Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson" – Episode: SPECIAL SERIES == 💀 Templates Are Killing Your Marketing 🚫 | BATHROOM Break #67 COLLAB: The Marketing Millennials + Do This, Not That

Release Date: August 4, 2025

In this engaging and insightful episode of "Do This, NOT That," hosted by Jay Schwedelson in collaboration with Daniel Murray from the Marketing Millennials, the duo delves deep into the pervasive use of templates in modern marketing. Titled "Templates Are Killing Your Marketing," this special series episode, part of the "Bathroom Break" mini-series, offers a candid discussion on the advantages and pitfalls of relying on templated approaches in various marketing channels.

Introduction to the Bathroom Break Series

The episode kicks off with a light-hearted introduction by Daniel Murray, setting the stage for a quick yet impactful discussion that listeners can enjoy during a short break. Daniel humorously refers to the "Bathroom Break" as that extra 10 minutes where one can either absorb marketing tips or take care of personal needs, highlighting the podcast's approach to delivering concise, valuable content.

The Allure of Templates in Marketing

Jay Schwedelson initiates the core conversation by addressing the widespread adoption of templates across different marketing platforms—from email campaigns to social media posts. He poses a critical question:

Jay Schwedelson [02:19]: "Should we be using templates that are out there available to us?"

Daniel responds thoughtfully, challenging the conventional wisdom:

Daniel Murray [02:20]: "My quick answer is no, because everybody's doing that. In marketing, you don't want to do what everybody's doing."

Why Templates Can be Detrimental

Daniel elaborates on the drawbacks of using standard, readily available templates:

1. Lack of Differentiation: Utilizing common templates leads to homogeneous content that fails to stand out. Daniel points out that, while templates may streamline processes, they often result in a "most common denominator" approach that dilutes brand uniqueness.

2. Audience Fatigue: As Jay notes, audiences are likely to "tune out" templated content quickly, especially on platforms like LinkedIn and Instagram where personalized and authentic posts garner more engagement.

3. Brand Personalization: Templates often lack the flexibility needed to convey a brand's unique voice and tone. Daniel emphasizes the importance of developing custom templates that align with a brand's distinct identity.

Daniel Murray [03:20]: "Templates limit personalization of your brand. Your brand has some sort of voice, some sort of tone, and the template is the most common denominator."

Confirmation Bias and the Template Trap

Jay introduces the concept of confirmation bias in the context of templates:

Jay Schwedelson [04:10]: "You did something new, right? You mixed it up, you did something that stood out for the first time. ... It’s this idea of confirmation bias that you think because it worked that you should double down on it and then you roll with that for the next six months and then you wind up in the gutter again with horrible performance."

This highlights how initial success with a new template might lead marketers to over-rely on it, ultimately harming long-term engagement and effectiveness.

Embracing Customization and Authenticity

Daniel advocates for moving beyond canned templates:

Daniel Murray [05:08]: "I would make my own custom newsletter template that fits my brand, fits my vibe, fits what I'm trying to do."

He underscores the value of flexibility and authenticity, suggesting that personalized, less polished content often resonates more with audiences in today's marketing landscape.

Daniel Murray [05:59]: "Non-polished things work. ... you could do a promotions email that looks like it came from the founder, it looks like it came from the head of marketing, looks like it came from someone in the company. It doesn't have to be a template."

Practical Alternatives to Templates

Both hosts discuss practical strategies for avoiding the pitfalls of templated marketing:

• Developing Unique Templates: Create custom templates that reflect the brand's identity and allow for personalization.

• Varied Content Formats: Experiment with different content formats, such as text-based emails from different team members or authentic video messages on social media.

• Continuous Innovation: Regularly update and tweak marketing materials to keep them fresh and engaging, rather than sticking to a static template.

Real-World Implications and Examples

Jay provides a relatable example of a typical email promotion:

Jay Schwedelson [05:24]: "Imagine what an email promotion for a webinar looks like... two circles of people's faces... boring headline and like a blue background."

This cliché format is a perfect illustration of the homogenization that results from overusing templates, which fails to capture audience interest or convey the unique value proposition effectively.

A Brief Detour: The Future of Smart Glasses

In a spontaneous light-hearted segment, Jay and Daniel pivot to discussing the potential of smart glasses. Daniel muses about futuristic functionalities such as real-time translation and environmental analysis, reminiscent of spy movies like Iron Man:

Daniel Murray [07:09]: "I feel like the what would be cool is glasses that if someone's speaking another language, like translates in front of you."

While amusing, this tangential conversation underscores the duo's forward-thinking mindset and willingness to explore innovative ideas beyond conventional marketing topics.

Conclusion and Key Takeaways

As the episode wraps up, both hosts reaffirm their stance against the overreliance on templates:

Jay Schwedelson [08:18]: "Templates suck. But this podcast doesn't."

They encourage listeners to seek out personalized, authentic marketing strategies that truly resonate with their target audiences, rather than defaulting to generic, templated approaches.

Key Takeaways:

1. Avoid Overusing Standard Templates: Standard templates can lead to generic content that fails to engage audiences effectively.

2. Prioritize Brand Personalization: Develop custom templates that reflect your brand's unique voice and identity.

3. Embrace Authenticity: Authentic, less polished content often outperforms highly polished, templated content in terms of audience engagement.

4. Continuously Innovate: Regularly update and vary your marketing materials to maintain audience interest and avoid stagnation.

5. Be Wary of Confirmation Bias: Initial success with a new approach should be a cue to explore further innovations, not to rigidly adhere to the initial method.

By steering clear of cookie-cutter templates and embracing customized, authentic marketing strategies, businesses can cultivate stronger connections with their audiences and achieve more meaningful engagement.

Additional Notes:

• Sponsors: While the episode mentions Marigold as a sponsor, this summary focuses solely on the content discussions, omitting promotional segments as per guidelines.

• Engagement: Listeners are encouraged to leave reviews for both "Do This, Not That" and the Marketing Millennials podcasts to support the hosts and stay updated with future insightful discussions.