DATING?

Ok, Jon Hamm and Taylor Swift are not dating at all. I just really needed you to read this newsletter cause there is a MASSIVE shift in marketing right now and anytime I mention her name a subject line the open rate goes up. CLICKBAIT FOR THE WIN!

SHIFT HAPPENS…

In the last 30 days, consumer + business decision-maker behavior has shifted hard—and if you’re not adjusting your marketing, you’re losing attention.

I DO NOT TALK POLITICS…THIS IS NOT POLITICAL!

There is economic uncertainty in everyone’s minds. THIS IS A FACT. Another fact is that there are VERY VERY VERY SPECIFIC MARKETING TACTICS WORKING RIGHT NOW because of this that are different than normal – and here they are….

BEFORE THE TACTICS here is some NEW data…

QUICK STATS:
(Source: Wunderkind April 25 Uncertainty Survey)

• 91% of people are aware of economic uncertainty + tariffs
• Only 6% say they’re not concerned
• 54% say they’ll ditch loyalty if a better price comes along
• 43% say they’ll opt in to email/text if it means better pricing (up from 24%)

TACTICS TO TEST IMMEDIATELY:

(Source: SubjectLine.com April 2024)

Example Subject Lines:

• Price Transparency: What You’ll Actually Pay...
• Rate Freeze: Lock in Your Q2 Rate
• Budget Protection: Your Wallet Called. It Likes This Deal.
• Smart Spending: Treat Yourself Without Regret

“But my company pricing hasn’t changed”
“We don’t talk pricing in our emails normally”
“We stink at marketing and are clueless”

Well, that last one I agree with. It doesn’t matter if tariffs directly affect your business because they directly affect the mindset of your prospects and customers.

EVEN IF PRICING DOESN’T CHANGE you should tell everyone that. They don’t know what you know about your business. THIS GOES FOR big brands, tiny brands, consumer brands, business-to-business brands! EVERYONE!

These are the campaigns rolled out in last 2 weeks (and I could give you a 100 more examples!)
Each one of these brands are running these with heavy paid ads, email sends, organic, everything!

• Nestle – ‘Stock Up & Save’
• Nike – ‘Shop Now Before Prices Rise’
• Caterpillar – ‘Building Through Uncertainty’
• JB Hunt – ‘Tariff Smart Logistics Solutions’

UNCERTAINTY: CALL-TO-ACTION BUTTONS

Yes, I am talking about the actual words on the rectangular button things in your emails!

Ditch “Learn More” or ‘Buy Now’ — use CTAs like:

• “Lock in your Q2 rate”
• “Secure this price before May 15”
• “Reserve today’s pricing”

‘LOCK IN YOUR RATE’ Topic Call-To-Action Buttons are INCREASING Click-Throughs [Last 2 Weeks]: Business to Business UP 16% and Consumer UP 20%

UNCERTAINTY: POLLS ARE CRUSHING IT!

Polls About Uncertainty = Massive Engagement

Try polls on LinkedIn or IG like:

• “Is your team spending more or less this quarter?”
• “What’s the first thing you’d cut if budgets shrink?”

These are getting 200% more engagement than standard polls last 2 weeks!

UNCERTAINTY: HELP SALES!

Financial FAQs for Your Sales Team!

Create a one-pager and give it to your sales people or whoever to send out. OR put on your website. Stuff titled things like this:

• “How to justify software spend to Finance”
• “5 things Procurement will ask (and how to answer)”

UNCERTAINTY: FACTS!!!

During all this uncertainty I can tell you 2 important things I am certain of -
I won't be watching the next movie Blake Livley makes. AND the word 'Situationship' bothers me every time I hear it.

Beyond that I have no idea what is going to happen and neither does anyone else. THAT IS WHY we need to be real with our customers and prospects!

IF YOU HAVE INSOMNIA…
I just did a halfway decent podcast episode today about UNCERTAINTY IN MARKETING AND DATING TIPS – SO RANDOM!! Here is the episode - https://podcasts.apple.com/us/podcast/ep-321-economic-uncertainty-marketing

Since You Didn’t Ask...

For any new readers of ‘Scoop’ this is where I share stuff that has nothing to do with anything that is actually helpful or useful...

COLONOSCOPY: Just had one yesterday. Ummm…tmi? It went fine. You should do it. Not a big deal. BEST PART – dude in the bed next to me told the doctor before he was going in that he was on Ozempic. Doctor said we can’t give you anesthesia than and told the guy you need to decide to come back another time or do it with no anesthesia. Dude asks ‘does it hurt bad?’ and the doctor said it is like getting kicked in the private parts very hard. Needless to say I was losing it while eavesdropping. The dude said ‘screw it – lets roll!’. Saw him in recovery. He said that was not exactly a party. Hahahah!

WATCHING:

YOUR FRIENDS & NEIGHBORS [NETFLIX] – This show is a 5 out of 10. Jon Hamm’s character is an idiot.

THE PITT [MAX] – On what planet is this show enjoyable?? I don’t get it. This gives me massive stress and BONUS – I have no idea what they are talking about. “but it is so realistic” this is what everyone says – who wants to watch a super realistic ER show. I know I am wrong but actually I am not.

UGGHHH:

OK, I just started a YouTube channel. https://www.youtube.com/@schwedelson I have not told anyone about it yet cause we are just getting it rolling. If you subscribe to it that would be pretty cool. Or don't cause this might all just be a hot mess. Idk.

Best,
Jay

p.s. pass along to a friend if you think they may want to sign- up....www.JaySchwedelson.com

p.p.s. I READ THE REPLIES so say hey!!

ANNND – Do me a massive favor and try my podcast and if you are really awesome subscribe – THANK YOU - Here is the show