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Hey bestie,
You did the hard part: built the business, made it official, created the website, and set up the social profiles.
Then… crickets.
Because “if you build it, they will come” is one of the biggest lies business owners are sold. Building the business is what you trained for. Telling people about it is the job that helps it grow.
Why founder-led content works
People do not follow logos. They follow people.
Your perspective, face, stories, decisions, and real-life work are what make your business memorable. Founder-led content also tends to outperform brand-only posting: one 2026 analysis found CEO posts earned 7x more impressions and 4x more engagement than company-page content.inc
You do not need a big production budget, permission, or a perfect brand photoshoot to show up. You need a phone, a point of view, and consistency.
5 ways to be the face
Post your face, not only your logo. Let people connect your business to a real human.
Film on your phone. Keep it simple, and do not edit out every imperfect moment.
Share the decision, not just the announcement. Tell people what led you to make a change, launch an offer, or choose a direction.
Bring your people in. Feature your team, clients with permission, partners, or the behind-the-scenes work that makes your business run.
Tell the story only you can tell. Your experience, beliefs, lessons, and way of solving problems are your differentiator.
Use the SHOW check
Before you post, run it through this quick filter:
S — Story: What can only you say here?
H — Human: Does this look and sound like a person made it?
O — Often: Could someone find you again next week?
W — Widen: Whose voice could help carry this further?
If it fails every part of this check, it may be an ad. Ads are totally fine—but they rarely build the kind of audience that trusts you before they need you.
Your one-hour homework
Set aside one hour this week.
Take a few photos of yourself. Capture B-roll of you actually working. Film one quick video sharing a decision, lesson, or behind-the-scenes moment in your business.
Start there.
Consistency beats production value every single time.
Want a simple way to see how discoverable your business is right now? Grab my free 15-Point Discoverability Checklist under Growth Programs at growyourstrategy.co.
Talk soon,
Alyssa
P.S. You do not need to be everywhere at once. You just need to make sure your online presence clearly tells people who you help and what problem you solve.
How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.
LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.
The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.
Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.
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.
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