Welcome to "Do This, NOT That!" - your ultimate destination for mastering marketing insights. Join us as we dive deep into the world of marketing, unlocking powerful strategies and game-changing tactics that will revolutionize your approach.
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Our podcast offers actionable takeaways and practical advice to supercharge your marketing game. Explore the power of decision-making, the art of nurturing contacts, and the influence of loss aversion in marketing. Discover how anchoring and positive psychology can elevate your campaigns to new heights.
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Unravel the secrets of understanding your audience's minds and tapping into behavioral science principles. We guide you on a journey to marketing mastery, empowering you to make the right decisions and drive remarkable results.
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Tune in to "Do This, NOT That!" to unlock your full marketing potential, stay ahead in the competitive landscape, and embark on this thrilling marketing adventure with us!
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Connect with Geoff Schiller on LinkedIn and check out Screenvision Media to see how cinema advertising works for brands of any size, from big consumer brands to small businesses and nonprofits.
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Nobody scrolls past an ad on a 40-foot screen, and that might make cinema the most overlooked channel in marketing right now. Jay Schwedelson gets the inside story from Geoff Schiller, CEO of Screenvision Media, on the ads you watch while you're still working through your popcorn. The theaters are packed with Gen Z, the targeting goes deeper than you'd expect, and the price of entry is lower than you'd guess.
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Best Moments:
(01:59) How a 28-minute pre-show, lobby screens and even parking lots turn a theater into a surround sound marketing platform
(03:34) No bots, 100% viewability and zero skip buttons make cinema the anti-digital ad channel
(07:59) Why Gen Z campaigns go straight to horror movies, and one brand that only wanted paranormal
(09:30) How cinema proves ROI, starting with 91% of the audience in their seats before the lights go down
(11:44) Dunesday lands just below the Super Bowl for Gen Z reach, on the last shopping Saturday before Christmas
(13:40) A local pizza shop can run a $1,000 campaign on the same screen as Avengers: Doomsday
What’s Up THIS WEEK?! 🔵 NEW LinkedIn Changes! Instagram BIG Shift! EMAIL Tactic Surging!🔵| Ep. 570
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MASSIVE thank you to our Sponsor, CallRail!
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LinkedIn is about to flood your notifications with something that looks like a connection request but isn't, and how you respond affects your own profile too. Jay Schwedelson also makes the case that the B2B audience you're chasing is hanging out in places most marketers still write off as "just consumer." There's also a punctuation mark making a comeback, plus a strong opinion about the best show on television.
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Best Moments:
(00:33) LinkedIn's new peer verification prompts are coming, and saying yes puts your name on their profile
(01:40) Verified LinkedIn members are getting 50% more post engagement and 90% more profile views
(02:45) The three dots are back, and subject lines ending in an ellipsis are seeing an 18% higher open rate
(04:11) 85% of B2B buyers consume business content on personal social channels like Instagram
(04:45) Instagram beat LinkedIn on B2B cost per lead, $138 vs. $202
(06:13) Why The Great British Baking Show is the best thing on TV, and what Nigella Lawson brings to the judges' table
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What if the best audience research you're not doing is sitting on a betting site? Jay Schwedelson and Daniel Murray make the case that prediction markets are a data set marketers keep ignoring, because every prediction has someone's real money behind it. It's a Bathroom Break, so expect detours, including the longest conversation about cricket Jay has ever had in his life.
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Best Moments:
(00:32) Is bringing an iced coffee to a job interview a red flag or a conversation starter
(01:34) After thousands of interviews, Jay says about half of candidates showed up late, dressed wrong, or ghosted
(02:36) A fake diploma, a lunge across the table, and a call to the police
(05:06) The exact AI prompt for mining Kalshi and Polymarket for what your audience will care about next
(06:54) Why money-backed predictions beat survey data every time
(07:41) Surveys follow emotions, so watch where people actually spend their money
Carina Bauer thinks the next luxury is disconnection: a room full of real people, nobody glued to a screen. The CEO of the group behind the world's biggest meetings industry trade show tells Jay Schwedelson that design is really about intention, not aesthetics. She also shares a sharp way to get leadership to see your next event as strategy instead of just another cost.
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Best Moments:
(02:16) Why design is the invisible force that shapes what people feel, trust, and remember
(03:50) In-person events may be the only medium people can fully trust right now
(05:55) Where AI belongs at an event and where it needs to stay out of the way
(10:17) How to pitch an event to the C-suite so it reads as strategy, not cost
(12:19) Why live human connection is becoming the new luxury
(16:33) Disconnection is the next luxury too, and hotels with no Wi-Fi are already proving it
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Your inbox quietly turned into a search engine this week, and almost nobody has updated their emails for it. Jay Schwedelson gets into what Gmail's AI summaries are actually scanning for, why the first 200 characters of live text now decide whether your campaign gets pulled in, and what that does to the shelf life of every send. There's also a new Meta subscription worth a look, a Google Ads report hiding in plain sight, and a Spotify setting that can save you from public embarrassment.
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Best Moments:
(00:30) Meta One lands, and it quietly changes how fast business pages pick up followers
(01:19) Why new paid platform tools tend to radically over-deliver in their first few months
(02:05) Gmail search goes natural language, and your inbox becomes your own personal search engine
(03:17) The long tail nobody planned for, and why old campaign links can no longer 404
(03:50) The action, product, deadline formula for your first 200 characters of live text
(05:15) Spend Benchmarks in Google Ads shows how your weekly spend stacks up against similar businesses
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Landing pages are where most marketing budgets quietly go to die, and the fixes are usually smaller than you'd think. Jay Schwedelson and Daniel Murray run through the specific things killing conversion rates right now, from the number of form fields you're demanding to the word sitting on your button. There's also a fairly involved detour into airplane hygiene that produces a new favorite word.
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Best Moments:
(03:05) Every extra must-fill field on your form costs you 8% of your registrants
(03:27) Social proof under the CTA works better when the number is oddly specific and the audience is named
(04:30) One testimonial is enough, but "I loved it" does nothing compared to a hard percentage
(04:47) Navigation bars on a landing page can cost you 30% of visitors who came ready to buy
(06:29) Logos only validate if they match the size of company actually landing on your page
(07:37) The word "submit" on a button, and what to write instead so people know exactly what they're getting
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Ask ChatGPT the same question on Tuesday and again on Friday and you will probably get two different answers, with two different sets of sources. That is the uncomfortable finding Jay Schwedelson digs into here, using fresh data on how violently AI citations churn from one day to the next, plus the weekly routine that keeps your brand tracking honest instead of comforting. There is also a Mountain Dew body wash situation that nobody was prepared for.
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Best Moments:
(00:31) Why 69% of AI sources shift from one day to the next
(01:02) Reddit's share of ChatGPT citations collapsed 86% in about a month
(02:54) Half of everything AI engines cite is less than thirteen weeks old
(03:45) Pick the 10 questions that actually influence someone buying from you
(04:04) The incognito browser step most people skip, and why it ruins the data
(05:22) The two prompt lines that stop AI from flattering your brand
(06:27) Mountain Dew body wash at Walmart, and the obvious follow-up question
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Turns out the emails winning in an AI-summarized inbox are the ugly ones. Jay Schwedelson and Daniel Murray pick up the live text conversation from last week with fresh data on what Gmail, Apple Mail, and Copilot are actually pulling out of your sends, and the fix involves bullet points and a formula that fits in two hundred characters. There is also a genuine moral crisis about cheating on your barber, which somehow sets the tone for everything after it.
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Best Moments:
(00:38) The haircut dilemma, and whether you can book with another stylist without earning the death stare
(03:45) AI summaries pull 29 words on average, so the first 150 to 200 characters carry the whole email
(04:15) Action plus product plus deadline, the formula lifting click-through rates around 19 percent
(06:13) Bullets are ugly and they work, with pull rates of 77 percent in Gmail, 84 in Apple Mail, 92 in Copilot
(07:29) Why vague, spammy headlines fall apart once a summary has to describe themㅤ
(08:19) Over 70% of people say they are fine with AI reading their inbox to surface deals
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Listen to Tracy's podcast, Create Online Business Success, which features her episode with Jay from about a year ago. Visit tracybeavers.com to reach her through the contact button and browse her free marketing resources. Follow Tracy Beavers on LinkedIn.
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Nearly 700 episodes in and business coaching had somehow never come up, which is strange given how many people started calling themselves one around 2020. Tracy Beavers has actually been doing it at an elite level for two decades, and she gets refreshingly blunt with Jay Schwedelson about real price tags, the bad actors taking $50,000 for nothing, and the one sentence that should make you walk away from a sales call immediately. Also settled here: Romance, Arkansas is a real place, and brides drive there just for the postmark.
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Best Moments:
(03:15) Everyone at the top of their game has a coach, athletes and Warren Buffett included
(04:43) Two signs it is time to hire someone, and one of them is how you talk to yourself
(06:09) Where business coaching stops and actual therapy needs to start
(09:02) How to properly vet a coach before you hand over a single dollar
(11:58) Real numbers on what an engagement costs, and why the range is the Wild Wild West
(13:16) Why the access you get between calls matters more than the calls themselves
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Recording from the road because the week refused to cooperate, Jay Schwedelson gets into why OpenAI's new Astra model is not the upgrade most marketers think it is - it won't write you better copy, but it will take the repetitive junk off your plate. There's also a date on the calendar that quietly changes what your content should be about for the rest of the year, and most teams are going to miss it. Then things go completely sideways into a documentary trailer and a televised double date that genuinely should not exist.
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Best Moments:
(00:38) What Astra actually is, and why better images and better copy are the wrong thing to expect
(01:45) The kind of prompt that sends the model on a real competitive research mission instead of a lookup
(02:30) The repetitive task hiding in every marketing org that should be first in line
(03:16) Why September 15th flips what people are actually willing to download
(04:20) The consumer-side play that goes past Black Friday and Cyber Monday
(05:17) A documentary trailer so bizarre it hijacked the back half of the episode
