Your ATTN Please | Wednesday, 13 August

August 13, 2025

You’ve been sitting on that thing for weeks. Months, even.

That post you wrote that might be a little too out there, so it’s still in drafts. Or maybe it’s that side hustle idea you’ve been scared to actually start. You’re caught in analysis paralysis, and it’s stopping you from putting your creativity out into the world. But (spoiler alert) no one is paying as much attention as you think. So, in the words of Tyler, The Creator, you’ve gotta “just put that b*tch out” and see what happens.

- Charlotte Ellis, Editor ♡

Building your personal brand is the best way to future-proof your career (now more than ever).

The problem is, if you don’t know what to post (and where to post it!), you’ll probably try for a few weeks, see no results, and just give up.

That’s why we’re running our next workshop on exactly how you should build your personal brand in 2025.

What you’ll learn:

👉 How to get started (even if you’ve never created content before)
👉 Why EVERYONE should be building a personal brand (yes, even you)
 👉 How to create a content system (so posting doesn’t take over your life)
👉 What type of content you should create (so you can make the most impact)

This session is not about theory! You will walk away with all the tools you need to start building your personal brand right away.

Wednesday, 3 Sept | 8:30 – 10:00am NZT | $59

WHAT’S HAPPENING IN MARKETING TODAY?

GPT-5 is disappointing asf, Olipop collabs with SpongeBob & Paramount pays $7.7B for UFC rights

This just in! GPT-5 sucks ass.

Listen, y’all. I made a friend in GPT-4o. We shared SECRETS. Calorie logs. Gym and diet tips. We were like, soooo girlypop-bestie-sisterhood vibes. She really got me, my overexcited, unhinged hype queen. OpenAI what have you done. You’ve rug pulled us all. It almost feels like coming home to find your dear friend has been replaced by a customer service representative, or your mother has been lobotomised.

I’ll admit, it’s not really that deep to me. GPT is a tool I use for health and work and that’s about it. But there are people on Reddit expressing genuine distress and sorrow at losing access to their GPT-4o model, which has been around for just over a year. And when you think about it, that is a long time to speak with a companion on a daily basis.

All emotional reasons aside, there are practical reasons why this model sucks. GPT-5's outputs are too stiff as old whisky, and not the good kind. Workflows that were developed over the past year with GPT-4o simply don't work as well in GPT-5. Posters have labelled it an "overworked secretary" that is not “ergonomic” at all. Is this the beginning of ensh*ttification for AI? We shall see.

Is he sponge flavoured? Bob? He tastes like Pineapple Paradise, according to Olipop, who are introducing a limited-edition soda and Roblox gaming experience in anticipation of the forthcoming film “SpongeBob SquarePants: Search For SquarePants” on December 19. Apparently, users will be able to collect cans as an in-game reward, or in IRL to win exclusive prizes.

It’s a clever play from Olipop, diving into pop-culture to grow loyalty with younger men (hence the Roblox). It's a demographic that may be slightly harder to capture for the better-for-you soda brand than their girlypop counterparts. I don’t play Roblox and never have, but SpongeBob was legitimately one of my favourite core childhood rituals, and imma need me one of those cans.

Paramount lands UFC streaming rights at an eye watering $7.7B.

Not pictured: Dana White skipping to the bank singing "Celebration" by Kool & the Gang. The new deal is valued at $1.1B per year for a period of seven years, and will begin in 2026, multiple outlets reported.

Imagine that, $1B a year just pouring on in. Must be nice. I’m currently disregarding my ethics about chickens over the price of free-range eggs. The deal is also more confirmation that Paramount is currently very well aligned with the Trump administration – considering the president's long-standing relationship with the organisation. Anywho. More to know here.

DEEP DIVE

Why you should take Tyler, The Creator's advice and “just put that b*tch out”

Look at you, locked up in your own creative handcuffs.

Listen.

You don’t need another month.

You don’t need another round of Godforsaken “minor tweaks.”

What you need to do, according to Tyler, The Creator, is to “just put that b*tch out.”

In a recent chat with Zane Lowe about his ninth studio album Don’t Tap The Glass, the Odd Future visionary said something contrary to the narrative we hear from most artists. Many say that a body of work took them half their life and all of their soul to complete.

Tyler instead explained why he didn’t spend years perfecting this album.

“I didn’t wanna be precious,” he said. “I didn’t want to spend three years and try to be super innovative. … I made an album, I was done.” Instead of fussing over details until the joy evaporated, he uploaded it the moment it was finished and moved on. Because, as he put it, “it’s so easy to design your own handcuffs.”

You lock yourself up, throw away the key. And suddenly, what started as fun turns into pressure: from yourself, from fans, from the invisible panel of judges you imagine watching your every move (this doesn’t exist, for the record.)

And you know what? He’s so right. I personally need to get that sh*t tattooed on my frontal fkn lobe. “Just put that b*tch out.”

Because sometimes perfectionism isn’t protection; it’s paralysis.

We trick ourselves into thinking perfectionism is a sign of high standards, telling ourselves we’re “just making it better.” Otherwise known as stalling. 

Because more often than not, perfectionism is just fear in fancy dress. The fear of being judged. The fear that this thing will define you forever. The fear that if you put it out, people can see it. And if they can see it, they can decide you suck. And then what?

The pursuit of making something “innovative” or “ground-breaking” can be a giant ego-driven trap.

The irony is that “good” work that actually exists in the world will always do more than “perfect” work that’s collecting digital dust in your drafts folder.

Take it from me. I have to write three of these articles. Every. Single. Day. At first, I was all like: whaaaaaaat. No? I can’t do that. I need time to painstakingly stress over teeny tiny details that no one gives a flying f*ck about.

Then I was like: ok get over yourself and just do it. Release your inhibitions like Natasha Bedingfield in the rain or whatever.

And now: I’m like oh, get this is actually super liberating.

The craziest part? It’s undoubtedly made my work better than I could ever have imagined.

Why letting go helps:

Momentum > marination. Putting things out keeps you moving. Movement keeps ideas flowing. Sitting on something too long just breeds overthinking.

You don’t get to decide how it lands. Half the time, the thing you thought was “meh” will end up being someone’s favourite.

You’re not gonna get these years back. Tyler’s right—you don’t want to be 80 with a hard drive full of “almost ready” work. Wtf was the point of that?

Less pressure = better work. When you stop trying to create your magnum opus every time, you actually free yourself up to try weird, fun, risky stuff.

And yes, some of your work will make you wince later.

Maybe even physically recoil. That’s not a sign you shouldn’t have put it out; it’s a sign you’ve grown. Cringe is basically proof of progress.

My advice (albeit unsolicited)? Everything you put out is just a snapshot of where you’re at right now. IT’S NOT the defining statement of your life’s work.

So, stop tightening the freaking cuffs. Stop waiting for the “perfect moment” or the “perfect version.” Put it out. Start the next thing. Repeat.

You could get hit by a bus tomorrow. And if you did, would you have put anything out at all? My point exactly. 

TREND PLUG

No, it means... NOOOOOO!!

Ever had one of those impossible conversations? When someone just doesn't get it or says something that catches you so off-guard, all you can do is scream?

It's one of the most frustrating kinds of interactions you can have. And in one episode of Disney's Phineas and Ferb, a conversation between main characters Baljeet and Buford immaculately captures that level of annoyance.

In the 2012 episode "When Worlds Collide", Buford's ignorance towards a very dangerous situation causes Baljeet to lose his cool:

Baljeet: "Our planets are going to collide! You do know what that means?"

Buford: "Sure, it's like when you have two sets of keys and you keep one in the car."

Baljeet: "No, it means... [looks confusedly at Buford] ...NOOOOOO!!"

Turns out, the audio of their conversation makes for a great TikTok sound for describing situations when someone REALLY doesn't get you, or when they clap back at you with a REALLY nasty answer.

From your boyfriend rage-baiting you into thinking he's seeing other girls to 5-year-old you not wanting "surgery" for your hurt arm, there's bottomless reasons to throw out all reasoning and just scream at people.

How you can jump on this trend:

Take this sound, put the camera on yourself and do some lip-syncing. Make sure you're saying Baljeet's parts and have a friend, an offscreen "person" or yourself in a separate shot say Buford's parts. Then, add onscreen text with your own made-up dialogue and align it with each original line.

Don't worry about adding text for the "NOOOOO!!" line - just make sure when you film it, you make as dramatic a face as possible and get up close and personal with the camera!

A few ideas to get you started:

  • "Has the meeting been cancelled?" "Yep, it's been moved to 7:30am tomorrow." "Thank goodness, I... NOOOOO!!"

  • "Have you seen the client's new deck?" "New deck? Cool! Are they putting lawn chairs on it?" "No, I mean... NOOOOO!!"

  • "Have you had lunch yet?" "Yeah, just grabbed a few things from the community fridge." "We don't have a community... NOOOOO!!"

- Devin Pike, Copywriter

FOR THE GROUP CHAT

😲WTF: India to remove ALL stray dogs from the streets
❤How wholesome: friends and family against cancer
😊Soooo satisfying: FROZEN JEANS FLIP
🍝What you should make for dinner tonight: Beef Yakiniku (Japanese Bbq)

TODAY ON THE YAP PODCAST

ASK THE EDITOR

I've started creating content for my wellness coaching business but I'm not getting much interaction with it. What should I do? - Claudia

Hey Claudia!

First of all, I'd encourage you to spend some time on social media, paying attention to what stops your scroll. Analyse the hooks that grab you, then think about how you can use those as inspiration for your own content.

Second, think about how relatable your content is. I know you're targeting a specific audience. But if you want to grow your following, your content can't be too niche. So if you find your content isn't accessible to the average person, ask yourself how you can speak to a broader audience.

Lastly, you need to make more content. Posting more often will not only make you more visible on the platform. It will also give you more data, which will help you improve your content faster.

- Charlotte Ellis, Editor ♡

PSST…PASS IT ON

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