The holiday season brings a different kind of marketing energy, and Jay Schwedelson and Daniel Murray are all about helping you use it. Between roasting each other about running habits and gym classes, they dig into why “the most” might be the single most powerful word you can use in your end-of-year campaigns. From “most downloaded” to “most gifted,” this episode shows how to wrap up your content (literally) in ways people can’t resist.

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Follow Daniel on LinkedIn and check out The Marketing Millennials podcast for sharp, no-fluff marketing insights. Subscribe to Ari Murray’s newsletter at gotomillions.co for sharp, actionable marketing insights.

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Best Moments:

(01:16) Jay reveals his painfully slow “runs” that neighbors mistake for walks

(02:45) Daniel shares why roundups and “Spotify Wrapped”-style posts crush at year-end

(03:44) Jay explains why adding “most” instantly boosts engagement and clicks

(05:00) Daniel breaks down how AI makes it easier than ever to create top-performer lists

(06:01) Jay connects year-end content psychology to holiday nostalgia and comfort

(07:42) Daniel shows how “most bought” and “most gifted” emails drive conversions

(08:33) Jay rants about workout classes that make you “partner up with randos”

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Check out Jay’s YOUTUBE Channel: https://www.youtube.com/@schwedelson

Check out Jay’s TIKTOK: https://www.tiktok.com/@schwedelson

Check Out Jay's INSTAGRAM: https://www.instagram.com/jayschwedelson/

Daniel Murray: Welcome to a new special series called The Bathroom Break, that extra 10 minutes, you either have to listen to marking tips or use the bathroom or both, but I don't recommend. But that's your choice.

Jay Schwedelson: This collab is gonna be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schon from the Do This Not That podcast and subject line.com.

Jay Schwedelson: Each episode in the series, we are gonna go over quick tips about different marketing topics. And if you want to 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 bathroom Breaks. I'm here with a guru himself, Jay Terson, and I am Daniel Murray and I actually found out a fun fact about Jay and he's been gatekeeping this for the last three years, but he goes for a jog every Saturday and Sunday and I didn't even know he ran.

Daniel Murray: So like could you explain? What?

Jay Schwedelson: I

Daniel Murray: hate you. What does,

Jay Schwedelson: I hate you for the passion. So here's the thing. So I live in this community. There's a circle around the community that's three miles long. And so I do it every Saturday and Sunday. It's not a flex at all 'cause I, I wanna like keel over by the time I get back.

Jay Schwedelson: But the worst part is I go so slow, like. So slow that, um, people will stop me and be like, how's your walk going? And I'm like, wanna give 'em the finger? Because I'm like, bro, I'm running you clown. I'm running. And, and even like any, anybody I see, oh, I always see you walking around the circle. I go, dude, I am running.

Jay Schwedelson: So I get like, so mu, I get so angry. Do you run at all? I don't feel like you're a runner.

Daniel Murray: And then I just. I couldn't do it anymore. I couldn't run anymore. I get too bored running. I need to play a sport. That's why I got into tennis, because I just can't just think about running for three miles or four miles. I don't know how, how people do that.

Jay Schwedelson: Oh, I'm horrendous. Well, I, I, I couldn't be worse at it.

Jay Schwedelson: Anybody that runs a marathon props to you because, dude, that is wild. Um, but let's get into this episode, Daniel. What is, what's going on this time of year? What, what is the content? What are things that we could be doing this time of year, unlike any other time of year that actually crush it?

Daniel Murray: Well, the thing that happens this time of year is you've done a lot of work as a marketing team to create.

Daniel Murray: Content that you put out, episodes you put out, products you put out. Um. The, and you, you have metrics now of what's doing well and what's not doing well. So this is like the best time to put out gift guides, most downloaded content, our favorite episodes of this year. Um, takeaways from all our blogs or all our interviews, this is the time to be able to do roundups.

Daniel Murray: Um, and I think Jay calls it the, which is. The Spotify ratify of your content of the year. Um, but what are some things you, you've tried that have worked, Jay, that you or you've seen other people do that are cool out there?

Jay Schwedelson: The, the most powerful word this time of year is the word most, you know, we live in a world now, all we wanna know is what other people think.

Jay Schwedelson: That's it. That's why you, you know, you get in an Uber, that's a 4.9. You, you cancel one. That's a 3.8. 'cause you're scared, right? All we care about is what other people think. And the content this time of year, if you package it in the most, okay, it exponentially increases the number of people downloading it, consuming it, watching it, interacting with it.

Jay Schwedelson: You know, our most listened to podcast episode, our most downloaded tip sheet, right? Our most favorited outfits, our most wish forward. Whatever it is that the most, it doesn't matter if you have three people that visit the blog post, okay? It is still your most and all we care about are these superlatives.

Jay Schwedelson: So when you think you don't have anything really awesome to push, package up, whatever you got that's the most, make buckets of different things and push it between now and the end of the year. And you'll be shocked about the level of consumption that people and engagement that you get.

Daniel Murray: I, I'm going to add on why it's even way better to do it now than more than ever.

Daniel Murray: We have AI to help us do this. Now, before you were manually looking through spreadsheets and saying, what is the most downloaded content? What is the most viewed content? What is the music most viewed podcast? What is the mu most viewed video? What's my most shared thing? Um, now you could plug in. All your data, all your content, and you can even now do something better and say, here's a tip from each of these po, these most listened to.

Jay Schwedelson: You know, this time of year is also a moment.

Jay Schwedelson: You have to always get in the psyche of whoever your market to consumers, business professionals, doesn't matter. We love this time of year when we can kind of all rely on certain things, certain types of content. That's the reason Mariah Harry's song is always hits number one every time. You know this year, that's the reason Spotify wrapped is so popular, and you can do that as well.

Jay Schwedelson: You can say this is the most, whatever, this is our most consumed, most bought, most wished for most done. Lean into this 'cause. That's the mindset that we're in. We wanna get comfortable and we also wanna catch up on whatever we missed out on. Right. What is Netflix number one show of the year? Most watched show of the year.

Jay Schwedelson: Oh, I missed it. I'm gonna watch it. So this is every time of the year. You have to get into the psyche of the, of what is going on out there. And this is so easy. It costs you nothing and it takes no time. It is a no brainer.

Daniel Murray: I also think if we're thinking about not only a content. Plays, you could do emails that are, say, here are the most gifted products we have.

Jay Schwedelson: Alright, so let me ask you this. Going back to the running thing, um, have you, you don't strike me as somebody that's gone to a workout class.

Jay Schwedelson: Like, have you ever gone to like, I don't know, a Pilates class, an orange theory fitness class? I cannot imagine you in one of these classes. Like, like, all right, everyone do five pushups

Daniel Murray: now. Oh, it's actually a, a false thing because me and Ari, we had, like I said, with my running phase, we had phases, so we had.

Daniel Murray: A SoulCycle phase and Oh

Jay Schwedelson: yeah.

Daniel Murray: Uh, we had a Barry's bootcamp phase. That's a hard phase. That was a hard phase. It was. I was, and something about me is I'm very competitive and I'll do, if I'm, someone's running next to me and they're running at 12 and I can't run at 12, I'm gonna still try run at 12 and kill myself while they're looking like it make, it, makes it look easy.

Daniel Murray: Um, so I was dying while these fit people were just. Crushing it. Um, so, and then I had a, a Peloton phase. Um, there you go. So I had all the, I, I was on a, a class phase, but now I'm on, I, going back to my sports phase where I, I play sports. Um,

Jay Schwedelson: I, I have to tell you those classes, so I've done all of those classes.

Jay Schwedelson: They're all horrible for different reasons, but I really gave up on them. 'cause I remember I was doing Orange three Fitness, which is one of these classes, whatever, you do all these exercises and then they started having, you had a partner up like, all right, everybody get a partner. You're gonna go and do like, I don't know, sit ups together or something, and I don't wanna partner up with these randos.

Jay Schwedelson: Everyone's disgusting. And then you have to like hold the person's ankles or whatever. And I'm like, I don't wanna do this. I'm like, can I participate without partnering? They're like, no, we need you to partner. And I was like, peace out. I never showed up again. I don't wanna partner up.

Daniel Murray: Uh, J Jay doesn't wanna, I think I, I never understand why you would go to a class because you hate being around like so many people.

Daniel Murray: So why are you going to any of these classes?

Jay Schwedelson: I don't know. I don't,

Daniel Murray: that's why you go on your runs and it's nobody's bothering and people still tend to bother you in your run. So it's, it's interesting.

Jay Schwedelson: When people try to like talk or whatever, somebody I know and they're like, Hey. I'm like, what are you doing?

Jay Schwedelson: What's wrong with you? I'm running.

Daniel Murray: I think that's the worst when you go to class and then someone you know, uh, like you, you're trying to avoid them, like people seeing you exercise and then someone you know who's like. And the worst part is when they're way fitter than you and they make the class look easy and you're, you come in the class like soaked and they're like, that was good.

Daniel Murray: That was fun.

Jay Schwedelson: Yeah. Uh, I'll tell you what wasn't fun listening to this episode. It was torture, I'm sure, but we appreciate you being here. What a sell. Um, everyone leave the marketing millennials a review, follow their show. And if you're really bored, do that with do this, not that. And we'll see you at the next one.

Daniel Murray: Daniel, come on man. I gotta get back to work. Get out of

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

Daniel Murray: Back from my bathroom break. This is Daniel. Go follow the Marking Millennial 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. We'll talk about it.

Daniel Murray: Just give us a, a shout on LinkedIn and tell us what you want to hear.

Jay Schwedelson: Peace out later.