There’s a phrase I hear quite often when working on content with my clients:
“But I’ve already said this.”
It came up recently during a call with a client.
He perfectly understood something that, to me, is a huge part of the game when selling services:
you can’t keep coming up with a new message every week.
You have to repeat yourself. In different ways, sure, but repeat yourself.
The problem was, for him, that felt really difficult.
Because all his ideas were stuck inside his head.
And when an idea has been bouncing around in there for weeks, months, or even years, every time you write about it again, it feels like you’re saying the same old thing.
“I’ve already explained this.”
“I’ve already posted about this.”
“I don’t want to be a broken record.”
And I get it, it happens to me, too (like all the time.)
Sometimes I’m working on something and I think: “Am I really going to talk about this again?”
And then I remember something pretty obvious: I’ve seen every single time I’ve talked about it. My audience hasn’t.
But even knowing that, one question remained:
How do we repeat ourselves without it feeling repetitive?
And that’s where stories become so useful.
Because you don’t have to change the idea.
You can change the experience that leads you to it.
You could say:
“Your experience is part of what sets you apart.”
And leave it at that.
But you could also tell me about the day, during a client call, when someone said something that made you realize that a thing you considered completely normal was actually one of the reasons they’d chosen you.
Same idea, but now there’s a scene, a person, a moment, a realization...
And suddenly, it doesn’t feel like you’re repeating a phrase you’ve already posted.
You’re telling a story about something that happened.
This reminded me of a conversation I had a while back with someone who was worried about “having enough content.”
And I thought:
Maybe we don’t need more ideas. Perhaps we need to learn to extract more depth from the ideas that already matter.
Because if you have ten truly important ideas about your business, you can revisit them for years.
You can approach them through a client story, something that happened to you, a mistake, a conversation, or even something you saw while walking down the street.
Like I do in this newsletters.
That’s when your life starts fueling your content.
You don’t need to be constantly searching for something new.
You need to pay attention to the connections that are already taking place.
This is something we focus on heavily in my 1:1 sessions.
Because I don’t want my clients leaving a session with a list of 30 topics they’ll forget in two weeks.
I want them to know which ideas truly need to be repeated and how they can revisit them through their own experiences.
And if you want to start doing that work on your own, I’ve prepared a masterclass specifically to help you find those ideas and start turning them into content.
Access it now here
And if you’d like to work together on your message, differentiation, and story in a personalized way, you can also reply to let me know, and I’ll explain how the 1:1 process works.
It's not what you say, but it's how you say it.
- Nuria
