Do what’s rare to get noticed more often

What’s common?

  • Mass emails.
  • Smile and dial phone sales.
  • Mobile apps that are functionally useless (but on marketers’ checklists anyway).
  • Stock images and clip art.
  • Shaky, poorly lit mobile video.
  • Mass broadcasting worthless press releases.
  • Generic product pitches.
  • Curating “influencer” lists of people you have no relationship with.

Want to get noticed? Want to get noticed even on a shoestring budget?


Do what’s rare:

  • Handwrite your thank you notes.
  • Have in person meetings.
  • Bring refreshments to your in person meetings.
  • Read, research, and get to know the people you pitch.
  • Help first, with no expectation of reward.
  • Cut a personal video and send it to people in reply.
  • Ask before you pitch.
  • Build actual, personal relationships with your sources.

Doing what other people do makes you indistinguishable in a crowd.

Doing what’s rare makes you memorable. If you want to be remembered, do what no one else has done recently.

Christopher S. Penn
Vice President, Marketing Strategy


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