Every post is either bait or proof

Scrolling yesterday and noticed something.

Most content is neither bait nor proof.

It's just... there.

Generic observations. Vague advice. Surface-level takes.

Nobody shares it. Nobody saves it. Nobody DMs about it.

It just exists. Gets a few likes. Dies.

Because it's not designed to do anything.

But every piece of content you create should have a job.

Either bait or proof.

Bait: Attracts new people. Makes them curious about you.

"Here's the mistake everyone makes..."

"Nobody talks about this part..."

"Unpopular opinion: [controversial take]"

Gets attention. Starts conversations. Brings people in.

Proof: Shows you know what you're talking about. Builds credibility.

"Here's exactly how I did X..."

"Step-by-step breakdown of Y..."

"My process for Z..."

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Demonstrates expertise. Creates trust. Converts lurkers.

Most people only do one.

All bait. Controversial takes. Hot takes. Engagement farming.

But no proof. So people follow but never buy.

Or all proof. Deep value. Tactical breakdowns.

But no bait. So nobody new discovers them.

You need both.

Bait to grow. Proof to convert.

And you should know which one you're posting before you write it.

"Is this bait or proof?"

If you can't answer that, it's probably neither.

And if it's neither, it's not doing its job.

So here's the test:

Look at your last 10 posts.

How many were bait? How many were proof?

If it's not roughly 50/50, you're leaving money on the table.

Too much bait = big audience, no sales.

Too much proof = loyal fans, no growth.

Balance them.

And suddenly content starts working.

Talk soon, Dyl - Founder of Relentlece.

P.S. What's your ratio right now? Bait or proof? Check your last 10 posts. Be honest.

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The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

Learn more