A recent survey (conducted by me, in anticipation of a workshop I ran, which was incredibly insightful about small business marketing challenges) revealed two main reasons business owners don’t post content:
- They don’t have time to create it.
- They struggle to see the conversion into sales.
And here’s my immediate reaction to these two challenges:
😬 If you don’t have time, it’s because you don’t have the systems or structure that make content creation easy.
😬 And if you’re not converting, it’s probably because you’re neglecting the biggest sales factor in your business. Your C.U.S.T.O.M.E.R.S.
Instead of focusing on what you need to sell, reframe it around what your customers need to make their lives easier or better.
Here’s the exact process I use to create content that converts…
Step 1: Start with you (and your customers)
Before you can write a single word, you need to know who you’re talking to, and what they care about.
Who are they, really?
What do they want?
What are they worried about?
Where are they spending their time online?
When you know those answers, you can stop shouting into the void and start writing in a way that connects.
Step 2: Refine your offer
Here’s where most business owners get stuck: they know what they sell, but not how to express it in a way that matters to their audience.
Your offer has to bridge the gap between what you do and what your customers want.
To do that, you need clarity in three key areas:
- Your brand values: What do you stand for? What are you not willing to compromise on?
- Your positioning: How does your product or service solve a real problem or ease a genuine frustration?
- Your promise: What changes for your customer after they buy from or work with you?
When you’re clear on these, your messaging gets sharper. You stop talking at your audience and start talking to them.
Step 3: Build the bridge
Once you’ve defined your audience and refined your offer, the next step is building the bridge between them.
That’s where your customer’s problem meets your solution.
Example:
“I know I should be marketing my business, but I never know what to say, and I don’t want to sound salesy or fake.”
becomes
“I help you figure out what to say, how to say it, and how to make your content sound like you, so it actually works.”
It’s not about fancy words. It’s about connection.
Step 4: Write like a human
Forget “professional tone.” Forget “corporate voice.”
People don’t buy from businesses. They buy from humans.
A simple structure I teach (and use myself):
Hook → Help → Human → How.
- Hook: Grab attention — what makes someone stop scrolling?
- Help: Offer value, insight, or education.
- Human: Add a story, opinion, or turn of phrase that sounds like you.
- How: Tell them what to do next — book, buy, reply, or click.
Simple. Repeatable. Human.
Step 5: The AI sandwich
AI is brilliant, but only when you use it with your voice, not instead of it.
Think of it like a sandwich:
- AI: for ideas and brainstorming.
- You: for stories, examples, and your unique take.
- AI: for polish and structure.
If you’re not sure where to start, try these prompts:
- “Can you rewrite this in a more conversational tone, like I’m talking to a customer over coffee?”
- “Rewrite this so it sounds like me — friendly, smart, and a little cheeky. Avoid buzzwords and keep it Australian.”
- “What are we missing here? What else do we need to say?”
Used well, AI won’t flatten your voice. It’ll help you find it faster.
Step 6: Rinse and repeat
Consistency doesn’t come from inspiration. It comes from systems.
Try this rhythm:
- Pick one offer to focus your content on.
- Choose one message and use AI to turn it into three formats — a social post, an email, and a website blurb.
- Try one new prompt each week and make it your own.
That’s it. No overcomplication. No creative burnout. Just clear, repeatable content that connects and converts.
The best content isn’t clever.
It’s clear.
It sounds like you, speaks to your people, and makes them want to take action. Whether that’s booking a call, hitting reply, or simply thinking, that’s exactly how I feel.
If you want help refining your offer or building a system to make content creation feel easier (and more human), let’s chat.
