Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson"
Episode: SPECIAL SERIES ==>STEAL THIS: Building in Public is Secret to Big Brands Going Viral <== | BATHROOM Break #53 COLLAB
Release Date: April 28, 2025
Hosts: Jay Schwedelson (Do This, Not That) and Daniel Murray (Marketing Millennials)
Presented By: Marigold

Introduction to the Bathroom Break Series

In this special episode of "Do This, NOT That," Jay Schwedelson teams up with Daniel Murray from "Marketing Millennials" for the "Bathroom Break" series. The series is designed to deliver quick, actionable marketing tips in a casual, conversational format, perfect for listeners looking to enhance their marketing strategies during their daily routines.

Main Topic: The Power of Building in Public

Jay Schwedelson introduces the central theme of the episode: building in public. He defines it as the transparent sharing of the behind-the-scenes processes involved in creating a product, brand, or business. This includes showcasing successes, failures, and the various challenges encountered along the way. Jay emphasizes the universal applicability of this strategy, stating:

"Building in public is for everybody. It doesn't matter if you're a small startup or a big brand; transparency can benefit any size organization."
— Jay Schwedelson [03:25]

Daniel Murray concurs, highlighting the growing trend and effectiveness of building in public across platforms like TikTok. He notes that audiences are increasingly drawn to authentic, unfiltered content that reveals the "how" and "why" behind business decisions.

Why Building in Public Works

1. Insider Access and Engagement: Daniel points out that audiences crave insider information and enjoy feeling like they are part of the brand's journey. This engagement is evident in TikTok trends where behind-the-scenes content often garners significantly more views than the primary content.

   "People want to feel like they're part of something. They enjoy having insider access to the decision-making process."
   — Daniel Murray [04:48]

2. Humanizing the Brand: By sharing both triumphs and tribulations, brands make themselves more relatable and human. Daniel emphasizes that showing the "messy stuff" helps audiences connect on a personal level.

   "The messy stuff shows like you're going through real struggles, making your brand feel more human."
   — Daniel Murray [07:48]

3. Diverse Perspectives: Incorporating various team members' viewpoints, such as founders, VPs, and directors, enriches the narrative and showcases the multifaceted nature of the brand.

   "Including different characters from your team provides diverse perspectives, enhancing the story's depth and relatability."
   — Daniel Murray [05:58]

4. Feedback Loop: Building in public creates an interactive feedback mechanism where brands can receive real-time input from their audience, aiding in product development and marketing strategies.

   "It's a great way to get a feedback loop because you can ask polls, questions to your audience as you go through the process."
   — Daniel Murray [07:48]

Strategies for Building in Public

Jay Schwedelson outlines several strategies for effectively building in public:

1. Consistency Across All Platforms: Ensuring transparency isn't limited to social media but extends to other marketing channels, including advertisements. For example, Oats Overnight utilizes ads to share their product development journey, enhancing audience engagement.

   "You don't always have to do it only on social. You could do it in ads, you could do it in other places."
   — Jay Schwedelson [04:48]

2. Incorporating Real-Time Feedback: Engaging with the audience through comments and suggestions allows brands to adapt and evolve based on direct consumer input.

3. Showcasing Team Efforts: Highlighting the contributions and perspectives of different team members fosters a sense of community and shared purpose.

4. Embracing Imperfections: Including bloopers and technical issues, as shared by Jay referencing Amy Porterfield's podcast mishap, adds authenticity and relatability.

   "Leave in the messy parts because that's the stuff that we all feel, how we get connected to a brand."
   — Jay Schwedelson [07:48]

Real-World Examples

Both hosts discuss several brands successfully implementing the "building in public" strategy:

• HubSpot (Dharmesh Shah): Dharmesh frequently shares his spontaneous ideas and projects on social media, garnering immediate feedback and fostering community engagement.

• Crumble Cookie: By documenting their product development and business challenges openly, they have built a loyal customer base that feels invested in their success.

• Notion: The collaboration tool has grown significantly by sharing development processes and updates transparently, allowing users to feel involved in its evolution.

• Oats Overnight: Their advertising campaigns effectively narrate the brand's journey, including product testing and customer interactions, enhancing trust and loyalty.

Insights and Takeaways

1. Authenticity is Key: Transparency builds trust and fosters a loyal community. Audiences are more likely to support brands that they feel are genuine and open about their processes.

2. Engage and Adapt: Utilizing audience feedback not only enhances product development but also makes customers feel valued and heard, strengthening brand loyalty.

3. Humanize Your Brand: Sharing the human side of your business, including struggles and successes, makes your brand more relatable and memorable.

4. Leverage Multiple Channels: Building in public isn't confined to social media. Integrating this strategy across various marketing channels can amplify its impact.

Notable Quotes

• Jay Schwedelson [03:25]:
  "Building in public is for everybody. It doesn't matter if you're a small startup or a big brand; transparency can benefit any size organization."

• Daniel Murray [04:48]:
  "People want to feel like they're part of something. They enjoy having insider access to the decision-making process."

• Daniel Murray [07:48]:
  "The messy stuff shows like you're going through real struggles, making your brand feel more human."

• Jay Schwedelson [07:48]:
  "Leave in the messy parts because that's the stuff that we all feel, how we get connected to a brand."

Conclusion

This episode of "Do This, NOT That" underscores the immense value of building in public as a powerful marketing strategy. By embracing transparency, engaging authentically with audiences, and humanizing their brands, businesses of all sizes can foster deeper connections, enhance loyalty, and drive success. Jay Schwedelson and Daniel Murray provide actionable insights and real-world examples, making a compelling case for integrating this approach into modern marketing practices.

Listeners are encouraged to implement these strategies to unlock their full marketing potential and stay ahead in the competitive landscape.

Connect with the Hosts:

• Jay Schwedelson: Follow Do This, Not That
• Daniel Murray: Follow Marketing Millennials
• Sponsor: Marigold – A relationship marketing platform helping businesses acquire new customers and transform them into superfans with top-tier loyalty solutions.