Focus on just one thing

Focus on one thing. ☝️

I’ve been thinking a lot about this lately. Dave Trott talks about it in his book, Predatory Thinking. An awesome book btw.

Pizza and ice cream, while delicious on their own, don’t get more delicious together. In fact, they taste worse.

Another way to think about it — you can’t have more than 100%. Meaning you can’t add something without taking something away.

So when you try to cram a bunch of value props into your messaging or ad copy, you’re actually detracting from the most important one.

Next time you're drafting an ad, a landing page, an email, etc. try focusing 100% of the attention on one thing.