Pop Out of the Pack – The Better Newsletter #21


Julie Jansen, a career coach, told me that she wanted to write a breakout book in her genre – but “All the great titles – like ‘Take This Job and Love It’ – are taken.”

I started by asking her “What is something you hear, over and over again when you talk with your clients?”

She thought about it for a moment, laughed, and said, “You know what they all say? ‘I Don’t Know What I Want; But I Know It’s Not This.’”

I told Julie, “THAT’s the title of your book! People will look at it and think, ‘That’s EXACTLY how I feel!’

People buy books that resonate with them – and that title will resonate with readers because it articulates a problem they have that they want solved.”

Since then, Julie’s book has become an evergreen classic because it expresses a frustration many people in her target market feel.

Want to know how to apply this same idea to YOUR next book, brand, presentation, or project so it POPS out of the pack? Follow the actions below.


  • Do you have a project, pitch, presentation, or product that you want to POP out of the pack? If so, grab a piece of paper and write down everything people say to you when you talk to them about it.
  • Review the comments and identify the main frustration(s) people face – the one(s) you help solve.

  • Then read this article and follow my step-by-step system designed to help you break out – instead of blending in.

Until next time… Here’s to being better.

Sam Horn

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