Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our every day. I'm Jay Schwettleson. Let's do this, not that.

We are here.

Do This Not That fired up today to talk about small things that are having a huge impact in the world of email marketing.

And people don't realize it, but stuff is always changing an email little things

have an impact and they come out of the blue there's a saying that's always stuck in my head which is

cheesy but whatever and the saying is just when i got used to yesterday along came today i know that

sounds really lame but it always is in my head because that's marketing,

that's email marketing specifically.

And there are words and phrases right now that I'm going to take you through that are

crushing it that six months ago really weren't even on our radar.

So let's first talk about business, then we'll get into consumer.

So in the world of business, what we name our content, okay, if we name something a white

paper or we name it a guide or we name it a report, that has a big impact. And for I would say

the last year or so, guide has been the top dog. If you name something a guide, like the small

business guide to success versus the small business

ebook to success, same exact content, just different title name, guide would outpull ebook by

about 30%.

And that's really important for marketers because you can name things whatever you want.

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