Jay Schwedelson

And my idea was that everybody has a subject line.

Why don't we put up a site where you can go and put your subject line in?

It'll tell you if it's good or bad using whatever information we had, and we'd keep it free.

And in order to use it, you just give us your information, but you could test out your subject lines.

And this was my idea.

And it turned out to be a decent one because people started using it.

And you fast forward now, we've checked about 15 million subject lines on that site, and...

I became known a little bit as this emailed guy, which is fine, not that I'm just an email guy, but it was an entree point into my business, which once you come into my agency, then we torture you, we do all this other stuff for you.

I've learned that putting a flag in the ground saying, yeah, this is me, this is what I'm about, then people are willing to learn more about you over time if you don't suck at what you do.

So having that vehicle, whether it's subjectline.com or whatever it is, whatever business that you're in as a listener, I think it helps to define why people should work with you.

And that's kind of how I got rolling.

I also like to say, if you don't become known for something, then they get to make it up themselves.

You can help define and shape it, or they're going to kind of shape their own opinion.

A lot of it is like, if you're not known by lots of people for the same thing, then it's kind of like getting a million impressions for a hundred different products.

Well, that's great, but what's it driving to?

If you're not in the room and your name comes up, you already know what they're saying about you and what the topic is that your name's coming up for.

Because then you could build your business around that.

If it's just generic and just all over the place, there's nothing there.

You have nothing.

And you could then grow from there.