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- [00:00]
A
Foreign.
- [00:08]
B
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]
A
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]
B
We are back with another Bathroom Break. I'm here with the best selling author, Jay Schwedelson. I'm excited to chat. But you know what's really funny that I've always been wondering about you and because I saw a post lately is like, you will go on a trip and you don't want to do a massage, but you'll go and like hang out with bees. Like, can you explain why you would go with bees and not do something relaxing on your time off?
- [01:07]
A
Yeah. So I was time off. I'm at this hotel right now and whenever I go to like on vacation, whatever, I always ask what are the weirdest experiences that the hotel has going on? Because I really don't feel. I hate massages. I think they're so overrated. I can't relax. And so like at this hotel they're like, we have a bee experience where we have a beehive dude. And. And you can go out there and learn about like bees and making honey. And so I put on like this hazmat suit. And the reason I did it is my wife. Anytime a bee is near me, like, or a wasp, I'm at dinner table, I freak out. And I start like trying to swat it. And she sits there still and she's like, you got, you got to be still. And I'm like, so I'll do this bee experience. Maybe I'll get over it. So I put on this hazmat suit and we were around 50,000 bees and it was wild. The wildest part was the dude I was with who was like the bee dude keeper, whatever his name is, he had nothing on, like, no gear, none. And he was just like in it. And all I kept saying to him was, you are wild. You're out of your mind. And he's like, I love this bee. This is my favorite bee and I love this bee. I'm like, dude, it blew my mind. So do you do anything like that?
- [02:18]
B
No. First of all, I'm allergic to bees. And second of all, I'm thinking as you were talking, I felt like my skin start crawling of bees all over. No, I don't. Ari is not very adventurous when it comes to adventure. We've done some adventure stuff. Like in Australia, we did like luge thing down a mountain, which was really cool. And then we did like a bungee thing. But we haven't done stuff like that for a while. Like bees. I would not be near bees.
- [02:48]
A
The first thing I asked the guy who helped us, I go, have you seen the movie Beekeeper with Jason Stratham? And he's like, no, that's it.
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B
I've seen that movie. It's.
- [02:59]
A
It's good. It's good. Yeah.
- [03:02]
B
Like every other movie he does, but yeah, it's great.
- [03:05]
A
Exactly. It's always a fair question.
- [03:07]
B
Well, talking about aggressive things you've been doing lately, because you talk about some aggressive marketing. I see you do some aggressive marketing where you, you double. I keep getting double emails from you every single day. So could you explain why you're doing that?
- [03:21]
A
Yeah. So there's an aggressive marketing tactic that everybody listening is going to be like, there's no way I could do that. I'm in a regulated industry or my brand wouldn't like that. But I am telling you, let's talk about email specifically. I am telling you, everybody out there should test doing two email sends in one day to your database promoting your offer. What do I mean by that? So, and I'll give you some stats to back it up. And we do this all the time with our clients. So let's say you have a webinar, right? And it's 24 hours until your webinar. In the morning, you send out an email to your database saying, you know, 24 hours until the webinar. And then at 4pm you send out another email to the database that says only 80 spots left. Or on the consumer side, you send out an email in the morning that says 24 hours left in our sale. And then at 5pm you send out an email that says almost sold out. When you do two email sends in the same day where one is getting urgency going and the other one is like super urgent, we actually see conversion rates and signup rates go up over 35%. You're like, well, that's too much. We're going to get opt outs, we're going to get whatever, who cares? You get a handful of opt outs, a 35% boost in conversions just by building up that urgency. So we're doing this a lot and it works incredibly well. The other thing we've also been testing is not just like a 9:00am send and like 3:00pm send, but a 9:00am send and a 7:00pm send. So $0.02 one day consumer, B2B nonprofit. It is crushing it. What is your take on, on that maneuver?
- [04:52]
B
I think it depends on like the tactic and I think like, if you're trying to get something to show up. I honestly think that I don't understand and I've been thinking about this a lot lately, like why events don't collect text message. Because I feel like when you're going to, especially in person, because when you're going to, you're at an event or going somewhere, it's hard to always check your email. So like sending a text and an email that this is happening, like 15 minutes till event, or you could like something like that. I think that when you're trying to get someone to show up, you have to create some sort of psychological urgency to do that. But also I think we talk about this all the time about email sends. I think that's really relevant to that person who wants to send. Like for me, I might forget that that event's ever happening and that extra bump is telling me. Or I didn't see the morning send, so I might see the evening send. But I do get the argument of people saying, this person will opt out of your list, blah, blah, blah, blah, blah, blah, blah, blah. But it's better to have like the right people at your event than people and get those people off the list.
- [06:00]
A
I totally agree with you. I think people get just so scared about removes and when they get removed, they're kind of nasty, right? Like, we sent out a boatload of emails for our event that we had two weeks ago. And some of the removes were like, aggressive. Like, you send out way too many emails, blah, blah, blah, blah. And I know at any organization, all of a sudden you're going to feel like, oh no, we are sending out too many emails. No, there's a small pocket of people who are too sensitive. And that's great, leave them over there. But for the lion share your database, you need to take a more aggressive posture. You think people care? They're not seeing your emails. They don't remember your emails at all. You know, I learned something actually. Last night I was out to dinner with our mutual friend Sean Holiday. Okay. And my book just released yesterday. And I've been putting this on social everywhere. I'VE been emailing at my database so hard saying, my book's coming out. My book's coming out, My book's coming out. And I thought every single person that is in my database was aware of this. How could they not be? Because I'm torturing my database. And so I had dinner last night, and we were talking about whatever. He goes, what do you got going on? I go, my book came out today. He was like, what? Really? And the dude follows everything I do. And he's like, I had no idea. And it was such a reinforcement for me to realize people are not paying attention to what you think they're paying attention to, and you just need to constantly be reiterating and saying it again and again and again.
- [07:31]
B
And it's also like, I think people underestimate the same message over and over. That's the problem. I think that you need to be able to say the same message over and over. It's when you do too many different messages is where you would get. Com. But, like, if you have something, you could say the same thing over and over. To get in someone's head that this is happening, you have to stay top of mind with these things. And people have so much going on through the day. Like, Jay goes to be, like, when he's doing B things, he's not thinking about your virtual event that's happening in two hours. He's thinking about, like, I'm trying to survive, like, this bee experience because I'm scared of bees. So I learned a long time that you got to get over your ego, that, like, people are not paying attention to you as much as you as a company, as a creator, as whatever. So put out as much content as you can that's relevant to your audience. If it's not relevant, then stop doing it.
- [08:27]
A
Yeah, I've lived by the credo, when in doubt, send them out. I also live by the credo of, when in doubt, opt them out. Because get rid of haters, but keep pushing. Because I don't care how conservative or boring your industry is. That's the way to do it. You know, back to the original thing. So do you do anything like. I mean, you grew up in. In. In Africa. We've talked about that. That's real. Daniel moved when he was 7. Are you doing anything in nature that's, like, weird? Like, now that you live in Florida, do you, like, go and, like, you know, smell iguanas on the weekend or something?
- [08:57]
B
No, not at all. I did go. The most adventurous thing is I was in Chicago, like, a week ago, and I took my son to the aquarium. And they, like. The aquarium is really cool, but they have, like, Amazon fish and stuff. And so that's, like, the extent I'm going near, like, big animals. And there was, like, sharks, and I'm not going in the. The wild to do thing. In South Africa, you go on, like, game drives where it's like, what do you call? Safari? And you go, like, right next to, like, lines, and. But that's like, you're with someone who's a professional, and it's not like you're staying in a tent in the middle of nowhere where there's a snake invite you, and I don't want that. So.
- [09:42]
A
So let me ask first, though, in your house, if there's like a. A cockroach that you see or a big wasp, and Ari's like, oh, my God, there's a cockroach wasp. Is she the killer of that, or did she call you in?
- [09:52]
B
No, she's a killer. I'm not coming there. I'm not going near it. I hate bugs. I'm not going.
- [09:56]
A
Do you call her to kill it?
- [09:57]
B
If one Ari could get in here, you get killing this. She's not scared of that stuff. She'll go. She'll come and kill. She's scared of. She's scared of. She's not scared of little things, but she's deathly afraid of cats. Like, deathly. Like, she will. Like, if I see. She sees a cat, she jumps in my arms like she would not be. Or runs like no cat did.
- [10:16]
A
You grew up in Africa, and you ask your wife to kill a bug in your house?
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B
Oh, yeah. I hate bugs. I hate them so much. I hate them. I like the craziest thing I've ever heard.
- [10:28]
A
Oh, my God.
- [10:29]
B
She's. She has no fear when it comes to bugs. I'm like. I get the feeling of when I see a bug, it starts crawling all over me, and I don't like that feeling.
- [10:38]
A
So, wow. Everybody leave a bug emoji. Do you kill the bug?
- [10:42]
B
That's the question. Do you kill the bug?
- [10:44]
A
You know, it's so funny. I usually don't. But then I came back from the bee experience, and my daughter, you know, my son with us. And then my daughter had. There was a bug near her, and she's like, dad, there's a wasp right here. And I felt so ready for this moment because I just got back from the bee thing, and I killed it in, like, one second. And I was like, I think it's
- [11:03]
B
a dick difference when you're protecting your, like.
- [11:06]
A
Yeah, that's true.
- [11:07]
B
If there's a bug near my son, I'm going for it. But if there's a bug in the room and nobody else is near, I'm not touching that bug.
- [11:15]
A
Wow. You're such a real, like, wow. You're really taking one for the team by yourself.
- [11:19]
B
But I'm not scared of, like, bigger, like, I'm not like, if, like, a iguana was near me, I'm not scared of it.
- [11:25]
A
So tough. You're like. You're like the Chuck Norris of South Florida, you. Well, another great episode of the Bathroom Break. Make sure to leave Daniel review and, I don't know, find other stuff with bees and we'll see at the next one. 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.
- [11:59]
B
Back from my bathroom break. This is Daniel. Go follow the Mark and 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.
- [12:21]
A
Later.