why your content isn't hitting (yet).

good morning from san fransisco

“what’s abiola’s archive?” it’s the catchall name for everything on this substack newsletter. all the things I do and think about now live here.

current timezone: PST, 8 hours behind london

i’m in san fransisco and it’s cute.

but what’s not as cute is having a ‘slept with my makeup on due to timezone-jumping’-induced, angry spot. being 8 hours behind london is always a mind-bending experience — this is my least favourite timezone to work in compared to working from the middle east and asia, where you get to be ahead of everyone in the west. thank you to my besties for the calming/destress supplements.

thank goodness that tiktok is a goldmine for information. my SOS emergency routine was packed full of actives, Clearly Mist & Mask (duh), barrier builders and hydrocortisone*.

zits cleared in 24 hours. thank me later.

*hydrocortisone is an aggressive steroid that should be used with caution. as a skincare enthusiast with 30+ years worth of eczema-related experiences under my belt, I know how to handle it. steroids should only be used as a last, last resort and on one-off occasions.

if you’d like more skincare talk let me know in the comments

i have notes on: doing what everyone else is doing

We live in a world where 'content is king', but it's never as easy as it sounds. Maybe you've tried doing a 'spend the day with me', or you've used all the trending sounds, but for some reason, it's just not connecting.

Here's one question I've asked clients and collaborators for over 5 years: why should people care? Marketing content is all about serving others, not indulging in the things only you love. So let's discuss what that actually means