Content That Sells: The Difference Between Pretty and Profitable
I was listening to The Lazy CEO podcast recently when content expert Eugene Healy said something that made me pause the episode immediately:
“Our attention spans aren’t shorter, our options have just gotten better.”
And honestly? It stopped me in my tracks, literally. It’s the most accurate explanation of the current content landscape I’ve heard. We’re not dealing with distracted audiences. We’re dealing with audiences who have infinite choice, and they’re scrolling at the speed of their next dopamine hit (which is approximately 0.2 seconds).
Remember when we had three TV channels to watch, and the ads would show up during the break. We had nothing else to do, no other options, so we sat there and sang along to Coca Cola’s Diet Coke break, or Kellogg's Coco Pops or whatever it was…(Am I showing my age now? Ooops) We don’t have to do that anymore, we can divert our attention to something else, and we will…Why should they stop at your content when there could be something better on the next slide?
Which means one thing for you and your content. If your first frame doesn’t stop the scroll, the rest doesn’t matter. All that work you put into creating the content is worth nothing if it doesn’t land.
And this is where the huge gap between “pretty” and “profitable” shows up.
Pretty content vs profitable content.
Pretty content is aesthetically pleasing, on-brand, and visually appealing on the grid. It makes your feed look cohesive, and it sets a vibe. Ultimately, this is a mood board for your brand. Its content people might save because it’s “nice.” However, nice doesn’t mean it moves anyone closer to clicking ‘add to cart’.
Profitable content hits different. It’s strategic, intentional and created with purpose. To stop the scroll, hold attention, make someone feel something, and then influence what they do next.
Profitable Content will speak directly to your ideal customer. It should answer questions, solve problems and tell stories. Ultimately profitable content builds trust and drives behaviour.
Pretty content makes your brand look good. Profitable content makes your business work.
The most successful brands are doing both, but they will always put impact over aesthetic. The two content types can (and should) coexist, but most brands only do pretty.
Why first-frame content matters more than ever.
If your first 1–2 seconds don’t capture attention, you’ve already lost the viewer.
Profitable content uses:
Strong hooks
Pattern interrupts
Fast context
A clear story
Clean editing
A purpose behind every frame
You don’t need to be dramatic, loud or crazy…but you do need to respect the time and attention of your audience.
What profitable content can look like.
Profitable product content isn’t about showing the product. It’s about showing what the product does, why it matters, and why your customer should care in the first 1–2 seconds. Here’s what that looks like:
1. Hooked-in-the-first-frame content
Think:
“Watch this before you buy another moisturiser.”
“Here’s why your leggings keep pilling.”
“If you have dry skin, this is for you.”
“This bag holds way more than you think.”
Instant relevance = instant attention.
2. Problem–solution storytelling
People don’t buy products. They buy solutions to the tiny problems they deal with every day.
Here’s the issue → here’s the fix → here’s the feeling.
3. Demonstrations that prove the product.
Think:
“I’m shaking this bottle so you can see the texture.”
“Here’s the coverage in outdoor light.”
“Yes, it really stretches this far.”
People trust what they can see.
4. Before/afters and transformations
The fastest way to build credibility. Because nothing says “this works” like:
Skin before vs after
The bag empty vs fully packed
The leggings, old vs new
The hair frizzy vs smooth
Let the product be the hero.
5. User Generated Content
Not polished influencer ads. But real people showing real results in real environments.
Think:
“I didn’t expect this to work but…”
“This is your sign to try…”
“Here’s how I use this every morning.
6. Obvious, intuitive CTAs that guide behaviour
Not “link in bio.” But something that nudges the exact next step.
Examples:
“Shop the full set.”
“Find your shade.”
“Build your bundle.”
“Tap to try it for yourself.”
7. Consistency that makes your brand unforgettable
Profitable content isn’t a one-hit viral wonder. Think repetition, similar hooks, recognisable brand cues, the SAME message but delivered in 50 different ways, it’s content that looks different but SELLS the same story.
People don’t buy the first time they see you.They buy the 7th, 12th, or 20th.
Bottom line?
Pretty content is great for vibes.
Profitable content is great for sales.
And the brands that win will be the ones who build content that’s designed to influence buying behaviour from the very first frame.
So What Should Brands Do Now?
Follow this simple checklist and get started turning your content from pretty to profitable.
Does the first frame hook me?
Would I actually watch this if it wasn’t my brand?
Am I saying something meaningful or just posting for the sake of posting?
Is there value here? Entertainment? Story?
Does this lead people closer to buying?
Is my content consistent enough to build trust?
If you can’t confidently answer yes, it’s time to shift your content from cute to converting.
And if you want support…You know where to find us. Reach out to me here.