TRLW #004: Beat Writer’s Block For Good

Welcome to The Road Less Written—your bi-weekly writing guide to build a magnetic digital presence.

In this newsletter, we'll explore:

• Turning setbacks into breakthroughs

• Defining your content strategy

• Identifying your target audience

• Creating content pillars

• Validating your ideas

• Scheduling your content

• Embracing rest for creativity

• Writing in your authentic voice

Setbacks to Breakthrough

I recently faced 2 losses in 24 hours. 1 business. 1 personal.

Feeling sad and disappointed, I stopped work and started cleaning.

When folding towels, inspiration struck – the name for this newsletter. (I'd been struggling to find it for 6 months.)

A common struggle I hear from my clients and followers is, “What do I write about?” 

My towel folding experience reinforced a crucial lesson: The best ideas often come when you least expect them. 

But you need a solid content strategy to leverage the inspiration. Let's dive into how.

Step 1: Define Your ‘Why’

If you're creating LinkedIn content for business growth, focus on 1 of these 3 goals:

1. Build awareness/audience (Success metrics: impressions, followers, engagement)

2. Increase email subscribers (Success metric: new email sign-ups)

3. Attract leads (Success metrics: DMs, booked calls, submitted applications).

Your content should align with and support your chosen goal. Intent is everything. 

Step 2: Identify Your Target Audience

Writing for everyone means resonating with no one. Instead, focus on a specific "Dream Client."

For example, my target audience is established business owners, CEOs, and lawyers with a proven track record of success.

Step 3: Create Your Content Pillars

Don't write about whatever comes to mind. Instead, choose 3 content pillars that define how you help your dream client.

My pillars are:

1. Writing/editing

2. Storytelling

3. Personal branding (occasional).

When I deviate from these pillars, I notice a drop in engagement (likes, comments, DMs, and leads).

Step 4: Validate Your Content

Understanding the questions and concerns of your dream clients is crucial for creating relevant and engaging content. It also might help you find a new product or service to offer.

• Example 1 - The welcome email of this newsletter asks readers to reply with what they’re struggling with.

• Example 2 - At the start of 2024, I jumped on a call with several past clients I loved working with.

Here are 4 questions I asked: 

1. What is the #1 biggest problem you face? (e.g. stagnant pipeline)

2. What is the biggest fear that keeps you up at night? (e.g. company going under)

3. What have you tried? What were the results? (e.g. we spent more on ads but got no ROI)

4. What are your dream outcomes? Be hyper specific (e.g. hitting $5m ARR, generate 5 warm leads/week, secure 3 high-profile speaking gigs/quarter).

Pro tip: Record these calls (with permission). Use the exact language your clients use to craft content that truly resonates.

Step 5: Schedule Your Content

The frequency of your posts should align with your goals and capacity. Here are some potential schedules:

5 posts

• 2 x story (example)

• 2 x skill (example)

• 1 x results (example)

3 posts

• 1 x story

• 1 x skill 

• 1 x results

2 posts

• 1 x story or skill

• 1 x results

1 post

• 1 x story or skill or results (rotate it)

Keep it simple with content that grows, nurtures, and converts.

But remember your goal from Step 1: Why are you doing this?

Some people post daily. This is unsustainable for most people and a fast track to burnout.

I started with 5 posts/week but now only do 2-3 posts/week. I don't want to be an influencer. I just want to attract new clients. 5 posts/week is unnecessary for my current goal.

I've even seen clients get excellent results with just 1 high-quality post/week.

Pro tip: Experiment with different posting frequencies and track your results. This will help you find the optimal schedule. Adjust based on your goals and available time.

Step 6: Embrace Rest for Creativity

Relaxing your mind often leads to subconscious breakthroughs in your writing (like the example I shared above about this newsletter).

Here are some techniques I use to generate ideas:

• Noting dreams (Keith Richards created the "Satisfaction" riff this way)

• Deleting social media from my phone (hard but key for a clear mind)

• Recording interesting conversations with clients and friends

• Answer Socrates (see the questions people Google)

• Avoiding phone use first thing in the morning (hard)

• Taking evening nature walks without headphones

• Doing meditation and box breathing

• Exercising (weightlifting or jiu-jitsu)

• Using cold plunges/saunas

• Reviewing old photos

• Watching YouTube

• Reading books

• Yin yoga

To collect ideas:

• Highlight passages in books

• Use Apple Notes on your phone

• Keep a Moleskin journal by your bed (it’s how I wrote the outline for this newsletter issue).

Don't wait until you need to write—collect ideas continuously.

Step 7: Speak to Write

Once you have an idea:

1. Jot down a few key points.

2. Use a voice-to-text app like Otter to record your thoughts.

3. Edit the transcription (see my tips from a recent viral post).

Your Turn

Apply steps 1-7 and let me know how it goes. I'm excited to see what you create.

Steve “Endless Ideas” Costello 

P.S. Not getting the results you want from your content? 

Since 2014, I've edited over 1.5 million words for entrepreneurs and C-Suite leaders. I can refine your posts for better engagement and lead generation.

DM "Wingman" for details.

Here's what a client said. ↓

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