Dennis Yu

I know your dirty little secret

Ha!  I made you look, didn’t I?
The key to a great piece of content is the subject line.
Doesn’t matter if it’s email, a Facebook post, an AdWords copy, a blog post, or a postcard delivered by the Post Office.
If you don’t catch their attention right off the bat, they’ll never open your message. So all that work you spent crafting your message goes down the toilet.
And your dirty little secret?
Most of your content is never read.  That’s right– people don’t see your tweets or care about what you had for breakfast. They care about themselves. That’s why I called it “your” dirty little secret, as opposed to mine. Do you really care about me?
Here are a few simple solutions to this problem:
  • Recycle the content. 
Let’s say you have a great whitepaper that you invested a lot of time to write. You can put it out there multiple ways— on Twitter, your blog, email, Slideshare, whatever. If you mention it only once but have a crappy headline, then people won’t see it.
  • Try some one-liners.
Maybe your first subject line just fell flat. Hey, we’re not all born stand-up comedians. Odds are your email program allows you to send your subscribers a follow-up email if they don’t open the first email. The content can be exactly the same. You just try a different subject line. Once they open it, don’t feed them the same body again.
  • Inject emotion or intrigue into your messages.
Pretend it’s the high school cafeteria and that you have the latest gossip. Admit it– we’re still kids, just older. My favorite headlines are from Nathan Latka as well as the folks behind Obama’s email campaigns, Take these for example:
  1. we made this for you – 71.5%
  2. We’ll be live in 30 min, should we wait for you? – 65%
  3. Only open if you want revenue from Facebook – 55%
  4. The contest you wanted to run – 50%
  5. Guess what your customers spend 197 minutes a day on? – 47%

It’s the non-formal, uncapitalized subjects that catch people’s eyes. It makes them feel like someone took time to pay attention to them– Short and sweet is the way to go.

So your dirty little secret is that people don’t care about your content— unless you make it about them!  Would you have read this post if the title was “A few reasons why your open rates are low”?
Dennis Yu

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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