SPECIAL SERIES == Failing Fast Is a Power Move 🔥 <== | BATHROOM Break #68 COLLAB: The Marketing Millennials + Do This, Not That

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

Jay Schwedelson: but that's your choice. This collab is gonna be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay sch Wetson from the Do This Not That podcast@subjectline.com.

Jay Schwedelson: Each episode in this series, we are gonna go over with. 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 Break. I'm here with the Jay Schon. I'll do this, not that podcast.

Daniel Murray: And I'm on podcast in the world and I, I'm Daniel Murray. You're so stupid. And, um, the question I have for you today is, I, I know that like it's hot in Florida and are you like, uh. Pool guy. Are you a beach guy? Are you a waterpark guy? Like what type of like vibe? Or you just like stay inside guy?

Jay Schwedelson: I'm a hundred percent a pool person.

Jay Schwedelson: I love a good pool. Uh, and you know, I really do like water parks, but my kids have aged out of it. They're like, you know, older teenagers and Allie has always thought, uh, water parks are absolutely the literally the most disgusting things that exist on earth. I think that she thinks COVID started in a water park somewhere, which it might be true.

Jay Schwedelson: So yeah, that's my jam. I feel like you could crush

Daniel Murray: a water park though. I love a good slide. Like in a good slide. You can't be a good or lazy river. Oh, lazy

Jay Schwedelson: is the best.

Daniel Murray: A good slide. Or a lazy river.

Jay Schwedelson: If you don't like a lazy river, you should un unfollow my show. That's basically how strongly I. Uh, so what are we talking about today?

Daniel Murray: We're talking about failing in marketing. So why don't you kick it off and like, what is your view on like failure in marketing? What should people do? How should they think about failure?

Jay Schwedelson: Uh, first of all, get, get very comfortable having failure because failure is actually how you grow, uh, in anything in your personal life, in your business.

Jay Schwedelson: In your marketing. I mean, here I'm the email guy, right? So just think about email for a second. Uh, most people out there, their average email open rate is less than 50%, right? So out of the gate, you're failing. You're failing to get the majority of people to actually even open up your emails, and yet we celebrate getting a 47% open rate.

Jay Schwedelson: It's amazing. So I think the number one thing before we get into a little tactics and stuff is if you're not comfortable with failure, you're not going to grow. Period. End of story.

Daniel Murray: A hundred percent. I think marketing is all about at bats. Um, and it could be the 11th, 12, 13 thing you do that could catapult your brand to the next level, get seen by someone else.

Daniel Murray: And the good thing is like nobody really like, really, if you, unless it's like a tar thought, sees the bad marketing you do because it doesn't get unseen. It gets unseen. People don't recognize it. Um, so. Failing's. Okay. But I, one thing that we've, I used to, what I highly recommend is if you like, failure should be reversed and thought, thought about like a learning document.

Daniel Murray: Like, like failure is all about like. We tested something and what do we learn from this test that we do? So we don't repeat that mistake. What I see a lot of mistakes people make is like, they're very, they're like okay with failure, but then, um, nobody documents that flopped email, that flop landing page that, that flop campaign and like the learnings like.

Daniel Murray: Was it the wrong audience? Was this color? Was it CTA? Like you have to do that and share that through an org because I see time and time again people make the same mistakes because they didn't share like the actual takeaways and learnings from that. And that's like. I think that's worse than failing, not actually having a learning from the failure.

Jay Schwedelson: It's so true because what happens is you do a campaign that does well and it was like, okay, what did we do? We gotta do that again. Uh, and when you break down things, you do wanna document your failures, but you have to document the tactics used. Right? All the different tactics and you have to put 'em into buckets so you know what didn't work.

Jay Schwedelson: Uh, and the other big thing is that when you are. Documenting all of this, okay? It's not like you, you're, you're throwing shade on somebody goes, oh, that wasn't great. That was your idea. That was whatever. You have to celebrate the fact that, uh, you're sharing the learnings internally and you can't make people feel uncomfortable about a failure occurring, because if you don't have an environment where failure is acceptable, then you're gonna have a really hard time as a business or as a marketing department.

Jay Schwedelson: Uh, growing in any way.

Daniel Murray: I also think that like when you go into a campaign that you run or anything you run, you need to have a kill criteria or a trip wire to say like after seven days if our metric like conversion rates don't raise by x percent or something doesn't happen here, we shut off this campaign and it's agreed upon ahead of time.

Daniel Murray: Like you need to have some sort of trip wire in your system. Flag something because otherwise you can go for months and months and not, and run a failed your failed marketing for a long time. So I recommend, like, you know, that the campaign could probably, there's a chance it could fail. So have a a a a me key metric that you're tracking against and you know, if we hit this.

Daniel Murray: If we don't hit this metric or we we're trending way below it, we kill this campaign and have that timeline, um, mapped out so everybody's on the same page that like, okay, it's okay to kill this if we hit, don't hit this metric.

Jay Schwedelson: You know? And in general, uh, from a bigger business standpoint, I'm a big believer in failing fast.

Jay Schwedelson: People get their ego tied to an idea. They themselves like the idea so much, uh, and they hold onto something and that's where they spend a lot of money. That's how businesses go outta business is they just, they stay, they hold on too long. I'll give you an example. So with my media, business guru, media hub, we put on these events, whatever, and we're like, oh, we should have an awards program.

Jay Schwedelson: And we came up with this whole big idea. We thought it was gonna be incredible. We launched Guru Awards, uh, which probably nobody has ever heard of because we launched it and it was horrendous. Even though we had it all mapped up. We had a whole plan, but we knew really fast. We're like, you know what, there's no legs here.

Jay Schwedelson: Even if this thing doubles or triples or quadruples in performance, there's no legs here and we killed it and we learned a lot from it and we doubled down to other places. But holding on is, is really how you hurt a business. I

Daniel Murray: think we all have those one or two examples, like even with like the marketing millennials.

Daniel Murray: We really thought, I thought three years ago that we can, we should go on TikTok and we just weren't good at doing it and we weren't seeing any growth and we, I made a decision like let's just double down on the two channels that we're working 'cause. Like TikTok flop. Like for us, we couldn't put the content on that channel to make it work, so we pulled the channel instead of just keep on putting bad stuff out into the world.

Daniel Murray: So like, sometimes you have to pull it. And, and also it's like the thing too with the, like, continuing on that path, it's like you're taking resources away from things that are exci, like you're gonna, that could actually work. So make sure like. You're, you're not having your ego tied to a campaign, even if it was your idea.

Daniel Murray: Just like pull the plug and go to things that are gonna work. 'cause results matter at the end of the day. So, speaking

Jay Schwedelson: of failures, have you ever tried like a diet or something and you just failed? Uh, or everything that you try in your personal life, you just, you crush it? Or any workout routine?

Daniel Murray: Um. So many.

Daniel Murray: I had, um, a Barry's bootcamp era. Oh, I went to Barry's and then, and then I had a, um, era. It was an era. And then I had, um, I used to work for this company called Snack Nation, where I met Ari, and we, it was like a very health company, so like so many people. So I tried like keto and like, I felt like super sick on keto, like, and I tried like trying vegetarian for a little bit.

Daniel Murray: Hated that. So it's like flopped a lot of, um,

Jay Schwedelson: so you're a failure. I'm I'm a failure. Um, perfect. Yeah. Uh, yeah. I fail all the time. I'm very, I'm actually, the only thing I'm, I don't fall at fail at is failing. So There you go. Uh, all right. Well, thanks for checking this out. Hey, uh, share this on your story on Instagram tag the marketing millennials or at Jay Sch Wetson, and we will put you in our story if you put us in your story.

Jay Schwedelson: So keep it real and uh, yeah. 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.

Jay Schwedelson: 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 marking tips that we just spew out, and it could be anything from email subject line to any marketing tips in the world.

Daniel Murray: We'll talk about it. Just give us a, a shout on LinkedIn and tell us what you want to hear. Peace out later.