Last month, I stood in front of a room of 100 mortgage advisers.
I was talking about TikTok.
In that room there happened to be somebody from a marketing background.
And I could almost see what they were thinking as they settled into their seat.
This guy’s going to tell me stuff I already know.
You know that look.
The polite, slightly bored expression of someone who’s decided to tolerate the next 45 minutes.
Then I showed them a tool we use to create better content on TikTok.
Nothing complicated.
Nothing revolutionary.
Just something we use every day that most people have never thought to use that way.
That person from marketing sat up straight.
They grabbed their phone. Started making notes.
At the end they came up to me and said they couldn’t believe they hadn’t known about it.
Here’s what that moment reminded me of.
We all assume that what we know is basic. That if we know it, surely everyone does.
But that’s not how it works.
This person had spent years in marketing and had never come across one simple thing.
Your clients are exactly the same.
The questions you think are too obvious to answer are the ones your audience is Googling at midnight.
The things you explain in your sleep because you’ve said them a hundred times are the things your potential clients have never heard explained clearly.
So when it comes to creating content, here’s what I want you to do.
- Say “you” not “everyone.” Speak directly to one person, not a crowd. It changes how your content feels immediately.
- Answer the simplest questions you get asked. Not the complex ones. The ones that feel almost embarrassing because they’re so basic. Those are exactly the ones people need.
- Never think something is too simple to share. The marketing expert in that room would disagree with you.
In 3 simple steps you’re going to create content that speaks directly to your ideal client.
Instead of a post you ‘think’ is going to grab their attention.
This is exactly what we teach inside the Learning Lab.
How to take what you already know and turn it into content that actually connects with the people who need your help.
If you want to learn more join 56 other mortgage brokers who are already winning new business here: https://socialforbrokers.com/learning-lab
Chris