Beyond Messaging: Justin Oberman on Why ‘Doing’ Trumps ‘Saying’ in Content Creation

In a recent LinkedIn post, Justin Oberman offers a candid perspective on what truly drives engagement in content creation, suggesting that compelling actions often outweigh polished messaging. Oberman uses the example of a friend, a life coach for men, whose content achieves remarkable engagement despite a message that is not unique.

According to Oberman, the friend’s success initially stems from his inherent charisma, physical appearance, and commanding presence – factors that make audiences, both men seeking to emulate him and their partners, pay attention. Oberman recounts a conversation where he explained this to his friend:

“Initially? Because you’re handsome and very charismatic.”

While the friend attributed his success to his clear message, Oberman countered that many others share similar clarity without achieving comparable reach. He emphasizes that while the friend’s coaching is genuinely effective, a significant part of his attention-grabbing power comes from a combination of natural charisma and dedication to his physical well-being, elements that are difficult for others to replicate.

The Pitfalls of Copying vs. Creating

Oberman observes that many individuals, faced with this reality, resort to imitation rather than innovation. This leads to an overemphasis on refining copy, which he argues is a misguided approach when the underlying ‘story’ or actions are not compelling.

“Most people obsess over improving their words when they should be improving their story,” Oberman writes. He further elaborates on the limitations of mere textual improvement:

“But better copy won’t save a boring brand. Trust me. I’m a copywriter. I’ve spent years helping people write snappier headlines and clearer messaging. And content quality means nothing if the person behind it isn’t doing interesting things.”

The Power of ‘Doing’ Something Worth Watching

The core of Oberman’s argument is that genuine interest is sparked not by perfectly crafted words, but by interesting actions. He reassures his audience that achieving this doesn’t require innate good looks or charisma.

Actionable Strategies for Capturing Attention

Instead, Oberman suggests focusing on tangible actions:

• Build something unusual.
• Take a public risk.
• Share the messy middle of your journey.
• Create work that sparks curiosity.

He posits that the most engaging content often comes from individuals who are actively involved in interesting endeavors, rather than those who are simply the most polished communicators. As Oberman puts it:

“The most interesting posts and newsletters I read aren’t from the best writers or the most polished people. They’re from people doing the most interesting things.”

Ultimately, Oberman challenges readers to reflect on their own content strategy, asking:

“So ask yourself: Are you focused on perfecting your message, or on doing something actually worth talking about?”

He concludes by offering a resource for those who may not have the ‘genetic lottery’ advantage or wish to enhance their content game, pointing to his latest newsletter which details how to transform existing topics into more engaging content using historical publicist tactics.