SPECIAL SERIES ==> “12 Minute Demo” Trick That Works 🤯 <== | BATHROOM Break #90 COLLAB: The Marketing Millennials + Do This, Not That

0:07Welcome to a new special series called The Bathroom Break. That extra 10 minutes, you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both, but that's your choice. This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwetelson, from the Do This Not That podcast and subjectline.com. Each episode in the series, we are going to go over quick tips about different marketing topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. We are back for the bathroom break.

0:42I'm here with Daniel Murray, the marketing millennial. I'm Jay Schwedelson from Do This, Not That. And Daniel, I got a question. You know, you are in baby land, right? You got your first kid. That's awesome. And I was just on flights recently with kids all around me. What is your take? Are you someone that's going to be flying with your newborn? Or are you waiting until they're like 12? i am gonna go on my first flight this month um and i'm extremely nervous for it because baby you have to pack 10x to go out the house for a baby now 10 like 10 more x to go on a flight but i i saw a parent do this thing where they make little goodie bags for the people around and say sorry this is my kid's first flight so i'm gonna do that yeah i'm gonna do that with like earplugs so i'm gonna like give it to like everybody around me with little goodie bags with like little chocolates and stuff so i'm gonna make like 10 bags are you yeah oh that's that's actually amazing and i i'm glad you're aware of how annoying it is i mean not to be whatever but when i get on a plane and there is either a baby behind me or near me i'm pissed is that bad does that make me a horrible person no that's why i'm a i'm self-aware that i'm extremely nervous that's why i'm also software that like that parent who has a screwy baby is probably like oh my goodness i what can i get off this flight right now like they probably by the way i'm gonna give you one tip i was this just happened in my fight i was sitting baby was in baby and mom's seat next to me the baby went to the bathroom okay how did i know that because because it became very obvious to me in what I was smelling.

2:29All right. And the mom waited way too long to deal with this situation. So I'm just telling you, deal with that. Oh, thank you. Thanks for the advice. I definitely want to just like, I need all the tips in the world. Like I'll deal with a booby diaper right when it comes. Well, it is the bathroom break. All right, let's get into it. We've wasted a lot of time just now. Listen, this time of year, end of January, start of February, there is something that you should be doing with your marketing, whether you're a business, consumer, or nonprofit, that is incredibly important, helps you in conversions.

3:03And if you don't do it, you're screwed. And what that is is nobody right now has time for anything, whether they realize it or not. They feel pressed for time. I'll give you the first example I'm talking about, and there's a million different ways you incorporate this into your marketing. Let's say you use webinars, okay, to drive demand or pipeline or whatever. You cannot just go with, oh, our webinars are normally 45 minutes. They're normally 60 minutes. Let's do that. Nobody on earth, whether they realize or not, wants to sign up for a webinar that's 45 minutes, 60 minutes. It's too much time.

3:37So what we actually see is webinars that are at 30 minutes do incredibly well. And if you really want to do something that's going to stand out, do a 22-minute webinar. Why is 22 minutes gold? if you've never tried it. Number one, it stands out. It's like, what? A 22-minute webinar? But the other thing is people put a 30-minute block on their calendar, and it actually gives them eight minutes to themselves. So this time of year, these shorter windows, a little bit of creativity with time does really, really well. So Daniel, how else do you think about that? Well, I think if you're going to, let's go into a B2B example, and you have a calendar booking system on your website, or you have a calendar booking system, stop reduce those times and also i think what i was going to say what you said is make sometimes when you're doing outreach or in your in your copy say hey this is a nine minute like a nine minute kickoff call or a 12 minute demo or um and put that on their calendar because specifics always stand out in marketing and 30 just seems like i'm going to waste more time but if you say a specific number it triggers something they bring that they're actually serious that they're going to do 12 minutes like when you say like 30 or 15 it just feels like a cop-out but if you say 22 12 it feels like you're actually seriously going to take that your time seriously so do it for your demo requests on your website do it for booking a demo on on on forms that's another place to add this.

5:11Yeah, and on the consumer side as well, it's the same thing. Again, nobody's walking around saying, I don't want to commit to this much time, but it's how they feel inside. That's how I feel. I feel overwhelmed because I was lazy over the holidays. So with your consumer marketing, if you do things like, promote things as the 60-second morning reset, the one-minute skin routine, the 90-second desk reset, where it's like, okay, I can invest 90 seconds into this thing. And then in your overall copy, whatever you're marking, B2B, B2C, whatever, believe it or not, as cheesy as it sounds, this period of time, this end of January, beginning of February, TLDR, those letters.

5:51And I think most of us know what they mean. Too long, didn't read, right? A lot of us now know that when we see that TLDR, after that, we're gonna get the instant, what is this about? You wanna use TLDR in your subject line, the start of your subject line, on your landing page, right in the headline, above the fold, in your social media posts. TLDR this time of year will increase your conversions, your engagement big time. There's another thing that I would do too, and this is like not something you put on your website and stuff, but we've talked about it in the past, but I want to bring it up especially because it's great for this time is adding read time to your pre-headers or your subject lines for your when you're sending emails so say three minute read time 12 minute read time or if you have that functionality on your website where you can put on any of your pieces of content this is only a two minute read this is a three minute read or when you're pitching a piece of content to someone say like in in your email you say oh this is a download it's only a two minute read make sure you optimize for those things during this time because those are important.

6:59Just even saying that I've tested a lot increases your open rates. It makes people who feel that this is going to be a long email know how much time they're going to invest in this email because they can even save it for later because they know how much time they're going to invest in that piece of content. Yeah, that's a trick I learned from you and Ari and it works so well. Everybody out there, if you haven't tested adding that two min read to stuff, I am telling you, That is the most useful thing that we said, and I didn't say it, of course. All right, before we wrap up here, Daniel, I want to know something with your baby and all.

7:32Your baby starts crying a lot, all right? Are you, like, really good at getting your baby to calm down? Or are you, like, you hand off the baby to Ari and be like, okay, this ain't my jam. I stink at this. Like, how good are you at calming? Like, when you're on that plane, are you going to be able to calm the situation down? It's the opposite. Ari hands him off to me. Wow. Um, we have anybody who ever has a baby, there's an app called Huckleberry and you're, you're, you've had a baby way too long ago cause you didn't have apps when you had a baby, but, um, it basically tells you like when he last eight and when he lasts, when he's like sweet spot to like fall asleep.

8:12So usually when he's crying, I, based on the app, I know like he's either hungry, tired, or he needs to like, if he's not one of those, he's probably needs to like poop. so like those those are the three things i look at him all the time so i just diagnosed that the cry means like one of those three things and it usually is one of those things i either feed him put him to a nap or go look at it change his diaper so it's a pretty good app if anybody wants it that's my tip of the day get huckleberry if you're a new parent can i use that for myself because i feel like for myself i either want to take a nap take a poop i know i wish you had sweet spots for us uh i need i need sweet spots uh but yeah it's it's a great app uh look at that we're not sponsored by them um but listen considering the fact this is the bathroom break we just crushed it talking about the bathroom a lot so this is probably our best episode we've ever done uh or the worst that's it all right we'll see you at the next one go follow daniel later 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.

9:18Check out my podcast, Do This, Not That, for marketers. Each week, we share really quick tips on stuff that can improve your marketing. And I hope you give it a try. Oh, here's Daniel. He's finally out. Back from my bathroom break. This is Daniel. Go follow the Mark and Millet podcast. But also, tune into this series. It's once a week, the bathroom break. We talk about marking tips that we just spew out. And it could be anything from email, subject line, to any marking tips in the world. We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out. Later.