How do you feel about that?

I think it's a great idea, and I also think- Talking about it now is a probably a great, even better because this is like the time to create content that's very predictive, very, um, forward-thinking, very next year.

So if you...

This is a great way to create content like six predictions in X market, or we think this market's gonna head this way.

And then it's backed by data.

It's not like your total opinion.

There's actually data behind it, and you can link out to the data and say there's data behind it, which is more...

So I think as a marketer, we are sleeping on prediction markets and using it for our own marketing.

What are you seeing, man? Cause obviously you're in it.

Yeah.

I would say that the reason video ripped and it's the reason that any new feature on a social platform rips is when I always say like when a platform is launching a new feature, double down on it because they're going to put views and impressions to it because they wanted that feature to work.

So video was that feature.

They had story type posts like a year before and they had another thing a year before.

And I also truly believe that you need to stick to the format you're good at.

Like if you're not good at video, you're never going to rip at video.

what are you you touched on there with ai like what are you really using ai for i mean it's it's it's marketers best friend it's our worst enemy at the same time where's ai fit in the marketing millennials and daniel murray's

You need to be getting that out in those first 200 characters to really have an impact.

And it also sounds that I think that these, the overviews to me are two different things.

It's like one, people want to know something that's urgent, like urgency.

Like I need to like hop on this now or like there's a deadline, like, like something that's happening now because they're like, they're trying to pop up.

And if you're, if you have something urgent happening and you're not, that urgency is not showing up in the overview, um, you got a problem because that's where like as a consumer they're going to respond to this or it's something that is like very personalized to them and feels like oh i need this this is something i need to do right now or i i need to read this because this is very interesting to me so i think those are like the two things that would trigger someone to like want to dive in deeper from the overview but what are like what are some other things that they could do to

So the game now is not what's the most beautiful email, but what do you have to be doing? Light bullets, Like the first 29 words, what do you have to be doing to actually be showing up?

And you know what I actually think it's going to stop? What you probably need to do more of is I think there's going to be less of the spammy headlines that people did where it was like, this is crazy or things that are a little too catchy and you have to be a little bit more...

You could be... have the urgency and stuff, but you had to be a little bit more descriptive than at the same time.

So Daniel, when someone is placed on a voter suspense list, what does that mean? Should people be worried?

No, not at all.

Just so everybody kind of is cleared on the suspense list.

What it is, is any time that our office gets return mail from any anything that we've sent out.

So like, for instance, at the beginning of the year, we sent voter registration cards out.

So if you can imagine, we sent out about 80,000 voter registration cards.

Obviously, a lot of those people don't live at the same address and those cards can't be forwarded to the new address.

I know the eligibility for that is fairly narrow, but they would qualify to vote by mail in their hometown?

So what are we talking about today?

For people who don't know, an SEO or like in Google, there's like AI overviews for search.

But now since AI is in every tool, Gemini, a copilot for Microsoft, which are attached to all these email providers, now they're showing live texts or like summaries of what emails are coming on.

And And Jay was telling me some strategies of how to appear in these live texts.

So Jay, you want to tell us a little bit of what is important in your email to be shown there? And why is it even important to be optimized for those live texts and emails?

Did you just body everybody and get right to the front of the stage? And did you like just mosh pit right to where your spot was? Because I feel like you could truck everybody.

I always used to be, like, the person who, like, in a group that would guide people to, like, they would attach to me and I would go through, like, the crowd.

Created the path.

So Dan, you want to go through the first one and then I'll go through the next one.

Yeah, so one thing I've been testing out a lot is like using Grok because Grok is X's LLM, like their chat platform.

So what I've been doing is like, writing a prompt that says, like, find me five posts that say X, Y, Z or in your niche that is trending right now that have high engagement in the last 48 hours or 72 hours or the last week.

And I'll type that in.

And it will spit out, like, what actual post that actually was happening.

And then...

The next step is what I'll do is obviously the step you're going to talk about next, but I'll go deeper and search more on that topic.

And then you can apply it to all your marketing and all the other areas of stuff that you're doing.

So Daniel, you wanna talk a little bit about like what Claude is doing first?

Yeah.

So Claude's adding watermarks, and I think it's because like the European Union like made them do this.

But this is gonna like make it harder for you as a marketer or you as an individual to take images, create them, and post them because they're gonna have watermarks and people are gonna know it's AI.

I al- I've always said from the beginning like AI should prob- And this is actually kinda good for marketers, I would say, because if you're a graphic designer out there, if you're, um, a creative person out there, like it's actually gonna help you because you can like now, like your images are gonna stand alone if you can create images for yourself and, um, be able to create original things that ChatGPT and Claude aren't creating for you.

So I, I actually think this is a good thing for marketers, but it's actually gonna be harder if you are only using AI to create images.

What's your, what's your take on it?

Are you seeing the same thing, even regardless of being identified as AI?

So Daniel, because I'm clueless, why don't you kick us off on what we're talking about?

Yeah, so big content pieces and content takes time to produce, and people are gonna want things for next year, like now, because people are preparing for twenty twenty-seven now, whether, whether it's budget planning, whether it's thinking about next year, thinking about what channels they should invest in, and they need content that has that.

So like some content you could think about is creating prediction content for twenty twenty-seven, um, updating, remixing things that you have from this year, from last year, like calendars, um, what important events are happening in twenty twenty-seven that you should plan for.

Um, having this produced ahead of time, then you could run that for the end of the year, 'cause people are planning right no- thinking about planning, um, for twenty twenty-seven.

They're starting to think about budgeting.

I know it's, I know it's July, but it's g- it's gonna come faster than you think, and then you're gonna be way behind the eight ball if you haven't prepared your content calendar to be launching in September, October, November, where people are gonna care about twenty twenty-seven stuff.

It's now a twenty twenty-seven game from now until the end of January.

And then-- And we're talking about like-- And there's like little things you do.

Daniel, are you seeing Facebook crushing it?

Yeah, so like everybody talks about Instagram, Instagram, Instagram, but I actually see more impressions, and people, the, people call it underpriced attention.

Like, there is attention on Facebook when you have little followers on like a fan page or your company page if you post on that, on that, those pages, 'cause it's getting recirculated into the feed.

Facebook is doing something to boost, um, get more content on the feed, 'cause I think they've had so many ads for such a long time that they wanna be showing.

And also, you can also, if you don't wanna really fully post there yet, you could also, if you post a, like a Reel on Instagram, and you can post it and share it over to Facebook, and I do that all the time when I post a Reel.

I share it over.

So I don't think, that's one thing, and I know there's anoth- there, there's another thing that I really am, I, big on is Facebook groups.

But Facebook group communities work, and they still crush it.

But Daniel, before I get into my hot tip, what, what do you, what is, what do you, what's your hot tip? Man, this is embarrassing already.

Yeah.

[laughs] Um, well, I think there's so much data transcripts that you get from, like, virtual events, podcasts, um, events that you do, um, that you wanna chop up and make clips, or you wanna put them in as, um, articles or newsletter he- newsletters or whatever you wanna do with that.

So what I like to do is ingest those podcast transcripts and then first ask it, like, act like a social expert that's an expert at short-form video and, and I insert the audience I'm trying to reach with th- this podcast and say, "Find me 4 or 5 or 10 or 15 clips that would be, or quotes that would be relevant to that audience." And then I add like one layer in and say like, "Which one of these would be a great...

Think about it as, as like the first three seconds of this quote is a hook, and think of, be, act like an expert hook writer, um, for social, and maybe insert some names of great people who do it.

And, um, find me the clips also with the best hook and where I should start these clips." And what it does is, one, you can find clips for social.

That's two- one thing.

Yes

Give us some of your favorites, and I'll give you some of my favorites.

I mean, I'm just gonna go on a tried-and-true one.

I, I, I, I, I totally believe in emojis.

I totally believe they are a way t- in two different ways.

One, I think they stand out in, in a, um, subject line, but also if you're trying to be consistent and do something consistent over time, people will start recognizing you for a subject line.

So I think one is emojis.

I love, um, I love ending, like, uh, having partial sentences, like starting a sentence and not ending it, um, and putting, or putting ellipses at the end of it.

It's the easiest trick in marketing.

And I wanna talk about what does that mean? What does it mean for marketers? Why is it something that's always on your mind? Can you, like, first break down what it means?

Yeah, so blended CAC is, like, the customer acquisition cost of all your channels, like, combined.

Uh, so each, you, people are probably mea- measuring it if you are, like, your customer acquisition costs of Meta, Google, whatever channels you're running.

I believe that you should have a blended number that you come up with in your organization that if I, we hit this blended CAC, we're okay.

So say that it's, like, it costs $20 to acquire a customer, or $30, however much a product costs, come up with that number.

Um, and if you stay, um, with your b- under your blended CAC, you're, you're pretty much safe to go and keep spending.

Um, and the reason why I think about this is, and we talk about this in a, a lot of podcasts, is attribution lies.

I'm gonna put it more towards over here, which is doing really well So do you not look underneath the hood and you kind of give each of these platforms and channels kind of more legs to run a longer period of time? Um, do you think it's a mistake to kind of be looking at everything siloed?

I think Daniel's latest thoughts on how long it will take to get oil flowing freely from the strait once it is open.

I think it's likely to take a few months just because there are physical limitations on how much traffic can get through the Strait of Homs in any one day.

Just to give you a sort of idea of how to scale that prior to the bombing campaign, there were between 80 to 100 ships going through the Strait of Hormuz daily.

So it's just going to take time to get the boats and the oil and the other commodities from where they are through to the place they want to be.

And then, of course, there's just transit time on the open seas, which will take a few weeks.

And so you put it all together and it's probably going to take, you know, at least two or three months before energy and supplies of other commodities become normalised.

It's also worth remembering in that context that energy markets have been massaged somewhat by release of reserves from the strategic petroleum reserve and of course as soon as energy markets normalize again then those energy reserves will need to be rebuilt and so that's also going to place an additional sort of constraint on global energy supply.

Yeah.

Oh.

So, like, w- we've seen this in our newsletter that, where we put, like, something called a honeypot on the top of our newsletter, a fake link to see how many bots would actually click it.

So there's a lot of fake clicks out there, and I believe you need to track who is clicking, who is opening, who is visiting your site, who is filling out, and instead of the net, the net number.

Um, but you have another s- thing to say about this as well.

That is not real, and that is why your BDRs and your SDRs cannot stand the leads that they're getting, because it's all fake.

And then on the flip side, we, we talk about this a lot, but we are moving into the era of zero-click, and things that you should think about is, like, there's things that are happening that you can't see, like forwards or someone sees something in your email and then goes to, like, search it.

Um, so you need to create things that are worth sharing, 'cause th- that's a metric that email's not tracking right now, and that's a metric.

Social tracks it kind of, but they can't track screenshots.

So you gotta share everybody what the tip is.

Yeah.

So the ratio eight, 8 by 999, the reason why we, w- we think that's, like, the best ratio is that if you see a text post, it only t- if you look in your feed, it takes...

You do a text post, is you're competing against other real estate.

Um, when you do 800 by 999, you basically take up the whole feed for your post.

So if you're on your phone and scrolling, yours is the only post that someone could react to.

Um, so this helps, like, get not only, like, people, you not competing against other real estate, but you're, you're, like, the only...

How cheesy is that?

What are some common mistakes that you see on LinkedIn that brands or founders are making that are just killing their performance before it even starts?

Yeah, I think...

There are a couple.

One is I think so many people are writing like personal journals instead of like writing for their audience.

Like you really need to like understand your audience pain points, what they like, what entertains them, what will inspire them and then write about that.

There's like five to 10 common pain points that you could probably write about that you could spin up.

But a lot of people think they have this like original idea and they're like, why isn't it working on LinkedIn? Because it's, It doesn't have an audience for it.

Yeah.

So what is, what's a, what's a quick-win tactic that you're doing right now that everybody should know about?

The one thing that Instagram launched months ago, but people are underusing, is the Trial Reel, uh, button.

So what-- If you're a creator or a brand, this is the perfect opportunity, especially if you're trying to test into what's working or what not, hooks that are working, hooks that aren't working.

You can go create a reel.

When you go into go post, there's a button that says, "Trial Reel." And what Trial Reel does is it sends it not to your followers.

So it goes to a t-test audience to see if, if it works, that is similar to what you have on Instagram, to see if it, if this post has legs or not.

And if it does have legs, it y- it's a perfect opportunity to either share it with, use a button after that says, um, "Post Live" to your feed.

I'll tell you why in a bit.

Right

... consider that a bucket different than someone who's just on social.

I, I consider that, like, investing in Jay's guru network versus investing in a one-off play with Jay.

'Cause you want people to...

You're more world-building and other people are more influence-building, and those are two different plays that people could do in marketing.

And I think when you're buying, I still see this in B2B all the time, they...

People come to...

Yeah.

[laughs] Yeah.

Uh, uh, I'm on the board that I'll add a caveat to that.

When I repurpose content, I keep track of i- what are the highest performers of the s- the content, and then I'll go back to the highest performers over and over and over.

I don't-- if something didn't work, it's not going back into the 90-day cycle.

So I'll rank everything by impressions, uh, engagement, all shares, all that, and then do that.

And then I think there's a shorter window.

I think 90 day for the same content is a good window, and then there's a shorter re- window if you repeat the hook or the idea of that post and, and remix it into something different, where-

Yeah

You're doing that?

Yeah.

It's been working really well.

It's, like, kind of scary in the inbox.

Uh, but I've been doing all caps, and it's actually beating the test of no, like, no all-caps by, like, three or four percent, percentage points, so that's really good.

I still solely believe that if you have an emoji in every email, people will recognize who you are.

Um, so if, if you're doing something like a newsletter and you have that, and you show up in the inbox every single time and have a recognizable emoji, you will show up every single time in that, so that's another thing that tests, see if it works for your brand.

They don't even realize it, and they're opening it up to check it out.

I don't think enough people do that.

Yeah, I think two things that I used to do is one is geo based.

So what I would do is pick a geo that and just concentrate, let's say, out of home there or radio there or connect to TV there.

and just see, like get a baseline of what it is now.

And for the last year and see if there was a lift in that area where there's like doing that one tactic and there isn't a lift, you will know, but usually you could tell there should be an incremental like branded search lift or some of the, um, That's one thing I've done a lot when I've done geo-based attribution testing, because that will really tell you if something is lifting up in that area.

It's more expensive, though, so that's the negative part of geo-testing.

It's helpful to see, like, does my tactics work in that area or not?

We think that, you know, we're driving all this on Instagram, but really... simultaneously we're running campaigns on Facebook, we're doing email, we're doing this all to the same people, it's silly to just assign complete value to wherever it is that ultimately the person's converting in that last moment.

So Daniel, kind of give us, what are some quick win tips for people's automations that maybe is not on their radar?

I think...

One thing is make your automations feel personal and you could do it in a generic way.

So for example, I have this like DM automation in my community that I go say like, I saw you scrolling and I saw your name pop up.

And I wanted to reach out and say, like, how are you doing? Blah, blah.

And I say, like, I'm currently, like, enjoying the weather in whatever area.

Where are you right now? And I get, like, tons of replies.

It just doesn't work that way anymore.

But putting that aside, Daniel, how do you feel about leaning into something like the Super Bowl, even though there's nothing like it, from a marketing perspective?

I think the number one thing in marketing when you're doing content is relevancy.

And that's what's more relevant than the Super Bowl when it goes on.

So what I...

At least what I think about, and I'm going to send it from a social content point of view.

You have more data back things.

But I like to... be heavily involved so I can take trending meme templates, trending things that are happening to use it in my content to make my content more relevant.

Everybody's involved with this thing.

And it is the thing that you're probably not doing that could have the biggest impact on all of your conversions.

I also have a deep feeling that you don't have to marry to that offer name for everyone.

You can personalize names to groups of your audience and still package it the same.

But if you have different sections in your audience and they respond differently to different words or different ways you frame things, it's also good to send emails or do paid ads, framing it one way with this title and then to another person frame it.

But I do agree that A-B testing is smart.

We do this all the time as marketers on email subject lines, but we don't...

If you're on social, you do it on thumbnails.

It could not be easier to try that.

So Daniel, how else do you think about that?

Well, I think if you're going to this going to B2B example and you have a calendar booking system on your website or you have a calendar booking system, stop, reduce those times.

And also I think what I was going to say, what you said is make, sometimes when you're doing outreach or in your, in your copy, say, Hey, this is a nine minute, like a nine minute kickoff call or a 12 minute demo or, um, and put that on their calendar.

Cause it's, specifics always stand out in marketing and 30 just seems like I'm going to waste more time.

But if you say a specific number, it triggers something in their brain that they're actually serious that they're going to do 12 minutes.

Like when you say like 30 or 15, it just feels like a cop out.

But if you say 22, 12, it feels like you actually seriously going to take that your time seriously.

TLDR this time of year will increase your conversions, your engagement big time.