SPECIAL SERIES == Rename That “Ebook”! 📚 Simple Naming Wins for Marketers <== | BATHROOM Break #59 COLLAB: The Marketing Millennials + Do This, Not That

Daniel Murray: Welcome to a new special series called the bathroom break. That extra ten minutes, you either have 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 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, and I'm here with the man himself, Murray. And before we get into an awesome topic today, Daniel and I went out for dinner. We had a great time, but Daniel lives about an hour away from me. This is Miami. I live in Boca. And, Daniel, when you went home, you hit massive traffic. So I wanna know something. Do you get like do you start freaking out? Do you are you do you like curse at people, give people the the middle finger? Or are you like, you know what? It's okay. I'm super chill, man.

Daniel Murray: Well, let me give a context. This is the worst thing that happened because I if I'm preparing mentally that like it says it's gonna be an hour and a half home and there's traffic, I'm fine. But what happened is I left Boca at, like, 10 And I'm like, oh, we're all like, we're thirty minutes in this, and I'm in North Miami. And they shut down the whole freeway from North Miami all the way to where I live. And it ended up I have to I had to, like, get off the freeway. And then I started getting angry. I was like but I was more angry at, the city of Miami for doing this. Also, I was also angry that people started using like the side the shoulder. Like like so when people would try to exit the freeway, people were like driving on the grass and stuff, and that was really annoying. My bug was boiling though when I before I went to

Jay Schwedelson: That's good for bathroom break. Good update there. And by the way, for everyone who thinks I'm a jerk that I didn't meet Daniel halfway, he did not want to meet halfway. He wanted to come to Boca. So I'm sorry you had road rage or or whatever you had, but let's get into the topic of the day. This is a really important one, and this applies to business marketers or consumer marketers. Everybody spends so much time on the content. Oh, we need a new piece of content to promote and get out there, or we need a new webinar, or we need a special sale, but we don't spend enough time on the actual name of the content or the sale or the offer. And if we don't have the right name, then who cares what's inside? Who cares what the offer is or the content is? So, Daniel, do you subscribe to that? Do you believe that?

Daniel Murray: Yes. Because I I feel like especially in b two b, let's, like, start the b two b examples with names like white paper, webinar, ebook. Those are names now people are like synonymously of things that are boring, not helpful, or I don't wanna read that. But if you change like the name to like ebook to like here's my playbook or here's my guide to something, it's way more convincing to do that. Or webinar, which we both do something different. I call my big virtual event a year a festival because, like, I'd I don't wanna call it a web a huge conference because conferences seem boring, so I call it a marketing festival. It's just a quick naming change to just it also sets expectation of what the content is if you the name. The name like a playbook sets expectation you're going to get like the play play by play or like something that I can use right now where like an ebook doesn't really tell you anything that you're going to get.

Jay Schwedelson: Yeah. And and just to play off that a little bit, here's some data. Like and everyone out there, think about it this way. Let's say you had a a new guide that you were trying to get people to download. Okay? You don't need to call it a guide. What is the difference really between a guide, an ebook, a checklist, a blueprint? And if you're not testing the format name, you're missing out on a key variable. First of all, never promote an ebook. Nobody actually downloads an ebook. Nobody reads an ebook. If you are being given an ebook to promote, change that to being called a guide. We see if you go ebook versus guide, we see a 30% higher download rate for guide. But even beyond that, for the same content piece, you can call it a checklist. You can call it a playbook, and that will go even better than a guide. The most important thing is if you're not testing that as a variable, you're leaving a huge thing on the table, and that's why your response rates are down. So, Daniel, how else does this apply to things like, you know, consumer offers or other things?

Daniel Murray: I I just wanna add one more thing to that is the an easy way to test that, like, just say you just send an email marketing, you can have split test the CTA to, like, download guide, download ebook, have the landing page just switch guide and ebook on both sides and see how what the difference is. Like, it's an easy test that you could run right now to test which one works better with your audience. So that's an easy test. The other thing to think about and is renaming a sale to something different. Jay had some good names for this, like, summer blowout and stuff like that. What was what was your what's your sale name?

Jay Schwedelson: So what do you do have a sale? Okay? And you're like, okay. This is our our our our special summer savings. And you're like, okay. That's what it is. So we'll just call it that. And then you move on to making sure your website's optimized, all that stuff. What you are calling that sale is everything. It could be the ultimate swimsuit sale. Right? The ultimate coaches sale, if you're a coach or whatever, versus, you know, our big summer sale. I will tell you this. What you call it as an AB test, one of them is gonna be the winner. You can't just test the creative. You can't just test the subject line. You have to be testing the name of your content, the name of your offers.

Daniel Murray: And if you if you you want to go deeper with that is, like, if you do segmentation, you can be like, this is a sale for tennis players. This is a sale for basketball players. This is a and segment your list and call differently on your list. And on those product pages, you can have different names because that you've, like, separated your your list to those different things. So you can call it differently by segmentation, like Jay said too, and that will help a lot because then you people know, like, the sales for me instead of saying the sale. This is just a general sale for everybody.

Jay Schwedelson: Now you were saying, like, you need to have, like, 15 headlines or something. What were you saying before?

Daniel Murray: I think that before you write any piece of content ever, you should know that if the headline and the hook of the the piece of content is good before you even start writing the piece. So what I like to do before I write any like newsletter or any piece of content is I'll write 20 headlines for every piece of content. Even for emails, like I will write 20 subject lines and see which ones I will like pick two to AB test, but still I will have like and then I'll write my email. Because if nobody's opening or reading the fifth, like, cash for the first line, like, used to say that, like, 80 per your headline's 80% of your dollar spent. Like, it's like, if you're that is your main thing to get something open, and that naming of your headline is so important. And most people, what they do is do the landing page first or do the write the whole piece of content then come up. But if your hook is not good, even with social media, come up with the hook before you record the whole piece of content is so important before you do that. So that's why like we're talking about is like naming the piece of content, but also naming that headline of what this is is so important to get people to take the next action and that's the whole goal.

Jay Schwedelson: Yeah. And I really think it's a change of mindset. You know, when you go to a restaurant, you don't try a dish. You try the name that you read in the menu. And that's exactly how it works for your sale or for your content offer. People aren't trying they're not interested in your content or your offer. They're interested in what it's called. So spend a lot of time and energy on what you're calling it and test it and retest it and change it. Speaking of menu, so Daniel and I went out for dinner. And, Daniel, you you crushed sushi. So what is your, like you know, when you look at a menu, do you just automatically go to, like, certain things? Like, because are you never, a burger guy? Like, what's your go to when you look at a menu?

Daniel Murray: This is gonna sound so ex football player, but I go straight to, like, what are the proteins on the, like, menu? Like, protein heavy. Yeah. Protein heavy. And it's just I'm also South African, and I grew up on just meat and, like, potato type things. So it's I go straight to the Ari's the opposite. She'll go straight to carbs. So she'll order the carb. I'll try to find the best protein on the menu. Well, would

Jay Schwedelson: you order, like, a just a salad? No. No. Would you go to a vegan restaurant?

Daniel Murray: But I would go to a salad. I would order a salad if it was at Vinny's Cafe.

Jay Schwedelson: You're so stupid. There's a cafe right near where I live called Vinny's. It's viral on TikTok, and they make the world's biggest salads. It's very annoying that it went viral on TikTok because it's a decent salad place, but you can't get in because it went viral on TikTok and because people like Daniel talk about it, which is super annoying.

Daniel Murray: Hey, ho. Well, this is the funniest thing. Jay said I told him I went to Venice because I came up early to Boca. And he's like, it's not that good. And then his wife goes, didn't you get that for lunch, and aren't you trying

Jay Schwedelson: to eat

Daniel Murray: this after? He already had Vinny's at home. Like, he was hating on he was hating on me getting Vinny's.

Jay Schwedelson: I I know. I'm gonna cancel the Vinny's now. They're not gonna let me back in. Listen, everybody here, do Daniel a solid. Go and follow the marketing millennials. It is an my favorite podcast. I like it more than mine for sure. And leave him a review. Tell him he's awesome. And, yeah, we'll see you at the next one. 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. Back from my bathroom break.

Daniel Murray: This is Daniel. Go follow the marketing millennials podcast, but also tune in to this series. It's once a week, the bathroom break. We talk about marking tips that we just spew out, and it could be anything from email subject line to any marking 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.