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 everyday. I'm Jay Schwettleson. Let's do this, not that.

We are back for D This, Not That podcast, presented by Marigold.

And you know what?

We get excited about stuff and then we get unexcited about stuff.

This is human nature.

I bought sneakers the other day and I usually don't even care about this stuff, but I bought

sneakers and I was hyped about them. I'm like, oh, they're pretty cool. And then for like two days,

I'm walking around. I'm like, I dig my sneakers. A couple people were like, hey, I like your sneakers.

And then after a few days, I didn't care. Nobody else cared. And this is exactly the way it works with our social media templates and our email templates.

And I have some new data to share about this idea of the habituation effect, right?

The habituation effect is a huge deal in marketing.

And I don't think that we are really focused in on it.

And it's actually ruining our performance.

So what is the habituation effect?

It basically means that when people see or experience something repeatedly, they start to notice

it less and less over time. And this happens all the time in a marketing. What do I mean by that?

So I hate templates of any kind.

I hate email templates.

...