Podcast Summary: Do This, NOT That: Marketing Tips with Jay Schwedelson

Episode: Ep. 458 – "THIS WORKS! December's SECRET Intent Play + Don't Send Me a Holiday Card!🎁 Jay’s SCOOP"
Date: December 4, 2025
Host: Jay Schwedelson, GURU Media Hub

Episode Overview

In this lively episode, Jay Schwedelson dives into a highly effective yet often overlooked marketing tactic tailored for December and early January: harnessing intent signals as the centerpiece of your offer. Jay stresses that rather than "mailing it in" after Thanksgiving, this time of year is a goldmine for generating quality leads and pipeline, whether you're in B2B, consumer, or nonprofit sectors. The episode also includes Jay's humorous take on holiday traditions, including unsolicited holiday cards and baffling car commercials.

Key Discussion Points & Insights

1. Why December is a Hidden Opportunity (00:18–01:30)

• Common Misconception: Most marketers and organizations go into autopilot after Thanksgiving, wrongly assuming everyone has checked out until the second week of January.
• Jay's Argument: December is actually "a golden time for one specific tactic," namely, using intent signals as your offer.

2. Intent Signal Offers: What They Are & Why They Work (01:31–02:55)

• Definition: Offers based on actions or indicators that someone is in the market to purchase, change vendors, or donate.
• Statistical Impact:

  "We see it actually generate over a 30% increase than any other content related offer in the month of December. And that's for business, consumer, nonprofit. And that's from World Data Research."
  (Jay, 01:09)

• Problem with Typical December Tactics: Marketers focus on generic, top-of-funnel content that results in "filling up our databases with kind of garbage."

3. B2B: Examples of Effective Intent Offers (02:56–04:01)

• Jay’s Examples:
  • "Q1 Readiness Audit"
  • "End of Year Vendor Comparison Checklist"
  • "RFP Kickstart Kit"
• Reason They Work:

  "Anybody that wants to download... a vendor comparison checklist or an RFP Kickstart kit, what does that really mean? That company, that person is thinking about doing an RFP... They're looking at comparing vendors."
  (Jay, 03:18)

• Timing is Everything: This is when business decisions, vendor changes, and RFPs naturally cluster.

4. Consumer Marketing: Using Intent Cues to Drive Action (04:02–04:55)

• Jay’s Offer Ideas:
  • "Last Minute Hero Finder" (for holiday shoppers)
  • "VIP Early Access for Sellout Items" (for loyal buyers)
  • "Before You Replace Your Couch, Check This" (targeting those in-market for big purchases)
• Why This Works:

  "Now you are talking to people that are in market for replacing their couch or replacing whatever it is... You want to use the intent that the person has. They may not even realize it."
  (Jay, 04:41)

5. Nonprofit Strategies: Timing and Intent (04:56–05:30)

• Jay’s Suggestions:
  • "Donation Impact Calculator"
  • "Sponsor a Need Selector"
• The December Advantage:
  Year-end is when people are both most inclined to donate and seeking tax advantages.

6. Recap: Why Intent Signal Offers "Crush" in December/January (05:31–06:05)

• Jay’s Take:

  "If you've never really considered doing intent signal marketing, it is right now and into, like, the first half of January, it crushes it."
  (Jay, 05:45)

• All sectors—B2B, consumer, and nonprofit—can benefit from seizing last-minute intent during this season.

Notable Quotes & Memorable Moments

Insightful Quotes

• On Data Quality:

  "So often what we're doing in the month of December is we're filling up our databases with kind of garbage."
  (Jay, 01:41)

• On Behavioral Timing:

  "When do you think most change happens as it relates to business to business vendors? It happens right now and into the month of January."
  (Jay, 03:29)

Humorous "Ridiculous Portion" (06:06–07:46)

Jay lightens the mood by poking fun at holiday annoyances:

• On Receiving Holiday Cards:

  "We only get holiday cards of families that I'm convinced we have not spoken to in, I don't know, 10 plus years... There needs to be an expiration date."
  (Jay, 06:32)

• On Car Commercials:

  "Have you ever heard of anybody that you know in your life being like, guess what? I came home and there was a ribbon on this giant car, and my significant other got me a car for the holiday... You would think people were, like, gifting each other like cupcakes or something."
  (Jay, 07:08)

Timestamps for Key Segments

| Segment | Timestamp | |--------------------------------------------|------------| | Intro & Purpose of Episode | 00:01–00:18| | December Marketing Mindset | 00:18–01:30| | Power & Definition of Intent Signal Offers | 01:31–02:55| | B2B Example Tactics & Rationale | 02:56–04:01| | Consumer Marketing Applications | 04:02–04:55| | Nonprofit Approaches | 04:56–05:30| | Recap: Why This Tactic Works Now | 05:31–06:05| | Jay’s Humorous Holiday Rant | 06:06–07:46|

Takeaways & Actionable Advice

• December is a growth month: Don't "mail it in"—capitalize on unique buyer and donor intent.
• Focus on intent signals: Offers that align with what your audience is actively seeking are significantly more effective during this period.
• Tailor by vertical: Adjust your intent-based offers for B2B, consumer, or nonprofit contexts for maximum relevance and impact.
• Keep it real (and have a laugh): Remember, in both marketing and life, authenticity and a sense of humor go a long way.

End Note:
Jay’s energetic, informal style makes complex marketing psychology actionable and memorable—perfect for marketers looking for a practical boost during an often-overlooked season.