What’s Up THIS WEEK: AI Must Knows! 💀Emoji Secrets! 😦Netflix 'The Monster', and Sora 2! | Ep. 429

0:00Welcome to Do This Not That, the podcast for marketers. We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode. We also keep it short, like this intro. Let's check it out. We are back for what's up this week from the Do This, Not That podcast presented by Marigold. This is our short episode to break down what's going on this week in business and marketing and life, and then we still have our other episodes the rest of the week, and there's a lot going on in AI and email, all sorts of stuff. All right. So first off, Microsoft. Microsoft actually came out and they shared what they are looking for as it relates to AI search and answers and all the things in all of their tools, what they're looking for on websites and in content that they're pulling from to put in their results.

0:51You're like, well, Microsoft, what does that have to do with anything? Why do we care about what Microsoft thinks? Because OpenAI is not Microsoft and those other things aren't Microsoft. Well, first of all, that's not true. Okay, number one, Microsoft has its own big AI thing called Copilot that a lot of people use. And the other thing is Microsoft is also doing a lot with OpenAI, which is ChatGPT. So a lot of what Microsoft is doing is actually a feeder for what you're getting in ChatGPT. So it's really important to hear directly. This is directly from Microsoft what they're saying you should do and what you shouldn't do.

1:24This isn't some random blog that's trying to figure it out. So it's always important to hear what they're saying directly. So this is what they're saying. This is what you should do first. And some of this, of course, we know. It says you want to write in self-contained question and answer blocks. This is probably the number one tactic everybody needs to know. It's not just FAQs, but you want to have on your site very clear things that are asking very basic questions about your consumer product, your business product, your service, whatever, with very clear answers, and also the problems that it's solving, a very simple Q &A.

1:58It then says you want to have concise lists and tables. Basically, AI eats this type of structure for breakfast. It needs to be simple for it to scan. And nothing can be hidden. No information can be hidden in like these accordion tabs or these hamburger menus or in PDFs or in screenshots. AI cannot go and grab that information quickly and know what it's all about. So actually image-based stuff without alt tags and without words associated with it, written words, AI is not going to pick it up. So you kind of have to reimagine that. And that goes into what you shouldn't do. You can't just have all your stuff sitting in a PDF.

2:39It is not scanning these PDFs. It needs to actually be on your site. You could have the PDF, but again, it needs to be duplicated on your site. Then the other last thing is nothing vague. okay we can't have seen things like you know we'll help you grow or this will change your life AI doesn't care by the way humans don't care either so this is what AI is looking for and this fuels all sorts of the AI tools so what else going on so of course Halloween is coming up and what's going to happen is two things what's going to happen is consumer marketers are going to use emojis in their email subject lines they're going to use the wrong ones I'm going to tell you the right ones and then business marketers are going to be like oh Halloween's not for me we are in a regulated industry like healthcare or whatever, we would never tap into Halloween because that's off-brand, that's cheesy, that's weird.

3:28And you have to realize that this is humanity. You need to get into the mindset of humanity. You don't need to be over-the-top ridiculous, but you need to join the party a little bit. So let's first talk about the B2B side of things. Believe it or not, in your emails, your email subject line specifically, this is from subjectline.com, right? When your email subject lines on the business-to-business aside, tap into the Halloween theme. Email open rates go up by over 15%. What does that actually sound like? So your subject lines could be something like, don't ghost your leads. Your Q4 plan shouldn't be scary.

4:03What's haunting your funnel? Boo, you're missing Q4 pipeline. Avoid the email graveyard. Open this. When you do this within 10 days of Halloween, okay from the 21st to the 31st you will see that open rate lift on the business to business side lean into it a little bit stop being so boring and on the consumer side emojis work great i'm going to give you an emoji tactic that you should try for business and consumer but if you're going to use an emoji in your subject line which you should it will give you about a 10 percent lift on the consumer side 10 days prior leading into halloween but don't use the pumpkin please don't use the pumpkin.

4:40It is overused. It's actually one of the worst performing emojis surrounding Halloween. The ones that perform the best, the top three emojis. I know this is ridiculous, but who cares? The top three emojis for consumer emails are the ghost, the skull, and the spider for two reasons. One, they stand out. Number two, they're a little fun. Number three, they're not wallpaper like the pumpkin. So if you're going to use emojis, which I think you should. I would use those three. And the last one, if you've not never done it, is use emojis, whether you're a business or a consumer marketer, use the emojis in your pre-header.

5:15Okay. In your pre-header, you could even do bookend emojis where you have the same emoji, a ghost as the first character and last character of your pre-header. If you've never tested emojis in your pre-header, it can do really, really well. The pre-header is that second subject line. You know what I'm about. Anyway, let's talk about other things going on. This is terrible. YouTube just released this thing where you can now change. You can create alternate endings to YouTube shorts using their AI tool. What does that mean? So YouTube shorts are the short videos. They're not the long videos. So now what you can do when YouTube releases, right within a short, the video, you can pick a moment and then you can write a prompt like you would on any other AI tool for what happens next.

6:04And then AI spits out a whole new ending. You basically can remix the YouTube short and have the video completely changed to what you want it to be. And this is what I really don't want with AI. I don't want to like go back, oh, I didn't like the ending to Batman. Let me do this. And I guess a new watch, a new ending of Batman. This is ridiculous. I'm not on board this, whatever. Speaking of all that, so Sora 2, you know, came out from ChatGPT, OpenAI. OpenAI, you know, powers ChatGPT, and they released Sora 2. Sora 2 is the app and the tool that you can, the same way that you use ChatGPT, you can go to Sora 2, and you can write a prompt, and it will make you a 10-second video clip.

6:50And so it's been on invite basis only, but now more and more people getting access to it it's already number three on the app store the store two app so i had access to this thing and i've been messing around with it and it's the end of the world it's basically the end of the world because it takes about one minute to make the most realistic uh real um videos that you could possibly imagine and it's the app itself is kind of horrendous no offense because well i am offending you it is horrendous because what it does is it turns any video that you make it goes into this like tiktok style scroller where you just keep scrolling up and seeing all these ai videos that have been created and it's just one slop of garbage i mean when i talk about brain rot this is one step even worse than brain rot it's like brain snot i don't know what's going on but this i mean it's wild you have to play around with it but i think it's horrendous on a good day um so let's talk about nonsense what's going on what is useless things that are going on so what did i what am i watching the number one TV show on Netflix right now.

7:51I tried it. I can't watch it. It's the monster, the Ed Gein story about that serial killer dude. First of all, I can't handle anything scary. This is very, very, very disturbing. I made it through one episode. That's it. If you like this thing, I don't know what that says about you. It's the number one show though. So what do I know? But it stars Charlie Hunnam. Now, Charlie Hunnam, for those of you who don't care, don't know, he was the star of Sons of Anarchy, which is my number one favorite show of all time. it's about a motorcycle gang if you've never watched it you should go watch it i thought charlie hunnam was going to be like brad pitt i thought that this dude was going to be the biggest star in the world i don't know what happened he had some bad movies like king arthur and a few other ones whatever i like this dude but uh he freaks me out in this in this show the monster uh the ed gein story whatever and then i had a bail on that so i was in there my wife i'm like we got to watch something that is not going to freak me out so like let's put on love is blind So I started Love is Blind Season 9, and it, of course, is tremendous.

8:49They did a great job casting, unlike The Golden Bachelor, who totally screwed it up. Love is Blind Season 9 is amazing. I also just watched the Hulu series. This is wild, if you haven't seen it, about Amanda Knox on Hulu. It's an eight-episode series that was executive produced by Amanda Knox. It's called The Twisted Tale of Amanda Knox. She's the one that got into that whole murder trial in Italy. And I have to tell you something. I knew nothing about this story. I didn't know that she was even found not guilty. I didn't know. I didn't remember anything. I just knew there was Amanda Knox. There was Italy.

9:26I didn't know anything. This is the most wackadoo situation, story, sad, wild, whatever. I recommend watching this thing on Hulu. It was way better than I thought it was going to be. I was like, what is going on? So that's on Hulu. What else is going on? Guru Conference. We're like days away. This is wild. If you haven't gotten a seat, a virtual seat, what are you doing? It is free. It is virtual. I'm going to be there. That's not an incentive. Please go. GuruConference.com and leave this thing a review if this podcast doesn't stink. All right. You're awesome. Have a great week. Later. You did it.

10:03You made it to the end. But wait, the party is not over. Listen, I want to keep hanging out. Subscribe to this podcast. And if it wasn't the worst podcast you've ever listened to, give it a five-star review. Why not? But you know what? I want to do even more with you. Go to gurumediahub.com and we can partner there. You could find out about all of our free events, all of our stuff. And if you're epically bored, go to jschwedelson.com and we could stay connected. You could find my newsletter and everything else I got going on. Thanks for being here and hope you subscribe.