Daniel Murray: Welcome to a new special series called The Bathroom Break.

Jay Schwedelson: That extra 10 minutes you either have

Daniel Murray: to listen to marketing tips or use the bathroom or both, but I don't recommend both, but that's your choice.

Jay Schwedelson: This collab's gonna be super fun. We have Daniel Murray from The Marketing Millennials and me, Jay Schwedelson from the Do This Not That podcast and subjectline.com.

Jay Schwedelson: Each episode in the series, we are gonna go over quick tips about different marketing topics, and if you wanna be in the bathroom, fine, just don't tell us about it. Thanks for checking it out.

Daniel Murray: We are back with another episode of The Bathroom Break. I'm here with the eventastic host, creator Jay Schwedelson.

Daniel Murray: It's happening this week, so I had to bring it up. I mean, it's like one- Thanks. By the way, yes ... when we bring it up. And I just wanna talk to you about something because you have like a tension relationship with ChatGPT or like- Yeah ... Claude. Like, how do you talk to ChatGPT? Like, what is like your tone of voice that like-

Jay Schwedelson: Okay.

Jay Schwedelson: So then I'll tell you where this is coming from. Yeah. So Danielle and I were texting last night because I was working on a very important, um, infographic where I was trying to get ChatGPT to break down the Summer House, the show on, on Bravo, the Summer House relationships, and I wanted to make an infographic about all the relationships between Ciara and Kyle and Amanda and Wes, that nerd, and ChatGPT was getting it wrong.

Jay Schwedelson: It couldn't understand how Kyle was still married to Amanda, but Amanda was hooking up with Wes, and it took me like 15 tries. So I was, I was showing-- I was sending Danielle my screenshots of me yelling at ChatGPT, and I was literally like, "Hey, hey, ass clown. You're not getting it right. Uh, this person's married to this person," whatever, whatever, whatever.

Jay Schwedelson: And, um, I'm very, very, very rude to AI tools. Are you, are you rude or are you worried the robots are gonna come beat you up?

Daniel Murray: I catch myself sometimes. I, I really think that if a, a little thanks even though it, it wastes some money on ChatG- GPT side, if the robots start attacking and I said thank you, at least I have some, like, thing to say to stand by.

Jay Schwedelson: Well, well, let me-- By the way, we're gonna talk about like webinar and, and different tactics for showing up, but let me tell you why you shouldn't say thank you. And, and Google came out, Sergey Brin, one of the founders of Google, came out and said two things. One is he said, "If you are mean to ChatGPT or whatever, or, or Gemini, it doesn't help."

Jay Schwedelson: What happens though is, the reason people think it helps is when you yell at it, you say, "Hey, you suck, AI. You need to do more of this," everybody seems to put in an extra piece of instruction and then they get a better output. But it's not because they yelled at it, but it's because you gave that extra piece of instruction.

Jay Schwedelson: So yelling at it doesn't help, but it gets-- makes me feel good. But I did read that when you say thank you to it, it then takes more compute, whatever the hell that means, for it to process the fact that you thanked it, and apparently that's like using up more of the environment and more of this crap. So you're actually not supposed to thank AI 'cause it, it eats up more compute.

Daniel Murray: Yeah, I saw that article too, and I also think that if robots come and attack and I was polite- ... then I might be the first one to be attacked, so.

Jay Schwedelson: Oh, I'll be, I'll be, I'll be clipping robot toenails for a living, 100% I believe that. Uh, all right, let's get into it. So a lot of people out there use webinars and different types of, uh, small live events or big live events, whatever, virtual and all this stuff to, to fill up their, their pipeline, their, all this stuff, but everyone does little things for webinars wrong.

Jay Schwedelson: They think that webinars don't work and all the things. So Daniel, I got a million little tips, but what do you got to get people to get engaged, to wanna show up, all the stuff?

Daniel Murray: One of the biggest mistakes people make, and I don't know if you agree on this, is they give everything away in the title or the description.

Daniel Murray: Like, they don't leave any excitement for coming. They say, like, "You're gonna learn... This is everything you're gonna learn." The title tells you exactly what it is, and they give most of it away. I feel like you need to write your headlines like a subject line, like something that is curiosity d- driven, and it needs to signal who it's for.

Daniel Murray: But people, like, say, like, the exact details of every little thing that's happening in this webinar, and I think you need to leave things up for interpretation and let people come and see it, and I think that's one of the bigger mis- mistakes that I see in a lot of webinars. I'm like, first of all, this is way too long of a title, and second of all, this sounds really boring, or third of all, this is not driving any curiosity or piquing my interest or insightful to me

Jay Schwedelson: Yeah, I, I completely agree.

Jay Schwedelson: And nobody actually cares about who the speakers are. You know, those two little circles with people's heads in it of random titles, nobody cares who, who they are, not even their moms. What you really wanna do is lead with what the content is, and little things, for example, if your content title, uh, includes a number, right?

Jay Schwedelson: The 12 quick tips to, uh, blah, blah, blah. The seven must knows that we're gonna rip through, right? A- and if it has a number, registration rates go up massively, and if it has an industry or the actual audience that you're talking about, you know, the seven things people in the retail sector need to know, the seven things direct-to-consumer marketers need to know.

Jay Schwedelson: Uh, when it has an industry or the, or the segment that you're marketing to, again, it, uh, we see registration rates go through the roof because the more somebody can see and be like, "This is for me and not for everybody else," that's what's key. You can't just title it, um, The Future of Retail, blah, blah, blah.

Jay Schwedelson: That is boring. That is wallpaper. That is garbage.

Daniel Murray: I see this also, like, in, like, bigger events where they come up with, like, what, what happening in the, the speaker lineup of every event has, like, this fluffy ChatGPT written title, and I'm like, "The-- Could you just give me what this event is for so I know- Totally

Daniel Murray: what I'm gonna get, what I'm gonna take away, I'm gonna get..." And it's... And don't, don't give away and make it sound boring. Like, make it sound interesting. Make it pique, uh, pique my interest. Another thing, I know you can't-- I feel like people under remind people about their webinar. I know you- Yes ... this is a tip that you tell, say all the time, but when you have something going on, you need to, like, send, like, a day before nobody's gonna remember.

Daniel Murray: Like, nobody's- Correct ... gonna remember. It needs to be, like, within, like, the hour of and within the minutes of this happening. Um, like, people are not gonna remember. And the second point I want to also make is the other thing that I do really believe is, like, setting a serialized date for your, for your web- like, the same time every month that, um, and do it repeating Once a month or every quarter.

Daniel Murray: So people get used to like at 12 o'clock on the 30th of every month, th- this brand does this type of webinar that talks about X, Y, and Z. I think people don't do that enough. They just say, "Oh, I want one on the second and the fifth at 2:00, at 1:00, at this." You need to set up a repeat way and a serialized way to people know it's like a show instead of a just this one-off thing you're doing.

Jay Schwedelson: Yeah, and I wanna double down on the f- on what you just said about reminding people. People are like, "Oh, we're annoying people. We're sending out too much email." That is garbage. First of all, somebody signed up for your webinar, they signed up. So what we have found is two emails the day of: one, four hours out of the webinar, and one within the hour of it occurring.

Jay Schwedelson: And that may seem like a lot to send two emails, but the show-up rate is everything. People that show up live to a webinar go to pipeline 400% higher than those that don't show up live. Nobody watches on demand. They, they sign up to get the thing, but they don't watch it. That's one of the reasons, by the way, live only has exploded.

Jay Schwedelson: In the last year, uh, the number of brands and the number of marketers that are putting on live-only versions of their webinars has exponentially increased because everybody now sees there's really no value in people watching on demand. So getting them to do live is, is critical. Again, the show up live, and if you've not tested live only, number one, you should.

Jay Schwedelson: Number two, you have to promote it heavily as live only. And yeah, you'll upset some people, but who cares? You're gonna get more opportunities, more business, more pipeline. Live only is the future. Even you see even on Netflix, they're investing more and more stuff on live events. There's a reason for that, because that is what's working.

Daniel Murray: Yeah, if you can't on- if you don't wanna do only live only, make something In the, the event- Yeah ... that's actually interesting live only. Like, like you can only ask this-

Jay Schwedelson: Q&A,

Daniel Murray: uh, beta release ... Q&A, yeah, yeah, yeah. Yeah. You, if you come, you're gonna get, like, like the actual slides. If you don't, you can't. Like, like something that's live that they can get- Yeah

Daniel Murray: for being there or, um... 'Cause otherwise they just will wait till the recording comes out and nobody... And they probably won't even watch the recording, to be honest. Like, how many recordings have you watched that's been sent- Zero ... after?

Jay Schwedelson: Exactly. No, and then the other thing you can promote is the fact that the on...

Jay Schwedelson: If you don't wanna do live only 'cause you're scared, say, "The on-demand will not be available for 30 days." And if you say that to people, it freaks them out. They're like, "Oh, well, I need this now." Right? So if you say on-demand will not be available for 30 days, you need to give people a reason to show up, whether it's we're gonna do a beta release for only live attendees, Q&A, uh, uh, for only live attendees, or just do live only.

Jay Schwedelson: This is the future of where we're headed because, um-

Daniel Murray: Let me ask you a question. Where, where do you put that? Like, do you put it on the landing page? Do you put it on, in the emails? Everywhere. Okay. I just want-

Jay Schwedelson: Everywhere. We're gonna go, you know, uh, uh, uh, "We need you there live on de-" in big brackets. You know, "On-demand won't be available for 30 days after, so be there."

Jay Schwedelson: And we're very aggressive about it. And it... Listen, you need to have a little bit of thick skin. We can't be marketing to everybody always at all times, meaning, like, everybody can't always be happy. If everyone's happy and has total availability of every piece of content that you have, I actually think you're doing something wrong, right?

Jay Schwedelson: You have to make it feel exclusive, selective, or else who the hell wants to show up?

Daniel Murray: Yeah, I, I, I... That's why we talk about this all the time. Like, I get happy when, like, I see someone unsubscribe or someone leave the list- Yep ... or someone write something. Because if I know that maybe that person was not the person for this content, and I want to have a specific type of person read my content, um, and maybe that person isn't that person, so-

Jay Schwedelson: The best was I was on Reddit.

Jay Schwedelson: I was on Reddit yesterday. I was reading something about I don't even know what, and the person commented, or they posted something about me talking about something to do with events and marketing, and then this person commented and goes, "I almost never agree with Jay. Most of his ideas are terrible," or whatever.

Jay Schwedelson: And, um, I just went on to the comment and I go, "I totally agree with you. That guy Jay is terrible." "I, I think he's the worst From my own account, and it's clearly

Daniel Murray: me. I love, I love, I love, like, a reverse troll back. Yeah. Yeah. Like, like, "Oh, yeah, you're right. I am terrible. Um-" "I

Jay Schwedelson: suck." "

Daniel Murray: Yeah, I'm the worst." Yeah.

Daniel Murray: Like, "Sorry." "The worst.

Jay Schwedelson: It's the best." It's so

Daniel Murray: true. Um, c- could you tell me, like, for people who don't know, like, who, what's happening on Eventastic?

Jay Schwedelson: Oh, that's nice of you. Yeah, no, so, uh, the, this Thursday and Friday, Eventastic is giant free virtual event, the world's largest event about events. It's gonna be crazy.

Jay Schwedelson: It's two days. Who cares about the actual, uh, learning about all this stuff related to events and webinars and all this stuff? We're doing a Taylor Swift dance contest. We got a live cannonball guy. We have DJ dance parties. We're doing a mouth guard game. We're gonna wear mouth guards and do a full session wearing mouth guards.

Jay Schwedelson: I mean, it's not gonna be normal.

Daniel Murray: I feel like, uh, have you seen those videos of, like, when peop- like, that's how you, like, learn how to speak properly is, like, have a pencil in your mouth or something- Yeah, yeah, yeah ... like that. So maybe we- Well,

Jay Schwedelson: we're doing the big mouth guards, like, literally, like, they're half the size of your face, and we have a panel.

Jay Schwedelson: They're gonna be talking about event-related stuff wearing the mouth guards.

Daniel Murray: I do not wanna know what goes on Jay's brain- ... 'cause he puts, like, the weirdest things. Like, who does a live cannonball on there, like, in giant mouth guards and stuff? Oh,

Jay Schwedelson: we, like, we had a, we had a call with the guy yesterday setting up for the cannonball thing, and I was like, "Could we put a target out there and, like, you have to land on it, and if you land on it, like, like, then maybe we'll make a donation to charity or whatever."

Jay Schwedelson: But I go, "If you don't land on it, then, like, I don't want you to, like, die." So the guy's like, "I don't wanna die either."

Daniel Murray: Yeah, like, that would be the worst thing to happen at a live event, in my opinion.

Jay Schwedelson: Yeah, yeah, yeah. Yeah. So, um- Imagine I would get sued, I don't even know, by, by people who had, like, trauma and stress from watching it.

Jay Schwedelson: Well, this is amazing. Listen, everybody go. Leave Daniel... You know, nobody... Somebody just go leave Daniel a comment on Spotify and say, "Daniel, you're cool." Then we'll know everybody's listening, um-

Daniel Murray: Yeah,

Jay Schwedelson: and- ... because you are cool, Daniel ...

Daniel Murray: I, I, I, we appreciate the, the fun, funny comments on-

Jay Schwedelson: Yes, yes ...

Daniel Murray: our podcast and- Yes

Daniel Murray: Spotify.

Daniel Murray: So. We want toilet emojis everywhere.

Daniel Murray: Exactly. Later. Later.

Jay Schwedelson: Daniel, come on, man. I gotta get back to work. Get outta 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.

Jay Schwedelson: Oh, here's Daniel. He's finally out.

Daniel Murray: Back from my bathroom break. This is Daniel. Go follow the The Marketing Millennials 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.

Daniel Murray: We'll talk about it. Just give us a, a shout on LinkedIn and tell us what you wanna hear.

Jay Schwedelson: Peace out. Later.