Episode Overview

In this special crossover “Bathroom Break” episode (#90) of Do This, NOT That: Marketing Tips with Jay Schwedelson and The Marketing Millennials, hosts Jay Schwedelson and Daniel Murray share highly actionable marketing tips—all within a tight 12-minute window. The main theme centers on leveraging urgency and specificity in your marketing, with a focus on the “12 Minute Demo” trick: how shorter, precisely timed offers (webinars, demos, emails) outperform longer, generic ones, especially during the overwhelming early-year period. The episode also features lighthearted banter about parenting and travel, keeping the tone relatable and energetic.

Key Discussion Points & Insights

1. The Power of Short, Specific Timeframes in Marketing

[03:29-04:55]

• Attention is Scarce: People feel especially pressed for time at the start of the year; marketers must adapt.
• Shorter Webinars Win: Instead of standard 45-60 minute webinars, aim for 30 minutes—or better yet, a standout length like 22 minutes.
  • “Webinars that are at 30 minutes do incredibly well. And if you really want to do something that's going to stand out, do a 22-minute webinar... People put a 30-minute block on their calendar and it actually gives them eight minutes to themselves.” (Jay, [03:17])
• Why Odd Numbers Work: 22 (or any oddly specific number) signals intentionality and respect for the audience’s time.

2. Specifics in Demo Requests and Calendar Bookings

[04:05-05:12]

• Demonstrate Respect for Time: Shorten meeting slots and use exact minutes for demos (e.g., a “12-minute demo”).
  • “Specifics always stand out in marketing. And 30 just seems like I'm going to waste more time. But if you say a specific number, it triggers something in their brain that they're actually serious that they're going to do 12 minutes.” (Daniel, [04:28])
• Application: Use for demo requests, calendar forms, and kickoff calls. Odd numbers feel more believable and create differentiation.

3. “TL;DR” and Read Time for B2B/B2C Content

[05:12-07:17]

• Meet Overwhelmed Audiences Where They Are: Use copy like “60-second morning reset” or “one-minute skin routine” to reduce perceived time commitment.
• TL;DR Converts: Spell out main points for quick skimmers in subject lines or page headlines, especially in cluttered periods—“You want to use TLDR in your subject line, the start of your subject line on your landing page, right in the headline above the fold in your social media post. TLDR this time of year will increase your conversions, your engagement big time.” (Jay, [05:56])
• Add Average Read Time: Including “3-minute read” in your preheaders, subject lines, or alongside downloads makes content less intimidating and more likely to be consumed.
  • “Just even saying that I've tested a lot increases your open rates. It makes people who feel that this is going to be a long email know how much time they're going to invest in this email.” (Daniel, [06:43])

Notable Quotes & Memorable Moments

Opening Banter (Parenting & Flying With Babies)

• “You have to pack 10x to go out the house for a baby now. 10 morex to go on a flight.” (Daniel, [01:09])
• “When I get on a plane and there is either a baby behind me or near me, I'm pissed. Is that bad? Does that make me a horrible person?” (Jay, [01:39])

Practical Tips With Humor

• “If you haven't tested adding that two min read to stuff, I am telling you, that is the most useful thing that we said, and I didn't say it. Of course.” (Jay, [07:17])
• Parenting App Tip: Daniel recommends Huckleberry for new parents to diagnose why a baby is crying—“That's my tip of the day. Get Huckleberry. If you're a new parent.” (Daniel, [08:36])
• “Can I use that for myself? Because I feel like for myself, I either want to take a nap, take a poop.” (Jay, [08:43])

Timestamps for Important Segments

• [00:07 - 02:38]: Opening banter on parenting, traveling with babies, and managing public perception
• [03:17 - 04:05]: Main marketing tip introduction—short webinars, creativity with time windows
• [04:05 - 05:12]: Using specific, short time slots in B2B calendar requests and demos
• [05:12 - 07:17]: Translating the short-format trick to consumer marketing, TL;DR, and read time indicators
• [07:17 - 08:55]: Parenting app tip, humor, wrap-up banter

Actionable Takeaways

• Use highly specific and shorter time blocks (e.g., 12 or 22 minutes) for webinars, demos, and calls—these stand out and feel more credible.
• Add “TL;DR” and specific read times to your emails, subject lines, and content to increase engagement and conversions.
• Respect for audience time = higher response rates, especially in high-overwhelm periods (early in the year or post-holiday).
• In all communication—clarity, brevity, and specificity are your best friends.

Episode Tone

Light-hearted, fast-paced, and relatable, with a blend of practical advice and playful parenting sidebars. Jay and Daniel keep it energetic and conversational, making dense marketing insights feel refreshingly accessible.