NEW! ‘Un-AI’ Your Marketing = Huge Boost! Ask Us ANYTHING❓ | Ep. 348

Jay Schwedelson: we are back for Ask us anything from the Do This, not that Podcast presented by Marigold. This is our super short episode where all week long we get in questions, we get in work questions, we get in very ridiculous questions. We try to tackle one of each. And if you was submit a question, you'd be my best friend.

Jay Schwedelson: You just go to j sch shettleston.com. There's a button that says podcast, another one that says, ask us anything. And that's how we do this show. So let's jump into it. We're gonna do the work question first. We got a question from. Davey from Kansas City, Missouri. You know, I bet you guys are doing a lot of barbecuing there.

Jay Schwedelson: 'cause that's like what you do. I feel like in Kansas City, I turned on my barbecue this past weekend and I'm not. Good at many things and with barbecuing, I, I don't know how people, like, I'm a good barbecuer or whatever. I'm just happy I don't explode because like when I turn on my barbecue, it, it does that, that boom, that thing where like, you know, when the, when the fire starts going and I'm just like, is it gonna explode?

Jay Schwedelson: Is this the end of life? So I probably can't live in Kansas City. I'd be run outta town. Davey, what is your question, Jay? We use all the AI tools to help with our email copy and our social media copy and our results are average at best. I feel like we are just blending in 'cause everyone is using the same tools and tactics coming out of tools like chat, GBT.

Jay Schwedelson: Are there some anti AI things that we should be doing to stand out? This is an excellent question and there's a lot of data now showing that, um, if you are going to tools like Chat t or Claude or Anthropic or any of them and you're asking it to help you with your content, you're asking it to help you write your subject line, the blogs that you have, your social media posts, that AI.

Jay Schwedelson: Gives you back some very repetitive things. And there was a study that was just done by civic science that said 71% of people, business and consumer people, uh, can now spot AI written content. And the issue is there are some boat anchor elements now that if you use in your marketing, it actually is pulling down performance.

Jay Schwedelson: So I wanna share with you what some of those boat anchor things are so you don't use them. And then things that you can do to. On ai, some of your content. So first off, let's talk emojis. I know this is ridiculous, but believe it or not, there's two very specific emojis that if you go to Chachi PT, for example, and say, Hey, I need a subject line.

Jay Schwedelson: You're a business marketer, you're a consumer market. It doesn't matter what. There are two emojis that ai, that Chacha piti gives you back within the subject lines that actually now are lowering performance by about 15% when you use these two emojis and they are the green check mark emoji. I. And they are the pop party popper emoji.

Jay Schwedelson: Why does the green check mark emoji and party popper emoji depress performance? Because chat GPT is giving it back so frequently and is so repetitive with it being a part of what they're recommending, that when we see it, whether it's in the subconscious or not, we now know that that's likely written by ai and for some reason that turns us off.

Jay Schwedelson: So you can't just take what chat BT gives you or these other tools give you in terms of. The, the words that you're writing, the content generation and just copy and paste it. 'cause now it's actually hurting performance. And there are, besides for just those emojis, there are actually some words, some very repetitive words that chat GBT Rec that recommends, and it's not just for subject lines, that also applies for social posts.

Jay Schwedelson: The party pop emoji and the green check mark. You don't want them. Anywhere near your content. 'cause that is a telltale sign. The other thing that there are certain words that chat GT and some of the other AI tools recommend that you wanna avoid at the start of either your social posts or your subject lines.

Jay Schwedelson: And those words are unlock, discover, boost, grow, and optimize. I mean, I cannot tell you how many times I get unlock, you know, unlock the savings, unlock the discount, unlock the guide, unlock whatever. We don't wanna stop. Stop unlocking everything and now it's pulling down performance. So on the flip side of this, what can you do?

Jay Schwedelson: Okay, what can you do to un AI your marketing, certain things that work really great? What you wanna say to yourself is, what will AI never tell me to do? And that's what you want to do. So, for example, expressive. Spelling crushes it, meaning like you stretch your words. And this could be done in your subject line, in the headline of your email, on your landing page, on your social posts.

Jay Schwedelson: AI would never recommend, let's say you wanted to put in your subject line, you know, so good, you know, SO oh oh oh oh good or yes with five S's or, and with four Ns or, uh, with four Hs. Okay? AI is never gonna recommend that. It stops people in their scroll. They know a human being wrote this, and it, it's that, that pattern disruptor, that's what you're looking for.

Jay Schwedelson: And believe it or not, in email subject lines, for example, this lifts open rates by over 20% and it crushes it on social media a tactic that none of you will do that you should do. Is typos. Typos do incredible right now. Uh, spell Thursday wrong with two as, uh, I have a Thursday webinar, and if you wrote, you know, webinar Thursday, okay, and you use two as it will crush it, it stands out now you feel like it's not written by ai, believe it or not, in intentional typos are on the rise in all of marketing because this idea of unai and the easiest one that I would use immediately in your subject lines.

Jay Schwedelson: Don't capitalize anything. Don't capitalize the first letter of the first word. Don't capitalize anything. We're seeing this actually lift email open rates by about 10% Y 'cause AI would never recommend that, so don't capitalize anything and it stands out really, really well. It's also working on social posts for your headline copy.

Jay Schwedelson: Alright, before we get into the ridiculous question, I want to know that this podcast is exclusively presented by. Marigold. Now Marigold has a platform called Emma. I use it to send out my email. I send out billions of consumer and business emails. It is awesome. You don't like your platform. I like my platform that I send out my emails.

Jay Schwedelson: It is great for loyalty, marketing, retention, marketing metrics, you name it. We have a special offer only for listeners of this podcast. Okay? 50% off your first three months. Come on. So the way that you can get this offer is just go to jay schwas.com/emma, jay schwas.com/ema. Check it out. All right, let's talk.

Jay Schwedelson: Ridiculous question. We have a question from Jessica from Nashville, Tennessee. I was just in Nashville. I love Nashville. Although while I was there. Everybody's like, you need boots, you don't have boots, you need to buy boots. I'm like, I'm gonna buy boots and wear them once and that's it. So I didn't buy boots.

Jay Schwedelson: I got home. And to tell you the truth, I don't regret not buying boots. What are we talking about? I don't know. Alright. Jessica, what is your question? Jay, where are your TV updates? Come on. Need a breakdown on the trash you are watching. Well, first of all, I take massive offense to you calling the TV that I watch trash.

Jay Schwedelson: Um, that's not true. It is trash. I only watch trash. So I'll give you an update, not that you asked. Well, actually, you did ask on what it is that I have been watching. I just finished sirens on Netflix with Julianne Moore. Did I like it? Um, it got better. I think the ending, I'm not gonna spoil it was.

Jay Schwedelson: Ridiculous. So I give it, you know, like a, like a seven. I think it's worth watching. It was good. I just finished the fifth season of you, which I know nobody else watching Penn Bagley or whatever his name is. Um, so that was good. I, I give that, I would also give that a seven. I just tried to start on Amazon.

Jay Schwedelson: I just came out the Better sister with Jessica Beal and it wasn't good. I didn't make it through the first episode. Very bored. I do, I give that a four. Do not watch the better Sister. I'm fully caught up on your friends and neighbors. This got better. It started out as a five in my book, but it rose up till I would say like an eight.

Jay Schwedelson: So. That's a good one. Friends and Neighbors that's on Apple. Everyone keeps telling me to watch Mob Land. I may watch that, but what I'm really gonna watch, which just came out this week, is the new season of Below Deck. If you don't like reality tv, first of all, what's wrong with you? But second of all, a good show to start in the reality TV world is Below Deck.

Jay Schwedelson: It's relaxing. Nothing terrible really happens. There's a lot of drama. Um, you watch annoying people and you make fun of them, and every week there's new people. So Below Deck is great. They just, season 12 just started this week. I'm all in. And the thing that I am on a countdown for, which I know nobody cares about on this Earth except for me, is Bachelor in Paradise.

Jay Schwedelson: This is from the Bachelor franchise. Bachelor in Paradise is back July 7th. It has been a year, hasn't been around for a long time, and this is the best reality show that exists on planet Earth. So listen, that was a lot of information, a lot of very useless information. I appreciate you being here. You are very awesome.

Jay Schwedelson: By the way. I started a new. YouTube channel, nobody cares. And if you wanna check it out, I literally just started it. You can go to, at schon, you'll never be able to spell it, but if you can figure out how to spell it, uh, it's at schon. Hope you subscribe, or whatever you're supposed to do on YouTube. I have no idea what I'm doing.

Jay Schwedelson: And, uh, talk to you later.