to be more human in our business. And what I'm excited about is that it is all related to storytelling. So I'll let her explain and then jump in and share my two cents when she's had a chance to kind of describe what she means. Hi, my name is Hannah Plord. I'm a Storytelling Marketing Mentor, and mark my words, storytelling is going to completely take over in 2025. Not traditional storytelling where you tell your whole life story, rather micro stories that show your community, you behind the scenes, the work that you do, the frameworks you lead clients through, and what makes you qualified to provide the service that you do. People are tired of the blind leading the blind. People have been burned by investments and service providers who talk the talk, but have little experience walking the walk. Sharing these micro stories, being really specific and transparent in your marketing will be the trend in 2025 to lead with trust. So I mentioned that I would, you know, share my thoughts on this and I want to talk about that micro storytelling that she mentioned. I have an episode from 2023 in which I interviewed Helen Polisi, who Is also really well known as the TikTok teacher about how to show up with confidence when we're filming things like reels or just being active on social. And I remember, I think it was the end of the episode. We talked about kind of like predictions. What did she hope was coming to the future of storytelling of social media, of marketing in general, and. She gave a few good examples in that episode, so I'll let you go back and listen to it. But, but one thing we discussed was the idea of micro storytelling, but also in long form. So let me explain that a second, because I think this is a great way for people to show up authentically and for them to show up in micro doses of sorts. But completely tell a story that their audience understands. Now, let's start with micro storytelling. Again, this could be showing moments of your day. Hannah described it pretty well, I won't go too far here., but if we want to develop it more, into more of a story. We can start to use these micro moments as puzzle pieces. So how can we continue to build upon them to not just show us as, you know, the human element of us in our business, like pouring a coffee or, you know, making a mistake, but how can we tell an overall picture of our business, of our values, of whatever it is. By little tiny bits built into a long story. I think there's a lot to be said here. So I'm going to actually stop there and I'll, I'll have an episode about this in the near future where I can develop my thoughts a little bit more but I want you to hold on to that thinking about micro moments and how you can use that to show yourself in business, but also build upon to create larger stories about your brand values. So the next person who has something to say about this human approach is Brianna Owen and she was on the podcast yesterday as well. I laugh when she talks about the feminine energy because it reminds me of what just two weeks ago, which also two weeks, maybe one week. It feels like a lifetime ago when Mark Zuckerberg talked about the idea that we need more masculine energy in the workplace. No, we don't., but, but feminine energy isn't the only way to describe what Brianna's saying. I'll, I'll let her talk it out so you understand what she means. Hey, my name is Brianna. I'm the CEO of own your mark. I am an email strategist and copywriter for service based businesses and I focus on their nurture emails. I think we're going to see even a bigger shift in how we approach all things like life and business. And I think we're going to start embracing this like softer, more gentle approach to things. Now this is still just as powerful and I actually think it'll be even more powerful because it's going to be genuine instead of being forced. It's going to be like this really juicy, wonderful, connection based, relational approach when it comes to marketing, copywriting, and selling within our businesses., some people that I've heard talk about this, I'm like, ah, yes. That's what I'm talking about. They describe it as like having this feminine approach and business and leadership versus like a masculine approach. So a feminine approach is going to be incredibly positive. We're going to be desire based rather than like fear driven, fear mongering, like pushing all of the pain button. Sometimes we still have to push the pain button a little bit just to help people understand that we know where they're coming from and like we can empathize with them. But really the thing that's going to get them from. To take action, , is going to be like this. This positive desire based stuff like shame has not helped anyone change., and I am here for this softer feminine approach of doing business and in our copywriting and then our marketing. So Brianna talks about showing up the way that only you can. And that's a really great way to segment into my next guest, who is Amy Williamson. She talks about memorable messaging. And I think that if you want to be relevant in 2025 or stand out, which of course we all want to stand out in our messaging, but it's going to be much harder to do than it was in the past. So I, I really want you to like focus in right now, pay attention because there's some really great content here. Hey there, Amy Williamson from Dam Right again, with what I think will be a copy trend in 2025. It's pretty safe to say that a lot of people are feeling uncertain about the times ahead. So if our copy and messaging is actually going to meet them where they're already at, then we need to look at what's going to really resonate. I think this is going to be things that have a long term impact or are made to last. DIY culture, , nostalgia and small pleasures, practical problem solving, and just a general we're in this together type vibe over that you can be like me if you just do exactly what I say kind of thing. Now, depending on the state of things, we might see a shift towards hope and that aspirational messaging, but I think we'll need it to be a lot grittier, a lot more uncurated, and to actually feel possible when it comes to how brands say these things. It's going to be more important than ever to really use that brand voice to get their point across. And I'm talking going deep into voice here. I also think that a really good brand voice can feel like a real delight to read, which is something that people will be looking for and wanting. The short version of all of this, it's all about relevant messaging delivered in a memorable way. You want memorable? Well, I have an opportunity for you to focus on making an impact specifically as it relates to conversions. Andrea Shaw is joining me to talk all about how to sass up your sales pages in 2025. And I think that just about everyone, , or at least a huge majority of people would love to see some kind of an update to sales pages. They can be overwhelming, exhausting, and I As a copywriter and marketing strategist, I can tell you why they're meant to be like that and why it's actually helpful to have long sales pages. But still, you know, they're draining sometimes. So she's got a really creative idea for how we can zhuzh up our sales pages in 2025. Hi, I'm Andrea Shaw and I'm a website copywriter for wedding creatives and online educators in the wedding industry. The thing I'm most excited about for in copywriting in 2025 is the new formats I'm seeing for sales pages and the way that people are experimenting with the content, experimenting with the length, and really ditching some of the templates that as copywriters we've all been relying on for a few years. I'm excited to people that see people experiment with shorter lengths. I'm excited to see people offering tabs or tables of content so that buyers can find the information that's most relevant to them before they read every word of a sales page. Let's be realistic. There are a lot of people like me who go to a sales page and hit control F or scroll all the way down until they can find the price. And then they will decide that they're going to read the rest of the page. Other times now buyers are coming in. Having already engaged with you on social media, having already read your website, maybe they're on your email list and they're familiar with the program details. They don't need to be told your whole story. They don't need to read your bio, but they do want to know what's in the program this time around. They do want to know if the call times work for them. They do want to know if the price has changed. They don't always need to go through every step of the journey. before making a decision. I've recently bought programs where I was 99 percent sold on the product. I knew I wanted to work with the person behind the offer and I just needed to validate a couple details before I said yes. I did not need to read 7, 000 words of content. So that is changing and I'm really excited to see some of the new forms of sale pages and experimentation that I think is coming in 2025. So before we move away from sales pages, I'm calling up my friend Sam Burmeister to talk about one more element of the sales page that with some shifting could really make a big impact on your conversions. Hey, my name is Sam with Nomad Copy Agency and the prediction for 2025 is that we're going to see the part of the sales page where people get to the point of what the offer is and why they should want it much higher up on the page. I see a lot of people spending a lot of time earning the sale, which a lot of times looks like a lot of problem language on the page before we ever get to solution language, or why they should want that solution, what the transformation of your program or offer is. So what we accidentally do is marry our brand with people's problems rather than their solutions. So they end up leaving the page before getting to the point. That's why I see in 2025 sales pages shifting their order a bit where we start to see the solution higher up on the page, especially just straight up naming the offer, what it is, what's included, why people should want it and what it costs so that people don't have to dig to find the details that they really want that informs their purchasing decision. In this episode, you've had eight different perspectives, plus mine, on where marketing is heading in 2025. And you know what I love most about these predictions? They're not about chasing the next shiny object or completely overhauling everything you're doing. Instead, they're really about being more intentional, more human, more focused on creating real connections with your audience. If you missed yesterday's episode about what to leave behind in 2024 and not welcome into 2025, please make sure to go back and give it a listen. And don't forget, I will be back tomorrow with another mini episode in this special launch week series. Tomorrow we're going to review my year in 2024. And I'll give you all the behind the scenes info, you won't want to miss it. But before I go, I would love to hear about which of these predictions resonated most with you. You can find me on social media or shoot me an email. I love hearing your thoughts and experiences. See you next time, when we'll keep talking copy.