A (2:39)

It was terrible.

B (2:41)

So ordering disgusting fish is not a good idea.

A (2:45)

Right. Well, it's terrible. Wow. And saving it is never something I would ever recommend, but maybe saving this episode is worth saving a transition. What we want to talk about is some small nuances that actually are radical game changers right now in marketing performance that I'm sure everybody's sleeping on because I wasn't even aware of some of this stuff until recently. I'll drop one first and then we'll go forever. Listicles have been crushing it. Meaning the seven things you need to know about this, the five biggest fashion trends for this, the nine HR rules you need to know. And everyone's also saying listicles are so great because of AI, because AI loves picking up listicles. But there's a nuance now that is a little bit different of what AI is looking for to show up in the AI search results. And also it's working to get your emails opened and clicked on and consumed, whether you're a business or consumer marketer. And that is focusing on the absolute best. Meaning that instead of saying the seven whatevers or the nine whatevers, it's saying the top three, the number one or the best whatever. So the best solution for HR software, the number one option for billing, whatever, the top three fashion things you need to know, as long as it's top three, number one or the best, that is actually what's pulling exponentially higher on the AI platforms. And that's actually what's working better in email. So it's like listicle within a listicle. And so if you're just playing the old playbook with Listicles, you're actually not doing the thing that's actually working better than anything else right now from all the testing that we're doing.

B (4:18)

I'm going to add one about AI too. I had another one, but I'm going to add this one. One thing that I always was anti is when it comes to writing, is using AI to do a lot of the writing. Writing part of the writing. And the nuance I want to say is if you're writing an article or a deep article about a topic, what you should be actually doing is, is going on like Perplexity and Claude and chatgpt, looking at what is pulled into the resources and use those resources in your article so you become a source of what these AI models want to see is that you're helping curate the Internet for them. So if you write a good article and add this source, this source, this source, it actually is seen as okay. This is actually a valuable source. This person helped me curate A bunch of links and they came up with a new perspective and actually a great way to write. So don't, when you go into writing, use it as a resource too and find links that perplexity is pulling up. ChatGPT is pulling up, clause pulling up and put it in your article.

A (5:32)

So I love that one. And it literally is the smallest things that make a difference. And even if it's something that like you thought was a certain way, I'll give you an example. And then you had almost retested again. And one of those I'm seeing in my newsletter, my email newsletter. So my email newsletter, newsletters across the board forever. I used to even tell people, don't put the addition in your subject line. Don't be like the name of my newsletter, scoop. Don't be like scoop number 22. And then write your subject line because that was like a waste of real estate, it would perform terribly. And just focus on whatever the topic of your newsletter is all about. So what we've done though, in the last two months, we've been testing head to head, using addition, saying the addition like scoop number 12 and then the subject line versus just saying the subject line and the one where we put it in brackets. So we Write scoop number 12, we put it in brackets and then we put the subject line, the one where we're saying the addition with the brackets. The open rate is about 20% higher than the one that just has the straight up subject line. So that is a tactic I used to tell people to avoid like the plague. And now, now it's working incredibly well.

B (6:45)

I think that's a great one. I think I've tested in the past and I know people go back and forth on if that's actually a good tactic, but I like that it's actually working. And I think why it works is people want to go back to certain editions and they can reference certain editions. And then also, and also I think it, it works very well if you, if you have something that's very topical or relevant for that time. Because if it's, if it's something brand new every single time and it's newsworthy every single time, people want to know, okay, this is number three, this is the fourth tip. This is five and stuff. So I like that you're using it. And I'm going to test it on another newsletter because my newsletter is not going to be, I don't know how many editions.

A (7:31)

I've done like 4 billion editions. So wait a minute. I'm just curious about something so, like, do you normally, like, if you eat something at home and you're like, oh, that's gross, and you throw it out, do you now customarily, just because you did it once, do you take stuff out of the garbage on a regular basis now and put it in your refrigerator?

B (7:52)

I'll give you the reason. Ari's dad is an environmental lawyer and he's seen some crazy toxic stuff. And he is very also risk averse of a lot of things that go to. For example, I think three times a week, I get food recall texts, messages, or email from Ari's dad. For today, I got a cottage cheese recall and me and Ari did not eat cottage cheese, but I got an email that says, cottage cheese been recalled. So now I. So he is a freak when it comes to that. So when we told him, he said, save it so it could get tested by the lab. If you do have this, to see what bacteria it is.

A (8:37)

And that's hardcore.

B (8:38)

That's crazy. No, I've never saved it again because it was stinking up my fridge for a whole day. It was the worst idea I've ever had.

A (8:49)

All right, well, that didn't work out well. But either did this episode. Neither things worked out. But we appreciate you being here. Listen, give Daniel a. Follow the marking Millennials Follow. Do this, not that podcast and put Put stinky fish in your fridge. Do it. Why not? 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.

B (9:22)

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. A shout on LinkedIn and tell us what you want to hear. Peace out.