A social media post is for one job. It either earns attention, builds trust, or asks for an action. When a single post tries to do all three at once, it usually does none of them well, so decide the job before you write a word.
Checklist
I can name the one job of this post: attention, trust, or action.
Every line in the post supports that job.
Extra ideas have been saved for their own future posts.
If the job is action, there is exactly one thing I am asking for.
Looking at my recent posts, I see a mix of all three jobs.
Tips
Write the post's one job on a sticky note before you start drafting.
If a post has two good ideas, split it into two posts and schedule them a few days apart.
Save your best trust posts (how-tos, stories) so you can reshare them later.
Plan the week's posts together so you can see the mix of jobs at a glance.
Key questions
What are the three jobs a post can do?
Earn attention, build trust, or ask for an action.
Why does mixing jobs weaken a post?
Readers give a post only a moment, and several competing messages leave no single point clear.
What does success look like for an attention post?
Views, shares and new followers.
What does success look like for a trust post?
Saves, thoughtful comments and people coming back.
Should every post be an action post?
No. People usually need to notice and trust you before they act, so mix all three jobs over time.
AIDA stands for Attention, Interest, Desire, Action. It is a simple order for a message: first get noticed, then give a reason to keep reading, then make the reader want what you offer, then tell them the one next step. You can use it to plan almost any post, ad or short video.
Checklist
My opening line or first second gives someone a reason to stop.
The second part connects to something the reader already cares about.
I show what changes for the reader, not just what I sell.
I end with one clear, easy next step.
The post reads naturally aloud, with no formula showing.
Tips
Draft one line per step first, then smooth the lines into one natural message.
Describe the result the customer gets, not just the feature you offer.
In short videos, give Attention the first second or two and Action the last few seconds.
Read the finished post aloud; if it sounds like a formula, rewrite the joins.
Key questions
What does AIDA stand for?
Attention, Interest, Desire, Action.
What is the job of the Interest step?
To give the reader a reason to keep going by connecting to something they already care about.
How is Desire different from listing features?
Desire shows what changes for the customer, not just what the product includes.
What should the Action step contain?
One clear, easy next step.
Should the four words appear in your post?
No. They guide the order of the message behind the scenes.
A hook is the first line of a post or the first second of a video, and it decides whether anyone reads or watches the rest. A good hook is specific, speaks to something the viewer already cares about, and makes them want the next sentence. It earns a moment of attention honestly, without tricks.
Checklist
My hook is in the first line or the first second, not buried later.
It names something specific, not a general claim.
It is about the viewer's problem, question or goal.
It makes the viewer want the next line.
The rest of the post delivers what the hook promised.
It contains no fear tactics or bait.
Tips
Write your hook last, after you know exactly what the post delivers.
Cut any opening words like "Hey everyone" or "So," and start with the interesting part.
Use a real detail from your own work instead of a general claim.
For video, open on the finished result or the moment of action, not your logo.
Keep a running list of questions customers ask; each one is a ready-made hook.
Key questions
What is a hook?
The first line of a post or the first second of a video.
Why does the hook matter so much?
Most people only glance at a post, and the hook decides whether they read or watch the rest.
Name one quality of a strong hook.
It is specific, about the viewer's world, opens a small gap, and is short.
What is clickbait?
A dramatic opening that the post never pays off, which costs you trust.
What is a simple test for an honest hook?
After reading the whole post, would the reader feel the hook was fair?
A marketing funnel is a simple picture of how people go from not knowing you, to considering you, to taking action. Many people sit at the wide top, fewer move into the middle, and fewer still act at the narrow bottom. Each post should have a goal that matches the stage of the people you are trying to reach.
Checklist
I know which funnel stage this post is for.
The post goal fits that stage.
I measure the post by numbers that fit its goal.
My week includes posts for awareness, consideration and action.
My action posts give one clear next step.
Tips
Label each planned post with its funnel stage before you write it.
Judge awareness posts by reach and follows, not by sales.
Give consideration posts something useful to save, like a tip or a checklist.
Keep action posts simple: one offer, one next step.
Key questions
What are the three funnel stages?
Awareness, consideration and action.
Why is the funnel wide at the top and narrow at the bottom?
Many people notice you, fewer consider you, and fewer still act, which is normal.
A call to action is the line that tells the reader exactly what to do next. The ones people follow ask for one clear, small step, say what happens after they take it, and make the step easy. "Tap the link to book your Saturday class" works far better than "Let us know if you are interested."
Checklist
The post asks for exactly one action.
The action starts with a clear verb.
It says where or how to take the action.
It tells people what happens after they act, when that helps.
The size of the ask fits how well the audience knows me.
Any urgency is real, and nothing uses fear or fake deadlines.
Tips
Start your call to action with a verb.
Put the call to action where people will see it: the last line, and on screen in a video.
Test a one-word reply ("Reply YES") when you want an easy first step.
Only promise a response time you can keep every time.
Key questions
What is a call to action?
The line that tells the reader exactly what to do next.
How many actions should one post ask for?
One.
What are the three parts of a clear call to action?
A verb, the thing, and the how or where.
How should the size of the ask change with the audience?
Ask strangers for small steps and people who know you well for bigger ones.
When is urgency appropriate in a call to action?
Only when the reason, such as a deadline or limited spots, is real.
A content calendar holds the date, the platform, the job, and the idea for every post you plan to publish. A good one keeps a steady rhythm you can actually maintain, mixes different kinds of posts so your feed does not feel like one long ad, and leaves open slots for news and moments you cannot predict.
Checklist
Every post has a date, a platform, a single job, and a short idea.
Your rhythm is one you could keep up during your busiest month.
The month includes a mix of jobs, not mostly offers.
Key dates, launches, and local events are marked before you fill slots.
At least one open slot per week is reserved for timely posts.
You review the next week's posts against current news before they go out.
Tips
Plan next month during the last week of this month, so you never start a month empty.
Keep a running list of post ideas on your phone and pull from it when you plan.
Write the job of each post (teach, show, prove, offer, connect) right on the calendar.
Photograph several posts' worth of material in one session while the light is good.
If you miss a day, skip it and keep going rather than trying to catch up.
Key questions
What four things should every calendar entry include?
The date, the platform, the post's single job, and a short idea.
Which matters more, volume or consistency?
Consistency. A steady rhythm you can keep tends to serve you better than bursts of posting.
What is batching?
Doing similar tasks together, such as writing all captions in one sitting.
Why mix different post jobs across a month?
When most posts give something useful, the occasional offer feels earned instead of pushy.
What are open slots for?
Timely posts you could not plan, such as news, events, or a great customer moment.
Each platform rewards a different kind of post. Broadly, Instagram is for visual work, Facebook is for local community, LinkedIn is for professional trust, X is for quick conversation, YouTube is for video people search for and keep, and TikTok is for short, lively video. Pick the one or two where your customers already spend time and where your business has something natural to show.
Checklist
You know where your customers already spend time online.
You have chosen one or two platforms to start, not all six.
Your main post formats match what each chosen platform rewards.
You reshape ideas for each platform instead of pasting the same post everywhere.
You check each platform's own help pages for current formats and limits.
Tips
Ask your newest customers which app they open first each day.
Claim your business name on the platforms you skip, even if you do not post there yet.
Keep your hours, address, and contact details current on every profile you have.
Film video vertically if you plan to use it on Reels, Shorts, or TikTok.
Check a platform's own help pages before relying on a format or limit.
Key questions
What should decide which platform you use?
Where your customers already spend time, and what your business can naturally show there.
What is Facebook often strongest for with local businesses?
Local community: hours, reviews, events, and neighborhood groups.
Who tends to get the most from LinkedIn?
Businesses that sell to other businesses, rely on expertise, or are hiring.
Why can a YouTube video keep working long after it is posted?
People search YouTube for answers, so helpful videos can keep being found.
Should you post the exact same thing on every platform?
Usually not. Reshape the idea to fit each platform's format and tone.
The image or video stops the scroll, and the caption explains why it matters and what to do next. They work best when they tell one story together: the visual shows it, the caption adds what the picture cannot say. When they say different things, or the caption simply repeats what is already visible, the post tends to feel weaker.
Checklist
The visual has one clear subject someone can see in a glance.
The caption adds information the visual cannot show.
The most interesting line comes first in the caption.
Video makes sense with the sound off, using on-screen text or subtitles.
Visual and caption point to the same single goal and next step.
Tips
Take the photo first, then write the caption while looking at it.
Put the most useful or surprising detail in the first line of the caption.
Shoot near a window in daylight before reaching for extra equipment.
Watch your own video once with the sound off before posting it.
Use real photos of your work, place, and people whenever you can.
Key questions
What is the visual's main job?
To stop the scroll and earn a second look.
What is the caption's main job?
To add context the picture cannot show and point to the next step.
What makes a strong image?
One clear subject that someone can understand in a glance.
Why add on-screen text to short video?
Many people watch with the sound off, so the words help them follow along.
How do you check that a post fits together?
Read the caption while looking at the visual and confirm they tell one story.
Decide what one result a post is meant to produce before you publish it, then check the number that matches that result. Reach tells you how many people saw it, engagement tells you whether they cared, clicks tell you whether they wanted more, and leads and sales tell you whether it led to business. No single number tells the whole story, so judge each post by the goal you gave it.
Checklist
Every post has one goal written down before it goes out.
You know which number matches that goal.
You check results about a week after posting, in one simple sheet.
You ask new customers how they found you.
You review patterns monthly instead of reacting to single posts.
You remember that sales rarely trace cleanly to one post.
Tips
Write the goal and the number to watch before you publish, not after.
Check results on the same day each week so comparisons are fair.
Give comments, shares, and saves more weight than likes.
Ask every new customer how they heard about you, and record the answer.
Review your results once a month and look for patterns, not one-off wins.
Key questions
What does reach tell you?
How many different people saw a post, not whether they cared.
What does engagement tell you?
Whether people reacted, through likes, comments, shares, or saves.
What is a lead?
Someone who raised a hand, such as a call, a message, a form, or a booking request.
How should you judge a post?
By the one number that matches the goal you gave it before publishing.
Why are sales hard to credit to one post?
Customers often see several posts and hear about you in other ways before they buy.
Write down how your business sounds in a few plain words, list the words and habits you always use and the ones you never use, and check every post against that list before it goes out. A consistent voice helps people recognize you and trust you, because you sound like the same business whether they see a post, an email, or a sign in your window.
Checklist
You have three words that describe how your business sounds.
Each word has a short note on what it means and does not mean.
You keep a one-page list of words and habits to use and avoid.
Everyone who writes for you, including AI tools, gets the same guide.
You read posts out loud and check them against the guide before publishing.
You adjust tone to the moment without changing your voice.
Tips
Read a draft out loud before posting; awkward lines are easier to hear than to see.
Keep your one-page voice guide somewhere everyone who writes can find it.
Save a few past posts that sound exactly right and use them as examples.
Give AI writing tools your voice guide, then edit what they produce.
Use the same names for your services everywhere you write about them.
Key questions
What is brand voice?
How your business sounds when it talks, in posts, emails, signs, and replies.
How do you start defining your voice?
Pick three words for how you want to sound, with a note on what each does and does not mean.
What goes on a voice word list?
Words you always use, words you avoid, and small habits like emoji or sign-offs.
What is the difference between voice and tone?
Voice stays the same; tone adjusts to the moment, such as a celebration or an apology.
Who should get your voice guide?
Everyone who writes for your business, including any AI tools you use to draft.
Before you write anything, describe one real type of customer in a few plain sentences: who they are, what they need, what worries them, what words they use, and where they look for help. That short customer profile becomes the filter for every post, offer and page. When you write for one clear person, your message gets sharper for everyone like them.
Checklist
I have written a five-line profile for at least one customer type.
Each line is based on what customers said or did, or is marked as a guess.
I have collected the exact words customers use for their problem.
I check each draft against the profile before publishing.
I write each piece for one customer type at a time.
I revisit the profile every few months.
Tips
Keep the profile to one page so you actually reread it.
Copy customer phrases word for word, then use them in your posts.
Ask "What almost stopped you from calling?" to uncover hidden worries.
Give each customer type a short label, such as "first-time buyer," so you can plan posts around them.
Key questions
What is a customer profile?
A short, plain description of one type of customer: who they are, what they want, what worries them, their words and where they look.
Why write for one specific customer instead of everyone?
Specific messages feel relevant, while messages for everyone stay general and are easy to skip.
Where can you find the words customers use?
Questions they ask, reviews they write, and the search terms shown in your Google Business Profile performance.
Should a profile include guessed details?
Only if they are marked as guesses and then checked.
A service is what you do. An offer is a specific package that answers "what exactly do I get, for how much, by when, and why now?" Name the result, set a clear scope and price, add a real reason to act, and state every condition up front. Keep any discount, "free" or "was" price claim truthful, because consumer protection rules cover them.
Checklist
The offer names a result in the customer's words.
The scope says what is included and what is not.
The price is clear, or the starting price is honest about what changes it.
The reason to act now is true.
Every condition sits next to the offer, not in a footnote.
Any "free," "sale" or "was" claim matches how I actually price.
Tips
Name your packages so customers can ask for them by name.
Put the price in the post when you can; it answers the first question many people have.
Keep a short list of what is not included to prevent disputes.
Before any promotion, ask: would a careful customer feel misled?
Key questions
What turns a service into an offer?
A specific package with a clear result, scope, price, reason to act now and stated conditions.
Where should the conditions of a "free" offer appear, according to the FTC guide?
Clearly and conspicuously at the outset of the offer, not in a footnote.
What makes a "was" price legitimate under the FTC guide?
It was the actual price openly offered to the public on a regular basis, for a reasonably substantial period, in good faith.
Does every offer need a discount?
No. Clarity about what you get, for how much and by when is what makes it an offer.
Why is a recurring "this week only" deal a problem?
It is not true, and customers learn to wait for it.
Ask every real customer for an honest review, soon after the job, with a direct link and no strings attached. Do not pay or reward people for reviews, do not ask only the happy ones, and never write or buy fake ones. Reply to every review, good or bad, briefly and calmly, without sharing private details. When you reuse a review as a testimonial, keep it accurate and do not imply results most customers will not get.
Checklist
Every customer gets the same review request with a direct link.
No reward of any kind is offered for a review.
No one connected to the business reviews it.
Every review gets a reply within a few days.
Replies never include private customer details.
Testimonials are quoted accurately and used with permission.
Tips
Send the request within a day of the job, while the experience is fresh.
Personalize every reply with one specific detail from the review.
Draft negative-review replies, wait an hour, then reread.
Check each review site's own policy before asking for reviews there.
Key questions
Who should you ask for reviews?
Every real customer, not only the ones you expect to be happy.
Can you offer a discount for a Google review?
No. Google's policy prohibits incentives for reviews.
What does the FTC rule announced in 2024 ban?
Among other things, fake reviews (including AI-generated ones), rewards conditioned on sentiment, undisclosed insider reviews and certain suppression tactics.
What are the four steps in a reply to a negative review?
Thank them, acknowledge the problem, say what you will do, offer a private way to continue.
What should a testimonial never do?
Change the reviewer's meaning or imply results most customers will not get.
A Google Business Profile is the free listing that can appear when people search for your business or for what you offer on Google Search and Maps. Google says local results are based mainly on relevance, distance and prominence, and that you cannot pay for a better local ranking. What you can do is verify the profile, keep every detail accurate and complete, follow Google's naming and address rules, add real photos, and reply to reviews.
Checklist
The profile is verified.
The name matches the real-world business name, with no extra keywords.
The address is real, or hidden with a service area set.
Categories are few and specific.
Hours, including holiday hours, are current.
Photos are recent and real.
Every review has a reply.
Tips
Update holiday hours at least a week before each holiday.
Add new photos regularly so the profile reflects your business today.
Use the same name, address and phone number everywhere you are listed.
Remember that Google says local ranking cannot be bought.
Key questions
What three factors does Google say local results are mainly based on?
Relevance, distance and prominence.
Can you pay Google for a better local ranking?
No. Google says there is no way to request or pay for one.
What should the business name on your profile be?
Your real-world business name, without added keywords, taglines or locations.
What should a business that travels to customers do with its address?
Hide it and set a service area.
How should you choose categories?
As few as possible, as specific as possible, describing what the business is.
A page that creates leads answers, within a few seconds, three questions a visitor brings with them: Is this for me? Can I trust them? What do I do next? Lead with what you do and who it is for, show real proof, answer the common worries, and give one clear way to get in touch with a short, clearly labeled form. Every extra step or vague line is a place where a visitor can leave.
Checklist
The top of the page says what we do, for whom and where.
There is one main action, repeated in a few places.
Proof is real: our photos, accurate reviews, specific details.
The common worries, including cost, are answered on the page.
The form asks only for what we need and every field is labeled.
The page says what happens after someone gets in touch.
The page works well on a phone.
Tips
Use the same words in your page headline that customers type into search.
Put a tappable phone number near the top for mobile visitors.
Replace one stock photo with a real photo of your work this week.
Read your form out loud and remove any field you would not need to reply.
Key questions
What three questions should a lead-generating page answer?
Is this for me? Can I trust them? What do I do next?
What should the top of the page say?
What you do, who it is for or where, and the main next step.
What counts as proof on a website?
Real photos, accurate reviews used with permission, and specific checkable details.
What does the W3C recommend for form fields?
Labels that identify every field and describe its purpose, and visible labels where possible.
Why answer the cost question on the page?
Silence on cost can make people assume the worst and leave.
Build your list only from people who asked to hear from you, send them something useful on a steady schedule, and make every marketing email easy to identify, honest in its subject line, signed with your physical address and simple to unsubscribe from. In the United States, the CAN-SPAM Act sets the legal floor for commercial email, and large inbox providers such as Gmail add their own sender requirements.
Checklist
Everyone on the list chose to join, and I can show how.
Signup checkboxes are not pre-ticked.
Every marketing email shows who it is from, honestly.
Subject lines match what is inside.
Every marketing email includes our physical address and a clear unsubscribe option.
Unsubscribes are processed promptly and automatically.
Email authentication is set up for our domain.
We send on a rhythm we can keep.
Tips
Tell people how often you will email, then stick to it.
Send a short welcome email right after someone joins.
Put your physical address and unsubscribe link in your email template footer so they are never forgotten.
Read your subject line and ask: would someone feel tricked after opening?
Key questions
Who should be on your marketing email list?
Only people who chose to receive your emails.
Does CAN-SPAM apply to business-to-business email?
Yes. The FTC says the law makes no exception for it.
How quickly must opt-out requests be honored under CAN-SPAM, per the FTC guide?
Within 10 business days.
What must every commercial email include under CAN-SPAM?
Accurate sender information, an honest subject line, identification as an ad, a physical address and a clear way to opt out.
What does Gmail require of bulk senders for marketing messages?
SPF, DKIM and DMARC authentication and one-click unsubscribe, among other things.
Write a one-page shot plan before you pick up the phone: the single point of the video, the opening shot, four to six short shots that show it, the words that go on screen with each shot, and the closing shot with your next step. Film vertically, keep each shot to a few seconds, and add captions so the video still makes sense with the sound off. A few minutes of planning saves filming things you will not use.
Checklist
The video has one point, written as one sentence.
The opening shot shows the most interesting thing, with hook text on screen.
There are four to six middle shots, each a few seconds long.
Each shot has planned words on screen.
The closing shot shows the next step, on screen and spoken.
The video is filmed vertically, steady and in good light.
Captions are added and proofread.
Tips
Keep a running list of shot ideas on your phone as you notice them during work.
Film each shot two or three times so you can pick the best take.
Wipe your phone's camera lens before filming.
Read every automatic caption before you post.
Key questions
What is a shot plan?
A short list of shots in order, with what we see and the words on screen for each.
How many points should one short video make?
One.
What should the opening shot show?
The most interesting thing, such as the result, the action or a face speaking to camera.
How long should each middle shot usually be?
A few seconds, often two to four.
Why check automatic captions?
They can misspell names and terms, which looks careless on screen.
Start with one solid idea and build its fullest version first, such as a short video, a how-to or a detailed answer to a customer question. Then cut it into smaller pieces, each reshaped for where it will appear: a vertical clip, a photo post, a short text version, an email section, a Business Profile update. The idea stays the same; the format, length and opening change. One good idea, worked properly, can fill a week.
Checklist
The idea answers a real customer question or shows something worth seeing.
I made the fullest version first.
Each piece has one job and one home.
Each piece has its own opening line or first second.
Images are cropped and text is rewritten for each platform.
Pieces are spread across the calendar, not posted all at once.
Tips
Take photos while you film, so you have both from one session.
Keep a folder for each idea with the full version and every piece cut from it.
Write the new opening for each piece before you edit anything else.
Revisit strong ideas months later; a new season can make them timely again.
Key questions
What does repurposing mean?
Turning one idea into several pieces, each reshaped for where it will appear.
Which version should you make first?
The fullest version, because cutting down is easier than building up.
What is the biggest difference between pasting and repurposing?
Each repurposed piece gets its own opening and format for its platform.
What post types does Google Business Profile support?
Updates, offers and events.
Should all pieces go out on the same day?
No. Spread them across a week or two on your calendar.
AI writes generic copy when it is given a generic request. Give it the real facts, your voice, the reader and the single goal of the piece, then ask for options rather than a finished post. Edit what comes back until it sounds like you, check every fact, name, number and claim yourself, and never use AI to invent reviews, testimonials or results. AI can speed up a draft. You remain responsible for every word you publish.
Checklist
I gave the tool real facts, my voice, the reader and one goal.
I asked for several options.
I edited the draft until it sounds like us.
I checked every fact, number, name and date myself.
I removed any promise of results.
Nothing in the post is an invented review, quote or statistic.
Tips
Save your voice brief and reuse it for every request.
Give real numbers and names; the tool cannot know them otherwise.
Ask the tool to list any facts it added that you did not provide, then check them.
Read the final version aloud before posting.
Key questions
Why does AI copy often sound generic?
It gets generic requests, so it fills gaps with the most common phrasing.
What four things should you give an AI tool before asking for a draft?
The facts, your voice, the reader and the single goal.
Should you publish the first AI draft?
No. Edit it until it sounds like you and check every fact.
Can you use AI to write customer reviews or testimonials?
No. The FTC's rule prohibits fake reviews and testimonials, including AI-generated ones.
What is a quick test for generic copy?
If another business's name could be swapped in and the post still works, it is not finished.
A good business photo is in focus, well lit, clearly framed around one subject and true to what a customer will actually see. Use real photos for anything a customer could check in person: your work, your products, your place and your people. AI images can help with illustrations, backgrounds and concepts, but never to show work you did not do, products you do not sell or customers who do not exist, and label them where platforms or honesty call for it.
Checklist
The photo is in focus and well lit, with light in front of or beside the subject.
The frame has one clear subject and no clutter.
Edits are limited to what keeps the photo true to reality.
Real photos are used for our work, products, place and people.
AI images are used only where they do not pretend to be real work, products or customers.
Platform AI labels are applied where required.
Tips
Wipe the phone lens before every shoot.
Pick one spot with good light and use it for all product or inventory photos.
Keep a shared folder of real photos so nobody reaches for stock or AI first.
Check each platform's AI disclosure rules before posting realistic AI video or audio.
Key questions
What does Google say Business Profile photos should be?
In focus, well lit, without significant alterations or excessive filters, and representing reality.
Where should the light be when photographing a subject?
In front of or beside it, not behind it.
When should you use real photos rather than AI images?
For anything a customer could check in person: your work, products, place and people.
When may Meta require an AI label?
When content has photorealistic video or realistic-sounding audio that was digitally created or altered.
Can you use an AI image of a "customer" next to a testimonial?
No. It creates a false impression, and the FTC's rule prohibits fake testimonials, including AI-generated ones.
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