Posting on social media is a perfect example of the work nobody is waiting for. No customer calls to ask why you didn’t post this week. So it slides.
It gets harder when every post starts with a blank screen and the question, “What should we say?”
When our team captures content for a client, most of the material comes from work that’s already happening. We’re looking for details customers would find useful or interesting, then getting them on camera.
You can do the same. Here are five places to look.
1. The questions you keep answering.
“How long will this take?” “Do you work in winter?” “Can I bring my dog?” If one customer asks, others are probably wondering. A short answer on camera can help someone feel ready to call or visit.
2. The work customers don’t see.
The preparation before painting. The baker’s early morning. The extra step that makes an installation last. Capture a few seconds, then explain why that detail matters.
3. Something that changed.
A new product, service, employee, or seasonal offering gives you a reason to share an update. Explain what the change means for your customers, whether that’s more options, easier scheduling, or something worth stopping in for.
4. Something you wish customers knew.
When is a repair worth it? What should someone measure before ordering? What mistake could they avoid? You have knowledge that could save someone time, money, or frustration.
5. A result worth explaining.
Take the finished photo, but include the story. What did the customer need? What made the job tricky? What did you help them accomplish? Ask permission before sharing customer details or images.
You don’t need to capture all five every week. Start by noticing one.
Put It to Work
At the end of the week, open your AI app and use the microphone to talk through what happened. Spend a minute or two on customer questions, jobs you handled, problems you solved, or something you were proud of. Don’t worry about organizing it.
Then send this:
Find three useful social post ideas in what I just shared. For each, explain what a customer could learn or why they would care. Use the actual details I gave you, and don’t invent anything.
Recommend one to start with. Before writing it, ask me two questions that would help make it specific and useful.
Answer the questions, then follow with:
Write that post in plain language, keeping it close to how I told the story. Suggest a photo or short video I could realistically use. Then give me one specific thing to watch for and capture next week.
Check the draft for accuracy and make it sound like you before posting.
Repeat this each week and you’ll start recognizing useful moments while they’re happening. That makes taking out your phone a lot easier than trying to remember everything on Friday.
What’s the question your customers ask most? Hit reply. It might be your next post.