3 WORDS That Can BOOST Your Engagement 60% 🚀 Airport People Movers Are Not Rides! Jay’s SCOOP | Ep. 407 - Do This, NOT That: Marketing Tips with Jay Schwedelson

Jay Schwedelson: We are back for the do this, not that podcast presented by Marigold. And by the way, we got a bunch of new listeners. Thanks for being here. And just so you know how we do it, I rip through some tips and tactics really quick and at the end we have this section called, since you didn't ask, which is totally ridiculous, which has nothing to do with the Brooklyn Bridge.

Jay Schwedelson: But anyway, that's the format. So let's jump into what we actually do here, which is get into the thing. And the thing that we're talking about is the very start. Of your email, the very start of your social post, the very start of that LinkedIn post. This is not about a hook. People get it all wrong and there's new data I wanna share about the critical, most important thing in those emails and in those social posts.

Jay Schwedelson: It's not the content that you're promoting, it's not that sale that you're promoting. No one cares about the nurture stream. No one cares about your copy in your email. No one cares about any of it. The thing that we don't pay attention to that changes whether or not we get engagement is literally the first word of your email subject line.

Jay Schwedelson: The first three words on your social media post, this is not about writing a hook. A hook is a whole idea. Forget about the hook. We need to take a step back and think about literally, what is the first word. We are using because that is actually what's gonna determine whether or not somebody reads the subject line, reads the social post, opens the thing, interacts with the thing, and I have some data here on exactly what those first words should be.

Jay Schwedelson: Why, and now you're like, I'm really gonna pay attention to a whole episode about a word or about the first three words. And yeah, the reason is you spend so much time on everything else. Oh, we gotta get the landing page right. Okay. Do we have the nurture sequence going after they sign up for the thing?

Jay Schwedelson: Do we have the welcome email after they buy the thing? Uh, do we have all the copy in that social post? What are the images in that social post? Who cares? Nobody is going to see the thing, read the thing, do the thing, buy the thing if you don't nail that first word or that first few words. So first let's talk about LinkedIn and then we'll get into email and Instagram.

Jay Schwedelson: So if you post something on LinkedIn. The first three words that you write in that post, I'm not talking about the image, I'm talking about the actual copy in that post. The first three words, not the first sentence, not the hook. I'm talking about the first three words. The algorithm actually shows the first three words only on the top line of the notifications on the mobile app.

Jay Schwedelson: Okay, so if you don't nail those first three words on your post, your engagement rate goes down massively. Social Insider said that those first three words, that first line right there, getting on that first line and getting it to be strong in engage will increase your engagement by 45 to 60%. So. What are the words on your LinkedIn posts?

Jay Schwedelson: What is the format that will get them to then interact with the post? These are the things that do the best, according to all the most recent data. First is this idea of contrarian. If you start out your posts and say Everyone is wrong. Uh oh. Boom. Hits you, right? You're gonna continue. Or if it's something like a command stop doing this.

Jay Schwedelson: I know how cheesy this sounds. I can't believe we're talking about three words, but this is what we need to be thinking about or being relatable. Relatable is everything I messed up. People will keep going or authoritative three things every I, the whole point of this episode is to be very, very intentional and to think about the first word, the first three words.

Jay Schwedelson: What about an email? So for promot promotional emails, okay, literally the first word of your subject line. I'm not talking about the rest of your subject line. I don't care. The first word of your subject line is what really matters. So let's break it out into two groups. Sales, emails and like promotional, like discount, whatever.

Jay Schwedelson: And then there's non-sales related emails, content, whatever. So for non-sales related promotional emails, the words that really will work, these words actually give you a 20% lift in overall open rate. If they are your first word and the words are y, stop, invited, and most. So when you say something like, stop, it actually gets you to stop whether you realize it or not.

Jay Schwedelson: When you say invited, somebody gets excited, they're invited. They don't realize it. When you're invited to the latest blah blah guide, you're invited to the new webinar, you're invited to some other piece of garbage. We like being invited. Then most, our most read blog posts, our most downloaded piece of content, our most, blah, blah, blah, blah, blah.

Jay Schwedelson: So why stop invited most? These are the words. Now, if you're promoting something, a sale, okay? The words that are going to give you the biggest boost at the start, your first words are gonna be the word last ends. And just so when you see an email, it says, just in or ends today. Or last sweater in stock.

Jay Schwedelson: Why are you buying a sweater? It's very hot out. I don't know. The point is, don't just write a subject line. Think about how it works and how it works. Is that word, that first word gets them to the next word? It also Instagram. Instagram came out just last week. And they said the most important thing on uh, getting Instagram engagement, number one.

Jay Schwedelson: Their number one format are Instagram reels, the videos, and they said it's all about the first five seconds. Now that's kind of obvious to me. It's more about the first two seconds. Okay. There's a lot of data out there that says the first, second and a half is where they're going to decide if they're gonna go further.

Jay Schwedelson: The bottom line is. If you are just saying, okay, uh, what, what should our, what, what should we write the post to be? What should we write the subject line to be? What should we, and you've spent all this energy on this offer. You got legal to approve it. You've had people design it, you've worked on the copy and the landing page and, and the, and the flow of after they sign up and whatever.

Jay Schwedelson: And then you don't focus on the littlest thing that has the biggest impact. Nobody's gonna see your stuff if you don't focus on this little, little thing that has a huge, huge impact. Why do I get so worked up? I don't know. Alright, before we get into, since you didn't ask, which is gonna be ridiculous 'cause it always is.

Jay Schwedelson: Um, I wanna know, this podcast is exclusively presented by Marigold and Emma is part of Marigold. It is an email sending platform. It is awesome. I send all my emails using Emma. Your email platform stinks. Come on. Just for listeners of this podcast, they give us 50% off of Emma for three months. I am telling you it is worth checking out.

Jay Schwedelson: You go to J schon.com/emma. That is j schon.com/ma. 50% off. This is ridiculous. All right, check that out. Let's get into, since you didn't ask, so. I've been traveling a bunch for these conferences and for these events and stuff, and I shouldn't be let outta my house. I, I genuinely shouldn't be let outta my house 'cause everything drives me bananas.

Jay Schwedelson: So I just had to fly through, um, the Atlanta airport, which by the way. Way too big. I mean, if you are interested in running a 5K and sweating, trying to get from, you know, your connecting flight to your other flight, amazing place to do it because it's, it's ridiculous. But that's not even the thing that really drove me bananas.

Jay Schwedelson: So we need to make some rules about the, the people movers or the, or the, or the moving walkways, whatever you call them. You know, those things that are flat, that are like escalators that are flat that just move, um. I dig them. But the problem is I get on them and I wanna, I wanna, I wanna glide, I wanna like move.

Jay Schwedelson: I'm walking really fast on them. I become like Usain Bolt. I'm like trying to woo. The whole point of them is to get people to move faster. But people get on these things and then they stop. Like it's a ride at Disney. It's not a ride at Disney. It's not like, oh, um, the whole point of these were created. So you.

Jay Schwedelson: You lazy human. You don't have to move anymore. It's not a ride. You're supposed to keep walking. And then, uh, if you're gonna be lazy and you're not gonna walk it, you're supposed to be on one side. But no, people block it right down the middle. I cannot tell you how much this bothers me, right? So I go on the walkway, this just happened.

Jay Schwedelson: So I go on the walkway, uh, and there's this like, you know, family, whatever, and they're blocking the whole thing. And I say, excuse me, trying to get on the left side here. 'cause everyone knows the left side is where you steamroll forward. Okay? I go, I'm trying to, trying to get so sorry. You know, very nice.

Jay Schwedelson: And the dude, the dad looks at me like, I could not have said something ruder. I could not have been ruder. I'm like, what is the problem dude? Get come on. And then sometimes, uh, when the people mover or whatever it's called is too packed. What I do, because I'm a giant weirdo loser nerd, I walk, um, on the side of it.

Jay Schwedelson: I don't get on it. And then I try to show that I'm really cool and I walk extra fast and I try to actually beat the people mover, um, to basically show all the people that are blocking the space on the people mover that I'm, I'm better than you. I'm, I, I'm a, I'm a better person as it relates to moving fast than you.

Jay Schwedelson: All of this is the stupidest thing in the world. Everything that just came outta my mouth in the last two or three minutes is useless. But if you're out there and you're a stander on the people mover, we need you to keep walking. No more standing. We're gonna unite against you. We're finding you anyway. I appreciate you being here.

Jay Schwedelson: You would be awesome if you checked out Guru conference, guru conference.com. It is my free giant virtual event that is coming up. It's the world's largest email marketing event. It's gonna be two days. We are running outta virtual seats. It is in November. It's gonna be awesome, Nicole. HID man is gonna be there.

Jay Schwedelson: Amy Porterfield. Donald Miller. The CEO of Liquid Death is gonna be there. I mean, so many people are gonna be there. Anyway, check it out, guru commerce.com. You're awesome. Keep it real.

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