Happy Sunday, fam!

Welcome back to another edition of Sunday Postcards, and a big welcome to all of our new subscribers! I appreciate each and every one of you joining us. 

Did anyone else’s internal clock wake them up a whole hour early thanks to daylight savings? 🙃

Guess what this week is? It’s my WEDDING WEEK! AHHHHH. More to come on that soon.

And to keep the excitement going…last week, I officially kicked off R&D for a CPG product we’re incubating at Open Late Collective! Truthfully, every day feels like new territory. I’ve been part of taking many products from idea to market, but this is my first time doing it fully from the idea to the writing to the building, and I’m equal parts proud, scared, and excited. I will be bootstrapping majority of this, but might consider a small friends and family round early next year.

For those just joining, I’m sharing small hints as we go, but I can tell you it’s in the sleep space—a space I see huge potential in as more people prioritize rest. 

As life gets busier, I found myself sacrificing sleep to get more done. And let’s be real—I’m not in my 20s anymore. Nearing the end of my 30s, recovery is different, and the days of bouncing back are LONG GONE, LOL. This realization made me see sleep as self-care, something essential rather than expendable.

Recently, I dove into Lululemon’s 2024 Global Wellness Report, and it struck me how much pressure people feel to maintain a perfect sense of wellness. Over 60% of people report feeling societal expectations to prioritize their well-being, yet ironically, this pressure often makes people feel less well. This hit home for me—especially as someone who’s always on the go, working on projects and have worked with many start-ups (fun fact: Feastables was my fifth). Now that I’m stepping into the role of founder, I’ve felt this pressure even more, like I have to prioritize wellness but never quite succeed because I’m always just too busy. That endless “am I doing enough?” feeling can be exhausting.

So, I decided to focus on one thing I could control: my sleep. Getting enough rest has become my “brain car wash” and my productivity hack. I love building companies and creating things, and to do that well, I need sleep. I’ve tried countless sleep remedies, but truthfully, I dislike most of them—which is exactly why I’m creating my own. More to come on that as I dive deeper into R&D, but now you know my WHY.

That brings us to this week’s edition, where I’m sharing what YOU can take away from my journey—how I’m building, how I plan to market, and everything in between.

How can any brand become more meaningful and effectively market to today’s wellness-oriented, yet fatigued, audience?

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7 Strategies to Cut Through the Noise

In a world where nearly every brand promises “the next big thing,” audiences are easily overwhelmed. As I dive deeper into building and marketing my own brand, I’m seeing firsthand how essential it is to stand out with authenticity and intention.

Here are 7 core strategies I’m focusing on to break through the noise:

1. Refine Your Core Message

In a sea of marketing noise, simplicity is key. Focus on the one defining benefit that sets you apart, and make it the heart of your messaging. In a crowded space, a clear, singular value resonates more than trying to be everything to everyone.

Warby Parker

Warby Parker’s core message is built around making high-quality eyewear accessible and affordable. Their messaging is straightforward: stylish prescription glasses at a fraction of the price. From their “Home Try-On” program to their commitment to transparency in pricing, every part of their brand reinforces this single benefit of accessible, stylish eyewear. They don’t overcomplicate with features or unrelated products—they stay focused on making eyewear easy and affordable. This is reinforced consistently on each of their PDPs.

2. Show Up with Purpose, Not Perfection

Rather than selling an idealized vision, highlight the real, tangible ways your product or service improves life. Audiences appreciate brands that support their actual needs without adding pressure to achieve “perfection.”

Athleta

Athleta stands out by focusing on inclusivity and realness. Their “Power of She” campaign celebrates all women, showcasing strength over perfection. With a commitment to sustainable materials and diverse representation, Athleta’s purpose-driven approach makes their brand feel supportive and relatable, rather than aspirational or unattainable.

3. Build Transparency into Your Brand DNA

Consumers crave honesty, especially in wellness. Share the behind-the-scenes of your process, your mission, and even your challenges. When people feel they’re getting an inside look, your brand stands out as trustworthy and approachable.

Seed

Seed, a DTC probiotics company, goes deep into the science behind its products. They share research studies, partnerships with scientists, and detailed product information to educate customers on how their probiotics work. This science-backed transparency has helped Seed build credibility in a market that often lacks regulation.

4. Focus on Small Wins, Not Transformations

People are exhausted by big promises. Instead, highlight how small, consistent actions can add up over time. Show how your product or service delivers value in ways that feel achievable and sustainable without overwhelming.

Magic Spoon

Magic Spoon focuses on making breakfast healthier in a way that feels easy and fun. Rather than promising a total lifestyle overhaul, they highlight how a simple swap—switching to their high-protein, low-carb cereal—can be a small, satisfying step toward better nutrition. By delivering nostalgic flavors with a healthy twist, Magic Spoon keeps wellness achievable, showing that improving your diet can be enjoyable and sustainable, one bowl at a time.

magicspooncereal

View more on Instagram

5. Deliver Bite-Sized, Actionable Content

In a world overloaded with information, keep your content short, actionable, and easy to digest. Quick tips, how-tos, or even 30-second videos offer immediate value without adding to your audience’s mental load.

Headspace

Headspace delivers mindfulness in a bite-sized, accessible way. Rather than overwhelming users with lengthy practices, they offer short, guided meditations that can be easily integrated into daily life. Their app features quick tips, breathing exercises, and even brief “mini” meditations for moments when users need fast relief. By keeping content concise and actionable, Headspace helps people build mindfulness habits without adding to their mental load, making wellness achievable even on the busiest days.

6. Create Genuine Community Connections

Stand out by fostering a true sense of community. Encourage interactions, share user-generated stories, or create spaces where people can connect. Brands that help people feel part of something larger gain loyalty even in crowded markets.

Nectar Hard Seltzer

Nectar Hard Seltzer has created a strong community by embracing cultural elements and engaging directly with their audience. They call upon their community to drive purchases in stories and share their experiences online. This strategy has helped them build a loyal customer base in a competitive market.

@asianchicklily

No but seriously is that a lot of alcohol?! #asianchicklily

7. Empathize with Your Audience’s Reality

Show that you truly understand your audience’s challenges. Acknowledge the demands and pressures they face, and offer solutions that meet them where they are. Marketing with empathy positions your brand as an ally, not just another product in the mix.

Nécessaire

Nécessaire understands that consumers are often frustrated by skincare products with hidden chemicals and complex ingredients. By focusing on clean, body-friendly formulations, they empathize with the need for transparency and simplicity in personal care. Nécessaire’s messaging speaks directly to these concerns, offering reassurance and clarity. By addressing real anxieties around skincare safety and quality, they foster trust and help customers feel confident in their choices.

So, as I dive into building my CPG baby with intention and purpose, I hope this week’s insights on how I am thinking about marketing resonated with you. Whether you’re creating or operating a brand in wellness or any other space, focusing on real connections—through clear messaging, transparency, and empathy—can set you apart in a crowded world. It’s about meeting your audience where they are, understanding what they truly need, and building something they can trust.

And if you need help building a meaningful consumer marketing strategy or just getting started, call your girl gang at Open Late Collective. We help brands build dope af experiences across brand strategy, retention & lifecycle and customer experience. Here to serve. 🫡

As always, if you have any questions or things you want answers to in this newsletter, please hit the “reply” button and send them over or hit that link below for my form!

If you enjoyed this newsletter, sharing it with your homies would be the jam to me! You can share the party by sharing this link.

Ok, gotta get back to finishing up this wedding prep.

Next week, Haylee Jordan filling in for me! You won’t want to miss it. She’s a beast and a baddie!

Jess
Founder of Open Late Collective

Have a Marketing and/or CX-related question for me?

UPCOMING EVENTS

1. Join me online TOMORROW and a STACKED line up of 15 other industry experts and leaders on Nov 4th where we chat about the “one thing” that is our must have tactic for BFCM. RSVP here!

2. League of Originals is hosting a DOPE AF summit in LA on November 7th. If you are a brand founder, or operator, I got a special treat for you! Use code ABOVETHEFOLDGA at checkout for 50% off your ticket

3. Come to NYC on November 14th for SheInnovates 2 in NYC! If you are a woman in ecommerce, this one is for you. Grab your ticket ASAP, we are almost sold out! Snag your tickets here. (and did you see we booked Marg Josephs, a real housewife AND a baddie entrepreneur!)

BEST PIECE OF CONTENT I’VE SEEN THIS WEEK…

@eugbrandstrat

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THIS WEEK’S DOPE JOBS

I posted quite a few on my linkedin post Friday.

And as I was writing this, I did just get the line on a job posted by Quip. Quip is looking for a DTC Channel Manager (ecommerce).

👐 BONUS CONTENT 👐

This week, I dropped a very fun episode with Harry Gray of The Meat Mafia and Co-founder of Noble Origins.

This episode is packed with tidbits on how content and community building can lead to revenue generation through product creation. Go check it out now!

Be sure to follow along on my YouTube, Spotify and Apple Podcasts.