Ep. 298- FAIL! Most Marketers MISS THIS ONE! Content IS NOT KING!👑Friends? Seinfeld?🤦‍♂️| 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.

0:39We are back for Do This, Not That podcast presented by Marigold. And today we're talking about the thing that you should be testing that you're not. Everybody's always out there testing. Oh, what's my subject line? I should test it. I should test the time of day. I should test my social media format creative. I should test this. I should test my website. No, the thing you need to test is what you are calling your content, what you are calling your sale, the actual title. People get it backwards. They say content is king. Content is not king. The title of your content is king. The title of your offer is king.

1:18People do not try your product. People do not try your webinar. People do not try your new e-book. People do not try your sale. They try what it is called. And yet what do we do? We are not testing the name of those things. We're not doing an A-B test on the name of the thing that we're trying to promote. what's happening is oh oh there's new ebook we got to get this thing downloaded we got it handed over from whoever created the ebook we got to promote it it's called this and you just accept that it's called that or you come up with a title for your webinar and you just call it that you're not a b testing the title of that webinar or you have a new sale right it's your new spring cleaning sale and you make a title of the sale and you roll with it but you're not actually testing a b to see what's going to work.

2:07And you think that, oh, well, this content's really great. We know this offer's really great. Who cares? Nobody's going to see your content. Nobody knows what that webinar is about because they're not going to register for it. So we need to be testing the names of our podcast, the name of our webinar, the name of our consumer sale, the name of our blog, the name of our checklist, the name of our ebook. It's the name. People don't give your content a try. They try what your content is called. And this is the case for all things. Let's talk about the show Friends. Okay. We all love the show Friends.

2:42But did you realize that when Friends originally aired, it wasn't called Friends. It was called Friends Like Us. That name stinks. And you know what? They bailed on it from testing and they switched it over to Friends. How about Seinfeld? Oh my God. Seinfeld, greatest show of all time. It didn't get released as Seinfeld. It got released as the Seinfeld Chronicles. And from all of their testing, they realized that was garbage because it wasn't doing as well as it could. And they changed it to Seinfeld. How about this show? I wonder if you ever watched this show. This show got aired as Good Morning, Miss Bliss.

3:14You're like, I've never seen the show Good Morning, Miss Bliss, because it's the worst name of all time. You wouldn't check that show out. But through their testing, they changed the name of that show to Saved by the Bell. Way better. Okay. And when people say they don't judge books by their cover, It's just not true. There's this stat by one poll, which is big in the book industry, and it says, surveys reveal that 57 % of readers purchase books based solely on their covers, and while 80 % of them avoid books due to poor cover design. People judge books by their cover. People are judging your webinar.

3:51Should I register by the title? They're judging the content that you're promoting by the title, and yet what do we do? We come up with one name, and we roll with it. They were like, all right, that's not bad. Listen, I got these test emails from PacSun this past week. Same offer, same offer. But I know that they're testing. Why? Because it was about$30 off on spending$100, all right? And one was branded as$30 off$100, the spring stock up. Exact same offer I get,$30 off long weekend savings. Because they have a clue. They know, okay, let's see which one does well. And then we're going to double down on the one that does well.

4:29Same thing from Ray-Ban this week. They had a 25 % off sale and they did an A-B test. Should it be this season's must-haves versus timeless styles? They went to the same offer page. If you're not testing the name of your offer, the name of your content, the name of your blog, you're missing out on the most important element because it's the door that's opening. If you don't get that door open, who cares what's inside? Listen, your content, your offer, your sale, your thing, it's not your dog. Okay? You can change the name of it. It doesn't matter. What matters is getting people engaged. And that's, it drives me crazy that we're not testing this critical element.

5:13All right. So before we get to since you didn't ask, I want you to know this podcast is exclusively presented by Marigold. That is my email sending platform. Marigold is very cool. I use it all the time. We're pumping out a ton of emails, business, consumer, whether you're a small, medium, or large company, they have loyalty programs, retention programs. I'm telling you, you've got to at least check them out. I know you don't like your platform. 99 % of the people I talk to are like, oh, I hate my platform. I don't. I like my platform. You need to check them out at meetmarigold.com. I am telling you, I've been using them for years.

5:47meetmarigold.com, awesome platform. All right, let's get to since you didn't ask. Oh, I just had a whole situation that blew up sideways in my friend group. I don't know if anybody else deals with this. So I have my friend group that we all text, right? All my buddies are on this one text chain. We're always texting, whatever. And then there's a second text chain where there's two people that we don't have on the text chain that we kind of leave off. Okay. I even have a third situation where I text each person individually too. And I'm not a big texter, but we have these two primary text chains one with everybody and one where two people are left off and the reason we have two people left off is the two people left off are super annoying i mean they just are thankfully nobody listens to my podcast among my friend group they always make fun of me about even having one so i know they're not gonna hear this i really don't care if they hear so anyway um uh we were all texting about whatever and then off to the side uh on the other text chain we're making fun of the two guys that aren't aren't on the text chain really making fun of one of the guys really really bad like shredding him and then by accident one of my idiot friends text to the main text chain that has everybody on it shredding the dude saying oh he's such a he's the worst i can't stand when he does this i just can't take it anymore whatever and it went to him it went to the full chain and the guy's like what is this what what what is going on and then it blew up and we had to come clean we go there's another text chain we're sorry whatever and it it not good crickets total crickets and the dude's like that's messed up that's not cool i thought we were boys and you know what in fairness to him i think that that's accurate if it happened to me i'd be like screw off what are you with another text chain my problem is i need to label my text change i need to like write in there like this is the one you use and this is the one you don't use or something because it's not good.

7:48And then I'll tell you one other thing that I don't think is right. And I don't know, I'm not a big texter or whatever, but I texted one of my buddies one-on-one something really rude about somebody else. And then he took a screenshot of it and like he held onto it, apparently. And two months later, out of nowhere in the main text chain, he drops a screenshot of the rude thing I said. He thought it was funny that I said it, but it's like, dude, you don't, You don't do that. You don't screenshot and then drop it into all the, what are we doing? Aren't there rules? Are there rules that we shouldn't be doing these things?

8:23Anyway, it all blew up. I don't care. I don't want to text anybody. Everyone leave me alone. Who cares? Listen, guru conference registration is open. Our giant free virtual email marketing event. Last year was pretty out of control. We had Sarah Jessica Parker. We had Joey Chestnut eating spam. And I was like, we had 24 ,000 people. I'm like, There's no way we could beat this. It's virtual and it's free at guru comments.com. But then here we are. I can't, we haven't released everything we're doing. It's going to be completely out of control. We've planned the weirdest, craziest stuff. So I hope you're there.

8:57We have limited virtual seats because after we buy a certain number of virtual seats and then that's it, they're gone. So I hope you can check it out at guru conference.com. It's going to be bonkers. And yeah, don't screw up on your text chain 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, Guruevents.com.

9:44Check it out.