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Welcome to do this not that the podcast from markers we share quick tips things
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you could do right now and then we add a little bit of chaos at the end of
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every episode we also keep it short like this intro let's check it out we are
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back for ask us anything from the do this not that podcast is our short
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episode we're all week long we get in work questions we get in ridiculous
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questions we try to tackle one of each was submitted questions really easy just
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go to j schwettleson.com there's a button that says podcast another one says
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ask us anything that's where we get the question so before we get to the
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ridiculous question let's do the work question we got a question from Jordan
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from Little Rock Arkansas what up Arkansas Jordan what do you got Jay we
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tried putting the top 10 things to know about our industry as a blog post
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title and ours are a subject line and it did okay not great I thought numbers
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do really well when you included in all of your marketing what did we do wrong
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okay great topic and I have a lot of new data to share in this I'm very excited
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numbers a lot of you in tune out like numbers what are you about to talk about but
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this works for business marketers consumer marketers nonprofit marketers and
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these little things I'm about to tell you about how to use numbers are gonna
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blow your mind so world data research with my research group from my agency what
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we do you know thousands of different marketing domains we're always looking at
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stuff so that's where this data comes from so for example we talk about numbers
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and I'm gonna talk about all sorts different ways to use them but let's say I was
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trying to get you to subscribe to a newsletter and one landing page said hey
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subscribe to our newsletter another landing page the B version of that
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landing page instead of saying subscribe to our newsletter it said join 57,542
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other leaders that are reading this amazing newsletter which one would you be
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more likely to respond to the one that said 57,492 other leaders because it's
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very very very specific when you are weirdly specific in anything that you are
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doing in any of the marketing that you are doing it does incredibly well so to
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give you an idea let's say you are promoting a newsletter you can put on that
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landing page or you could put in the email or on the social post join 12,847
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other marketers who are reading this or let's say you have a product okay join
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9,113 other people that are enjoying these socks you whatever it is that you
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are promoting a newsletter a webinar a content piece a consumer product the
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number of donors that are donating to something when you are weirdly specific
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okay believe it or not specific numbers versus generic numbers like 9,122
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versus 10,000 even though 10,000 is higher specific numbers increase engagement by over 15%
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versus generic numbers generic numbers make it feel like it's not real now a lot of times when
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you think about numbers we're using them at the start of our hook right we're using them as
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a listicle of some the kind the 11 ways this failed the nine outfits that made people look
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the 13 tests that actually worked the seven things all HR leaders need to know here's the
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secret sauce thing that you always need to know whatever it is you're promoting that listicle
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that thing what people downloaded that sale right anything whatever it is and you're starting
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it out that blog post you're starting out you should start with a number that subject line you're
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starting it out with a number that podcast title you're starting out with a number but do not
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allow that number to end in a zero or a five it can't be the number 10 it can't be the number 25
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number like nine 11 that is what you're looking for seven four anything it doesn't end in a zero
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or five believe it or not we consider those round numbers zero or five non-round numbers at the
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start of a subject line a blog post a podcast title any content piece actually increase engagement
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over 22% versus those that are zero or five I know this is crazy and ridiculous and all this
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nonsense but it actually works the other one is this actual real psychological thing called the
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pratfall effect okay the pratfall effect is like a legit psychology term and what it is it's all
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about is that when there are some numbers that show flaws they're more believable than perfect
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numbers what do I mean by this why I say the pratfall effect all right if you are going and you're
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looking at you're going to order you're going to order some in Uber Eats okay you're looking at
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a restaurant review or Google review right you're looking at a Google review for the plumbing company
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that you want to hire for your house if you go on there and you see it as a 5.0 rating okay or if
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that same company had a 4.8 rating believe it or not the one with the 4.8 rating versus the 5.0 rating
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will actually do better will actually get more business more calls it is more believable when you
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are not perfect a lot of people get nervous like for example my podcast right if you go on apple
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and this is not being a flex or whatever I have a 4.9 rating out of 5 on my podcast reviews you
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probably going to give it a one now we'll go down to 4.7 I whatever but I have a 4.9 rating okay
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for a while I had a 5.0 rating and it went down to 4.9 and oddly okay weirdly we actually got
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more sponsors interested in in sponsoring the podcast when when down to 4.9 it is more I didn't
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nothing to do with it I just got some bad reviews ironically but it is more believable everybody
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can't love what you're doing okay so actually having reviews and highlighting them that are not
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perfect does really really really well it's so odd how that works the other one that people
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sleep on is negative numbers loss framing actually crushes it and I'll tell you exactly what I mean
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but here's the stat negative numbers for example in your subject lines and your blog post titles
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and in your sale titles will actually lead to about a 10% boost in engagement so imagine you saw
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a subject line that says something like this down 17% dot dot dot until we fix this or lost 22%
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of clicks overnight it's almost like I feel bad saying it this way it's almost like rubber necking
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when you're on the highway and you see an accident you know anything bad to happen but everyone
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slows down that's why traffic occurs because everybody's looking at it like oh what happened that's
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not good right when you see negative numbers and it's framed as a negative way in that podcast
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title in that subject line in that whatever it gets us to do that millisecond pause and it works
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it's really strange the other one that is the weirdest one that we're testing right now a lot of
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which is the strangest thing in the world is using things like like 3.5 subject line tricks like
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in the subject line as a subject line we're doing that in our marketing right or 4.8 things you
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should know it is ridiculous it makes no sense what do you mean 4.8 things I should know 3.5 subject
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lines tricks to try it makes no sense but it gets the person to pause and we're still testing
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through this but we're actually seeing it lift open rates a lot on a lot of the email marketing
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that we're doing so I'm not advocating for doing this whole decimal thing yet but it is pretty
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wild all right before we get into the ridiculous question I want to let you know that this podcast
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is sponsored by a company called knack KNAK listen we have all spent a zillion hours designing email
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campaigns and landing pages and we're trying to find the person our company that knows how to code
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stuff and they're busy they're out to lunch they're out sick oh no our emails are going to take
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three more weeks to get done it takes forever so my company switched over this in knack's platform
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their platform is you don't need to know how to code anything you could design all your emails
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your landing pages they have this collaboration tool they now this AI thing you could even just talk
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to it and say what you want your email to look like and knack spits it out some of the biggest
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brands on the planet use knack I am telling you it is radically changed how fast we can get our emails
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done what they look like it is incredible if you don't know knack go to knak.com slash demo
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that's knack.com slash demo I love what they're doing all right let's get into the ridiculous
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question so over time I don't know why people submit dating advice questions but on the form on my
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website nj shawls.com we get a lot of people submitting questions that they want me to answer about
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dating advice first off I know I'm going to answer them right now we have a series of them we
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group them together I have not read them so I'm going to read them for the first time now my team
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grab them together but I will tell you you should not listen to me about dating advice because first
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of all I'm an old nerd second of all I've been married I've the greatest marriage my wife is the
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greatest human being of all time a matter of 22 years I don't know anything about dating and my
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teenage kids that are 18 and well not and 20 not teenage when they're talking about dating I don't
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know what they're talking about I'm clueless but I will give you my advice because here we are
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but take it with a grain of salt because I don't know what I'm talking about all right here are the
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questions or that have come in over the last few weeks about dating j if he still likes his exes
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photos on social media is that normal or am I supposed to pretend I don't notice that
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okay that's not normal first of all I think that's very bad sign I don't even think I mean maybe
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they can still be connected but I don't think the person should be your ex should be viewing their
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stories in my opinion I definitely don't think they should be liking their posts because they're
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liking the person's supposed that's it that is a massive red flag anything other than that you
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get out of that bad situation that's my take on that okay next j if she never asked me anything
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about myself is that just how she is or is that the whole answer I don't really know what that
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means but if she doesn't ask you anything about yourself then that sucks that's not a relationship
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it's not going to get a lot better and even if you say to her hey you don't ever ask me anything
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about myself she'll do it for a little bit but then she'll go back to the way that she is a
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narcissist and get out of that that person seems like a loser that's my opinion okay Jay
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if they cancel and then I see them out somewhere else is that really a deal breaker a billion percent
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what type of question is that you're telling me if you have a date with somebody and they oh
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sorry I can't go and then you go out and you see them at the bar with their friends guess what
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they would rather be doing that than be with you it's the instant deal breaker if it was me I would
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go up to the person and say hey you clown hey you loser hey you tool you blew me off to be here
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guess what we're never going to do again we're never hanging out again later smell you later that's
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what I think anyway last one Jay if he disappears for a day or two and then comes back like nothing
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happened what am I supposed to do with that you're supposed to be with how were you are we dating are
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we together like hello this ain't it you know it's not like you let's give somebody the heads up
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right hey I'm going to go and hike this mountain they're not going to sell service but in the world
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that we live in now constant communication and I don't like these games oh they're not going to
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talk for two days because they're trying to seem like they're not that into it screw that I think
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that's weird I don't like it all right listen two things I want to work with you go to j swaddleson
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calm is a form there we should work together I have an agency I do demand Jen I do database growth
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I do all this stuff I do a lot of brand partnerships I want to promote your brand just go there
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is a partner form on the top right click it leave this thing a review leave a comment that's how
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it circulates you are awesome submit your questions and be cool later wait the party is not over
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go to j swaddleson dot com because I want to do stuff with you I want a partner with you when
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you click on the button partner with j you let me know what you got going on work with my agency work
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with me directly get access to all of my free resources at j swaddleson dot com and I got a book
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coming out this April it's called stupider people have done it and all of the net proceeds are
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going to the v foundation for cancer research go on amazon by stupider people have done it that way
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you can help kick cancers but with me and if this podcast wasn't the worst podcast you've ever
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listened to it might have been leave it review follow the show you are awesome go out there and crush it