Jay Schwedelson: We are back for What's Up This Week, where we break down what's going on in business and marketing and life. So let's jump into it. Well, it's finally here. OpenAI, the company that gives us ChatGPT, the ad manager is now live. You can now go on, and you can start to run your ads. And not only that, and this is not a commercial for running ads on ChatGPT, but I think if you're in marketing, you're gonna have to kinda care about this.

Jay Schwedelson: The big thing they did is they dropped the minimum completely. When they first rolled out, uh, the ads, OpenAI first out- rolled out ads on ChatGPT, the minimum was two hundred thousand dollars, and then they dropped it to fifty thousand dollars, and now they dropped it to whatever it is that you want. So if you literally go to ads.openai.com, you can...

Jay Schwedelson: They give you a very simple process where they're doing, you know, uh, uh, the bidding, just like the other platforms. Obviously, it doesn't have all the bells and whistles that the other, like Google has, uh, because that's been around forever. But right now, officially, you can start to run your ads if you're a small business, a big company, doesn't matter.

Jay Schwedelson: No minimum spend. Okay, you could fund campaigns directly in the platform. Cost per click bidding is live, and we're seeing early cost per click bids somewhere in the area of, you know, three to five dollars per click. So that's probably the biggest change to marketing that we're gonna see in a long time, but, uh, we're excited to start testing that.

Jay Schwedelson: So, uh, what else is going on? I saw this article in The New York Times, uh, over the week, and it caused a lot of buzz all over social, and I wanna know everyone's take on this, which is that they published a piece that said Meta is at the beginning of the end, that it is all going to die, that Facebook is going to die, and that Meta is in serious long-term trouble.

Jay Schwedelson: And they did this whole long piece, The New York Times did, about why it's, it's going down. It was based a lot on their monthly active users dropping a little bit. They dropped by, like, twenty million people. I think this is ridiculous. I'm gonna tell you why. First of all, there's eight point three billion people on the planet, and maybe you know this, maybe you don't, but their daily active users acro- across all the Meta-owned platforms is three point five six billion.

Jay Schwedelson: So half the people on Earth, okay, half the people on Earth are using one of their platforms every single day, and they got so much money that whatever the next big thing is, they could just buy up the whatever. That's what they did with Instagram. That's what they did with WhatsApp. So this idea that Meta is gonna go away is totally ridiculous, and I don't agree with that.

Jay Schwedelson: Whatever. What I do agree with is some new data from World Data Research. This is interesting. Very tactical stuff. So when someone comes on your list, they subscribe to your newsletter, they buy a product, they download a guide, they sign up for a webinar, business, consumer, nonprofit, whatever- Now we understand the importance of the first two weeks that someone comes on your list.

Jay Schwedelson: So here's the data. This is pretty wild, and I'll tell you what to do about it. If a new subscriber or person that comes on your list doesn't open and click, uh, within the first fourteen days, uh, of you receiving that new contact, the engagement likelihood first on the business-to-business side drops by sixty-one percent.

Jay Schwedelson: On the consumer side, it drops by sixty-eight percent. Why? When I sign up for something, like maybe a newsletter or whatever, and if I don't open or click on one of the emails I get from that organization I just signed up with, in two weeks, forget it. I never even think about them again. So what you really wanna be thinking about doing is that first email that you send somebody, they subscribed, they bought, they did whatever, it is not a receipt.

Jay Schwedelson: It is not a thank you email at all. It is, how do we get this person to start opening and clicking these emails? So on the business side, your subject line should be something like, with that first email, that autoresponder email, it should be something like, "You're in. Here's your blah, blah, blah," you know, some valuable thing.

Jay Schwedelson: Or, uh, um, it could be like, "Before you do anything else, dot, dot, dot," it'll get you to open and engage. Or, "Your team will love this." Or, "Start here if you want blah, blah, blah." Get them to engage and open. On the consumer side, you could do something like first email equals best perk, or you're in, VIP drop inside, or your first perk just landed.

Jay Schwedelson: Whatever you gotta do, that first email, and then that second email. That se- second email's gotta hit within forty-eight to six-- to thirty-six hours. Forty to thirty-six hours, that makes no sense. Thirty-six to forty-eight hours. You gotta stay right in their face. You gotta get them to engage. It is critical.

Jay Schwedelson: Okay, so, uh, what is going on that's sort of ridiculous nonsenseness. So I don't know if you saw this. So the Indiana Fever, that's the WNBA team, um, that has Caitlin Clark on it. So they came out with these social promotions, and I don't know why companies and brands think they need to do this. This is the WNBA team.

Jay Schwedelson: That's the big WNBA team 'cause Caitlin Clark is on it. They took Caitlin Clark, and they made an AI image out of her, and then they posted all these posts, but her hand was all jacked up. You know how, like, AI jacks up people's hands and fingers? It was all jacked up. And they posted this, which is unbelievable.

Jay Schwedelson: How did they not see it? And, uh, they got so much heat for it. We gotta stop using AI just to use AI. What is-- Just take a picture of the person. What are we doing? Uh, spe-speaking of what are we doing? Spirit Airlines goes out of business, which stinks 'cause I'm a big fan of Spirit. But then Delta announces this week- Which is kind of a weird timing, that they are removing free snacks and drinks.

Jay Schwedelson: Okay, but they're only removing free snacks and drinks on flights that are under 350 miles long. Now, I'm probably, uh, in the, in the minority when I say this, uh, because by the way, I didn't know this, I looked it up, but United doesn't have service until a flight's over 300 miles, and American doesn't have service until a flight has over 250 miles.

Jay Schwedelson: Here's my hot take, okay? When you're on a short flight, okay, you're flying, I don't know, from New York to Boston, and that's under 350 miles. First of all, how long does that really take? I don't know, an hour? And do we really need to get a soda and some weird pretzels in that hour? Because I find it slightly annoying that the, that the row, that the aisle is, is, is blocked up and you can't do anything 'cause the person's in the aisle taking care of the drinks and the whatever.

Jay Schwedelson: So I know I should be upset that Delta is getting rid of, uh, under 350 miles snacks and drinks, but I think it's actually annoying, and I'm okay with it. And if it can keep the, the prices of flights down, cool. Um, speaking of something that I'm not surprised about. Who's saying that? I don't even know what that means.

Jay Schwedelson: It's a weird transition. So Apple has agreed to pay a $250 million settlement for false advertising class action lawsuit. Why? Because people complained that they overhyped their Apple Intelligence features, and specifically their AI overhaul of Siri. So if you have, like, an older phone and you bought it because you thought Siri was gonna do all this cool stuff, you actually might be able to get money back.

Jay Schwedelson: And to tell you the truth, I'm very pro that this happened because I thought Siri was gonna be my best friend. I really did. And maybe at some point Siri will become my best friend, but, um, Siri, uh, it, we, it... I think Apple will be the first to tell you it needs some work. It needs some work, so I'm not surprised that happened.

Jay Schwedelson: All right. In totally useless news, um, I will tell you, I went to go see Devil Wears Prada 2, and I'm here to report it was great. Anybody that doesn't think it was great, you don't know what you're talking about. What do s- do, do people want from a movie? Like, seriously, what do we want from a movie? It had all the characters in it.

Jay Schwedelson: It was a great storyline. Meryl Streep is incredible. It was cool. Like, a lot of cool stuff you see on the screen. It was great. If you didn't like it, you just, you're no fun. Um, I will tell you what else is great. Margo's Got Money Troubles on Apple TV, great series. That's based on the book. Excellent. Two thumbs up from me.

Jay Schwedelson: I'll tell you what's not two thumbs up this season is Your Friends and Neighbors. Season 2, love Jon Hamm, love Amanda Peet. Season 2 is, like, thumbs even for me. I do not think it's great. I don't think it's terrible, but I think that we need to work on it because it's, it's getting more boring by the day This podcast is probably getting more boring by the day.

Jay Schwedelson: Listen, I appreciate you being here. Leave this thing a review. Tell somebody about the show Subscribe to it. I don't know what you do, but you are awesome and we'll see you at the next one. Later