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Hello Reader,

One of the biggest mistakes coaches make with content is starting with the wrong question.

Most people sit down and ask: “What should I teach today?” That sounds reasonable. But it’s actually the fastest way to write posts that are technically helpful… and completely forgettable.

Here’s a better question. “What moment is my client in right now?” Because people don’t scroll social media looking for information. They scroll looking for recognition, validation and acceptance.

They want to feel like someone understands what they’re going through. Once that happens, they’ll read anything you write. Because you get them and they see themselves i your content

Let me show you what I mean. Your audience is constantly living inside little moments like these:

• questioning if they’re capable of change
• feeling behind compared to everyone else
• staring at a to-do list that feels impossible
• worrying they’re the only one struggling
• trying to fix everything at once
• feeling exhausted but still pushing
• wondering if it’s too late to start over

Those moments are actually gold, because when a post starts with a moment someone is experiencing, they immediately think:

“Wait… that’s me.”

That’s the hook. From there, writing the post becomes easy.

Use this simple structure:

1. Name the moment Example: “If you feel like everyone else is ahead of you right now…”

2. Humanize it Normalize the experience. Show them they’re not alone.

Example: “That feeling happens more than people admit. Most people are comparing their behind-the-scenes to someone else’s highlight reel.”

3. Give one small piece of help Not a lecture. Just a step forward.

Example: “Instead of asking ‘why am I behind,’ ask: what is one step I can take this week that future-me will thank me for?”

That’s it.

Hook. Human. Help.

And suddenly your content stops sounding like generic advice and starts sounding like you’re speaking directly to your person

If you’re looking for an easy way to try this today, here are a few recognition moments you can turn into posts:

• When someone feels stuck even though they’re trying
• When they’re afraid to make the wrong decision
• When motivation disappears
• When they start comparing themselves to everyone online
• When they realize the old way of doing things isn’t working anymore

Pick one of those moments and write a post that starts with it.

You’ll be surprised how much easier content becomes when you stop trying to sound impressive and start being real

Because the truth is this: People don’t follow coaches who know the most. They follow coaches who make them feel understood.

Keep Creating,

Jonathan