← Do This, NOT That: Marketing Tips with Jay Schwedelson
Do This, NOT That: Marketing Tips with Jay Schwedelson
What’s Up THIS WEEK: AI Must Knows! 💀Emoji Secrets! 😦Netflix 'The Monster', and Sora 2! | Ep. 429
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Welcome to do this not that, the podcast from marketers. We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode. We also keep it short like this intro. Let's check it out. We are back for what's up this week from the do this not that podcast presented by Marigold is our short episode of breakdown what's going on this week in business and marketing life. And then we sell our other episodes the rest of the week and there's a lot going on in AI and email, all sorts of stuff. All right, so first off, Microsoft, Microsoft actually came out and they shared what they are looking for as it relates to AI search and answers and all the things in all of their tools, what they're looking for on websites and in content that they're pulling from to put in their results. You're like, well, Microsoft, what does that have to do with, with anything? Why do we care about what Microsoft thinks? Because OpenAI is not Microsoft and those other things aren't Microsoft. Well, first of all, that's not true. Okay, Number one, Microsoft has its own big AI thing called Copilot that a lot of people use. And the other thing is Microsoft is also doing a lot with OpenAI, which is ChatGPT. So a lot of what Microsoft is doing is actually a feeder for what you're getting in ChatGPT. So it's really important to hear directly, this is directly from Microsoft what they're saying you should do and what you shouldn't do. This isn't some random blog that's trying to figure it out. So it's always important here what they're saying directly. So this is what they're saying, this is what you should do first. And some of this, of course we know it says you want to write in self contained question and answer blocks. This is probably the number one tactic everybody needs to know. It's not just FAQs but you want to have on your site very clear things that are asking very basic questions about your consumer product, your business product, your service, whatever, with very clear answers and also the problems that it's solving. In very simple Q and A, it then says you want to have concise lists and tables. Basically AI eats this type of structure for breakfast. It needs to be simple for it to scan and nothing can be hidden. No information we hidden in like these accordion tabs or these hamburger menus or, or in PDFs or in screenshots. AI cannot go and grab that information quickly and know what it's all about. So actually image based stuff without alt tags and without words associated with it, written words, AI is not going to pick it up. So you kind of have to reimagine that. And that goes into what you shouldn't do. You can't just have all your stuff sitting in a PDF. It is not scanning these PDFs. It needs to actually be on your site. You could have the PDF but again needs to be duplicated on your site. Then the other last thing is nothing vague, okay? We can't have seen things like, you know, we'll help you grow or this will change your life. AI doesn't care by the way, Humans don't care either. So this is what AI is looking for. And this fuels all sorts of the AI tools. So what else going on? So of course Halloween is coming up and what's going to happen is two things. What's going to happen is consumer marketers are going to use emojis in their email subject line. So they're going to use the wrong ones. I'm going to tell you the right ones. And then business marketers are going to be like, oh, Halloween's not for me. We are in a regulated industry like healthcare or whatever. We would never tap into Halloween because that's off brand, that's cheesy, that's weird. And you have to realize that this is humanity. You need to get into the mindset of humanity. You don't need to be over the top ridiculous, but you need to join the party a little bit. So let's first talk about the B2B side of things. Believe it or not, in your emails, your email subject line specifically this from subject line.com, right? When your email subject lines on the business to business side tap into the Halloween theme, email open rates go up by over 15%. What does that actually sound like? Right? So your subject lines could be something like don't ghost your leads. Your Q4 plan shouldn't be scary. What's haunting your funnel? Boo your missing Hue 4 pipeline. Avoid the email graveyard. Open this. When you do this, within 10 days of Halloween, okay, from the 21st to the 31st, you will see that open rate lift. On the business to business side, lean into it a little bit, stop being so boring. And on the consumer side, emojis work great. I'm going to give you an emoji tactic that you should try for business and consumer. But if you're going to use an emoji in your subject line, which you should, and it will give you about a 10% lift on the consumer side 10 days prior leading into Halloween. But don't use the pumpkin. Please don't use the pumpkin. It is overused. It's actually one of the worst performing emojis surrounding Halloween. The ones that perform the best, the top three emojis. I know this is ridiculous, but who cares? The top three emojis for consumer emails are the ghost, the skull and the spider for two reasons. One, they send out. Number two, they're a little fun. Number three, they're not wallpaper like the pumpkin. So if you're going to use emojis, which I think you should, I would use those three. And the last one, if you've not never done it, is use emojis. Whether you're a business or a consumer marketer, use the emojis in your pre header. Okay? In your pre header you could even do bookend emojis where you have the same emoji, a ghost, as the first character and last character of your pre header. If you've never tested emojis in your pre header, it can do really, really well. The pre header is that second subject line. You know what I'm talking about? Anyway, let's talk about other things going on. This is terrible. YouTube just released this thing where you can now change, you can create alternate endings to YouTube shorts using their AI tool. What does that mean? So YouTube shorts are the short videos, they're not the long videos. So now what you can do and YouTube release this right within a short the video. You can pick a moment and then you can write a prompt like you would on any other AI tool for what happens next. And then AI spits out a whole new ending. You basically can remix the YouTube short and have it, the video completely change to what you want it to be. And this is what I really don't want with AI. I don't want to like go back, oh, I didn't like the ending to Batman. Let me do this. And I get a new watch, a new ending of Batman. This is ridiculous. I'm not on board this. Whatever. Speaking of all that, so Sora 2, you know, came out from Chat GPT OpenAI OpenAI you know, Power Shout GPT. And they released Sora 2. Sora 2 is the app and the tool that you can. The same way that you use chat GPT, you can go to Sora tool Sora2 and you could write a prompt and it will make you a 10 second video clip. And so it's been on invite, it's Been on an invite basis only, but now more and more people getting access to it. It's already number three on the app Store, the sort to app. So I had access to this thing and I've been messing around with it and it's the end of the world. It's basically the end of the world because it takes about one minute to make the most realistic real videos that you could possibly imagine. And it's. The app itself is kind of horrendous. No offense. Well, I am offending you. It is horrendous because what it does is it turns any video that you make. It goes into this like tick tock style scroller where you just keep scrolling up and seeing all these AI videos that have been created and it's just one slop of garbage. I mean, when I talk about brain rot, this is one step even worse than brain rot. It's like brain snot. I don't know what's going on. But this, I mean, it's wild. You have to play around with it. But I think it's horrendous on a good day. So let's talk about nonsense. What's going on? What is useless? Things that are going on. So what did I. What am I watching? The number one TV show on Netflix right now. I tried it. I can't watch it. It's the monster, the Ed Gein story about that serial killer dude. First of all, I can't handle anything scary. This is very, very, very disturbing. I made through one episode. That's it. If you like this thing, I don't know what that says about you. It's the number one show though, so what do I know? But it stars Charlie Hunnam. Now Charlie Hunnam, for those of you don't care, don't know. He was the star of Sons of Anarchy, which is my number one favorite show of all time, is about a motorcycle gang. If you've never watched it, you should go watch it. I thought Charlie Hunnam was going to be like Brad Pitt. I thought that this dude was going to be the biggest star in the world. I don't know what happened. He had some bad movies like King Arthur and a few other ones. Whatever. I like this dude, but he freaks me out in this. In the show. The monster, the Ed Gein story, whatever. And then I had a bail on that. So I was in there. My wife, I'm like, we got to watch something that is not going to freak me out. So, like, let's put on Love is Blind. So I started Love is Blind season nine. And it, of course, is tremendous. They did a great job casting, unlike the Golden Bachelor, who totally screwed it up. Love is Blind season nine is amazing. I also just watched the Hulu series this is wild. If you haven't seen it, about Amanda Knox on Hulu. It's an eight episode series that was executive produced by Amanda Knox. It's called the Twisted Tale Amanda Knox. You know, she's the one that got into that whole murder trial in Italy. And I have to tell you something. I knew nothing about this story. I. I didn't know that she was even found not guilty. I didn't know. I didn't remember anything. I just knew there was a man in Ox. There was Italy. I didn't know anything. This is the most wackadoo situation story. Sad, wild, whatever. I recommend watching this thing on Hulu. It was way better than I thought it was going to be. I was like, what is going on? So that's on Hulu. What else is going on? Guru Conference. We're like days away. This is wild. If you haven't gotten a seat, a virtual seat, what are you doing? It is free. It is virtual. I'm going to be there. That's not an incentive. Please go guru conference.com and leave this thing. Review of this podcast. Podcast doesn't stink. All right, you're awesome. Have a great week. Later. You did it. You made it to the end. But wait, the party is not over. Listen, I want to keep hanging out. Subscribe to this podcast and if it wasn't the worst podcast you've ever listened to, give it a five star review. Why not? But you know what? I want to do even more with you. Go to guru mediahub.com and we can partner there. You can find out about all of our free events, all of our stuff. And if you're epically bored, go to jeddelson.com and we could stay connected. You could find my newsletter and everything else I got going on. Thanks for being here and hope you subscribe.