You will be able to use a small set of post types to keep content varied without much planning.
You've got a list of buyer questions. You write a post answering the first one, and it goes reasonably well. The next week you write another answer to another question, and the week after that another. By the fifth week your posts all sound the same, and you're bored writing them, which means your readers are bored too.
Variety fixes this, but planning a different kind of post every week is more work than a full-time salesperson has time for. The answer is a small set of post types you rotate. Four is enough. Each one turns a question from your list into a different kind of post, so the same raw material never reads the same way twice.
The simplest post takes one question from your list and answers it in plain words, as you would in a meeting. Open with the question as the buyer asked it. Then give the real answer, including the parts that depend on circumstances. End with one thing the reader can do or check.
Wei Ling's version starts: "A practice manager asked me last week whether elderly patients will actually book online. Short answer: some will, many won't, and that's fine." She then explains that clinics keep phone booking for patients who prefer it and use reminders by text for everyone, and suggests checking how many current bookings already come in after clinic hours.
Keep it short enough to read without tapping "see more" twice. If an answer needs more than that, it's two posts.
A story post describes one client's situation, what went wrong or what they were trying to do, and what happened. It's the most persuasive of the four, because readers picture themselves in it.
It also needs the most care. Get the client's permission before you write about them, even anonymously, and change any detail that could identify them: the exact location, the size of the business, unusual facts. Arjun's firm requires approval before he writes about any client situation, so his story posts take longer and he writes fewer of them. When he does, he describes a composite of common situations and says so: "This is a mix of conversations I've had with several couples."
A story post has a simple shape: where the client started, the moment the problem became clear, what changed, and what the reader can take from it. Leave out any result you can't stand behind.
This post names a mistake you see buyers make and explains how to avoid it. It works because people are more alert to losing something than to gaining it, and because it shows you have seen enough cases to spot the pattern.
Wei Ling writes about clinics that switch on reminder messages but send them too early, so patients forget again by the day of the appointment. Arjun writes about couples who buy insurance in a hurry before the wedding and never check whether the cover fits once they have a child.
Keep the tone helpful. The reader may be making the mistake right now, and a post that makes them feel stupid won't make them call you. Explain why the mistake is easy to make before you explain how to avoid it.
Things happen in your buyers' world: a policy change, a new regulation, a shift in prices, an industry announcement. Most of your buyers read the headline and move on, unsure whether it affects them. A post that says what it means for them in particular is useful in a way that no one else's post is.
When a change is announced that affects clinics, Wei Ling writes what it means for a small practice's front desk. When the government announces changes to housing grants or CPF rules, Arjun explains what young couples should check, pointing them to the official source, such as the HDB or CPF Board website, for the current figures rather than quoting numbers that may change. That habit matters most for this post type. Get the facts from the official announcement, link your reader to it in your words, and never guess at details that haven't been published.
These posts can't be planned far ahead, so leave a gap in your schedule for them. When nothing relevant happens, use the slot for one of the other three types.
Rotation is simple. Take a question from your list and ask which of the four types suits it best. "Will older patients book online?" is a natural question post. "We tried this before and it failed" might become a mistake post or a story post. A question about a new rule turns into a news post the week the rule is announced.
Over a month, aim to use each type at least once. If you notice you've written three question posts in a row, the next one should be something else. You will map your whole list onto these types in lesson 2.4, Build a 90-day content plan.
For now, the fastest way to learn the four types is to write one of each. The activity below asks you to do that, using questions from the list you built in lesson 2.1, Content that sells starts with buyer questions.
Write one post of each of the four types from your list of buyer questions.
Junxiong-WFG Organisation is an authorised representative of AIA Financial Advisers Private Limited (Reg. No. 201715016G).