Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson" Presented By Marigold

Episode: SPECIAL SERIES == Waitlists Aren’t Just for Hype 🧠 | BATHROOM Break #63 COLLAB: The Marketing Millennials + Do This, Not That
Release Date: July 7, 2025
Hosts: Jay Schwedelson (Do This, Not That) & Daniel Murray (Marketing Millennials)

Introduction

In this collaborative episode of "Do This, NOT That," Jay Schwedelson teams up with Daniel Murray from the "Marketing Millennials" to deliver actionable marketing insights during their special series segment, aptly named the "Bathroom Break." Designed to fit into a short 10-minute window, this episode delves into the strategic use of waitlists in marketing, exploring their effectiveness and best practices.

The Power of Waitlists

Time Stamp: [02:28]

Jay opens the discussion by highlighting the central theme: the power of waitlists in marketing. Daniel concurs, emphasizing the importance of building waitlists to collect valuable email addresses, which are crucial for overcoming the unpredictability of algorithms in digital marketing.

Jay Schwedelson ([02:28]): "So what are we even talking about? Is it worth doing waitlists in your marketing? Should this be a part of your arsenal or is this a bad tactic?"

Daniel Murray ([02:35]): "I do think that like building lists are really important marketing. Like you need to collect emails. So if you do not have any emails, like building a wait list or building a list of people is so important."

Benefits of Implementing Waitlists

Email Collection and Audience Insights

Waitlists serve as a fundamental tool for email collection, allowing marketers to build a robust database of potential customers. This data is invaluable for assessing the effectiveness of landing page copy, offers, and overall marketing strategies.

Daniel Murray ([02:35]): "Building a list also lets you know, like gauges like is my landing page copy or the, the offer I'm having? Is it serving the people I thought was serving or not serving?"

Creating Hype and Social Proof

Jamie illustrates how waitlists can generate excitement and anticipation for product launches. By presenting limited availability or exclusive access, companies can create a sense of urgency and social proof, encouraging more sign-ups.

Jay Schwedelson ([04:42]): "We want to build up hype... it gives you a little peek behind the curtain before you go too far with your product, event or service."

Testing Market Viability

Waitlists provide early indicators of market interest. A high number of sign-ups can validate a product or event concept, while a low response may signal the need for adjustments in marketing strategies or offerings.

Best Practices for Effective Waitlists

Offering Incentives

To maximize waitlist sign-ups, offering incentives is crucial. Whether it's entering participants into a raffle, granting VIP status, or providing exclusive access, incentives motivate potential customers to join the waitlist.

Daniel Murray ([05:00]): "There has to be an incentive of someone getting on the wait list... they enter to win something, they get a status like VIP."

Limiting Quantity for Exclusivity

Implementing limited quantities can enhance the appeal of a waitlist. Announcing that only a specific number of spots are available can drive urgency and make the opportunity appear more exclusive and desirable.

Daniel Murray ([05:40]): "Promising something or giving something away or giving status like VIP is a great way to do a wait list."

Rolling Launch Strategies

Instead of a single massive launch, a rolling launch involves releasing products or features in smaller batches. This approach helps manage demand, gather continuous feedback, and maintain sustained interest over time.

Daniel Murray ([04:42] & [05:10]): "It's always better to not rely on one big moment in marketing... a Rolling Thunder like launch where you're dropping little like nuggets on the way."

Use Cases for Waitlists

Product Launches

Waitlists are particularly effective during product launches, allowing companies to gauge interest and build anticipation before the official release. This strategy ensures a ready audience eager to engage with the new product.

Event Registrations

For events, especially free virtual ones, waitlists can help manage attendance and increase participation by adding exclusivity. By offering bonuses like VIP swag boxes to early sign-ups, hosts can enhance engagement and collect valuable attendee information.

Jay Schwedelson ([04:10]): "The first 500 people that join the wait list for our free virtual event will be entered into to win this wild 50 different VIP swag boxes that we're giving out."

SaaS Beta Access

Software as a Service (SaaS) platforms can use waitlists to offer beta access to new features or products. This not only builds a list of interested users but also identifies super fans and assesses if the target audience is being effectively reached.

Avoiding Common Pitfalls

Simplifying the Sign-Up Process

A complex sign-up process with multiple steps can deter potential sign-ups. Ensuring that joining the waitlist is straightforward and only requires necessary information increases conversion rates.

Daniel Murray ([05:20]): "If you're going to do a wait list it has to have... just giving status like VIP is a great way to do a wait list."

Ensuring Relevance and Value

Waitlists should align with the company's offerings and provide clear value to the participants. Misalignment can lead to disengagement and reduce the effectiveness of the waitlist strategy.

Conclusion and Key Takeaways

In this episode, Jay Schwedelson and Daniel Murray underscore the strategic importance of waitlists in modern marketing. Waitlists are not merely tools for managing demand but are pivotal for email collection, building anticipation, testing market viability, and fostering customer loyalty through exclusive incentives.

Key Takeaways:

1. Email Collection: Waitlists are essential for building a robust email list, which is crucial for sustaining marketing efforts.
2. Incentivization: Providing clear incentives encourages sign-ups and enhances the perceived value of joining the waitlist.
3. Exclusivity: Limited quantities and VIP statuses create urgency and social proof, driving higher engagement.
4. Market Testing: Early sign-up data offers insights into market interest and guides necessary adjustments.
5. Sustained Engagement: Rolling launch strategies maintain ongoing interest and allow for continuous feedback and improvement.

By effectively implementing waitlists, marketers can enhance their campaigns, better understand their audience, and achieve more successful product and event launches.

Notable Quotes with Timestamps

• Jay Schwedelson ([02:28]): "So what are we even talking about? Is it worth doing waitlists in your marketing? Should this be a part of your arsenal or is this a bad tactic?"

• Daniel Murray ([02:35]): "Building a list also lets you know, like gauges like is my landing page copy or the, the offer I'm having? Is it serving the people I thought was serving or not serving?"

• Jay Schwedelson ([04:42]): "We want to build up hype... it gives you a little peek behind the curtain before you go too far with your product, event or service."

• Daniel Murray ([05:00]): "There has to be an incentive of someone getting on the wait list... they enter to win something, they get a status like VIP."

• Jay Schwedelson ([04:10]): "The first 500 people that join the wait list for our free virtual event will be entered into to win this wild 50 different VIP swag boxes that we're giving out."

• Daniel Murray ([05:40]): "Promising something or giving something away or giving status like VIP is a great way to do a wait list."

• Daniel Murray ([05:20]): "If you're going to do a wait list it has to have... just giving status like VIP is a great way to do a wait list."

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Sponsor Mention: A huge thank you to Marigold, the relationship marketing platform helping businesses grow by acquiring customers and turning them into superfans with top-tier loyalty solutions.

This summary provides a comprehensive overview of the key discussions and insights from the episode, ensuring that listeners and non-listeners alike can benefit from the valuable marketing strategies shared by Jay and Daniel.