Standing out

Hello and happy Friday,

This week, a few things around standing out from the crowd:

One anecdote

I’m in talks to work with a subscriber of this newsletter.

He sent me so many emails, but I didn’t reply for weeks — too busy.

Eventually, he sent a Loom video explaining how he could offer value.

It was to the point and helpful.

Who knows whether we’ll end up working together.

But this kind of repeated persistence is exactly how to get in.

One image

Andrew Huberman’s profile is massive.

But to most people, he’s the guy who says not drink coffee too early in the morning.

One simple message.

If someone that big can only communicate one idea to the masses, it shows how difficult it is to capture attention in 2024.

Be brutally precise about how you tell your story.

Two businesses

Lush and Domino’s.

What do they have in common?

Lush communicates its freshness through stores that smell strongly.

Domino’s communicates its efficiency through sterile, grey branding.

No other businesses can compete with them on these respective benefits.

Healthy soap, efficient pizza.

Brutally straightforward — incredibly effective.

And finally, one last thing:

Provoke Insights found Americans remember just 1% of the ads they’d seen in the past 24 hours.

Very sadly, the story you tell about yourself has got to be digestible, compelling and quick.

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Speak in a week,

Jordan