01
Why your content sounds like everyone else’s
Sit down to write a post and the same thing happens. You know roughly who it is for. You know roughly what you want to say. So you write something sensible about your industry, publish it, and it lands with the same quiet nothing as the last one.
The problem is not the writing. It is that the post was built from what you imagine your buyer thinks, and your buyer can tell.
Content that works is assembled from things customers have actually said — the exact phrase they used to describe the problem, the objection they raised on the third call, the thing they were embarrassed to admit. Those words are already in your business, in transcripts and emails and lost-deal notes.
“Every single suggestion Ben has made to plan my business and help me grow and manage my team has proven on point and very effective. He was able to see things clearly where I could not.”
02
The three mistakes
Writing for everybody. A post aimed at “founders” is aimed at nobody. Every piece should serve one segment, and you should be able to name which.
Giving a piece two jobs. A post that both teaches something and sells something does neither. One intent per piece — educate, establish authority, or sell — decided before the first sentence.
Deciding what it is about after writing it. The proof point, the objection it answers, the stage of awareness it targets: all of that is a planning decision, not an editing one.
03
What a planned piece looks like
Before a word is written, every piece on the calendar carries five decisions:
Intent — Awareness, Educational, Authority, or Selling. One only.
Funnel position — top, middle or bottom. This determines the vocabulary.
Segment served — which specific group of buyers, from your ICP.
Hook direction — the angle of the opening line, drawn from the language bank rather than invented.
Proof point — the real thing that makes the claim stand up.
Then the shape of the month. One core idea per week — a long-form anchor plus three or four standalone short posts that come at the same idea from different directions. Weekly balance of roughly three educational, one authority, one selling.
04
The one rule that makes it work
If a segment has no recorded customer language, the content written for it will be plausible and generic — and you will not be able to tell.
That is the trap this prompt is built to avoid. When the prompt finds a segment with no verbatim quotes behind it, it does not quietly write anyway. It flags those pieces as written from inference and tells you to go and record one real conversation first.
An honest “I do not have the words for this segment yet” is worth more than a month of confident copy about a buyer nobody has actually listened to.
“Every single suggestion Ben has made to plan my business and help me grow and manage my team has proven on point and very effective. He was able to see things clearly where I could not.”
05
The prompt
This needs a real ICP with a language bank — the verbatim things customers have said. If you do not have one built from evidence, start with Playbook 01 — Build your ICP and come back.
Where to find decision-ready evidence. Look in late-stage sales-call transcripts, proposal and pricing email threads, demo follow-ups, procurement exchanges, closed-won and closed-lost notes, and win/loss interviews. You are looking for the moment a buyer compares options, names the risk, asks what would make them move, or explains why they chose.
Prompt preview
Build a 30-day written-content calendar for my business. Read my ICP document first: the segments, pains, triggers, objections, and the language bank of things customers have actually said. Also read anything I have on what we can honestly claim: real outcomes, real numbers, named permissions. If I have not given you a start date and told you which dates I am unavailable, ask before you build anything. …
That last line matters more than the calendar. It will tell you exactly where your foundation is thin — usually a segment you sell to often and have never actually recorded.
Bring the calendar and the source material behind it to a working session. We will pressure-test the plan and make sure every piece has an honest proof point.
Book the session — €18006
What to do with the output
You will get a table, not finished posts. That is deliberate — the planning is the hard part and the part that gets skipped.
Sanity-check the segments against who you actually want more of. Kill anything you cannot sustain interest in. Write the anchor first each week, then let the short posts fall out of it.
Treat any piece flagged as inference as blocked, not scheduled. Record the conversation. Then write it.
07
The next step
This is Stage 3 of nine. If your content is not the problem, something earlier on the belt is — and there is no point in a beautiful calendar if the constraint sits upstream.
Not sure which stage is your problem? Playbook 02 — Find your constraint.
€180 for the hour.
Want the calendar built with you, from your own transcripts? Book a working session.
Book the session — €180Can I run this without an ICP?
You can, and it will produce something that looks fine and reads like everyone else’s. The prompt will tell you it is working from inference.
Thirty days feels slow. Should I post daily?
Only if you can do it from real material. One well-planned piece a week, argued properly, beats five a week assembled from nothing.
Does it write the posts for me?
No. It plans them. The planning is what makes the writing quick, and the writing is where your voice has to be yours.