Ep. 276 - Ask Us ANYTHING❓ULTIMATE Content Formats = MASSIVE Engagement!➕ Delulu? Yassify? Keeping Receipts?

0:08Welcome to Do This Not That, the podcast for marketers. You'll walk away from each episode with actionable tips you can test immediately. You'll hear from the best minds in marketing who will share tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos that is our everyday. I'm Jay Schwetelson. Let's do this, not that.

0:40What is going on? We are back for Ask Us Anything from the Do This, Not That podcast presented by Marigold. This is our short episode where we tackle a work question and we also tackle a ridiculous question and they all come from you. And if you want to submit a question, that would be amazing. All you got to do is go to jschwedelson.com. There's a button that says podcast. Another one that says, ask us anything. And we love getting your questions. So let's jump into it. We got a question in from Dave from Colorado. This is the word question first, Colorado, by the way, you guys are getting a ton of snow.

1:14I am not going to tell you it's 85 degrees where I am in South Florida, because that would be rude. So I'm definitely not going to do that. Dave, what do you got? Oh, Dave's got two questions. So let's do the first question. Oh, we're going to give him two questions. Let's do it. All right, Dave, what is your first questions. Jay, are there any new content formats to test? Our marketing has gotten kind of stale. Okay, let's talk about the business side first, then we'll get to consumer. The hottest business to business content format in the last six months is something called Ultimate Guides. This is very different than just a content guide that you might make available to download on your website, you need to call it ultimate, ultimate guides.

2:00So we did a lot of testing on this. And we found that if you take the same content, and one is titled as the ultimate guide, another version of it is just titled as a regular guide. The one that's titled as the ultimate guide had a 25 % higher download rate, right? Like what sounds good to you, right? The ultimate guide to digital transformation in healthcare or the guide to digital transformation in healthcare or the ultimate guide to AI and B2B marketing or AI and B2B marketing guide. When you actually call it the ultimate guide to us, to all of us, it gets us going like, oh my goodness, this is it.

2:38This is what I need to download. So if you've not tested the ultimate guide, I would try that if you're a business to business marketer. And on the consumer side, the absolute no-brainer that i don't think enough consumer marketers do are insider lists it's ridiculous insider lists where you allow people to sign up for free to get alerts on new products limited edition products um and it is it has become a critical marketing tactic if you look at for example adidas has adidas confirmed aloe skims sephora they all do it and it's not just about getting your latest product sold, whatever that is.

3:15But these people are your raging super fans and they're also your megaphone. So when you have this insider list, they feel special. They're on it. It's free to get on. Right. And then when you drop something, you email something to those people, they actually turn around, they put it on social, they amplify your message. So on the consumer side, it's having these special insider lists that people could sign up for. No brainer. All right, Dave, you're getting us with a second question. Jay, if you had zero followers on LinkedIn or whatever social platform and you wanted to grow and you literally had nobody following you, how would you go about growing from zero?

3:54That is a good question. And if I had nobody, I would do what I call or what is called building in public. I think that this is probably the best content format if you want to grow your following incredibly fast, have a loyal following, and you don't need anybody to be following you to do that. So what does that mean? When you build in public, let's say you do this on LinkedIn, you're openly sharing the process of building whatever it is, your business, your product, your project, maybe it's building your social media following, and you are sharing in posts, daily posts, maybe a couple times a week posts, how it's going.

4:38Okay, I have zero followers. I posted this kind of content. It got this engagement. It did well. It didn't do well. I got six followers from doing this. You're literally building in public and you're sharing the good, the bad, and the ugly. And people love this. They feel like they're following a story. They feel like they're in it with you. They become very, very loyal to you. As a matter of fact, LinkedIn themselves shared information on this idea of like vulnerability posts because that's what really building in public is. And they said vulnerability content posts on LinkedIn get 10 times more reach than regular posts.

5:12So building in public is how I would go about getting from zero followers to a lot of followers. As a matter of fact, I am strongly considering building in public for what I'm going to be doing on YouTube. I'm working on a whole plan to start a YouTube page and to grow it massively. I have no idea what I'm doing, but I think it would be helpful that if I build in public and I share posts on LinkedIn or wherever about starting from zero, what I'm doing, what I'm testing, what's working, what's not working with my focus on trying to build a presence on YouTube, I think there's some value there for people and it will allow people to actually follow my YouTube page.

5:51So building in public is how I would go about going from zero to a lot. All right, before we get to the ridiculous question, I want to let you know this podcast is presented by Marigold. Now, I always tell you about Marigold being the absolute best email sending platform, and it is, but they just released the absolute best piece of content that they release all year long. It is their Consumer Trends Index Report. It just came out. You can get this thing. It is ungated, and it is free. All you got to do is go to meetmarigold.com slash CTI. That stands for Consumer Trends Index. Meetmarigold.com slash CTI.

6:31This thing is bonkers, okay? They surveyed over 21 ,000 people, asked them all this different stuff about why they're loyal to brands. The most minutiae type questions that can radically change what you're doing with your marketing, I can't strongly emphasize enough that you should check this thing out. Meetmarigold.com slash CTI. It is ungated. It is free. All right. We got a question in on the ridiculous side from Steffi from New Orleans. What up? Are you on Bourbon Street right now, Steffi? What's your question? Jay, do you know any of these slang terms and do you use them in your regular day?

7:08Oh, no. I am so bad with this. This is about to be super embarrassing. All right. Here we go. All right. There's a bunch of these terms. Do I know any of them. Probably not. All right. Yassify. Did I say that right? Yassify. I have absolutely no idea what that means. Okay. Here's the definition they gave me. Yassify to apply multiple beauty filters to a photo resulting in the exaggerated glamorous appearance. Absolutely not. I've never heard that word before and I definitely don't want to use it in my everyday. That actually sounds embarrassing to use. All right. Receipts. Oh, I like receipts.

7:43I don't use it, but I want to use it. I like the word receipts. I think this is good. Like, like you keep receipts on somebody. If they said something that's a rude to you or they talked about you or whatever. And then like six months later, you call them out for it. And you're like, yeah, I kept receipts on you, dude, because you said X, Y, and Z. But really, I don't even really do that in my real life. I'm a big fan of not fighting with history. I think this is, by the way, advice for anybody. When you get into a fight with anybody, a friend, maybe your significant other, whatever, I think the worst thing that you can do, I know this is so off topic, is to fight with history.

8:19What I mean is don't bring up something from a year ago or six months ago that happened. Because when you fight with history, then everything is back on the table and you're refighting all these old things. So I'm a big fan of whatever the argument is that you're in, only fighting related to that topic in that moment because you can get through it a lot faster. If you fight with history, I think that you go down a rabbit hole and it's very, very hard to get out of it. Wow. That was a side tangent. All right. What are the other questions? Other, other words. All right. Jay, what about aura points?

8:52Um, I definitely don't use that. I know what it is. Cause my teenage kids would be like, Oh yeah, you think you have aura or something like that? That's like when someone says that you have like a coolness factor or something based on like how you're acting. I have no aura. My aura right now is still getting over having the flu and I feel disgusting. That's my aura. Um, all right. Another one, main character energy. No, I don't have main character energy. I don't use that in my every day. If I did, someone should beat me up. I would never say that. Oh, and this last one, I hear this all the time, but I don't use it.

9:27Um, uh, Delulu. So that means like you're delusional. I want to say that. I want to say to somebody, you're Delulu because I feel like that would be funny, but I just can't get it out in a normal sentence. So if you ever see me or you want to message me, Hey Jay, you're Delulu. I will be very excited about that because no one's actually ever said it to me, but I'm sure they're thinking of it. So I will try to say Delulu. Wow. We covered a lot of weird stuff today. I have no idea what we just talked about, but I do know this. We've opened up our registration for eventastic and we have limited spots.

10:01It is free. It is virtual. It is the world's largest event about events. If you put on webinars, in-person events, small workshops, giant events, if you go to events, if you want to learn about public speaking, all of it, it's going to be bonkers. Andy Cohen from Bravo is going to be speaking there. We have wild speakers. It is free as virtual. We have limited spots. Eventastic.com, that's the word event and then astic. So it's one T in the middle. What a ridiculous thing. Eventastic.com. Check it out. Thanks for being here. Later. You did it. You made it to the end. Nice. But the party's not over.

10:38Subscribe 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 five-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