Ever sit down to write a social media post or email and realize you have absolutely no idea what to say?

You're not alone. And the problem probably isn't that you've run out of good ideas. You may just be looking in the wrong place.

In this episode, I share the story of Jenny, a real estate agent who struggled with creating content for her business. She was great at helping first-time homebuyers, but writing about what she did was another story. That changed when she stopped trying to come up with new ideas and started listening to what her customers were already telling her.

We'll explore something I call the Story Gold Mine, a simple way to turn your customers' experiences and their own words into useful content that speaks to the people you want to reach.

You'll also learn how one customer conversation can give you several different things to write about, without starting from scratch every time.

This week's Small Action:

Choose one customer you've enjoyed working with and tell their story three different ways:

• Before and After: Where were they when they came to you, and what changed?
• The Lesson: What did their experience teach you that could be useful to someone else?
• The Question: What question changed the conversation or helped them see something differently?

Keep each one short. You're not writing three articles. You're finding three useful stories in a conversation you've already had.

Resources mentioned:

• Free Raving Fans Scorecard | Six questions, about two minutes, to see which part of your marketing deserves attention next.
• Episode 10: See Your Work Through the Eyes of the People It Helps. Revisit the Language Audit to find the words your customers use to describe their experiences.
• Attract Raving Fans Community | Work alongside other business owners who want to attract more right-fit customers.

Next week: The Client Story That Closes the Sale. We'll take one customer's experience and turn it into a story that helps a potential customer recognize their own situation and understand why working with you might be the right next step.

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