SPECIAL SERIES ==> One Word, More Conversions 😳 <== | BATHROOM Break #91 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 with another bathroom break i am here with the man who officially sold subjectline.com guru conference certified guru to drum roll please if you didn't if you're not online constant contact you suck you're such an idiot you really are an idiot uh so everybody go flood his dms flood everything and say congrats because this is a big deal yeah this is a really great episode you're in your car right now you're like okay great i need to hear about jay selling some random thing no uh first of all thanks i'm stoked it's really cool constant contact cool company uh but um beyond all that, I'm not going anywhere.

1:25We're still causing all the chaos with Guru Conference. We're gearing it up bigger than ever, and they're leaning in. They want to make this crazier than ever. So everyone's like, oh my goodness, do you feel so relaxed now? Do you feel like this? No, I feel 10x more anxiety, more everything than I did before, because now I want to crush life. And my wife is like, what's wrong with you? You're worse than ever. I'm like, I don't know. I can't tell myself. Oh my goodness. I mean, it's pressure when you're like, have a, you want to make it even better and better and better since you have a company involved.

2:00So that is true. It is a weird thing though. And you know, like with you, with your clients, whatever, do you, do you wake up? I'm just curious about like your own pressure, whatever. Do you ever feel like this? Like, okay, great. We got a big deal or whatever. Who cares? Whatever. Or do you instantly be like, how am I going to over deliver? like where's your mindset on deals in general? I think it always, the bigger the client, the more pressure to over deliver, the bigger the, and it always, it usually the correlation to how much someone pays you is the pressure of over delivering. So if it's like a small deal, then I'm gonna still over deliver cause that's my nature of work.

2:44but if someone's coming and they come with these expectations, a bigger deal, and they want to pay you more to do something, then it's them. Let me ask you, I know this isn't the topic we're going to get into, but I'm just curious what I'm talking about. If you're going to do a deal with somebody and they don't have a lot of budget, okay, and it's not one of these companies that, you know, they're giving you a small budget. If you do a good job, they're giving you a big budget. It's one of these opportunities where they're like, this budget for us is a huge deal. We don't even normally spend this much.

3:11We really don't even have it. but we believe in what you're doing. We're going to give it a try but really we need this to go super far. A lot of times I actually turn down those opportunities because when the money means that much to them and frankly I'm being a jerk here and there's no upside if I do a great job I get concerned about is this a good use of time? Does that make me a bad person? No, I mean especially in service business you're trading time for action where like if you're a software company means a little less but if i mean a software company it does if you have a lot of like customer support onboarding team and then you could allocate those resources to a bigger deal but i think no i think if there's a chance that that company you believe that company has the potential to like scale in the future and you are on the scaling ship then yes but otherwise the pressure i don't want your pressure of your 100 budget on on me because and i'm the fail point i don't want to be the fail point i totally agree with that 100 yeah that that's a good way to frame it all right speaking of that let's let's frame the topic of the day what we're talking about here you know daniel and i were talking about okay all these different topics people to talk about and you know something i realized with daniel is that probably the easiest thing that you can do to radically change the sale of your consumer product the amount of your b2b content getting downloaded or registered for, how many donations your nonprofit is getting.

4:41It's not your actual offer, your creative, your automation stream, your landing page, any of that. Believe it or not, it's the simplest thing. It is the title. It is the name of your content piece. It is the name of your offer. It is the name of your sale. And marketers get so confused. Your offer name, your sale name is not your dog. You can change the name of that offer, that content piece. And if you're not testing an AB version of just the title of your offer or sale or donation push, it is the easiest thing to test. And it is the thing that you're probably not doing that could have the biggest impact on all of your conversions.

5:24I also have a deep feeling that You don't have to marry to that offer name for everyone. You can personalize names to groups of your audience and still package it the same. But if you have different sections in your audience and they respond differently to different words or different ways you frame things, It's also good to send emails or do paid ads, framing it one way with this title and then to another person frame it. But I do agree that A-B testing smart. We do this all the time as marketers on email subject lines. But if you're on social, you do it on thumbnails. If you're on Instagram, if you're doing it, you do trial reels.

6:14but we don't think about like, should we change it to five X, Y, Z, or the ultimate this playbook? But we just say, let's just put it out there. And why is my content not getting viewed? Most of the time, it's the hook. It's a title that it's not opening it. All right. So I want to give you some quick, simple tests coming out of this that you can try. It couldn't be easier. All you need to do on that next, whatever push that you're doing, could be a content piece, could be a consumer sale, could be a nonprofit push. All you're going to do is literally change a word. That's it. It's like called your modifier only test.

6:54So for example, let's say you were pushing, you know, the HR guide for SMBs. That's your offer title, which is horrendous, generic, and boring. Change it to quick fix HR guide for SMBs. Do a head-to-head test, A version, boring version, B version, you stick in that modifier. What would you rather download? The HR guide for SMBs or the quick fix HR guide for SMBs? And let's say you're promoting, let's say I was trying to push out an email framework. Would it be called email framework for 2026 or the simple email framework for 2026? Or if it was a skincare sale, it's not your skincare sale. It's your glow up skincare sale.

7:37You can throw in literally one modifier word, do an AB test, see the impact it has on your conversions. This isn't like an open rate or click through rate. This is conversions. It could not be easier to try that. And I also think that in any tests that you ever do in marketing, this should be only a slight modifier like that there should be something that is is testable you can you can't have two more modifiers in a test you can't have a whole sentence changing on both things that's why i think even in subject lines the way to to do it properly is like capitalize one word and one and low case on the other one or change a word the first word or the second word put stop put emoji and test those little things because if you test the whole subject line yeah maybe one will open but what did you learn from the test of that you're never going to use that subject line again but it's easy to use something that okay caps work better emojis work better um these type of work like action words work better um you need to have some slight modifier not big modifiers when you're doing a b tests yeah great easy use of chat chippity or whatever you use just go on there and say this is my offer.

8:57What are one to two word phrases that I could use as modifiers for this offer title? And it'll give you a bunch of them. Couldn't be easier. I am telling you this will have a radical impact on your actual conversions. All right, Daniel, back to the beginning here, handling work stress. I started, you're going to make fun of me. I'm going to see what you say to this. I started a few weeks ago meditating in the morning. I wake up in the morning now, and before I look at my phone, I do a 10-minute meditation. Am I the weirdest, biggest nerd now of all time? What do you think? No, that's not the first thing you do, though.

9:36No, it is. What do I do? Don't you go and go burn your eye? Oh, I stare at the sun. I stare at the sun. Yeah, and then you go. Yeah, I stare at the sun for a minute. Sometimes the sun's not out yet, though, because it's so early. So I look for something outside, and then I do a 10-minute meditation, and then I get going with my day. Is that the lamest thing? I used to work for this company, Snack Nation, that was all into that stuff. So for a year, I would do everything. I would A-B test, like, if I go vegan versus this on this diet, what would happen? But I don't know where this came from. Maybe now that you sold.

10:14Because I thought I was going to drop dead on my chest. No, no. Now you mean meditation. Yeah, yeah. No, what else can I do? I'm doing all this weird stuff. I want to go get acupuncture. Are you using Headspace? Oh, I was using Headspace. I'm now using the Peloton app. They have a lot of... Oh, Peloton app's actually really good, even if you don't have a Peloton. Yeah, I agree. I'm going to go on the Peloton. I just use the app for meditation. It's great. I know. That's one of the smartest things they did. They just had... Because I remember using the Peloton like seven years ago. I hope my heart rate go all through the roof.

10:53I would be like the last one. They're like, you're in 7 ,000th place. I'm like, this sucks. Well, this has been so informative. Everybody, you guys, I know you love hearing our stories. The goal today is go do a five-minute meditation. It's going to be good for you. Until the next one. Later. Daniel, come on, man. I got to get back to work. Get out of there. All right. While he's still in there, this is Jay. Check 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.

11:36Back from my bathroom break. This is Daniel. Go follow the Mark and Millie podcast. But also tune into this series. It's once a week, the bathroom break. We talk about marketing tips that we just spew out. And it could be anything from email, subject line, to any marketing 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.