Have you noticed the changes in the market?
I've been talking to a lot of self-employed people lately - both customers and business associates - and when I take a step back, I see a clear pattern: I'm far from the only one who's been struggling to keep profits up.
The market has changed significantly
The last 2-3 years have brought big changes to our world. I hear the same challenges again and again from people in my network:
- Memberships have become harder to sell
- Self-study courses are meeting resistance
- And probably many other products are experiencing the same trend
From ‘nice to have’ to ‘need to have’
I've come to an important realisation: customers are now primarily buying ‘need to have’ and no longer ‘nice to have’ as before.
Over the past 6 months, I have recorded my own purchasing decisions and the pattern is clear. I have become much more aware of what gives me real value - and that's only what I invest in.
Interestingly enough, I have myself:
- Not purchased self-study courses (I prefer live training)
- Opted out of memberships (I don't want to commit)
And I'm sure many of our customers feel the same way.
So what works now?
My experiment with short, focused live workshops (1-2 hours) at a reasonable price has proven to be a success! They are selling surprisingly well in the current market.
My own journey through change
To be honest, this realisation hit me hard at first. I had spent months developing a comprehensive course that I thought would be my next big hit. But the response was lukewarm and sales never really took off.
It was frustrating until I realised that it wasn't my content that was the problem - it was the format. When I converted the same material into a series of short, intensive workshops, things started to turn around. People were suddenly willing to pay for direct access to my knowledge in real time.
What do I see on the horizon?
I think we're moving towards a ‘direct value now’ economy where people want quick results and fewer long-term commitments. They want to solve specific problems with targeted expertise - and they want to see the value right away.
I also see a growing demand for human connection and community, but in a way where people can participate on their own terms. The ‘old-fashioned’ membership models with long commitments are under pressure, but new flexible models with valuable live elements have potential.
The value of short engagements
Why do these shorter formats work better? Firstly, they give both me and my customers more freedom. Customers can choose exactly the content that matches their current needs without having to buy a whole package.
For me, it means I can keep my energy high and my expertise sharp because I'm not locked into the same structure week after week. I can adapt my content to the changing needs of the market - and to my own interests.
In short, both parties get a better experience and more value for money.
Let's continue the conversation!
I'd love to hear about your experiences. Have you experienced similar shifts in your business? What formats have you been successful with?
So my message to you is simple: Create freedom both with yourself and for yourself in your business. It benefits both you and your customers.
I have a personal recommendation for you
I'm excited to recommend my colleague and branding expert, Mary Fleming. Mary publishes a valuable weekly newsletter focused on helping professionals clarify, simplify, and build strong brand foundations.
Her straightforward approach and actionable advice have helped countless businesses refine their messaging and stand out in crowded markets. Each week, she delivers fresh insights directly to your inbox that you can implement immediately.
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Kind regards,
René Hjetting
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