“I don’t know what to write about.” is one of the two objections I get when I talk to people about writing content for LinkedIn or elsewhere.
If you are one of those people, here is an exercise that will help. Take out a pad and pen, or open a new document on your laptop.
Answer these questions. Take your time.
1) What is the specific problem that your product or service solves for your client?
If you can’t answer this one, your problems are bigger than not knowing what to write about!
2) What issues do your clients face?
What do they need to do that they can’t do now? Or what they want to do, but they don’t have enough information to tackle it yet. Note that the answer to these questions may be as simple as “increase sales by 5%” or as complex as “address new market opportunity.”
3) What is their current solution?
How are they addressing the issues in question number two currently?
4) Why are they unhappy with it?
This is the “gap” question, and it is critical. What is your prospect’s perceived gap between where they are now and where they would like to be?
5) What information do they need?
In order to close the gap, they need to do something. The information they need may range from something as simple as “how do we get a little bit better at what we are already doing” to something more open ended like “is it possible to close the gap?”
6) How do we reduce the fear of making a wrong decision?
This is where we come in. We are in possession of the information they need to feel comfortable with the decisions they are making. In the end, it’s all about risk. And your customer wants to know how they can lower the risk of doing something.
7) What kind of information will help the client?
What specific information can we provide that will help them in their decision making?
8) Is it targeted at a specific personna?
Who does your information target? The user, the buyer, the technical influencer? You may need to tailor your content for the specific audience you have in mind.
9) How does this content help me reach my business goals?
What specifically does providing this content do for me? Provide credibility? Proof that they belong in the funnel? Proof they don’t?
10) Does this information help the client?
Sanity check: this had better help the client and not just help me!
And another thing: At the top I mentioned two objections I always get. The other objection is “I don’t write that well.” Which is b.s. Everyone of us can tell stories, it’s in our nature as human beings. A lot of my work with my clients is helping them see that they have a lot of good stories that their prospective customers would find interesting and educational.
For all you reluctant writers and publishers ut there, repeat after me:
“This isn’t’ rocket science.”
Have a process.
Work the process.
Adjust the process.
Repeat the process until perfected!