“I don’t know what to write,” he said.
We took a “Zoom coffee” meeting together.
Then he proceeded to talk about his business for 40 minutes.
Everything he talked about, I imagined as blogs, emails, and social media posts.
He had plenty of “content” but perhaps didn’t realize it.
I ended with this:
It’s like you’re at coffee with your ideal customer. What would you say?
You’d share a recent encounter at your store; you’d explain something about what you do that only you know; you’d articulate the resonant voice in your head; you’d speak into an insight you can’t ignore; you’d exclaim what you’re excited about, and sometimes you’d try to say what you almost know but can’t quite explain.
For the right people, This is something worth telling.
If you’re stuck on content creation, have coffee with your ideal customer, and listen to what you say. That’s the content you want to share.