50% Increase for Content or Product launch! + Coldplay 'Kiss Cam' Update!🤯Ask Us ANYTHING❓ | Ep. 381

0:01Welcome to Do This Not That, the podcast for marketers. Each episode is packed with quick tips. They're super short, and at the end, we have some fun. Let's jump into it, and thanks for being here. We are back for Ask Us Anything from the Do This, Not That podcast presented by Marigold. This is our short episode where all week long we get in questions. We get in work questions. We get in ridiculous questions. We try to tackle one of each, and if you want to submit one, you'd be extremely cool. You go to jschwedelson.com. There's a button that says podcast, another one that says Ask Us Anything, and that's how we do it.

0:35We need any and all wild questions. So let's jump into it first before we get to the ridiculous one, which I eyeballed and it actually is ridiculous. Let's do the work question first. We have a question from Daryl from Chicago. Hopefully you're eating a hot dog as we speak. What do you got, Daryl? Jay, every time we announce something new, a product being available, a webinar announcement, a new newsletter we want people to subscribe to, it's always a dud. But we send it to our database. We post on social. We even run paid ads. Internally, we're pumped. But externally, crickets. How do we launch something and get real interest fast?

1:16This is a great one because there's one tactic that my company does all the time. We do it all the time with my agency clients. It works really, really well. It's this idea of speed to registration, speed to purchase. I'm going to give you the tactic and the tips. It's really simple. but in general, what happens, you know, internally, we always care more than anybody else. We think, oh, we've been working so hard on this thing. When we tell everybody about it, they're going to, they're going to sign up. They're going to buy, they're going to subscribe. They're going to go to that webinar wrong.

1:45Nobody cares. Nobody cares about what you're doing. They care about themselves, their work life, their personal life, whatever. So this idea of only the first, okay, this applies to business to business marketing, nonprofit marketing, consumer marketing, this applies to every channel, email marketing, SMS, social, even pop-ups. Okay. So for example, if I sent you an email right now, it was about a new webinar that we are promoting. And the subject line said, only the first 200 to register get on-demand access. Would that get you to register faster? Or let's say I was trying to sell a product to you, a consumer product.

2:24and I wanted to get you on my new SMS text list. If I said first 100 to join our text list, get 20 % VIP only discount. Would that get you to join that text list faster? Of course it was. You wanna be thinking about incentivizing with speed. So the examples I'm gonna go through now, whether it is to increase your registrations, content downloads, subscriptions, actual products being sold, Every one of these tactics increases conversions by over 25 % and in many cases over 50%. This is a must try. Let's first go back to the one earlier where I said for a webinar, and then I'll go through the different other examples.

3:09For a webinar, if you say something like only the first 200 to register get on-demand access, everybody wants on-demand access. That's how we consume webinars right now. But what you're saying to yourself right now is, well, I want to give on-demand access to everybody. I don't want to just give it to the first 200, but this is what you do. Let's say your average webinar gets 50 people to register. You double that number. You triple that number. Okay. Nobody knows how many people register for your webinars. They don't. Okay. So let's say your average webinars get 50 people to register. If you send out your emails and this, and this has to be in the headline in your emails, not just the subject line.

3:45It has to be on the landing page. It should be on the pop-up on your websites. It should be on your social posts. So you say only the first 200 knowing internally you only get 50 normally, but only the first 200 to register, get on-demand access. People are going to hurry and they're going to register. And guess what? Because you normally get 50. Let's say you get double the amount because this tactic crushes it. Now you get a hundred. Still, everybody's getting the on-demand access because you said the first 200, right? You're gaming the system a little bit, but that's okay. That's called marketing.

4:14What about for sales calls? The first 20 to book a call, get a 20 % off discount. right? Get people to move fast. They move really, really fast when they're incentivized, knowing that they get something if they're in that first bucket. What about for in-person events? First hundred get backstage Q &A access. Maybe that's too many. Maybe you have some sort of a big speaker. Maybe you say the first, you know, hundred, we're going to pick five winners to get a special VIP photo with the speaker. And then you sell those first hundred tickets. What about for consumer products? The first hundred get free shipping for a year.

4:54Okay. Think about what you can do to incentivize speed. How about for newsletters? First 100 newsletter subscribers get 2026 planning toolkit early. You can't just say announcing and here it is and check it out because we worked really hard. Nobody cares that you worked really hard. okay they care about what's in it for them and if you incentivize speed it gets everybody going we do this all the time for our clients and also for like guru conference my big virtual email marketing event right so we just did this we said uh the other day we said the first thousand people to register today will be entered in to win one of 50 vip swag boxes we got a thousand registrants in under 30 minutes.

5:43So try to think about what could you do and your subject lines, your social posts, your landing pages. You must use the word. The first word has to be first, the first whatever. So they understand. All right, let's get into the totally ridiculous question. We got a question in from Sydney from Dallas. Oh no, here we go. Jay, what is your take on that whole viral Coldplay, viral kiss cam mess. Well, it actually was a mess, right? Everybody now knows it was all over the place. The CEO of that astronomer company and the chief people officer, they were caught kissing on camera. And it's actually amazing if you think about it.

6:25This country, this world, we can't agree on anything. We can't agree on politics. We can't even agree on what should be on a pizza. We can't agree on anything. But these two nerd tech execs, they get caught on camera. OK, and we are all like, oh, yeah, we are all in it. We all agree. And by the way, I agree. They deserve everything they're getting. They're horrendous. OK, they just screwed up their lives, their family lives, and they deserve all the heat. But the volume of what's going on is crazy. So I saw some data that blew my mind. so google analytics reported that the guy worked this company called astronomer his ceo his name is andy byron okay google analytics reported that astronomer ceo andy byron was the top trending search term okay on july 17th with over two million google searches in 24 hours that is wild two million google searches in 24 hours of his name amazing and then muckrack data came out and said that in that first 24 hours, there were over 22 ,000 news articles written about this.

7:3122 ,000 articles. Okay. But the one that kind of blew my mind, which is actually the saddest state of affairs was that there's betting going on. There's something called poly market, which is where people bet on stuff with real money. And there was over$250 ,000 that was traded on bets regarding whether or not this dude was going to lose being CEO of his company, astronomer. People are betting on that. What's wrong with us? And the brands that all jumped on board. I mean, brands were running ads. Brands were posting stuff. Tesla, Netflix, StubHub, Seattle Mariners, Aldi, Ikea, ESPN, the Philadelphia Phillies.

8:05I mean, the list goes on and on about how many brands jumped on board. My favorite one though, which was, I couldn't even believe it. There was a fast food place in Australia called Nando's in Australia. Shout Shout out to all my Australian people out there. And they ran a promotion tied into this, offering a free regular side of like fries or whatever with the purchase of any menu item on their app or on the website. And you had to use the code word Coldplay. What is going on? And then my favorite is how does the company handle it? They announced we're going to launch a formal investigation. Really?

8:41Good call. What are you investigating? The kiss cam? I mean, what is going on? I don't know. It really was an amazing thing. This is how we unite. We unite against stupidity. Anyway, speaking of stupidity, what did we just talk about? I appreciate you. Listen, if you follow the show, that would be amazing. I appreciate it. If you could leave it a review, it would be even more amazing. And I would really, speaking of Guru Conference, we got this thing. It is going to be amazing. It is free. It is virtual. We're working so hard on it. You got to check it out. The lineup that we're putting together is wild.

9:13It's at guruconference.com. you're awesome and later you did it you made it to the end nice but the party's not over subscribe to make sure you get the latest episode each week for more actionable tips and a little chaos from today's top marketers and hook us up with a 5 star review if this wasn't the worst podcast of all time lastly if you want access to the best virtual marketing events that are also 100 % free visit guru events.com so you can hear from the world's top marketers like Damon John, Martha Stewart, and me guru events.com. Check it out.