You will be able to build a list of post ideas from real buyer questions and objections.
You open LinkedIn to write a post, stare at the empty box, and close it again. You can't think of anything to say that wouldn't sound like an advert or a motivational quote. So you post nothing for another month, and the profile you rewrote in module 1 sits there with nobody new coming to see it.
The problem is not a lack of ideas. You have more good topics than you could ever post, and you hear them every week. They come out of buyers' mouths in meetings, on calls and in WhatsApp messages, and almost nobody writes them down.
Think about the questions you answer again and again. Wei Ling, who sells booking software to clinics, gets asked the same things in nearly every demo. Will older patients actually use online booking? What happens if the internet goes down at the front desk? How long does it take to move our existing appointments across? Do patients find text reminders annoying?
Each of those is a post. If one practice manager asks it, dozens of others are wondering the same thing and haven't asked anyone yet. When Wei Ling answers it in public, she reaches them before they ever book a demo, and they arrive at that first call already trusting her a little.
This works for every kind of seller. Arjun, the financial adviser representative, hears young couples ask whether they should pay down their housing loan faster or invest the spare cash, how much emergency money they need once a baby arrives, and whether they need insurance if their employer already covers them. Those questions are better topics than anything he could invent, because his buyers have already shown they care about them.
The questions buyers ask are one source. The doubts they raise are another, and often a better one. An objection is a reason someone gives for not going ahead: it's too expensive, we tried something similar and it failed, my staff won't use it, now isn't the right time.
Objections make good posts because other buyers share the same doubts and rarely say them aloud. A post that names a doubt honestly and answers it fairly does some of your objection handling before you meet anyone. Wei Ling wrote one titled "We tried online booking before and patients ignored it." She described why that tends to happen, such as a booking link buried on a website nobody visits, and what clinics that made it work did differently. She didn't pretend the objection was silly. Several practice managers commented that it described their clinic exactly.
Be honest in these posts. If your product isn't right for some buyers, say who. Admitting a limit makes the rest of what you say easier to believe, and it saves you meetings with people who would never buy.
Many salespeople post about their company: a new office, an award, a product launch, a team lunch. Buyers scroll past these, because they are about you, not about them.
Posts about what you learned from a client's problem do far better at building trust. "Last month a clinic asked me why their no-shows went up after they moved to online booking. Here's what we found." A post like that shows you understand the work, and it teaches the reader something they can use even if they never buy from you. That is the trade you are making with content: useful knowledge, given freely, in return for a buyer remembering your name when the problem gets urgent.
Keep the client unidentifiable unless they've agreed to be named. Change details that would give them away, and in regulated industries check your firm's rules before writing about any client at all. Lesson 2.2, Four post types a salesperson can rotate, comes back to client stories.
None of this works if you rely on memory. The question that seemed so obvious in Tuesday's meeting will be gone by Friday. So keep a running list in your phone, in whatever notes app you already use, and add to it straight after every meeting or call.
Each entry needs only a line: the question or objection in the buyer's own words, and who asked it, in a way only you would recognise. Wei Ling's list has entries like "Will the aunties use it? (TCM clinic, Bedok)" and "Our doctor hates change (dental, two chairs)." The buyer's exact words matter, because they become the opening line of a post that sounds like the reader's own thoughts.
After a month of this you will have more topics than you can use. After three months you will notice which questions come up most, and those are the ones to post first.
You don't need to wait a month to begin. Your last three months of meetings already hold plenty of material. Go through your calendar, your CRM notes, your email and your chat history, and pull out every question and doubt a buyer raised. Write them in their words where you can remember them.
Twenty is a good target. It's enough to fill a content plan for the next quarter, which you will build in lesson 2.4, Build a 90-day content plan, and it forces you past the obvious few into the questions you have stopped noticing because you answer them so often. The activity below asks you to write that list of 20 now.
Write down 20 questions or objections buyers have raised with you in the last three months.
Junxiong-WFG Organisation is an authorised representative of AIA Financial Advisers Private Limited (Reg. No. 201715016G).