Build a list of post ideas from the questions and objections real buyers raise with you.
Open the notes app on your phone and type the last question a buyer asked you, in the words they used. That one line is a LinkedIn post topic, and you probably heard several more like it this week.
Many salespeople get stuck the same way. You open LinkedIn, see the empty post box, and can't think of anything that wouldn't sound like an advert or a motivational quote. You close it and post nothing for another month. Meanwhile, the profile you rewrote in module 1 gets no new visitors.
A shortage of ideas is rarely the cause. You hear more good topics every week than you could ever post. Buyers give them to you in meetings, on calls and in WhatsApp messages, and almost nobody writes them down.
Your first source is the questions buyers ask again and again. Each repeated question is a post. If one buyer asks it, dozens of others probably wonder the same thing but haven't asked anyone. When you answer the question in public, you reach those buyers before they book a demo, so they come to the first call already trusting you a little.
Wei Ling sells booking software to clinics. In nearly every demo she gets asked the same things. 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 existing appointments across? Do patients find text reminders annoying? Each of these can be a post, and answering them in public reaches practice managers before they book a demo.
This works for every kind of seller. Arjun is a financial adviser representative (also an invented example). Young couples ask him whether to pay down their housing loan faster or invest spare cash, how much emergency money they need once a baby arrives, and whether they need insurance if their employer already covers them. These are better topics than anything he could invent, because his buyers have already shown they care about them.
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 are often a better source than questions. Other buyers have the same doubts but rarely say them out loud, so a post that names a doubt honestly and answers it fairly does part of your objection handling before you meet anyone.
Wei Ling wrote one titled "We tried online booking before and patients ignored it." She explained why this tends to happen, for example a booking link buried on a website nobody visits, and what clinics that made online booking work did differently. She did not treat the objection as silly. Several practice managers commented that the post described their clinic exactly.
Be honest in these posts. If your product isn't right for some buyers, say which ones. Admitting a limit makes everything else you say easier to believe, and it saves you meetings with people who would never buy.
Many salespeople post company news: a new office, an award, a product launch, a team lunch. Buyers scroll past these because they are about the seller rather than the buyer. Posts about what you learned from a client's problem build much more trust. They show you understand the work, and they teach the reader something useful even if they never buy from you. For Wei Ling, a post like this might open with a clinic that asked last month why their no-shows went up after moving to online booking, then go through what was found. Lesson 2.2, "Four post types a salesperson can rotate", comes back to client stories.
The trade behind all of this is simple. You give useful knowledge freely, and in return the buyer remembers your name when the problem becomes urgent.
Keep clients unidentifiable unless they have agreed to be named, and change any details that would give them away. If you work in a regulated industry, check your firm's rules before writing about any client.
Do not rely on memory. A question that seemed obvious in Tuesday's meeting will be forgotten by Friday (an invented illustration). Keep a running list in the notes app already on your phone, and add to it straight after every meeting or call.
Each entry needs only one line: the question or objection in the buyer's own words, plus who asked it, written so only you would recognise them. Wei Ling's list includes entries like these:
"Will the aunties use it? (TCM clinic, Bedok)" "Our doctor hates change (dental, two chairs)"
The buyer's exact words matter because they become the opening line of your post, and a post that opens that way sounds like the reader's own thoughts. When you write the post, start with those words.
After a month of keeping the list, you will have more topics than you can use. After three months, you will see which questions come up most, and those are the ones to post first.
You don't need to wait a month to start, because the last three months of meetings already hold plenty of material. Go through your calendar, CRM notes, email and chat history. Pull out every question and every doubt a buyer raised, in their own words where you can remember them. Aim for 20. A list that long is enough to fill a content plan for the next quarter, which you build in lesson 2.4, "Build a 90-day content plan". Aiming for 20 also pushes you past the obvious few topics into questions you have stopped noticing because you answer them so often.
The activity below asks you to write that list of 20 now.
List 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).