You Oughta Know #2: July 20, 2021
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FunTranscript
00:00:00Good morning, everybody, and welcome to the second You Ought to Know.
00:00:09Special thanks to Larry for putting this together and for all the great fun facts that we saw starting this.
00:00:16As you know, Heidi is being inducted into the Hall of Fame in Buffalo, so that was exciting to let everyone know about that.
00:00:23Today's session is going to be how to get noticed.
00:00:26We're going to talk about how to break through with email and when to actually use email in your marketing campaigns.
00:00:33So Jeff Mordiker and Larry will be our hosts.
00:00:37They'll be joined by Jay Swindelson, who is the CEO and founder of World Data, who tracks millions of emails and kind of does some research on why they get opened and which ones don't get opened and why that happens as well.
00:00:50Then we're going to hear from Marky Daniels, who's going to talk about when to use email marketing in your campaign, your client's campaigns.
00:00:58And then finally, we'll hear from Dina Poole, who has created a brand for herself on LinkedIn and her own inbound effort.
00:01:05So without further ado, I will turn it over to Larry, but thank you everybody for joining us today.
00:01:11Thank you, Tina.
00:01:13Hope everybody's having a good day.
00:01:15First of all, thank you to everybody who sent some nice emails, calls and pings after the last month's You Ought to Know session.
00:01:23Based on this week's lineup of superstars, I'm confident that you will find this segment well worth your time investment.
00:01:31By the way, if you missed last month's You Ought to Know session featuring Eric Lipsky and Tim Jorgensen, a replay is posted on Beasley Academy.
00:01:40And I just want to share with you real quick.
00:01:42I had lunch with a local car dealer here in New England last week, and I was able to quote a lot of what Eric and Tim had to say about co-op.
00:01:52And I got to tell you, it made me look wicked smart.
00:01:56And if you'd like to see a replay of today's session, it too will be posted on Beasley Academy by midday tomorrow.
00:02:02Before we get started, I'd like to introduce the co-host for today's segment, which is Jeff Mordiker from our Fayetteville stations.
00:02:11Is Fayetteville maybe one of our smallest radio markets, but Katie Lawless and Robert Walker Smith have put together a major market quality sales team, and Jeff is amongst them.
00:02:24I've had a good fortune to go on some sales calls with Jeff a while back in Fayetteville, and it was amazing.
00:02:31One of his clients even rolled out a red carpet for him.
00:02:35Okay, the client was web carpet on Rayford Road, but still it was a lot to do with the layer that had a lot to do with.
00:02:41Yeah.
00:02:42Hey, Jeff, 30 seconds or fewer.
00:02:44What has kept you on top of your game for the past 10 years here at Beasley?
00:02:48The other 10 salespeople I work with, making sure that making sure I can keep up with them.
00:02:55It's a great competitive team here in Fayetteville, but just wanting to help the clients as much as possible.
00:03:00Here locally, I'm born and raised in Fayetteville, so it just makes it a very easy transition to try to turn around and help them, you know, get their marketing out and different ways that we can do it.
00:03:13We have other competitors in the area as well, but we have been very dominant in this area.
00:03:19When I joined the team 10 years ago, they were dominating and still are.
00:03:23So it's just really good to be a part of a winning team here in Fayetteville to try to help as many clients as possible.
00:03:29Yeah.
00:03:30And truth be told, we only chose Jeff out of that great team because he was the tallest.
00:03:35But Jeff will be serving as the voice of the audience today, asking the tough questions from today's guests.
00:03:42But if he misses anything, please feel free to place your thoughts, questions, comments or slanderous remarks.
00:03:51Just be sure to place them in the Q&A box, not the comment box.
00:03:55Use the Q&A box, which should be at the bottom of your Zoom screen.
00:04:00Our first guest today, I'm going to bring him on, is Jay Schwedelson.
00:04:04And I know a lot of people mispronounce your name, but, you know, it's got a lot of a lot of consonants in there.
00:04:13It's like Wheel of Fortune a little bit.
00:04:14You did good.
00:04:15I'm proud of you.
00:04:17Jay is the founder of SubjectLine.com, the number one free subject line rating tool online.
00:04:25The site actually is ranked, and correct me if I'm wrong, Jay, I think the site is ranked in the top 1% of all websites worldwide.
00:04:34Yeah, that's right.
00:04:35People like checking their subject lines.
00:04:36It's a party.
00:04:37And it's a party.
00:04:38And I believe, and I got this right, it's free.
00:04:41It's free.
00:04:42I think people like free.
00:04:44I see that a little bit.
00:04:45Yes.
00:04:46And, you know, I never send out an email.
00:04:49And, you know, I send out a lot without running it through that awesome tool at SubjectLine.com.
00:04:55Jay is also the president and CEO of World Data.
00:04:59Jay has taken that company from a traditional direct response media firm into an interactive leader in acquisition marketing strategies and permission email services.
00:05:09Jay's clients include Staples, the Home Depot, Procter & Gamble, and the PGA.
00:05:15So anything with a P and a G in it, I guess, is obligated to be your client.
00:05:20Right.
00:05:21I first met Jay at an inbound marketing conference and have been stealing from him ever since because Jay knows what it takes to get an email opened.
00:05:29I personally use what I've learned from Jay to improve the open rates of the thousands of emails we send out as part of Beasley's inbound marketing efforts.
00:05:38But even more importantly, I use Jay's advice to improve the open rates of my own emails that I send out to you and to other people I do business with.
00:05:48And I noticed they get opened a lot more often.
00:05:52So perhaps with what Jay shares with us today, it can help you enhance the success of the email campaigns you sell to clients, but also the emails you send out on your own.
00:06:02So welcome, Jay.
00:06:03Good to have you here.
00:06:05Yeah, I'm fired up.
00:06:06Thanks for including me.
00:06:07So first, before we get into your presentation, you got some awesome statistics to share with everybody.
00:06:12I think it's important if you could share for just a minute to explain how you know what it takes to get an email open today versus, let's say, even six months ago.
00:06:24That's a great question.
00:06:25You know, there's a lot of people out there that are email experts.
00:06:28And the reality of it is a lot of the information they put out there is very old.
00:06:33Frankly, it's misleading, and it's not based on reality.
00:06:36I never intended to be a guy who does a million of these webinars, but what happened was I got frustrated.
00:06:40And our data comes from the fact that we work with about 40 of the Fortune 100 companies on the planet, and we run their acquisition email marketing programs.
00:06:50The emails they send out that have offers and information trying to drive sales, similar to what your advertisers are trying to do.
00:06:55And on a monthly basis, we send out about 500 million emails on their behalf, well over 6 billion a year.
00:07:02So every single month, we are seeing, whether it's a business email or a consumer-oriented email, what is driving the open of that email, the click on that email, the registration, the subscription, the sale on that email.
00:07:14We take that data, we aggregate it, and we look at the trends.
00:07:17That's why every month, every quarter, it keeps changing.
00:07:20So our data is coming from actual performance.
00:07:24That's awesome.
00:07:25So I'm going to make you the host, Jay, so you can share your PowerPoint.
00:07:31And please remember when you're done to go back and remake me the host.
00:07:36Maybe, maybe.
00:07:37Or you can take over.
00:07:39All right, there you go.
00:07:40All right, I'm going to rip through this stuff.
00:07:41You already heard who I am.
00:07:42That's great.
00:07:43We do a lot of stuff for a lot of big companies.
00:07:45Who cares about that?
00:07:47What I'm going to talk about is both business-to-business emails, emails that are targeting, whether it's small business owners, the Indeeds and Zip recruiters of the world, or enterprise targets like Salesforce or whatever, and also consumer-oriented emails.
00:08:00So when I say B2B, that means business emails.
00:08:02When I say B2C, that is consumer-oriented emails.
00:08:05And all this data is very up to date.
00:08:09I can't stand when you go to some of these sessions, you'll learn what's going on.
00:08:12It's from a year ago, two years ago, three years ago.
00:08:14It makes no sense.
00:08:15And what's happened in the last six months has been a big shift.
00:08:20You know, when the pandemic first hit, email was bananas because we were like, oh, my God, what are we going to do?
00:08:26And everyone's saying we're going to close, we're going to wash our hands, all this stuff.
00:08:29Well, in the last six months, everything has changed again, where there's sort of this kind of vibe of, hey, maybe we can get a little bit back to normal.
00:08:37And that's actually shifted the way people are utilizing email.
00:08:40And I want to share with you what is working now that wasn't necessarily the case six months ago, and what is driving true results.
00:08:48Okay, so first of all, the thing of the day is aggressive FOMO.
00:08:53This is the key to email marketing right now.
00:08:56And I didn't even know when FOMO was first thing, fear of missing out.
00:09:00I didn't even know what that meant.
00:09:01My teenage kids explained to me what FOMO is, right?
00:09:04But FOMO is the essence of email.
00:09:06What do I mean by that?
00:09:07So Larry was kind enough to explain that we have a site called subjectline.com.
00:09:12And we analyze every word that you can put in your subject line and how it impacts your ability to get that email open, what it does to the open rate on your email.
00:09:22So if you send out 100,000 emails, you get 20,000 emails open.
00:09:26That is a 20% open rate.
00:09:28But depending on the words that you put in the subject line is what's going to be one of the deciding factors of how your email and when your email gets open.
00:09:35So these words right here are the top performing words right now that if you put in your subject line, it will boost your open rate.
00:09:44So if you put the word today in your subject line right now will boost your open rate by an additional 20% potentially, right?
00:09:51Free is always the number one performing word.
00:09:53And you see all these other words.
00:09:55But what's interesting about it when we talk about FOMO is if you look at these words, the lion's share of these words actually all say the same thing.
00:10:04And it gets the idea of FOMO.
00:10:06When you see words like today, tomorrow, last chance, days left, don't miss out, now, final, they're all saying the same thing.
00:10:15And there's no more of a perfect audience than you guys when you're talking to your advertisers.
00:10:19Your advertisers for a large component of them are trying to run a promotion, run an email, they have a product, a service, something they want to get out there, sold, awareness, registered for, and they want it to happen now, right?
00:10:33So this sense of urgency, having a sense of urgency in your subject line is the number one thing that can change your email response rate.
00:10:44You know, so often we work with clients and they'll be like, okay, we have this awesome piece of creative, we have this amazing offer that we've put together, right?
00:10:52And legal approved and compliance approved that we're ready to go.
00:10:55And we go, what's the subject line to go?
00:10:57I don't know.
00:10:58And they write it in about under five seconds and away it goes.
00:11:00When it's totally should be in reverse.
00:11:02If you don't have a subject line that's going to get the email open, who cares what's in your email?
00:11:06Who cares what your creative or your beautiful pictures are?
00:11:10It's all about getting the email open.
00:11:12Every time you send out the email, get it open.
00:11:14The number one thing that you can do to get an email open is to have a sense of urgency in the subject line itself, right?
00:11:2247% lift in open rate B2B emails, 41% lift in open rate B2C emails.
00:11:28Human nature.
00:11:29Nobody wants something that is always going to be available.
00:11:33They want the thing that's going to disappear, right?
00:11:37So easy urgency in the subject line is, you know, two days left on whatever the offer is.
00:11:42Today's your last chance, okay?
00:11:45But then there's also a lot of times Mark will say, well, I don't have urgency.
00:11:49My offer is not expiring tomorrow.
00:11:51It's not expiring on Friday.
00:11:53What can I do?
00:11:54And that's where the idea of urgency without urgency, where you can't be misleading, right?
00:11:59Urgency without urgency is also critical.
00:12:02So you look at the word, for example, hurry, right?
00:12:04Here's an email.
00:12:05By the way, I don't use examples that are old.
00:12:07This is an email from two days ago, all right?
00:12:09So here's an email from Jimmy John's.
00:12:12Subject line, hurry.
00:12:13And they're using their nice emoji, redeem your free whatever, whatever, whatever.
00:12:17And the interesting here is that hurry, if you look at six months ago, hurry used in
00:12:22the subject line actually gave you a negative performance.
00:12:25And that's when we talk about what the pandemic did.
00:12:27When we were in the pandemic, it was all this touchy feely stuff.
00:12:31We're going to be okay.
00:12:32Let's hold hands.
00:12:33Pumbaya, right?
00:12:34Now that we're coming out of it, we're not just, people aren't just trying to come out
00:12:38of it.
00:12:39It's like going to the airport right now.
00:12:40People aren't just traveling.
00:12:41They're like running around with their head cut off.
00:12:43They can't wait to do stuff.
00:12:44I'm not saying they should or they shouldn't.
00:12:46I'm just talking about the reality of the way that it is.
00:12:48So the word hurry now is increasing open rates by 22%.
00:12:51And it's this idea of this thing is not expiring.
00:12:54Okay, it's not expiring, but they're saying hurry even without having that true urgency.
00:12:59Now this one for Wrangler, it actually does end.
00:13:02And there's a million different ways to have urgency, right?
00:13:04When you see in a subject line, three, two, one, you're counting down for those marketers,
00:13:09or you're counting down for those recipients, like, hey, it's going to run out.
00:13:13So when you are working with a client, I don't care if it's B2B or B2C.
00:13:18And here's an email, for example, from Facebook on the B2B side.
00:13:21They have last call in their subject line.
00:13:23They're telling you, listen, if you don't take advantage of this thing right now,
00:13:26it's not going to be there.
00:13:28Any marketer that you're working with that wants to send out an email, if they're not conveying,
00:13:33and they have an offer, it's an offer related email of some kind.
00:13:36They want to sell something.
00:13:38They want you to buy, subscribe, attend, do something.
00:13:41If they don't use urgency in their subject line, right?
00:13:44And then the email goes out and they go, oh, your email list doesn't work.
00:13:47The campaign didn't work, right?
00:13:50It's not good.
00:13:51You guys, it's not, you're not doing the right thing by me.
00:13:53If they don't use urgency in that subject line, they're literally cutting their open rate by about 40% of what it could be.
00:14:00So that is a critical driver.
00:14:02You know, including a day like tomorrow is critical form of urgency, 48 hours left.
00:14:07There's so many different ways to have urgency.
00:14:10But to me, if you have an offer and you don't have some version, whether it's subtle urgency or real urgency, you're not doing your job as an email marketer, right?
00:14:18And that's just the way it works.
00:14:19Jay, just to give you a chance to catch your breath, quick question.
00:14:22This is what's working now.
00:14:24This wasn't working necessarily six months ago, and it may not be working again six months from now.
00:14:32So that's why it's important to really understand what's working now, that these things don't get baked into long-term mythology.
00:14:39That's 100% right.
00:14:40Now, look, we always, human nature is always going to be, we want the thing that's not always going to be there.
00:14:44There's no doubt.
00:14:45But coming out of the, during the pandemic, as marketers, we're more sensitive to telling people to do things.
00:14:52You need to hurry up and take advantage of this.
00:14:53They weren't saying that because there was this sense of, hey, we got to all kind of be a little softer.
00:14:59That was what we saw in all marketing.
00:15:00It was much softer.
00:15:01Coming out of the pandemic, there is this aggressive attitude, and it's working.
00:15:07It seems to be what the recipients want, and it's what the advertisers are saying.
00:15:11And it's what's driving the open rates really high.
00:15:15It's important.
00:15:16So what are some other things that are driving open rates really high?
00:15:19One of the things that drives me completely bananas about email marketing, and you'll go and you'll Google, you know.
00:15:25Let's say you have one of your advertisers, they sent an email with you, and it didn't do well.
00:15:29Or they say it went to the spam folder, the junk folder, and they're telling you all this stuff, right?
00:15:35And you'll Google email best practices, oh, can I do this, or what's a bad word to put in the subject line, all this other nonsense.
00:15:41And it drives me nuts.
00:15:42All of that information you see about email best practices, when Larry talks about what's happening now, that's old information, right?
00:15:49You'll hear people tell you, you can't capitalize on the subject line.
00:15:52You can't use exclamation points.
00:15:54Never use an emoji.
00:15:55Don't put numbers in the subject line.
00:15:57Or if you put the word free in your subject line, you're going to go to the junk folder.
00:16:00It's always that you're going to go to the junk folder, the spam folder.
00:16:04That's not true.
00:16:06Here's why people say that.
00:16:07They say that because about 15 years ago, an email really exploded.
00:16:10Everyone started using email in a big way.
00:16:12The Earthlinks, AOLs, MSNs, Lotus Notes, right?
00:16:16When they were receiving all the email from all these senders, there was no way to filter out the good guys from the bad guys.
00:16:23There was no way to say, hey, you're selling Viagra and pornography.
00:16:26I want to stop you.
00:16:27I want to stop you.
00:16:28So the only way they came up, all these Earthlink, AOLs, AltaVista guys, how did they filter out the email?
00:16:34The only way to do it was based on content.
00:16:36They looked at what you wrote in the subject line.
00:16:37They looked at what you put in the body copy.
00:16:39When you use the word free or mortgage or whatever, and they dumped you in the junk folder because of your content.
00:16:44Well, the world evolved, right?
00:16:46The world evolved, and we no longer get filtered because of the content, the words, the symbols, the capitalization.
00:16:54You don't get filtered.
00:16:55You don't go to the junk folder.
00:16:57You don't go to the spam folder because of the things that you're writing, okay?
00:17:01You go to the junk folder because of the sending reputation of your IP address and your domain and all this technical stuff and the engagement that you have with your users.
00:17:09The irony is, and the reason I take the time to explain it is, doing the things that most best practices tell you not to do, right, they tell you don't do the things you see on the screen are the very things that actually get your emails open.
00:17:22So when you capitalize on the subject line, your open rates will actually go up 14 to 18%.
00:17:27When you use exclamation points, it will go up 11 to 12%.
00:17:31Emojis are doing great in the subject line.
00:17:33Okay, numbers are doing great in the subject line.
00:17:35Using words like free are fantastic in the subject line.
00:17:38So this is critical, and you have to educate your advertisers that, hey, that's not true.
00:17:44You can do all these things, and if you don't do them, by the way, you're not going to get the performance.
00:17:49So when Wayfair sends out their email, and the entire subject line is capitalized, and they're using these arrows as symbols, they're not doing that because they're clueless.
00:17:57They're doing that because they know it drives results.
00:18:00How about Facebook?
00:18:01This is on their SMB side.
00:18:03Do you think they know anything about data and what's going to get in the inbox or filtered or not filtered or whatever?
00:18:09Capitalization, brackets, they know what they're doing.
00:18:12It's the very reason that they're doing it, right?
00:18:15Numbers in the subject line.
00:18:16When you see fanatics go three, two, one, they're doing to build urgency, right?
00:18:21They're also doing it because they know it works.
00:18:23And it's not just putting numbers in the subject line.
00:18:25Believe it or not, the littlest things matter.
00:18:27There's no silver bullet in email.
00:18:29There's no one thing that you're going to do that's going to radically change everything.
00:18:32Six months from now, this could be totally different.
00:18:34But right now, you put a number in your subject line, and it's the first thing in your subject line.
00:18:39It'll increase your open rate by 28%.
00:18:41Why?
00:18:42Because it stands out.
00:18:43That's the name of the game.
00:18:44I need to get my email open and not that person's email open, right?
00:18:48What can I do to stand out?
00:18:50And it's a series of little, little things.
00:18:52Let's talk about emojis for a second.
00:18:54Everyone thinks emojis are stupid.
00:18:55They're ridiculous.
00:18:56My kids send me emojis.
00:18:57I don't know what they mean.
00:18:58I don't know what they mean.
00:18:59It doesn't matter.
00:19:00Emojis are symbols.
00:19:02Emojis are like somebody waving at you in your inbox saying, look at this thing.
00:19:06Look at this thing over here, right?
00:19:08It's why traffic exists.
00:19:09We rubberneck.
00:19:10We look at the thing that we shouldn't be looking at.
00:19:12Okay?
00:19:13That's what an emoji is.
00:19:15We discount it because it's stupid.
00:19:17But guess what?
00:19:18Stupid works.
00:19:19Emojis do phenomenal right now in subject lines.
00:19:22We're talking about, was it like this a year ago?
00:19:24No.
00:19:25Emoji using subject line is up 2,000% in the last year.
00:19:29Anything I'm saying, go back to your own inbox, right?
00:19:32And start to look at your own inbox and say that crazy guy, Jay, who talked really fast.
00:19:35He was right.
00:19:36He was right.
00:19:37It's all over the place.
00:19:39These are the emojis right now in the last 30 days that you put in your subject line.
00:19:44Okay?
00:19:45And you will see an open rate increase.
00:19:46No surprise that the top two for both B2B and B2C are clocks and the hourglass.
00:19:51Because what does it do?
00:19:53It's talking about a sense of urgency.
00:19:55It's talking about a sense of urgency.
00:19:57And that's why it's increasing.
00:19:58So you put these guys in your subject line.
00:20:00And look, I throw out a lot of test ideas.
00:20:01Is it going to work for everybody?
00:20:03Right?
00:20:04Is Bomba Socks going to get a lift if you put a foot in their subject line?
00:20:07I don't know.
00:20:08But it's a great test and it will stand out.
00:20:10Right?
00:20:11Here's...
00:20:12I'll give you an example.
00:20:13This is my inbox.
00:20:14Right?
00:20:15One of my inboxes from yesterday.
00:20:17I'm not talking about from...
00:20:18This is yesterday.
00:20:20Every one of these emails.
00:20:22From yesterday.
00:20:23Starbucks.
00:20:24Uber.
00:20:25Domino's.
00:20:26Sirius.
00:20:27Pottery Barn.
00:20:28Care.com.
00:20:29Martech.
00:20:30Your exec.
00:20:31These are major brands.
00:20:32Every single one of these guys yesterday put emojis in their subject line.
00:20:36This isn't like, oh, nobody's really doing that.
00:20:38No.
00:20:39This is everybody's doing that.
00:20:41And you think these guys don't know what they're doing?
00:20:43They know exactly what they're doing.
00:20:45They know exactly how to get their emails open.
00:20:47I got this email from Domino's.
00:20:48I loved it.
00:20:49The entire subject line was emojis.
00:20:51I have no idea what it says.
00:20:53It's probably cursing me out.
00:20:54That's okay.
00:20:55And it gets open.
00:20:57Why?
00:20:58It stands out.
00:20:59That is the way of time.
00:21:00Your client sent out an email.
00:21:01What can I do to get my email to stand out and not the other person's?
00:21:05And why is it exploded?
00:21:06Because now 92% of all emails received B2B and B2C can view emojis and symbols in the
00:21:11subject line.
00:21:12Outlook made a big change about 18 months ago or so that now allowed for emojis to be
00:21:17viewed.
00:21:18They always look a little bit different everywhere, but it's a symbol.
00:21:21It's a symbol that stands out.
00:21:23So what else is going on?
00:21:24We have to be aware of that shifted.
00:21:25All right.
00:21:26That shifted in the last few months.
00:21:28Time of day, day of week, all this stuff when emails go out.
00:21:32I can't tell you how annoying it is when markers are like, well, I only want my emails going
00:21:37out on Tuesday or Wednesday because I know nobody opens up an email on a Monday.
00:21:43Nobody opens up an email on a Friday or they have some other nonsense thing that they think
00:21:48that is reality.
00:21:49Okay.
00:21:50That's not true.
00:21:51The day of the week has radically blown out all over the place.
00:21:55What used to happen was marketers were so convinced that they should only send out emails on
00:21:59Tuesday, Wednesday, or Thursday.
00:22:01That what happened was 85% of all promotional email ended up only going out on Tuesday, Wednesday,
00:22:07or Thursday.
00:22:08So we created as marketers, we created the world where there was no promotional email
00:22:13on Mondays or Fridays, which is really funny.
00:22:15Right?
00:22:16So what do we always look at?
00:22:17I love to look at what the guys who actually send out the email.
00:22:21Salesforce.com, which also owns Pardot, were the largest email sending platforms on the planet,
00:22:27and Adobe, which owns Marketo, another one of the largest sending platforms on the planet.
00:22:31When they promote their offers, their webinars, white papers, whatever, SMD, whatever.
00:22:36When they send out their emails in the last 30 days, when were their emails going out?
00:22:41Look at this.
00:22:4235% for Salesforce of their emails were going out on Mondays.
00:22:47Adobe, 33% were going out on Mondays.
00:22:50Okay.
00:22:51And look, they're also sending a decent amount on Fridays, too.
00:22:54Why do I show you this?
00:22:55I show you this because if you're dead set on a given day, that's old news.
00:22:59You have to try new days.
00:23:00And it's changed so much in the pandemic because for the last, I would say, oh, I don't know,
00:23:05three to six months, we've all decided we don't work on Fridays.
00:23:08Right?
00:23:09Friday comes like, all right, I am working until about 10 o'clock and I am checking out.
00:23:12Great.
00:23:13Okay.
00:23:14Well, now that the world's getting back to itself a little bit, people are actually working
00:23:17again on Fridays.
00:23:18Right?
00:23:19People are actually almost having a full days a week.
00:23:22So anyway, test the day of the week.
00:23:24Don't believe that you shouldn't send out on different days.
00:23:26A few other little things that can make a big difference.
00:23:29Question subject lines are phenomenal.
00:23:32If you have a subject line that you could write into a question and every subject line
00:23:36can be written in a question, you will see a 27% higher open rate right now.
00:23:40What do I mean by that?
00:23:41Right?
00:23:42So first of all, why do you like questions?
00:23:43You know, we love questions.
00:23:44We love answers.
00:23:45It's human nature.
00:23:46Right?
00:23:47Old Navy.
00:23:48What's the one shirt you need this fall?
00:23:50I don't know.
00:23:51What's the shirt I need?
00:23:52You know, IDG.
00:23:53What's plaguing your security infrastructure or clean sweet potato toast.
00:23:57What's it all about?
00:23:58I don't know.
00:23:59I don't care.
00:24:00But for some reason, I need to know what sweet potato toast is all about.
00:24:03Right?
00:24:04And I'm opening up the email.
00:24:05So these are little things that you can do that can radically change performance.
00:24:09How about this?
00:24:10When you have a subject line that has just the three dots, you're going to be like, this
00:24:13is stupid.
00:24:14Three dots.
00:24:15Yes.
00:24:16When you get an email from, this is from the Venetian, and it says, just announced,
00:24:19dot, dot, dot.
00:24:21You're like, I need to know.
00:24:22Again, it's not like you're sitting there being like, I really need to know.
00:24:25It's subconscious.
00:24:26And you're like, I need to know.
00:24:27And believe it or not, just these three dots, average opening rate increased by 19%.
00:24:31Look what Amazon has done in the last six months.
00:24:34Almost all of their promotional emails end with a dot, dot, dot.
00:24:37That is not by accident.
00:24:39These marketers understand what is driving performance.
00:24:42It's similar to the idea of a half sentence.
00:24:44Half sentence subject lines do phenomenal.
00:24:46Announcing the most valuable, dot, dot, dot.
00:24:49Right?
00:24:50The world's greatest socks are, dot, dot, dot.
00:24:53These get the email open.
00:24:54We need the email open.
00:24:55That's critical.
00:24:56Right?
00:24:57So when you do a half sentence subject line, 29 to 32% lift.
00:25:01Have you seen, dot, dot, dot.
00:25:02The winner is, dot, dot.
00:25:04It's what we want to do.
00:25:06We want to know answers.
00:25:07We want to know who's winning things.
00:25:08We want to know who's winning things.
00:25:09That's who we are.
00:25:10And lastly, the logo in your email.
00:25:12Any logo in your message, believe it or not, it's going to get 27 to 31% of all of the clicks.
00:25:18It's annoying when the logo goes back to the homepage instead of the offer page.
00:25:22Make sure that all of the links in the message are going to that offer page, especially that logo,
00:25:26because that's what people are clicking on.
00:25:28And that's where you lose response rate.
00:25:30All right.
00:25:31So we ripped through a lot of stuff.
00:25:32And just so you know, a few things, I'm going to turn it over to Larry here.
00:25:35My organization, besides for helping customers drive demand, we put out a lot of free services
00:25:40and free tools.
00:25:41One of them is an email calendar.
00:25:42It's an email calendar.
00:25:43We have for consumer and B2B emails.
00:25:45And what we do is every day of the year, there's a green dot for a good day to send out email
00:25:50or red dot for a bad day, not just holidays, but other things that we see.
00:25:54We just updated the calendar.
00:25:55It's totally free.
00:25:56If you want a copy of the best and worst days calendar, you can email me at J-A-Y-S at corpwd.com.
00:26:04You could also send you the slides.
00:26:06If you want the slides, the calendar is pretty cool.
00:26:08People seem to like it.
00:26:09I have a newsletter called Jay's Inside Scoop.
00:26:12You can either go to my horribly long last name and sign up.
00:26:15It's just literally new stats trends that I see.
00:26:18Or you could just say, add me to the scoop when you email me and I will do that.
00:26:21It's all free.
00:26:22Subjectline.com.
00:26:23Larry gave that a plug, which is nice.
00:26:25It's a free site.
00:26:26You can check your subject lines before you send them out.
00:26:28It gives you a score, how good, how bad, what you need to change.
00:26:31It's pretty cool.
00:26:32And that's it.
00:26:33We did it.
00:26:34We solved all the world's problems.
00:26:35World data has one D.
00:26:36If you're interested, let's connect on LinkedIn.
00:26:38Hit me up.
00:26:39Hit me up on Instagram, on Twitter.
00:26:41World data with one D.
00:26:42And now I'm going to exit out of here.
00:26:44And I am going to stop sharing.
00:26:47I'm going to turn it over to Larry.
00:26:50That is my plan.
00:26:52Hold on.
00:26:53May Coast.
00:26:54Boom.
00:26:55Yes.
00:26:56Done.
00:26:57I'm the host again.
00:26:58And there you go.
00:26:59Yeah.
00:27:00Hey, couple of quick questions that we got from the audience.
00:27:03But before I do that, I just want to point out when most people on this call yesterday got an email from me reminding me about this webinar.
00:27:11The subject line was emergency beacon, fire, all caps, tomorrow, colon, don't miss out, dot, dot, dot.
00:27:21It got about a 70% open rate.
00:27:24And who did I steal that idea from?
00:27:27I got that from Jay.
00:27:30Okay.
00:27:31So here's a couple of quick questions.
00:27:33Perry Cassidy asks, so this is what's working now.
00:27:36How will we know when this stops working?
00:27:39Because you were clear that like hurry was not a word that worked six months ago.
00:27:43It's working now.
00:27:44How will we know when it changes?
00:27:46What's a good way to know that?
00:27:48Well, you know, first of all, not to plug myself or anything like that, but we're constantly putting out the data as we see it shifting and whatnot.
00:27:55And we're actually also always updating subject line dot com and whatnot.
00:27:59But you also start to see it in the performance, obviously, as your market starts to do tactics and that they don't resonate anymore.
00:28:06You'll start to see that drop off.
00:28:08And unfortunately, performance is where we drive our metrics from.
00:28:11And that's where we're constantly looking at it over and over and again.
00:28:15You know, it's like chasing your tail.
00:28:17It's frustrating.
00:28:18But in six months from now, I'll be telling you don't probably.
00:28:21Yeah.
00:28:22And one other question came from I didn't know we had somebody in our company named Anonymous Attendee.
00:28:28That's a great name.
00:28:29Great, great alliteration.
00:28:31They say, you know, this this is geared towards mass emails, which it is.
00:28:35But what's your advice on your personal emails that you're sending to potential like one on one customers, you know, to if you're viewing it for a cold call?
00:28:44Yeah.
00:28:45So a bunch of things on that.
00:28:46Number one, some of these tactics are very good for one to one emails as well.
00:28:51Right.
00:28:52Because we're dealing with human beings.
00:28:53At the end of the day, we're still marketing to human beings.
00:28:55So that's that's a fact.
00:28:56One of the interesting things that we're seeing in the subject line specifically for one to one emails is personalization using that brand's name.
00:29:04So instead of saying, you know, the subject line J comma, we need to catch up.
00:29:07Right.
00:29:08That's where you see a lot of personalization with name.
00:29:10We're seeing got a great new offer for world data.
00:29:15Right. Personalization with the company name that that person represents.
00:29:20Right now, we're seeing the last nine days is doing phenomenal.
00:29:24It's a great tactic.
00:29:25And certainly, you know, basic things like including your your picture in your email when you send it out and also the time of day, things like that, you know, basics on the one to one side.
00:29:35But don't discount even using emojis or capitalization or numbers or the dot dot dot.
00:29:42We're still talking about humans.
00:29:43Yeah.
00:29:44Jay, I'll tell you, when I have sent emails to clients trying to set up a meeting, people that I don't know.
00:29:50It is simply just as easy as that.
00:29:53What you just said.
00:29:54Hi, I'm going to be in your area.
00:29:56Would love to dot dot dot.
00:29:58And then it gets them just to open it up to see what they're talking about.
00:30:02Who is this fellow that's going to be in my area?
00:30:04And then you go into it from there.
00:30:06So I have used that tactic and it does work.
00:30:09And it does as well with clients that you already have that are tough to touch base with to send something like that.
00:30:16Just wanted you to know dot dot dot.
00:30:19Hey, real quick.
00:30:21Wanted to dot dot dot.
00:30:22And then they open that up.
00:30:24It really does seem to have a great success rate of getting it opened up from from clients.
00:30:29Yeah. And I'm not surprised.
00:30:31And, you know, sometimes when you send these things up to send to your clients, you feel you can even feel silly.
00:30:36Like, Mike, am I making a game out of this or whatever?
00:30:39But the reality of it is you need to do something.
00:30:42So you're not just wallpaper.
00:30:44Right. And so doing these things, you know, it does work.
00:30:48It really it does.
00:30:50It does help.
00:30:51And the other interesting thing is sometimes you may see people saying, take me off your list.
00:30:54When you try something new, they say, I'm angry.
00:30:57You take me off your list.
00:30:58Don't get upset by removes and unsubscribes.
00:31:01I'm going to tell you why.
00:31:02When we see the data on this all the time, when you try a new tactic to get an email open, what happens is you're no longer wallpaper.
00:31:10So the people who haven't been opening your email, even if let's say they're upset, they're angry.
00:31:14Right. They're opening it and then they're getting angry.
00:31:17Before that, they were just ignoring you.
00:31:19So just because you've gotten unsubscribed, it actually may mean that you're getting more noticed, not that you're actually annoying people more.
00:31:26Jay, quick question for you in regard to how many is too many to be going out.
00:31:32I went I recently did some shopping while on a trip.
00:31:35It was at Jay crew and Lord knows they have opened up the floodgates.
00:31:39I get something from them four to five times a day.
00:31:42It seems like what's too many that becomes.
00:31:46OK, enough is enough.
00:31:48Yes, that's an interesting topic, because the the you would immediately think that if you send too much, that's going to be negative.
00:31:55Right. Of course.
00:31:58But the reality of it is the way that these receiving networks were Gmail and Outlook and Yahoo.
00:32:05They're looking at overall engagement from that from that IP address who you're delivering.
00:32:11You're delivering your email through this IP address.
00:32:13If they don't see enough opens and clicks.
00:32:15What they do is over time, they move start to move all the emails coming from that sender into the junk folder.
00:32:20So the irony is like the Jay crew, I mean, four to five times a day is totally out of control.
00:32:24But multiple times a week for sure, three, four or five times a week.
00:32:27The reason they have to keep sending that much is not because they want you to reply.
00:32:31They would love it if you did.
00:32:33But if they're not if you're not sending enough, then you're not going to be able to stay in the inbox long term because you're not generating enough overall activity.
00:32:42So believe it or not, a lot of marketers, the reason they're sending so much is to create the ongoing engagement.
00:32:49So when they do have something important to say, it's going to stay in that inbox.
00:32:52So if you're sending out to a database only, let's say, once a week or even twice a week, you really need to be averaging.
00:32:58Believe it or not, at least three times a week to a database to make sure that you're going to stay in that inbox, which is totally counterintuitive.
00:33:05So, Jay, this this this has been awesome.
00:33:08I can't thank you enough for joining us.
00:33:10We're going to invite Marky into the into the conversation.
00:33:13But Jay, is it OK if I send your PowerPoint presentation?
00:33:17But who is who is on here?
00:33:19So I will send that along with the link to the rebroadcast of this.
00:33:23Well, thanks for.
00:33:24Thank you. Thank you so much.
00:33:26Thank you so much. Great information.
00:33:28Thank you. Thank you.
00:33:30And answer. Joan asked a question that I'm capable of answering.
00:33:34So I would jump on that.
00:33:35She wants to know how you insert an emoji into the subject line.
00:33:39And it's pretty easy.
00:33:40I have a Mac and all you do is you put your cursor in your subject line and outlook.
00:33:45I hit control command space and we'll bring up the emoji menu.
00:33:49And that's how you insert it.
00:33:51And if you just Google how to insert an emoji into a subject line is I'm sure you'll get similar instructions for your for your PC PC as well.
00:34:00So that was that was awesome.
00:34:02So I'll send you all of Jay's information along with the link to the replay tomorrow.
00:34:07So you can request the calendars and any other information that he has.
00:34:12So we invited Marky to join us for a few minutes.
00:34:15Marky Daniels.
00:34:16For those of you who don't know Marky, she's our digital sales manager in Las Vegas.
00:34:21And Las Vegas is one of our high digital sales markets for the for the integrated team under Marky's leadership.
00:34:30And they're also one of the you know, we sell about a million dollars worth of email campaigns a year across the company in Las Vegas is one of our biggest users of email.
00:34:40So I thought I would invite Marky on for just a few minutes to talk a little bit about so of all the great assets that you and your team have to sell when you when you have a digital client.
00:34:51How do you know when to introduce email into the into the discussion.
00:34:55So thanks for asking.
00:34:58So typically, typically what what happens when I'm in a sales process or a CNA or coaching one of the reps or we're on a four legged call.
00:35:10You really listen to what your client or prospect is trying to accomplish. Right.
00:35:15We always want to throw the whole kitchen sink at them because so many different digital channels work, but they all work for different things. Right.
00:35:25So it's very important in most cases to have an omni presence, if you will, online.
00:35:31But most importantly, when I'm listening to a client and they're trying to reach a higher income homeowners, they have either a low ticket item, in other words, not middle of the road or a high ticket item.
00:35:47These the low ticket and the high ticket seem to get more traction.
00:35:50I did our Jays what he was saying about subject lines is is pretty relevant because we've done emails month after month after after month and and things are a little different now.
00:36:07So but but what you ought to know about email is they're heavily consumed by boomer.
00:36:14Right. So why do I say that? Because it's true for one.
00:36:19Boomers or an older generation, a more stable generation, people with income, maybe homeowners and so on.
00:36:27They they tend to stick to what they know. They tend to use websites that are familiar to them. Right.
00:36:36The boomer generation grew up like you've heard with email. Right.
00:36:42It's one of the first electronic or online medias or mediums that were available.
00:36:47And it's something that has stuck for that group. But here's the thing.
00:36:51They that particular group of people has to have trust in what they're reading.
00:36:57In other words, they they grew up on L.A. Times dot com.
00:37:00They're going to continue to go to L.A. Times dot com.
00:37:03They consume content from trusted sources. So that right there should tell you that they read.
00:37:11They take the time to read. They want to know details.
00:37:15And you need to establish trust with that individual in your email.
00:37:21So that's the opportunity. I mean, a billboard is one thing. Right.
00:37:24You're going to pass by it. It's a great medium.
00:37:27But emails, if you're in their inbox and you're relevant and you've got the subject line right, they're going to respond to you because.
00:37:36They won. They've asked for that content. Right. They don't.
00:37:40They bought it in for it. And to you're telling a relevant story that fits the bill for them. Right.
00:37:49And make sense. Yeah, it makes sense. So when you introduce the idea of email, again, because it's a small part of what we do, I'm wondering what what objections do you hear to the common objections you hear to to doing an email campaign.
00:38:07So like we all do. I tried that before. It doesn't work.
00:38:12I don't have my own database. I don't even understand it.
00:38:16I don't use email, so I don't believe in it, that type of thing, which on that one, I'm usually talking to a younger individual.
00:38:25But, you know, the better question is, how do you overcome those objections? Right. Right.
00:38:31It's it's I've tried that before and it didn't work. Well, would you be interested in trying it in a way that does work? Right. And just turning that conversation around.
00:38:42Got it. Well, thank you, Marky, for for joining us. And if anybody has any questions for Marky, you can find her in your Outlook pop up.
00:38:50And again, they use they're doing an awesome job selling selling digital.
00:38:54The integrated team in Las Vegas doing an awesome job selling digital.
00:38:57And Marky is is a go to person if you just want to brainstorm or has any ideas because she she she knows what it takes to to to be successful.
00:39:07So thanks. Thanks, Marky. You're welcome.
00:39:10And by the way, I've got a couple of other questions for that were from for for Jay about subject lines.
00:39:16Gary Rogers had asked about using I think using the RE in the subject line and Jay's not here to answer it.
00:39:24But if you go to what's subject line dot com and enter that into the search box, it will tell you whether that's whether they would recommend using using using that as well.
00:39:34So at this point, let's bring Dina Poole into the conversation.
00:39:42Hi, Dina. Hi, everybody.
00:39:44So we invited Dina because the idea is getting noticed, whether it's through email by using good, good subject lines or something that Dina does that I haven't seen a lot of other of our colleagues doing within Beasley.
00:39:58And that's creating a personal sales brand on on LinkedIn.
00:40:04And it's it's pretty amazing. And I don't know how long you've been doing it for, but I stumbled across it was about four or five months ago.
00:40:11And as you know, I've been bragging about it ever since I saw your first first post.
00:40:16And let me just say, I know a lot of us do a good job of sharing posts on on LinkedIn or commenting on posts.
00:40:25But what Dina is doing is a little different. She's she has original content.
00:40:29She's not sharing others people content. And through that, she I know she does a little bit of that.
00:40:35But what caught my eye is the content that she's that she's producing on her own includes her picture.
00:40:41It's it's I can't I can't say how great it is.
00:40:44And maybe if you ask to follow her on LinkedIn, she will accept your request and you can you can see the greatness that I've been seeing for the last several months.
00:40:54But before we talk about how how to use LinkedIn to brand yourself as is you do it, I know it's a time investment on your part.
00:41:03Let's go right to the results. Sure.
00:41:05Started doing it because you believed it could work for you.
00:41:07So if you could explain to us how marketing yourself on LinkedIn has turned out, you know, sales, prospects, how it has worked for you.
00:41:17Sure, sure. So I think the number one way that it's worked for me is time and and I mean that in a couple of ways.
00:41:26So the time that it takes me to get an introduction or a face to face meeting or a phone call with a decision maker is has been shrunk exponentially by using LinkedIn.
00:41:39You know, all the answers to the test are right there.
00:41:42It gives you a timeline of, you know, obviously of where they've worked tells you what they're interested in other things that they follow where they went to college when they graduated college.
00:41:52So do a little bit of math and get an idea of how old they are.
00:41:56There's a lot of information that's there.
00:41:59And in terms of time, also, I do spend time doing it, but I just want to make sure we're clear.
00:42:07This is not hours and hours of my day curating things to be put on LinkedIn.
00:42:12You can ask my coworkers. I grab my phone and I set a timer for 30 minutes every other day, sometimes every day if I'm working on a project and that's it.
00:42:22It still is social media. So I do set a timer so I don't, you know, kind of lose track of time and go down the rabbit hole.
00:42:28But, you know, companies and prospects, what they're important, what's important to them at that moment, they are posting on LinkedIn.
00:42:36They're giving us all this information. I am just trying to put myself there as well.
00:42:41Whenever I get introductions or I ask for introductions, I know that people are going to go to my LinkedIn page to see, you know, who I am and what I'm all about.
00:42:52And is this someone that they want to do business with? And to have really good, engaging information on there that's fun and informative, I think has made a difference.
00:43:05And I'm not sure if you wanted specific examples of some things that have happened, but that's kind of, you know, my 30 seconds.
00:43:10Yeah. So, so, so a lot of the content, there's something I love. It's called factor fiction, where you, you sort of give a test is, you know, is this true or false about, you know, advertising, radio advertising, online advertising.
00:43:22And I noticed that a lot of people engage with that, but, you know, just as people who are, you know, our colleagues are listening to this, can you put some sort of dollar and cents is since you started doing this, have you, can you say, I know I've developed, you know, X.
00:43:39X. Thousands or hundreds of thousands of dollars in new business, or I've been able to add hundreds of thousands in my pipelines from people who before I was on LinkedIn may not have even, you know, given me the time of day.
00:43:51That's a little bit of a loaded question, only because I can't think of a time that I was before LinkedIn.
00:43:59I was an early adopter of LinkedIn. I, I went to a seminar, gosh, it has to be six or seven years ago.
00:44:07I went to a seminar of, you know, like LinkedIn best practices. It was one of those things where a friend of mine called me the day before and said, I have an extra ticket to this thing. Do you want to come with me?
00:44:18And I was like, yeah, I'm always up for learning something new. And it was just captivating. I was like, wow, there is so much information on this platform that is going to help me get to my goals so much faster.
00:44:32I have to learn how to use it. And so fast forward to today, the person that was, that was doing that seminar does a small group coaching and one-on-one coaching.
00:44:43Her and I connected on LinkedIn. I know, so cliche, but we did back then. And we've kept in touch all those years. And one of my goals, which I share with 78% of other salespeople around the country for 2021, was to really engage even more in LinkedIn than I was before.
00:45:03And I reached out to her and she is a personal coach of mine. And it's not just really LinkedIn coaching. Cause I know some people may be thinking like, what is she coaching you on?
00:45:16There's a ton, the algorithms, the best practices, templates, all that kind of thing. But it's also really great sales training as well.
00:45:24So that's awesome. I can, I can tell you one quick story. Um, there was someone that was out of market. He was the marketing director for a pretty big sports betting platform before sports betting was legal in many of our markets.
00:45:40And, uh, he was from Philadelphia. He reached out to me on LinkedIn and said, Hey, he tracked me down. The business was coming from another agency. I had never heard of this guy before.
00:45:51He tracked me down via LinkedIn. He sent me a LinkedIn message and said, I'm going to be in town on Thanksgiving, uh, to see my family. I really want to come in and meet some of your, um, some of your on-air people.
00:46:02If I wasn't active on LinkedIn at all, I never would have seen that message. He gave me his cell phone in there. And now we have top share in Pennsylvania and Michigan of that business because of my relationship with him. That started on LinkedIn.
00:46:18That's awesome. That's, that's awesome. Uh, Dean, uh, Dean had been kind enough to put together a, um, some slides for us, which I'm going to bring up now.
00:46:25Sure.
00:46:26And let me make this work. And I just want to make sure, can everybody see, you see the screen?
00:46:34Yep. I actually see the screen on the next slide, Larry. I'm not sure if that's supposed to be happening.
00:46:38I have ways to, to sort of figure out how to fix that. I think, um, swap displays.
00:46:44How about now? Yep.
00:46:48Okay.
00:46:50Great. So this is obviously my LinkedIn profile page. Um, the, uh, one thing that I have changed about this is I'm in creator mode.
00:47:01So anyone who wants to follow me can just click a follow button. Um, and you'll see all of my, uh, content or you can, uh, connect with me. And then that is obviously a little bit of a, a more meaningful, um, connection, uh, where you can see who I'm connected to, see a little bit more of my activity and that kind of thing.
00:47:21But, um, I, I really like being in creator mode because, uh, people can follow me and, and I do put a pretty decent amount of content out there.
00:47:29So it'll just be seen by more people. Uh, and yep.
00:47:34So these are some of those, uh, life-changing posts that Larry was talking about a minute ago.
00:47:40Um, these are quotes of mine. It just kind of sets up what my content is going to be in my actual, uh, post. So there's the factor fiction right there. Um, I like to cite some publications, uh, and, and other, you know, other things to kind of back up.
00:48:00Everyone has an Alexa or a smart speaker, no one listens to radio anymore. I give my two cents about that. And then I also like to have links to, uh, to other publications that have said the same thing and that have had a little bit more deeper research, obviously, like a Nielsen or something like that.
00:48:16And, you know, Dean, what I've noticed when I see these posts is how many advertisers actually engage with this. You know, it's not just, uh, you know, it's not, it's not just tangential people.
00:48:28It's people who have money to spend, you know, with you or with advertising. So this is awesome content.
00:48:35One thing that I found, I spoke with Dina earlier this week and Larry, one thing that I found that was very interesting was that she said she doesn't just use this for herself, but other people may reach out to her to find out, Hey, do you know this person?
00:48:53And then that turns an opportunity for her as well, that now somebody is using her to reach somebody.
00:49:00She helped somebody to be able to do that. Now, somewhat the favor of needs to be returned. So she can then call on them to do the same thing.
00:49:08So she's using this very actively to help clients get to people, but at the same time, she's garnishing some people from that.
00:49:17Um, that's great. Thanks Jeff. Um, so just to give some, some context in terms of, you know, um, some engagement that I've had, uh, I did a post about, um, just basically about how a lot of times that marketers and advertisers can get, uh, distracted by the newest, latest, greatest thing. When we really should just kind of take a step back and do exactly what should be right for you. Um, that number has gone up. It's closer
00:49:47to 2,000 views of that post, but, um, you know, it's a pretty decent number. Um, and then I gave a shout out to the photographer who did all of my photos. Um, she's just so wonderful and I, I want to help her in any way that I can.
00:50:02And that at this time, that's over 6,000 views. So it definitely is getting, and those aren't just people that follow me. Those are people that, um, that follow Brenda. They're people that follow and are close to, or connected with rather any of those 59 comments in there or those 136 likes.
00:50:21So it really just kind of puts, you know, my name and my profile in front of as many people as possible.
00:50:27So, so that's pretty amazing is how many cold calls do you think you would have to make before you could talk to 58, what's that number? 5,800 people.
00:50:39Uh, I'm not sure.
00:50:41Yeah, it's huge, right? It's exponential. You'd probably make a hundred thousand cold calls to, to actually, you know, get, get something in front of 5,800 people. So that's, that's, that's pretty amazing.
00:50:51Yep. And then this is, uh, just another example of some of the factor fiction that I have. Um, I'm noticing I do a lot of fiction. I'm going to have to do some facts next week. Um, but I, I just really like using this, uh, in turn, in terms of, you know, getting, getting the attention of people that are just kind of scrolling through and then hoping that they take a look at the actual content that I have. So these are just another, um, other examples of some, some factor fictions that I've done.
00:51:20Hey, Dina, was the, was the idea to use your own picture prominently in these, in your content? Was that, was that advice you got from your, your coach? Is that, is, is, is, is that a statistically interesting, uh, way to get engagement is using your own picture?
00:51:40So that's really interesting. No. Um, however, she did give me the idea to do factor fiction.
00:51:46She said, she gave me the idea that a lot of people really like that. It's really engaging. And so, um, you know, she had said myths and I was like, I don't like that. So I changed it to factor fiction, which is kind of the same thing. Um, and then something that's kind of subtle is, uh, the colors that I use. And my posts are also the Beasley brand colors.
00:52:05Uh, black, white, gray, and red.
00:52:08Very smart.
00:52:10Dina, what's the worst mistake you've made with LinkedIn?
00:52:13Because we're all going to do it. So what's the worst one you've made?
00:52:16Oh, goodness. Well,
00:52:17You know, it's, uh,
00:52:22That's a hard question because you really can't break it. I mean, there's nothing you're going to do that's so horrific under, you know, with normal circumstances. I mean, there's, there's, you're not going to make any really horrible mistake that's going to like really damage anything. I don't think.
00:52:38Um, I mean, it's still social media, so you have to be careful and social media and anything you put on the internet is permanent. But, um, one thing that I've made, I guess, in terms of a mistake, um, that's a, that's a pretty common mistake is trying to sell on LinkedIn.
00:52:53Like, it is so mind numbing, and it is, does, it just doesn't work. Trying to, anything that says, call me, I can help you with this, or is anyone interested in blah, blah, blah? It's selling, trying to sell on LinkedIn, specifically in that hard sell, I guess is a good way to say it, um, is a mistake.
00:53:12And it'll, it'll be very, very frustrating, I think, for anyone who's trying to use the platform. Um, you know, it really is, it really should be used as a global Rolodex and a platform to, to showcase your expertise and your engagement in your brands.
00:53:29Well, I think as, as you're talking to, obviously, all the salespeople on this call, that's a great one to be aware of, because we're always trying to sell.
00:53:39Um, so I think that's a great, great answer to that, that we don't fall into that trap.
00:53:46Yeah, that would, and I think it'll be really frustrating, um, you know, for, for folks trying to use LinkedIn.
00:53:51And, and I do want to be clear, I don't put these posts up, and then I have, you know, tons and tons of emails and, and voicemails of people that want to advertise on the radio.
00:54:01It's more of a, of a slow process, but I'm not spending hours and hours doing it.
00:54:07I'm engaging with the platform, I'm using some tricks and tips that I'm learning from my coach, I'm getting to the decision maker faster, and then, you know, doing all the other things, you know, that we do as salespeople.
00:54:19In addition, this is just a tool I'm using to get to those goals faster.
00:54:23Gotcha.
00:54:24So I think that leads right into the slide that's on, on the screen now, this response you got from Cliff, Cliff Hurst. Tell us about that.
00:54:31Yeah, so I, um, I put this up there, because obviously, um, recruitment is really popular right now, really a hot topic, especially in advertising and, you know, everywhere.
00:54:44So one of the things I wanted to point out is, you know, don't discount radio, because the job sites are using radio.
00:54:52So it can't be that bad.
00:54:53Um, and so Rachel is actually one of the people that's in my group coaching, and she commented, obviously, Cliff is a, um, connection to Rachel, not me.
00:55:07I made him a first connection after we engaged for a little bit, but, um, it was actually someone that was connected to her, and he's like, you can see it right there.
00:55:16We have open positions for having trouble hiring.
00:55:19And so, um, we, we got on the phone, Cliff and I, and we talked about some strategies that we could use, uh, either on the radio or, um, or digitally for his, um, for his campaigns.
00:55:31Awesome.
00:55:35And so I'm hoping you guys can get some takeaways from this.
00:55:39Um, you know, my top 10 rules, you have to have a professional profile photo and a background photo, um, on my profile.
00:55:49It's just the skyline of Philadelphia.
00:55:51Um, you know, simplest is better, but those two things being filled out shows someone who's trying to get in touch with you.
00:55:59Yes.
00:55:59I use this platform.
00:56:01So if you're trying to get in touch with me, I'm active here.
00:56:04Um, all of the information should be filled out, you know, where you went to school.
00:56:09Um, all of that information should be filled out, how long you, where you're working now, if you have any, you know, prior positions, that kind of thing.
00:56:18This one's kind of important post at least one time, every 30 days, your posts for the past 30 days are going to show up in a search.
00:56:27And if there's nothing there, someone may go, um, you know what?
00:56:30They don't really use LinkedIn.
00:56:31I'm not going to bother trying to reach out to them, but even if you share something or you post something in 30 days,
00:56:36every 30 days, it will show up in that search.
00:56:39So Dina is, is, I know that's the minimum, but is that, is it really enough to be, to be successful just once every 30 days?
00:56:47No, that's the minimum.
00:56:49In my opinion, I think you should, I think everyone should be posting like once a week.
00:56:53I think that's a decent cadence and you don't have to post the stuff, you know, as elaborate as I'm posting.
00:57:00Sometimes it's just posting an article that you read that, that, um, pertains to what something you might be working on or a success story or sharing a post or something like that.
00:57:09Just keeping that activity there, um, removing competitors.
00:57:13We all move around in this business every 30 to 60 days.
00:57:17I look at my connections.
00:57:18I don't really want, you know, the folks down the street looking at who's engaging with my posts that I'm saying, can they get to it?
00:57:26I mean, yes, the internet, they want to find it.
00:57:28They'll find it, but I don't want to, you know, serve it right up to them.
00:57:33Got it.
00:57:33Um, let me see here.
00:57:35And another really big one is never ask for an introduction from a sec, from a first connection to a second connection via in-mail.
00:57:42Try to do it in an actual real email.
00:57:45Yes.
00:57:45I usually delete those people immediately from my contacts who do that.
00:57:49Got it.
00:57:52Yeah.
00:57:53Um, and then some frequently asked questions, you know, free versus paid service.
00:57:58A lot of people ask me about that.
00:58:00Um, I think the free service is plenty.
00:58:02I do have the paid service.
00:58:04I know people that swear by the paid service and would never, you know, never let it go.
00:58:09I'm not really there yet.
00:58:11Um, a big one I get asked is, do you accept connections from everyone?
00:58:15Uh, if it's someone I think I can do business with, or that can help me.
00:58:18Yes.
00:58:19If not, no.
00:58:20Uh, we kind of went over why we should post every 30 days.
00:58:24How do you get business from this?
00:58:26The way that I get business from this is by finding the right people, um, putting myself
00:58:32in front of the right people and getting contacts of who knows who, uh, meaning connections that
00:58:38can make introductions for me pretty, uh, pretty quickly.
00:58:42And is LinkedIn for everyone?
00:58:45I think it's for everyone who's in sales because, uh, a recent study that I just read said 78% of all salespeople, um, and buyers, one of their 2021 year's resolutions is to use LinkedIn more.
00:58:59So that's where the fish seem to be.
00:59:02Excellent.
00:59:03Well, thank you.
00:59:04That's, that's fascinating.
00:59:05Jeff, do you have any, any more questions for, for Dina?
00:59:08Just great information from, uh, from Dina, I think, uh, if we followed the rules there as well as from Jay, I think you and Markey, um, it just can prove, but everything is a step-by-step process.
00:59:20Nothing's an overnight success story, but I think Dina would definitely tell you that, that, you know, she had to start somewhere and obviously now it's going very well for her.
00:59:29Yeah, yeah, we, we do have a couple of questions, um, uh, that, uh, have to do more with what is legal to put on LinkedIn.
00:59:40And what I think I'll do is I will include in the follow-up, uh, um, a link to one of our social media specialists in, in, on our digital team, who probably is better equipped to answer those kinds of questions than, uh, than, than, than, than Dina.
00:59:54That's for sure.
00:59:55Yeah.
00:59:55And Dina, is it okay if, uh, people have more questions, they can follow up with you via email?
01:00:01Absolutely.
01:00:02Yep.
01:00:03There's one, one word of caution.
01:00:04It's Dina, D-E-A, not D-E-E.
01:00:08There's another Dina in Philadelphia who's D-E-E and they are on the exact same team and their names are pronounced exactly the same.
01:00:16So if you have questions and I'm sure Dina Herman will be happy to, to forward anything that comes because she's, she's a nice person, but it's a Dina D-E-A, um, and a, so, um, that's, that's how you reach her.
01:00:30All right. So Jeff, thank you very much for, for co-hosting today. Dina, thank you so much for joining us.
01:00:37Marky, Jay, it's awesome. Um, we will find other things you ought to know for, for next month. And if you have any ideas, suggestions, and like I always say, slanderous comments, please send them to me and we'll be happy to consider anything you ought to know. So have a great month, everybody.