SPECIAL SERIES ==> Are You Accidentally Killing Your Brand? 😬 Stop Sending That Email <== | BATHROOM Break #55 COLLAB: The Marketing Millennials + Do This, Not That

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Daniel Murray: Welcome to a new special series called The Bathroom Break. That extra ten minutes, you either have to listen to marking tips or use the bathroom or both. But I don't recommend both, 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 Schwedelson from the do this not that podcast and subjectline.com. 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. We are back for the bathroom break. This is Jay Schwedelson from Do This Not That podcast. I'm here with the great Daniel Murray from the Marking Millennials podcast. And before we get into our episode today, which is gonna be about negative signal, which is gonna be very interesting, useful, boring, I'm not sure what, right now, it's like prom season. My kids are in high school, and so they're all in on prom. When I was going to prom, I didn't know anything about this promposal stuff where people have to be very creative and ask their boyfriend, girlfriend, or whatever they're doing to go to prom in a very interesting way. So, Daniel, I'm a billion times older than you. Did you did you have a promposal situation when you were in high school?

Daniel Murray: I this is so lame, but I got like a a fish tank, a fish, and then I put like a note in the fish tank that was said, you're the only fish in the sea where you go to prom with me.

Jay Schwedelson: Did she take the fish home?

Daniel Murray: I don't know what happened with the fish after that, but she said yes. Name the fish? No. Do not name the fish. I just thought it was like I was trying to be creative, but she seemed to like it. People thought it was cute back then. But

Jay Schwedelson: It's special. It'd be cool if like you, like, you know, you're all football. You took the fish. You just swallowed it. It's just like like, yeah. That

Daniel Murray: would be dramatic. But what are we talking about today? Because this is don't wanna go back to prom memories.

Jay Schwedelson: We're talking about negative signal. This is something that really I really learned a lot from you, and I I wanna get into some tactics to avoid right now to not allow your brand to be running into negative signal. But I don't think enough marketers are really thinking about this. So can you explain kind of what it means?

Daniel Murray: So everybody thinks that, like, putting out content and giving content in the world is a positive thing to to the world. Like, just doing marketing is is a a net positive. But negative signal is when you're putting out below average, below par, not on brand things that actually hurt your brand's reputation, your brand's expertise. So for example, I always say to people that, yeah, like posting on social consistently, you win on that. But if you're gonna do below average posts, you're just turning off your audience and actually turning off followers. And I I have this theory that nobody really tracks in marketing. I don't know how to track, and if you can learn how to track this, it'll be good. But everybody thinks of LTV of a customer, but nobody thinks of LTV for an audience. And there is an audience of people who are lurking at your brand, lurking to they wanna buy from your brand. And every time you do something negative or send them a spammy email or send them an extra text that is or to double text them, you actually are turning off people that could have bought from you in a month or two or three. So negative signal is that where you are putting out negative things into the world that are actually turning off future buyers that would buy from you or future people who read your newsletter or future people who would do x. Yeah. They're basically silent killers. I'm gonna rattle off some specific ones that a

Daniel Murray: Yeah. I mean, there's ways in your business right now that you can look if you're doing negative signal things, and Jay said a couple. But first, like, are you over communicating in an irrelevant way? I think you always talk about it's good to send a lot of emails. But if you send a lot of irrelevant, uninspired, boring, and doesn't your customers don't care because you can always send a lot of emails if they're relevant to your your customer. If they are irrelevant, that's number one. Number two is, like, are you targeting the wrong audience? That is negative signal too. Like, are you, like, sending this piece of content to this part of your audience versus this this ad to this feed? That's negative signaling too because people are like, what are you doing? This this content is doesn't have anything to me. I think the biggest one that I see is generic boring content, meaning, like, clickbait headlines. Like, a clickbait just to get a high open rate with content that doesn't match, immediate negative signal. Or a clickbait ad that doesn't match in a landing page, clear negative signal. These things are the stuff that you do are hurting your brand over time. And you want as marketers to do actions that are so I'd rather my ass is like, I'd rather do the your test internally and say, is this going to is this gonna hurt, or would my audience care about this? Is this better than the average in the market? If it's not, then don't send that email, no, or don't make that post. That's why I think focus is so important in marketing because we get so inundated of so many channels that if we just focus on a few channels and win on them, we are actually win in the long run.

Jay Schwedelson: Yeah. And and, you know, before we wrap up, I I learned really the in regular life how you could have a negative signal in your social life. I didn't really understand it that much because, like, I'll say to my kids or teenagers, they'll be like, oh, I messaged so and so on Snap or whatever they say, and they didn't they didn't open it or they didn't do whatever. I'm like, oh, just message them again or Snap them again. They're like, what? No. If you do that, then this horrible thing happens. But, like, what is the protocol so you don't have a negative signal when you're trying to, like, you know, get with somebody or whatever? How does that work?

Daniel Murray: That's not something you should ask me. That's that's what you should we should bring we should bring your kids on the podcast and talk about negative signals of communication in this era because, yeah, a double snap or double text, but some people are very double. It's like some people like a double text. So I don't know the rules of communication anymore, but that that that seems like bad advice to double send a picture to someone.

Jay Schwedelson: Right. But even it's like you could, like, open it but not open it or what? I don't know. It's just too too complicated now. Don't get it.

Daniel Murray: It's too com people like playing mind games now.

Jay Schwedelson: That's weird. Oh, when I was young because I'm such an old loser, you know, we had our regular phones, like no cell phones. And then we would put somebody on the party there at a party line, and you tell them to be quiet. And then you would call up the person that they either liked or didn't like or whatever. And then you'd say them, hey, what do you think of Jen? And the person was like, oh, I really liked him. And then all of a sudden Jen would be on the line and chime in like, I'm here. And it was amazing.

Daniel Murray: That was like that's modern. You're a matchmaker back then.

Jay Schwedelson: That's right.

Daniel Murray: But what if they said no? That would be a horrible experience.

Jay Schwedelson: Horrendous. It was terrible. It just went sideways. Oh, was really Another very important episode of the bathroom break. We really crushed it today. Listen, everybody, if you go ahead on Instagram and you tag the market millennials or me about this show, we will reshare it to our stories. Daniel's got like a gabillion followers. And, yeah, check out the market millennials, do this not that podcast, and keep it real.

Daniel Murray: One one thing I'm gonna say is congrats to Jay. He went viral on his on Instagram recently. So go to Jay Schwedelson. Look. He went viral. Like, 3,000,000 views like crazy.

Jay Schwedelson: Yeah. So By the way, going viral doesn't do anything for you, I learned. I got, like all these people following me that are like, I have they're like, hi. I own a donkey farm. I'm like, congratulations. Like, what do I do with that?

Daniel Murray: Well, that was great. Talk to you all later.

Jay Schwedelson: Later. Daniel, come on, man. I gotta get back to work. Get out of 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 Mark and Melanias podcast, but also tune in to 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. Just give us a shout on LinkedIn and tell us what you wanna hear. Peace out. Later.

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