The Click You Keep Avoiding

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You’ve been scrolling past leverage.

Not because it wasn’t useful — because you labeled it wrong.

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I run this newsletter.

I place ads.

I get paid when people click.

And for a long time, I didn’t click them.

Not once.

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Not out of principle.

Not because they were bad.

Just habit.

Scroll. Ignore. Move on.

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Then one broke through.

No strategy behind it. No testing.

Just curiosity.

I clicked.

How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV 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.

Learn more

And it wasn’t noise.

It was something I could actually use.

A tool.

A shortcut.

Something directly applicable to what I’m building.

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That’s when I realized the problem wasn’t the ads.

It was how I was looking at them.

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I treated them like interruptions.

But interruptions pull you away from what matters.

These don’t.

These are companies solving the exact problems we’re dealing with:

Growing an audience.

Monetizing attention.

Scaling without burning out.

They’re not guessing.

They’re paying to be here — in front of people who need what they’ve built.

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That’s not interruption.

That’s infrastructure.

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There’s also a simple reality I ignored:

Every time someone engages with a sponsor, this system keeps running.

The writing.

The research.

The distribution.

No paywall. No watered-down version.

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So I changed one thing.

Not dramatic. Not complicated.

Just intentional.

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I stopped asking, “Is this an ad?”

And started asking, “Does this solve something I’m dealing with right now?”

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If it does, I click.

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That’s the shift.

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So here’s how to read this newsletter now:

Don’t scroll past everything automatically.

Scan.

Look for alignment.

And when something matches a real problem you have, use it.

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If it’s useful, click it. 

Hope that wasn’t too tense for you.

Now do some squats and chill.

—Athletic Entrepreneur