Ep. 282 – WRONG! 5 Tactics That DON'T WORK Anymore ➕ Stop LYING 💉 Just Admit You Got Work Done! Jay’s SCOOP

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.

0:40We are back for Do This, Not That presented by Marigold. And I want to talk about five marketing tactics that everybody thinks still work, but they don't. They stink. And what happens is marketers like, oh, I've been doing this for a while. It's working. I'm going to do it forever. So I want to share some business and consumer tactics for social media, for email, for all sorts of stuff that just don't work anymore and we have to stop doing them. And that's the thing about marketing. Stuff is always changing. And if you're just relying on what worked in the past, you are going to fail. All right, so let's jump into it.

1:13First off, on Instagram, here's what doesn't work anymore. These carousel tips. If you're putting together these multi-page carousels on Instagram and they have tips, maybe they're health tips or you're a consumer brand or you're a business to business brand and there's some other kind of tips and you think people are just going to swipe through them and that's going to get a lot of circulation on Instagram? It doesn't. The algorithm doesn't care about this form of carousel tips anymore. We've actually seen a 40 % drop in engagement in the last six months. Instagram wants reels. They want videos.

1:46They don't want your boring tips that you could swipe through. So no more of that. Now, the other thing is for business marketers, I know what you're doing on your forms. I know you are trying to get people to only give their corporate email address. Stop it. Stop the nonsense with the corporate email address. What do I mean? You go to a form, they have some kind of piece of content that you're supposed to download. And when you go to download it, you go to put in your Gmail address and they go, no, no, no, no. You have to put in your work email address so you can't have it. That is garbage for a couple of reasons.

2:20First of all, we analyzed 500 websites over the last 12 months. And what we found was that over the last 12 months, 20 % less, there's 20 % less being required in terms of people requiring business domains that you're allowed to actually put in any email address that you want. Why is this dropping so much? A few reasons. Number one, stop telling people what to do. The world that we're in is that people want to be in control. We want to be in control. We want to give you the address that we want to give you. Okay. If they want to give you a throwaway address, so be it. But the other thing is there's more value in the address that the person decides to give you.

2:55If they give you their consumer address on a business website, number one, you can use that for social retargeting. The match rate is so much better using a consumer-based address on social media platforms like LinkedIn because LinkedIn is all based on personal email address. So you can't even use that corporate email address effectively if you want to retarget people on LinkedIn. So getting the consumer address has more value. But also people change their address a lot, their business address. They don't change their personal address that much. And the other interesting thing that we saw is that C-level executives actually like using their personal address more than their corporate address when they download content and information.

3:36So if you're still holding on to, yeah, but we must have it because of our form and our CMS and our CRM and all this other nonsense garbage. let people give you the address that they want to give you. Okay, what other stuff is not working anymore? First name personalization in the email subject line. If you still think that the best tactic to get people to open up your email is to write J comma whatever, you're living in 1995. That's not what works anymore. As a matter of fact, get response share data recently that said for the first time ever, putting first name in the subject line as a form of personalization actually depresses open rates.

4:18It actually drops open rates. It's no longer a slight positive that maybe you get a little bit more engagement by using a first name personalization. It's actually bringing it down. And that's a tactic that's a relic from the past. That is not where it's at. Look, when you get an email and you see your first name in the subject line. Are you impressed? Are you like, wow, they're crushing with their personalization. They really know what they're doing. No, everybody does it. It feels like garbage now. So be done with that. Okay. Another tactic is basically cold email in general. If you're using one of these cold outreach email tools, okay, and you're uploading these databases or you're buying some lists or some garbage like that, and this is your go-to-market strategy, this is how you're going to build your business, that is trash.

5:06You're ruining your brand. You're ruining your reputation. The leads that you get from that are complete garbage. Okay. Cold email as your total strategy is a fail and it's a relic from the past. And the only thing that's even worse than that in the cold email category, I cannot believe people still do the R E colon as a fake subject line, the R E colon. And then they say, blah, blah, blah. And they get you to open it. tricking people to open up an email is not going to be a way to grow your business. Stop it. Okay. Okay. The other thing is really not something that you shouldn't do, but it's actually something that you should do that.

5:42I think people are confused about posting on social media is really important, right? It's important for your brand. It's important for your personal brand, because this is how you're going to grow your network. You're going to grow awareness of your products, your services, whatever. And there's this, uh, belief that you can't post twice on a, on an account, a corporate or a personal account on any of the platforms, Instagram, LinkedIn, whatever, that you can't post twice in one day. That's not true. We've been doing a ton of testing around this. And we found that you absolutely can post twice in a day.

6:11You can even post three times in a day as long as the content is really strong. The only reason you don't do well when you post multiple times a day is if your content is not strong. If you have good content, you absolutely should be posting twice a day. The secret sauce thing is three hours. You need at least three hours in between posts. If you wait three hours in between posts and you have good content, you will see it perform really, really well on LinkedIn, on Instagram, on Facebook, on TikTok, on wherever. So don't think you can't post twice a day because that is something that's just not true.

6:45All right. Before we get into since you didn't ask, which is the most ridiculous portion of any podcast that exists on earth, I want to let you know this podcast is exclusively presented by Marigold. Now, Marigold is my email sending platform. They are very awesome and you should be using them. But putting that aside for a second, okay, they have a piece of content that they just released that I cannot wait for every year when it comes out and just came out. It is their 2025 Consumer Trends Index. Marigold surveyed 21 ,700 people. That's a lot of people about what they feel about loyalty, about how they want to engage with brands.

7:23They have like a zillion questions and they're putting this content out there for free, ungated for you to get access to it. All you got to do is go to meetmarigold.com slash CTI to get access to the 2025 Consumer Trends Index. I'm telling you, this thing has a lot of value and it's free, it's ungated. That's at meetmarigold.com slash CTI. I learned so much from this thing. All right, let's get into since you didn't ask. Wow, I'm about to ruin a relationship with some people I know. So we're out to dinner. I mean, my wife the other night with this couple. And thankfully at dinner, I was talking and they came up.

8:00Do you listen to podcasts? They both said, no, they don't listen to podcasts. I'm pretty sure they're never going to hear this, but that's not the important thing. So we're out to dinner with this couple. I haven't seen them in a few months. Okay. And we see them and we show up to the restaurant. and all of a sudden I see the husband, the guy, he like lost a lot of weight. Okay. He looked great. And the wife, the girl, she had new teeth. She had new teeth. Okay. So we sit down at dinner and I haven't seen them in months. And I say to them, I go, you guys look great. What have you been up to? Why do you guys look so great?

8:33Cause I wanted them to tell me what, what was going on. Okay. And, um, and my wife gives me a stare like, you can't ask that. I'm like why not what's going on it's clear there's something going on here whatever and so they just said back to me the husband says back to me you know we've just been really active that's it that's all this is driving me bonkers okay a couple things first off I think everyone needs to be very upfront listen I'll be upfront I get Botox all right look I do my wife happens to be a dermatologist but I'm not I don't care I I've got wrinkles on my forehead she gets rid of wrinkles my forehead who cares by the way I probably should be on Ozempic I need to lose some weight.

9:12I'm okay with that. And if I was on it, I would tell you this dude definitely is on one of those things. Ozempic, Wagovia, I don't even know, whatever, because I've known him forever. And there's this dude's been like me, kind of like, you got to lose a few pounds. What is wrong with being upfront and saying, yeah, I'm doing this. Like, I don't understand. And the woman with the new teeth, I mean, that's ridiculous. If you get new teeth, they look great. Okay. Why can't I be like, listen, I got my teeth done. What do you think? Because it's ridiculous. Yeah, you've been more active you're playing pickleball and that's why your teeth look better what the hell is going on it doesn't make any sense why can't we all just tell each other what we're doing what is the big deal what am i talking about i have no idea oh i get so upset because everyone just just come on what is go just stop it just stop i think it's a problem i can all the celebrities lie and then everybody else thinks that they have to lie also because all the celebrities like everyone just needs to tell each other what they're doing enough all right speaking about enough enough of this podcast uh i appreciate you being here you're awesome uh two things and one if you leave this thing a review i'll be very happy with you because you'll be my best friend so please that'll be awesome number two um you want to register for eventastic that is our large free virtual conference we have limited seats we are going to run out andy cohen from bravo speaking there.

10:35It's going to be bananas. It is free. It's virtual. It's the world's largest event about all things events, webinars, consumer events, business events, in-person events, everything. Eventastic.com. We're going to run out of virtual seats. Hope you make it there and you are awesome. 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 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 guruevents.com so you can hear from the world's top marketers like Damon John, Martha Stewart, and me.

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