Episode Summary: "Rename That 'Ebook'! 📚 Simple Naming Wins for Marketers"
Podcast Title: Do This, NOT That: Marketing Tips with Jay Schwedelson Presented By Marigold
Host/Author: GURU Media Hub
Release Date: June 9, 2025
Episode Title: SPECIAL SERIES == Rename That “Ebook”! 📚 Simple Naming Wins for Marketers | BATHROOM Break #59 COLLAB: The Marketing Millennials + Do This, Not That
Introduction
In this special collaboration episode of "Do This, NOT That!" hosted by Jay Schwedelson, Jay teams up with Daniel Murray from the "Marketing Millennials" podcast. They engage in a lively discussion centered around the pivotal role of naming in marketing strategies, particularly focusing on how the names of content pieces and offers can significantly impact engagement and conversion rates.
The Importance of Naming in Marketing
Moving Beyond Generic Terms
Jay and Daniel highlight a common pitfall in marketing: overemphasis on content creation without sufficient attention to the naming of that content. They argue that even the most valuable content can underperform if it isn't aptly named. Jay states:
"But we don't spend enough time on the actual name of the content or the sale or the offer. And if we don't have the right name, then who cares what's inside?"
[Jay Schwedelson, 02:41]
Transforming Perceptions with Naming
Daniel concurs, emphasizing that traditional names like "white paper," "webinar," or "ebook" often carry connotations of being boring or unengaging. He suggests renaming these to more dynamic and appealing titles to enhance their attractiveness:
"If you change like the name to like ebook to like, here's my playbook, like, or here's my, like, guide to something, it's way more convincing to do." [Daniel Murray, 02:41]
Testing and Optimizing Content Names
A/B Testing for Better Performance
Jay provides data-driven insights, illustrating the tangible benefits of renaming content. For instance, renaming an "ebook" to a "guide" can lead to a 30% higher download rate. He underscores the importance of treating the name as a critical variable in marketing experiments:
"If you're not testing that as a variable, you're leaving a huge thing on the table. And that's why your response Rates are down." [Jay Schwedelson, 03:47]
Practical Testing Strategies
Daniel shares actionable tactics for marketers to implement these insights immediately:
"Like just say you send an email marketing. You can have split test the CTA to like download guide, download ebook, have the landing page just switch guide and ebook on both sides and see how, what the difference is." [Daniel Murray, 04:48]
He further advises segmenting audiences and tailoring names accordingly to resonate more deeply with specific groups.
Crafting Effective Headlines and Hooks
The Power of Headlines
Daniel emphasizes the critical role of headlines and hooks in capturing audience attention. He references advertising legend David Ogilvy to highlight that a significant portion of marketing success hinges on the effectiveness of the headline:
"Ogilvy used to say that 80% of your dollars spent is on the headline." [Daniel Murray, 06:04]
Pre-Writing Headline Generation
Before creating any content, Daniel advocates for developing multiple potential headlines to identify the most compelling one. This proactive approach ensures that the content has a strong starting point for engagement.
Mindset Shift: Naming as the First Impression
Drawing Analogies to Everyday Choices
Jay draws a relatable analogy comparing marketing names to restaurant menu items, emphasizing that just as diners often choose dishes based on descriptive names before tasting them, marketers should prioritize naming to attract interest:
"When you go to a restaurant, you don't try a dish. You try the name that you read in the menu. And that's exactly how it works for your sale or for your content offer." [Jay Schwedelson, 08:08]
This perspective reinforces the idea that the name serves as the gateway to the content or offer, making it a crucial element in the decision-making process.
Practical Application: Segmenting Offers
Customized Naming for Targeted Audiences
Both hosts discuss the effectiveness of customizing offer names based on audience segmentation. For example, tailoring a sale name to specific customer groups (e.g., "Ultimate Swimsuit Sale" vs. "Big Summer Blowout") can make the offer more relevant and appealing to each segment.
"If you segment your list and call it differently by segmentation, like Jay said too, it will help a lot because then people know like the sales for me, instead of saying it's just a general sale for everybody." [Daniel Murray, 06:42]
Conclusion
Jay Schwedelson and Daniel Murray conclude the episode by reinforcing the significance of strategic naming in enhancing marketing effectiveness. They encourage marketers to invest time in crafting and testing names for their content and offers, highlighting it as a low-effort, high-impact tactic that can lead to substantial improvements in engagement and conversions.
Key Takeaways:
- Importance of Naming: The name of your content or offer is as crucial as the content itself in driving engagement.
- Testing Names: Implement A/B testing to determine which names resonate best with your audience.
- Segmentation: Customize names based on audience segments to increase relevance and appeal.
- Headlines Matter: Invest in crafting compelling headlines and hooks to maximize the effectiveness of your marketing materials.
- First Impressions: Treat naming like a restaurant menu—make it enticing to attract interest before the content is even consumed.
By focusing on these strategies, marketers can unlock significant improvements in their campaigns' performance and overall effectiveness.