If you have nothing to say, you're probably wrong

Sunday Summary — 02.07.21

Hello friends,

I was just sitting down to compose this email, and said to Celia “I don’t have much to say this week, I was busy working on that website redesign.”

She replied (wisely, as always): “So you have plenty to say then.”

And she’s exactly right.

I built 3 different versions of the same website over the past 10 days or so:

Percentages ≠ Percentage Points

I’m definitely the type of person that finds it easier to get an MVP up and running than polishing every last detail, but every time I get into polishing mode I really start to appreciate the nuances of communication.

“The difference between 1% and 2% is not just 1%, it’s 100%.” — YS

So these little details make an absolutely ridiculous difference. The images you use, the copy you write, the typefaces you choose, the color of every button.

However many people visit your site/profile/blog per day, the difference between 1% and 2% following/buying/downloading doubles whatever metric you’re measuring.

The difference is made at the margin.


That looks simple, how hard could it be?

“We work hard to send you less.” — Carl Richards

Often, the simpler it looks, the harder it was.

I landed on some language to describe what Visualize Value is about that is so simple it’s frustrating to think it took me this long to write it:


Show me, don’t tell me

In older versions of our product pages, we’ve relied only on the abstract, illustrated representations of each program — failing to demonstrate the fact that they’re all accessible via a clean little mobile app, and a web-based learning portal.

Again, a simple fix that has probably cost us an eye-watering amount of business.

I’m still putting the finishing touches on everything, but you can check out the new site here. I’d love your feedback on the homepage language in particular.


Visual of the Week

“Ability is what you're capable of doing. Motivation determines what you do. Attitude determines how well you do it.” — Lou Holtz


Leverage in Real Estate

We’re continuing our efforts to partner with brilliant people to make life-altering information more accessible.

This week, Nick Huber — a real estate entrepreneur and a must-follow on Twitter.

The plan: turn some spreadsheets about debt and leverage into visuals in real-time, while Nick schools me on the principles he’s used to build his business, and create financial freedom for his family.

RSVP here.


Extra Curricular

On this fine Super Bowl Sunday, whether you’re a football fan or not, enjoy this Classic with a capital C scene from Any Given Sunday. (as with all good locker room speeches, it’s not really about football)

If you enjoyed this email, do me a favor and hit the tweet button (should be around here somewhere).

Until next time my friends.

Jack