There’s a question that’s been playing on my mind since one of my recent calls with a client:
“But… what do I talk about, then?”
It made me smile because, in reality, we had spent quite a bit of time discussing the exact opposite.
We had talked about her experience, her business, everything she’d done to get to where she was, the lessons she’d learned, and the problems she’d solved for her clients…
We had done a lot of work looking inward.
And yet, when it came to content, that blank page appeared again.
“Right, but now… what do I post?”
And I think this is something that happens to so many of us.
We think the problem is that we don’t have enough ideas.
So, we open socials.
We look at what someone else is posting.
We save a post.
We think we should make a carousel about this or a Reel about that.
And we still don’t know what to say.
But after that call, I found myself thinking about something while doing something completely different.
Maybe the problem isn’t that we don’t know what to talk about.
It’s that we’re asking the wrong question.
Because if I ask you:
“What do you want to talk about on Instagram/LinkedIn?”
it’s pretty easy to draw a blank.
But if I ask you:
“What is your client trying to change right now?”
the conversation shifts. Then you can start asking yourself questions like:
What is frustrating them?
What do they want to achieve?
What have they already tried?
What do they ask you over and over again?
That’s where topics start to emerge.
And then, your part comes in.
Because I don’t want you to simply talk about your clients’ problems as if you were an outside commentator.
I want you to be able to say:
“I understand this because I’ve seen it.”
“I realized this when…”
“For years, I thought the problem was X, until I started seeing Y.”
(add whatever way you would share it and it feels like yours)
That’s where your experience starts to add value to your content. And, interestingly, I think this is one of the things I love most about working with 1:1 clients.
Because often, we don’t need to sit down together and churn out 30 content ideas.
We need to actually talk, ask questions, pull at a thread, look at previous calls with clients...
And suddenly, something you’ve been doing for years but never considered relevant to your content shows up.
That’s what I want to help you find.
Not just what to post.
But what *you* have to say about the problems that matter to your clients.
And if you want to start doing that work on your own, I have a masterclass that helps you do exactly that: find the connections between your experience, your story, and what your clients need to hear -> The Story That Sells You
And if you’re reading this and thinking, "This is exactly what I’m going through, and I want to do this with you," you can reply to me, too. Part of what I do is work with people 1:1.
It's not what you say, but it's how you say it.
- Nuria
