Your posts are about you. Your customer is scrolling past.
Start with what they said, not what you want to announce.
Scroll back through your last five posts. The anniversary. The new van. The team at the summer do. The certificate you just renewed.
Now count how many of them are about the person reading.
There's nothing wrong with being proud of any of that. But your customer isn't scrolling to learn about you. They're scrolling with a job on their mind: the quote they're waiting for, the supplier who went quiet, the thing that needs sorting before Friday. A post about you asks them to stop and care about your news. A post about them stops them because it names their week.
Your business shouldn't be me-centric. It should resonate with your ideal customer, not just have a flashy exterior.
Why posting more doesn't fix it
When posts don't land, the usual fix is to post more. But more of the wrong post is still the wrong post.
The next fix is AI. You type "write me a post about my business" and get three tidy paragraphs that anyone in your line of work could post. That isn't really the AI's fault. It wrote about the topic, because nobody told it who your customer is, what they worry about or how you talk.
Both fixes start with the business and work outwards. Good posts start with the customer and work back.
Where the good opening lines are hiding
You already have your customer's words. They're in your inbox.
People rarely open an enquiry with the service they want. They open with the problem. Something like "I've been trying to get this sorted since March", or "I've had two people round and neither of them got back to me". That first line is what they were thinking before they found you, and somebody else is thinking it right now. That's your opening line.
Try this for your next post
- Open your last three enquiries.
- Copy the first sentence each person wrote. Not what they asked for, but how they opened.
- Pick the one that comes up most, or the one that made you wince.
- Write the post around that problem. Leave your business out of the first two sentences.
- Bring yourself in at the end, if at all, with one plain next step.
What to hand over, what to keep, how to check it
Hand over the drafting. Once your customers' words are written down, a worker can draft from them. In a Digital Home, that's the Content desk. It reads your Brand Brain first: who buys from you and why, in their own words, and how you sound. Then it drafts the post, and the carousel to go with it.
Keep the choice and the yes. You pick which worry gets talked about this week, because you're the one who hears them. Nothing goes out until you've read it and said yes.
Check it with two tests. First, the cover-the-logo test: take your name off the post. Could a competitor post it word for word? If so, it doesn't go out. Second, the stranger test: would someone who has never heard of you see their own week in the first two sentences? If not, go back to your inbox and find a sharper line.
Why this matters more once AI is writing
Left to itself, AI writes the average of everything it has read. That's why so many posts sound the same. AI can generate copy. It can't generate the years you showed up, or the exact words your customers say every day. Give it those words and your voice, and it has something only you could have written.
AI has made the mechanics free. Hooks, funnels and scripts are everywhere. The one layer that can't be copied is understanding the human who decides.
Two companies can run identical tools and identical funnels, but people will buy from the one they trust and remember. People remember the business that named their problem before they had to explain it.
Not sure where your customers' words are?
Book a free Faff Check. It's a 20-minute call about the jobs that eat your week, posting included. If AI won't help, I'll say so.
Want to see what the Content desk does? Look inside the Digital Home.
Frequently asked questions
Is it wrong to post about my business at all?
No. A proud moment now and then is fine. Make most of your posts about your customer's problem, and bring your own news in when it helps them.
Can AI write posts for my customers?
Yes, once it knows them. Give it your customers' own words and how you sound. Then read every draft before it goes out.
How often should I post?
Pick a pace you can keep without the quality dropping. A good post every week beats a burst of posts followed by silence.
