THIS WORKS! December's SECRET Intent Play + Don't Send Me a Holiday Card!🎁 Jay’s SCOOP | Ep. 458

Do This, NOT That: Marketing Tips with Jay Schwedelson

GURU Media Hub

Entrepreneurship, Marketing, Business, How To, Education

4.9 • 1K Ratings

🗓️ 4 December 2025

⏱️ 9 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

December might feel like a throwaway month, but Jay Schwedelson is here with a simple shift that turns the end of the year into a lead and revenue spike by using intent signals as your actual offer. He walks through how to spot and capture real buying intent across B2B, consumer, and nonprofit campaigns, then finishes with some very honest (and funny) thoughts on holiday cards and those ridiculous surprise-car commercials. Expect specific copy ideas you can steal right away while everyone else is mentally on vacation.

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Best Moments:

(00:20) Why December is secretly a goldmine if you stop mailing it in and lead with intent-based offers.

(01:45) B2B examples like Q1 readiness audits, vendor comparison checklists, and RFP kickstart kits that instantly reveal who is in market.

(03:05) Consumer plays such as last-minute hero finder and VIP early access for sellout items to target shoppers who are still actively buying.

(04:15) Nonprofit hooks like donation impact calculators and sponsor a need selectors that surface serious year-end donors.

(04:55) How intent signal campaigns in December and early January crush for pipeline, platform switches, and tax-motivated giving.

(05:40) Jay’s rant on random family holiday cards and unrealistic holiday car gift commercials you never see in real life.

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Partner with Jay: https://www.jayschwedelson.com/contact

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Pre-order Jay Schwedelson's new book, Stupider People Have Done It (out June 9, 2026).

All net proceeds are donated to The V Foundation for Cancer Research, let's kick cancer's butt: https://www.amazon.com/Stupider-People-Have-Done-Marketing/dp/1637635206

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Subscribe to Jay's newsletter for weekly marketing tips and tactics: https://www.jayschwedelson.com/newsletter

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Connect with Jay on LinkedIn: https://www.linkedin.com/in/schwedelson/

Check out Jay's YouTube channel: https://www.youtube.com/@schwedelson

Check out Jay's Instagram: https://www.instagram.com/jayschwedelson/

Ask Jay anything: https://www.jayschwedelson.com/ask

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Leave a comment and follow the show, it really helps us out!

Transcript

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0:00.0	Welcome to Do This, Not That, the podcast from marketers.
0:05.0	We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode.
0:11.0	We also keep it short, like this intro. Let's check it out.
0:15.0	We are back for Do This, Not That podcast, and I wanted to rip through this tactic that works so well
0:23.0	in the month of December and a little bit into January that I think most marketers sleep on,
0:28.5	whether you're a business to business market or consumer or nonprofit, it doesn't matter.
0:32.7	There is a way to get really good leads, really good pipeline, really good opportunity in the month of
0:40.9	December. And everybody usually just mails it in. Like, oh, Thanksgiving is over. I'm turning
0:46.0	off my brain until the second week of January. But this is a golden time for one specific tactic.
0:51.3	And that is using intent signals as your offer.
0:56.4	When you use intent signals as your offer in the month of December, we see it actually
1:03.6	generate over a 30% increase than any other content-related offer in the month of December,
1:10.0	and that's for business, consumer,
1:12.2	nonprofit, and that's from World Data Research. What does that even mean? So often what we're
1:16.6	doing in the month of December is we're filling up our databases with kind of garbage. We're
1:21.1	putting out, you know, content that's just really super top of funnel. That is this stuff like,
1:26.5	you know, the 2026 outlook, whatever,
1:29.1	or on the consumer side, these outrageous discounts, whatever. But if you use intent signals
1:36.5	as your offer, you can get a lot of people coming into your database and a lot of the right
1:43.0	people at the right moment.
1:44.3	What do I mean by that?
1:45.2	So let's say, for example, first on the business to business side, what does an intent
	...

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