Do This, NOT That: Marketing Tips with Jay Schwedelson
Episode: SPECIAL SERIES ==> 🛑Stop Trying to Sound Smart!<== | BATHROOM Break #46
Release Date: March 17, 2025
Presenters: Jay Schwedelson (Do This, Not That Podcast) & Daniel Murray (Marketing Millennials)
Sponsor: Marigold
Introduction
In this special episode of "Do This, NOT That!" titled "🛑Stop Trying to Sound Smart!", hosts Jay Schwedelson and Daniel Murray embark on the Bathroom Break series—a collaborative effort between Do This, Not That Podcast and Marketing Millennials. The episode delves into the critical importance of simplifying marketing communications to ensure clarity and engagement across diverse audiences.
1. The Pitfall of Complex Marketing Language
Acronyms and Industry Jargon
Jay opens the conversation by highlighting a common mistake marketers make: overusing acronyms and industry-specific terms, which can alienate potential customers.
Jay Schwedelson [01:14]: "So the first part of it really gets into acronyms. [...] if you just say CAC and someone doesn't know what CAC is, then you just lost that prospect."
Daniel Murray [03:45]: "If you just say CAC and someone doesn't know what CAC is, then you just lost that prospect."
They illustrate this with a playful acronym quiz, revealing how even industry insiders can struggle with less common terms.
2. The Importance of Simplicity in Marketing
Making Content Accessible to All
Daniel emphasizes the need for clarity, suggesting that marketing copy should be understandable to a wide audience, regardless of their expertise.
Daniel Murray [02:22]: "You need to have your copy written, that a five year old can understand it or an Elderly person could understand it."
Jay Schwedelson [05:56]: "In order to be regarded as an expert, you have to build a tent where all the prospects... can consume what you're putting out there."
By simplifying language, marketers can foster inclusivity, ensuring that no potential customer feels left out or embarrassed.
3. Practical Strategies for Simplifying Marketing Messages
Using the "101" Approach
Jay introduces the concept of incorporating "101" into subject lines to signal foundational, easy-to-understand content, which can boost engagement.
Jay Schwedelson [03:45]: "When you say 101 to start your subject line, you see a dramatic increase in open rates and engagement."
Everyday Language and Analogies
Daniel shares actionable tips on making content relatable:
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Use Fifth Grader Language: Avoid complex words and industry jargon.
Daniel Murray [04:51]: "I use fifth grader language. So can I explain this to 10 year olds?"
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Incorporate Analogies and Metaphors: Help paint a clear picture for the audience.
Daniel Murray [04:51]: "Give analogies or metaphors, paint a picture in their head of what are you trying to say."
Reading Copy Aloud
Both hosts advocate for reading marketing copy aloud to ensure it sounds natural and conversational.
Daniel Murray [04:51]: "Read your copy out loud. I think a lot of people don't do this."
4. Building Authentic Connections Through Simplicity
Admitting When You Don't Know
Jay highlights the value of transparency in building trust with the audience. Acknowledging gaps in knowledge can strengthen connections.
Jay Schwedelson [07:29]: "When you are willing to say I don't know, that is how you build that connection with somebody."
Avoiding Exclusion Through Jargon
Daniel reiterates that marketing encompasses various specialties, and simplifying language ensures that content appeals to all facets of the audience.
Daniel Murray [07:29]: "You have to talk to everybody like that because you can't assume that just because they're really good marketer and paid social they're going to be a good content marketer."
5. Real-Life Examples and Anecdotes
Navigating Complex Menus
Jay shares a relatable story about restaurant menus, drawing a parallel to marketing language complexity.
Jay Schwedelson [08:47]: "I'll turn to Ali. I'll be like what the hell does that mean? I don't know what's going on."
Daniel humorously compares this to needing technology to decode complex menu items, emphasizing the everyday challenges of inaccessible language.
Daniel Murray [09:08]: "I have to now take out my phone, I go to a restaurant, take a picture of the menu, and ask ChatGPT, what are these menu items?"
6. Conclusion and Final Takeaways
Encouraging Feedback and Engagement
The episode wraps up with both hosts inviting listeners to engage and provide feedback, emphasizing the collaborative nature of effective marketing.
Daniel Murray [10:27]: "DM us your feedback. What do you want to hear? What you want to know?"
Final Words from Jay
Jay concludes by promoting his podcast and reiterating the value of practical, straightforward marketing tips.
Jay Schwedelson [10:55]: "Check out my podcast, do this, not that, for marketers. Each week we share really quick tips on stuff that can improve your marketing and hope you give it a try."
Key Insights and Takeaways
- Simplify Language: Avoid acronyms and jargon to make marketing messages accessible to all.
- Use the "101" Strategy: Incorporate foundational terms in subject lines to enhance engagement.
- Engage Through Clarity: Use everyday language, analogies, and metaphors to convey complex ideas simply.
- Build Trust with Honesty: Admitting gaps in knowledge can strengthen audience connections.
- Inclusive Communication: Ensure your marketing speaks to a broad audience, respecting diverse levels of expertise.
Notable Quotes
- Jay Schwedelson [03:45]: "When you say 101 to start your subject line, you see a dramatic increase in open rates and engagement."
- Daniel Murray [02:22]: "You need to have your copy written, that a five year old can understand it or an Elderly person could understand it."
- Jay Schwedelson [07:29]: "When you are willing to say I don't know, that is how you build that connection with somebody."
This episode serves as a compelling reminder that effective marketing transcends complexity. By embracing simplicity, transparency, and inclusivity, marketers can foster deeper connections and drive meaningful engagement.