I stopped trying to be interesting

Used to overthink every post.

"Is this engaging enough?"

"Will people think this is valuable?"

"Does this make me look smart?"

Exhausting.

And the posts that I stressed over for hours? Flopped.

The ones I wrote in 10 minutes while pissed off about something? Hit.

Figured out why.

Interesting content makes people pause.

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

Useful content makes people move.

And moving is what creates clients.

Nobody hires you because your post was clever.

They hire you because they read something and thought: "Oh shit, I need to do this."

That's the difference.

Interesting: "Wow, I never thought about it that way."

Useful: "I'm literally going to try this today."

One gets saved. One gets acted on.

And action creates opportunity.

So I stopped asking "is this interesting?"

Started asking "will this make someone do something?"

Not think differently. DO differently.

Because thinking doesn't create conversations.

Doing does.

Someone tries what you suggested. It works. They DM you.

Someone tries what you suggested. It doesn't work. They DM you.

Either way, you're in their head. In their DMs. In position to help.

That's the game.

Not being the most interesting person they follow.

Being the most useful.

So now I only post things that create action.

Try this. Stop doing that. Ask yourself this. Calculate this.

Specific. Actionable. Immediately useful.

And the engagement dropped.

But the DMs tripled.

Because interesting gets likes.

Useful gets clients.

Pick one.

Talk soon, Dyl - Founder of Rlentlece.

P.S. Look at your last post. Is it interesting or useful? There's a difference.

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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