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- [00:00]
A
Foreign. Welcome to a new special series called the Bathroom break. That extra 10 minutes you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both. But that's your choice.
- [00:19]
B
This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwetelson from the do this, not that podcast and subjectline.com each episode in the series we are going to go over quick tips about different marketing top topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out.
- [00:39]
A
We are back with another episode of the Bathroom Break. I'm here with the fantastic host creator Jay Schwedelson. It's happening this week, so I had to bring it up. I mean it's like one time you would bring it up and I just want to talk to you about something because you have like a tension relationship with ChatGPT or like Claude, like how do you talk to ChatGPT? What is like your tone of voice?
- [01:12]
B
I'll tell you where this is coming from. So Daniel and I were texting last night because I was working on a very important infographic where I was trying to get ChatGPT to break down the Summer House, the show on Bravo, the Summer House relationships. I wanted to make an infographic about all the relationships between Ciara and Kyle and Amanda and Wes. That nerd. And ChatGPT was getting it wrong. I couldn't understand how Kyle was still married to Amanda, but Amanda was hooking up with west and it took me like 15 tries. So I was sending Daniel my screenshots of me yelling at ChatGPT and I was literally like, hey, hey, ass clown, you're not getting it right. This person's married to this person. Whatever, whatever, whatever. And I'm very, very, very rude to AI tools. Are you rude or are you worried that the robots are going to come beat?
- [02:03]
A
I catch myself sometimes. I really think that if a little thanks, even though it wastes some money on chatgpt side if the robots start attacking. And I said thank you, at least I have some thing to think.
- [02:17]
B
By the way, we're going to talk about webinar and different tactics for showing up. But let me tell you why you shouldn't say thank you. And Google came out. Sergey Brin, one of the founders of Google, came out and said two things. One is he said, if you are mean to ChatGPT or whatever or Gemini, it doesn't help. What happens though is the reason people think it helps is when you yell at it. You say, hey, you suck AI. You need to do more of this. Everybody seems to put in an extra piece of instruction and then they get a better output. But it's not because they yelled at it, but it's because you gave that extra piece of instruction. So yelling at it doesn't help, but it gets. Makes me feel good. But I did read that when you say thank you to then takes more compute, whatever the hell that means, for it to process the fact that you thanked it. And apparently that's like using up more of the environment and more of this crap. So you're actually not supposed to thank AI because it eats up more compute.
- [03:09]
A
Yeah, I saw that article too. And I also think that if robots come attack and I was polite, then I might be the first one to be attacked.
- [03:20]
B
Oh, I'll be clipping robot toenails for a living. 100%.
- [03:23]
A
I believe that.
- [03:25]
B
All right, let's get into it. So a lot of people out there use webinars and different types of small live events or big live events, whatever, virtual and all this stuff to. To fill up their, their pipeline. They're all this stuff. But everyone does little things for webinars.
- [03:39]
A
Wrong.
- [03:39]
B
They think that webinars don't work and all the things. So, Daniel, I got a million little tips, but what do you got to get people to get engaged to want to show up all the stuff.
- [03:49]
A
One of the biggest mistakes people make, and I don't know if you agree on this, is they give everything away in the title or the description. Like, they don't leave any excitement for coming. They say, like, you're going to learn. This is everything you're going to learn. The title tells you exactly what it is, and they give most of it away. I feel like you need to write your headlines like a subject line, like something that is curiosity driven and it needs to signal who it's for. But people like, say, like the exact details of every little thing that's happening in this webinar. And I think you need to leave things up for interpretation and let people come and see it. And I think that's one of the biggest mistakes that I see in. I'm like, first of all, this is way too long over title. And second of all, this sounds really boring. Or third of all, this is not driving any curiosity or piquing my interest or insightful to me.
- [04:41]
B
Yeah, I completely agree. And nobody actually cares about who the speakers are. You know, those two little circles with people's heads in it of random titles. Nobody cares who they are, not even their moms. What you really want to do is lead with what the content is and little things. For example, if your content title includes a number right the 12 quick tips to blah blah blah. The seven must knows that we're going to rip through, right? If it has a number registration rates go up massively. And if it has an industry or the actual audience that you're talking about, you know the seven things people in the retail sector need to know. The seven things direct to consumer marketers need to know when it has an industry or the the segment that you're marketing to. Again, it's it we see registration rates go through the roof because the more somebody could see and be like this is for me and not for everybody else. That's what's key. You can't just title it the future of Retail Blah blah blah. That is boring as wallpaper. That is garbage.
- [05:41]
A
I see this also like in like bigger events where they come up with like what would happening in the speaker lineup of every event has like this fluffy chatgpt written title. And I'm like could you just give me what this event is for so I know what I'm going to get, what I'm going to take away. I'm going to get and it's and don't give away and make it sound boring. Like make it sound interesting. Make peak pique my interest. Another thing I know you can't. I feel like people under remind people about their webinar. I know yes, this is a tip that you say all the time but when you have something going on you need to like send like a day before nobody's gonna remember. Like nobody's gonna remember. It needs to be like within like the hour of and within the minutes of this happening. Like people are not gonna remember. And the second point I want to also make is the other thing that I do really believe is like setting a serialized date for your for your web like the same time every month that and do it repeating once a month or every quarter. So people get used to like at 12 o' clock on the 30th of every month this brand does this type of webinar that talks about X, Y and Z. I think people don't do that enough. They just say oh I want one on the second and the fifth at two at one at this. You need to set up a repeat way and a serialized way to people know it's like a show instead of a just this one off thing you're doing.
- [07:17]
B
Yeah. And I want to double down on what you just said about reminding people. Be like, oh, we're annoying people. We're sending out too much email. That is garbage. First of all, somebody signed up for your webinar. They signed up. So what we have found is two emails the day of one four hours out of the webinar and one within the hour of it occurring. And that may seem like a lot to send two emails, but the show up rate is everything. People that show up live to webinar go to pipeline 400% higher than those that don't show up live. Nobody watches on demand. They, they sign up to get the thing, but they don't watch it. That's one of the reasons, by the way, Live only has exploded in the last year. The number of brands and the number of marketers that are putting on live only versions of their webinars has exponentially increased because everybody now sees there's really no value in people watching on demand. So getting them to do live is, is critical. Getting to show up live. And if you've not tested live only, number one, you should. Number two, you have to promote it heavily as live only. And yeah, you'll upset some people, but who cares? You're going to get more opportunities, more business, more pipeline. Live only is the future even you see, even on Netflix, they're investing more and more stuff on live events. There's a reason for that because that is what's working. Yeah.
- [08:30]
A
If you can't, if you don't want to do only Live only make something in the event that's actually interesting. Live only like, like you can only ask Q A Q A you, if you come, you're gonna get like, like the actual slides. If you don't, you can't like like something that's live that they can get for being there or because otherwise they just will wait till the recording comes out and nobody, and they probably won't even watch the recording, to be honest. Like, how many recordings have you watched has been seen after?
- [09:04]
B
No. And then the other thing you could promote is the fact that the on if you don't want to do live only because you're scared, say the on demand for 30 days. And if you say that to people, it freaks them out. Like, oh, well, I need this now. Right. So if you say on demand will not be available for 30 days, you need to give people a reason to show up. Whether it's, we're going to do a beta release for only live attendees Q and A for only live attendees or just do live only. This is the future of where we're headed. Because let me ask you a question.
- [09:32]
A
Where, where do you put that? Like, do you put it on the landing page? You put it on everywhere. Okay.
- [09:38]
B
I just want everywhere we're going to go, you know, we need you there live in big brackets, you know, on demand won't be available for 30 days after. So be there. And we're very aggressive about it. And it. Listen, you need to have a little bit of thick skin. We can't be marketing to everybody always, at all times. Meaning, like, everybody can't always be happy. If everyone's happy and has total availability of every piece of content that you have, I actually think you're doing something wrong. Right. You have to make it feel exclusive, selective, or else who the hell wants to show up?
- [10:09]
A
Yeah, I, I, I. That's why we would talk about this all the time. Like, I get happy when, like, I see someone unsubscribe or someone leave the list or someone write something. Because if I know that maybe that person was not the person for this content and I want to have a specific type of person read my content, and maybe that person isn't that person.
- [10:29]
B
So I was on Reddit, I was on Reddit yesterday. I was reading something about I don't even know what, and the person commented, oh, they posted something about me talking about something to do with events and marketing. And then this person commented, goes, I almost never agree with Jay. Most of his ideas are terrible or whatever. And I just went on to the comment. I go, I totally agree with you. That guy Jay is terrible. I, I think he's the worst. From my own account. And it's clearly, I love, I love
- [10:57]
A
like a reverse troll back. Oh, yeah, you're right. I am terrible.
- [11:02]
B
I suck.
- [11:03]
A
Yeah, I'm the worst. Like, it's the best. That's so true. Could you tell me for people who don't know what's happening on a fantastic.
- [11:15]
B
Oh, that's nice of you. Yeah. No. So this Thursday and Friday, Eventastic is giant, free virtual event, the world's largest event about events. It's going to be crazy. It's two days. Who cares about the actual learning about all this stuff related to events and webinars and all this stuff. We're doing a Taylor Swift dance contest. We got a live cannonball guy. We have DJ dance parties. We're doing the mouth guard game. We're going to wear mouth guards and do a full session wearing mouth guards. I mean, it's not going to be normal.
- [11:42]
A
I feel like, have you seen those videos of like, when people, like that's how you, like, learn how to speak properly is like have a pencil in your mouth or something.
- [11:50]
B
So maybe mouth guards, like literally like the half size of your face. And we have a panel, they're gonna be talking about event related stuff, wearing the mouth guards.
- [11:58]
A
I do not want to know what goes on Jay's brain because he puts like the weirdest thing, like who does a live cannonball on there? Giant mouth guards and stuff.
- [12:06]
B
We had a call with the guy yesterday setting up for the cannonball thing and I was like, could we put a target out there? And like, you have to land on it and if you land on it, like, like then maybe we'll make a donation to charity or whatever. But I go, if you don't land on it, then, like, I don't want you to like, die. So it's like, I don't want to die either.
- [12:26]
A
Like, that would be the worst thing to happen at a live event.
- [12:32]
B
I get sued I don't even know about by people I like trauma and stress from watching it. Well, this is amazing. Listen, everybody go leave Daniel. You know, somebody's gonna leave Daniel a comment on Spotify and say, daniel, you're cool. Then we'll know everybody's listening because you are cool. Daniel.
- [12:48]
A
I, I, I. We appreciate the, the fun, funny comments on podcasts and yes, we want toilet emojis everywhere.
- [12:57]
B
Later. Later, Daniel. Come on, man, I gotta get back to work. Get out of there. All right, while he's still in there. This is Jay. 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. Oh, here's Daniel. He's finally out.
- [13:16]
A
Back from my bathroom break. This is Daniel. Go follow the Market Millennials podcast, but also tune into this series. It's once a week, the Bathroom Break. We talk about marketing tips that we just spew out. And it could be anything from email, subject line to any marketing tips in the world. We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out.
- [13:38]
B
Later.