Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson"
Episode: NEW! ‘Un-AI’ Your Marketing = Huge Boost! Ask Us ANYTHING❓ | Ep. 348
Release Date: June 4, 2025
Host: Jay Schwedelson
Presented By: Marigold
Introduction
In this episode of "Do This, NOT That," hosted by Jay Schwedelson and presented by Marigold, Jay delves into the challenges and strategies surrounding the use of AI tools in marketing. The episode features an "Ask Us Anything" segment where Jay addresses listener questions, providing actionable insights to help marketers stand out in an increasingly AI-dominated landscape.
I. Work Question: Standing Out in AI-Driven Marketing
Timestamp: [00:02] – [03:00]
Listener: Davey from Kansas City, Missouri
Question: "We use all the AI tools to help with our email copy and our social media copy, and our results are average at best. I feel like we are just blending in because everyone is using the same tools and tactics. Coming out of tools like ChatGPT, are there some anti AI things that we should be doing to stand out?"
Jay's Response:
Jay addresses the concern about AI-generated content leading to homogenization in marketing efforts. He references a study by Civic Science, revealing that 71% of business and consumer individuals can now spot AI-written content. This recognition often results in diminished engagement and performance.
Key Insights:
-
Avoid Overused Emojis:
- Green Check Mark Emoji (✅) and Party Popper Emoji (🎉) are frequently suggested by AI tools like ChatGPT.
- Impact: Their overuse has been found to lower performance by approximately 15% because they signal AI-generated content to the audience.
- Jay's Quote:
"When we see it, whether it's in the subconscious or not, we now know that that's likely written by AI and for some reason that turns us off."
[Timestamp: 01:15]
-
Steer Clear of Common AI-Recommended Words:
- Words such as unlock, discover, boost, grow, and optimize are ubiquitous in AI-generated marketing copy.
- Impact: These repetitive phrases can make content blend in, reducing its uniqueness and effectiveness.
- Jay's Insight:
"We don't want to stop unlocking everything. And now it's pulling down performance."
[Timestamp: 02:05]
-
Implement 'Un-AI' Strategies to Differentiate Content:
-
Expressive Spelling: Stretching words (e.g., "so gooood") or altering spellings to create a human touch.
- Effectiveness: Can increase email open rates by over 20% and enhance social media engagement.
- Jay's Example:
"So good. You know, S O O O O O good."
[Timestamp: 02:45]
-
Intentional Typos: Deliberately misspelling words to grab attention.
- Example: Using "Thurrsday" instead of "Thursday" in subject lines.
- Impact: Helps content stand out and appears less machine-generated.
-
Non-Standard Capitalization: Avoiding capitalization at the beginning of sentences or words.
- Effectiveness: Boosts email open rates by about 10% and makes content feel more personal and less automated.
- Jay's Advice:
"Don't capitalize anything. It stands out really, really well. It's also working on social posts for your headline copy."
[Timestamp: 03:00]
-
Conclusion:
Jay emphasizes that while AI tools like ChatGPT offer valuable assistance in content creation, relying solely on them can lead to generic and less effective marketing. By incorporating unique, human-centric tweaks—such as expressive spelling, intentional typos, and non-standard capitalization—marketers can significantly enhance their content's engagement and performance.
II. Ridiculous Question: TV Updates
Timestamp: [03:00] – [Ending]
Listener: Jessica from Nashville, Tennessee
Question: "Jay, where are your TV updates? Come on. Need a breakdown on the trash you are watching."
Jay's Response:
In a lighter and more personal segment, Jay shares his recent TV-watching habits, providing recommendations and candid opinions on various shows.
Key Highlights:
-
Sirens (Netflix) with Julianne Moore:
- Rating: 7/10
- Comments: Enjoyed the show overall but found the ending "ridiculous."
-
You (Fifth Season):
- Rating: 7/10
- Comments: Continues to engage with the series despite niche appeal.
-
The Better Sister (Amazon):
- Rating: 4/10
- Comments: Couldn't get past the first episode; not recommended.
-
Friends and Neighbors (Apple):
- Rating: Improved from 5 to 8/10
- Comments: Praises the show's development over time.
-
Below Deck (Season 12):
- Comments: Recommends for reality TV enthusiasts; highlights its relaxing nature and entertaining drama.
-
Bachelor in Paradise:
- Comments: Anticipates the new season starting July 7; praises it as the best reality show.
Jay's Personal Touch:
Jay humorously addresses his foray into a new YouTube channel, inviting listeners to check it out despite his self-professed lack of expertise in managing it.
Conclusion
In this episode, Jay Schwedelson effectively balances valuable marketing insights with personal anecdotes, providing listeners with both professional strategies to enhance their marketing efforts and a glimpse into his personal interests. By addressing the pitfalls of over-reliance on AI tools and offering tangible solutions to make marketing content stand out, Jay empowers marketers to achieve better engagement and performance in their campaigns.
Notable Quotes:
-
"If you use [specific emojis], it’s lowering performance by about 15%."
— Jay Schwedelson
[Timestamp: 01:15] -
"We don't want to stop unlocking everything. And now it's pulling down performance."
— Jay Schwedelson
[Timestamp: 02:05] -
"Don't capitalize anything. It stands out really, really well. It's also working on social posts for your headline copy."
— Jay Schwedelson
[Timestamp: 03:00]
Stay Tuned:
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