Sum to think about:

As many people have pointed out, the entirety of the info-space rn is seeming to trend more and more towards authenticity.

Back in the olden days you had super high-edited dopamine content with pretty little value.

Nowadays, you have more “boring” value-based whiteboard/talking head videos.

I actually think this also creates a bit of a market gap for people who are able to do a bit of both and teach entertainingly, but that’s an aside.

Why is the space moving in this direction?

Well, I honestly do NOT think that what we’re seeing is the info-marketing world moving more towards authenticity per se, but towards old man PROOF.

Yes, authenticity is a component of proof, but people get swept up in trying to be more authentic (which oftentimes is actually more inauthentic lol), when what they’re looking for is how to inject more proof into their business.

If that sounds nebulous and high-level, I’m not going to connect the dots for you since that’s not the point of this email.

Point is:

The reason that we’re seeing more “authentic” whiteboard content is because it has more built-in proof.

It feels more natural, and like you actually know what you’re talking about since you can speak about it at length with little editing and scripting.

And even apart from the value stuff, it allows you to connect with your audience much better than a retention-edited video courtesy of a dude from a 4th world country getting paid 2 bucks an hour. (Which btw only attracts the lowest quality leads.)

This is because it’s more of YOU, rather than a doctored hyped-up version of you.

There is no ROI in pretending to be someone you’re not, as Alex Hormozi has said.

And content will ALWAYS require more and more proof over the years to convert.

Which begs a question no one has even attempted to answer:

What is the next evolution from “authentic” long-form content?

I have a pretty bold prediction about this, but because I’m such a tease, I’m not going to tell you anything of substance about it.

What I will say is that big names such as Alex Hormozi, Charlie Morgan, and to a lesser extent, Iman Gadzhi, have already gotten in on this.

Big Dawg Hormozi even says that what I’m talking about right now is literally what he is basing his entire new content strategy around.

And if I am correct in my prediction that this will soon be the new thing, I’ll be the first one to have guessed it, too.

Here is Swindall Dearest’s hot new prediction on the fate of the info-space in the coming years:

https://youtu.be/6EYOXg4I6YA?si=WU-RzcXfW3DJ6C-H