Most business owners stare at a blank screen and lose — every time. This episode gives you a dead-simple 20-minute system to go from zero to posted without the stress, the overthinking, or the need for a marketing team. Your expertise is already the content; you just need a smarter way to get it out.
Key Takeaways
- Stop starting from nothing — answer three targeted questions to instantly create raw content you can actually work with.
- Your expertise is the content — AI is the assembly line, not the author.
- The blank screen always wins until you replace it with a prompt — three questions beat every strategy doc.
- Edit AI, don’t publish it — load the bases, then be Aaron Judge and knock the runs in yourself.
- Graphics aren’t required every time — real photos and straight text posts beat AI slop when consistency matters.
Show Notes
- Why the “5-minute content plan” doesn’t work for most business owners
- The real reason blank screens win: starting from nothing
- The 10-minute brain dump: answer 3 questions raw and unfiltered
- The 3 questions: #1 client mistake, most-asked question, biggest belief you’ve reversed
- How to prompt AI to turn your raw dump into 3 LinkedIn posts
- The edit rule: AI loads the bases — you drive in the runs
- Turning one session into three pieces of content without slop
- Why you don’t need a graphic every time (and when real photos beat AI images)
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Full Transcript — Episode 35click to expand
[0:00]All right, folks, this one, episode 35, and we’re going to up the ante. I had done a podcast a while back about the five-minute content plan or something. I don’t remember the exact term, but what I realized was that’s for people that are super efficient and work at a breakneck pace. So instead, I want to give you something today that you can literally use this afternoon because I know you’re busy, and I know that content feels like a grind, and I know most of the quote-unquote content strategy advice out there is you’re built for people with marketing teams. And in fairness, maybe my last post about a five-minute content plan was a little bit more geared towards people like myself who can kind of do every step of the phase, right, just boom, boom, boom. I could have three or four apps loaded and just go from thing to thing to thing in a matter of minutes. And that wasn’t fair. So let’s do this instead. Let’s think of this as the 20-minute content system for a business owner who has real work to do, which should be everybody listening for the most part, except for my dog.
[1:06]I make my dog listen to the podcast every single time it comes out, so I get an extra listener. I have a burner phone just for the dog. She sits there, she stares at it, she eats her treats. She doesn’t seem to be a fan. But, you know, hey, even she could do this in 20 minutes. So here’s what we’re going to do. The problem most people face, you sit down and create content, you stare at a blank screen. And that blank screen wins every damn time because you’re trying to write from nothing. And writing from nothing is brutal as hell. It’s the worst. When you just sit there and go, oh, what am I going to do? Or you go, even if you look up a trending topic or something, it’s tough because people don’t know where to start from. So we’re going to stop starting from nothing. We’re going to start leveraging some tools that are out there. So here’s what you’re going to do. You’re going to set a 10-minute timer. You’re going to open up a Word doc or a voice memo on your phone. Then you’re going to answer three questions out loud or in writing. What’s the number one mistake you see your clients make?
[2:07]What question do you get asked most often? And finally, what’s something you believed five years ago about your industry that you now know is completely wrong? I don’t want you to edit it. I don’t want you to format it. Just dump it out, raw, messy, and real. Just like, you know, it’s what they call prog mess, right? Prog mess, messy progress. Just drop that into something. When a timer stops, you have your material. You’re now going to take that raw material. And like what we talked about a couple episodes ago, you’re going to drop that raw material into your AI tool, whether it’s your ChatGPT, your Gemini, your Claude. It doesn’t matter. You’re going to ask it to turn that content into LinkedIn posts, into a three-post series even, depending on how much you give it. With each one focused on a single idea from what you submitted, short, punchy, controversial, or conversational, I guess. I’m controversial. More conversational, I guess. Brain fart, you know, boring, controversial. So it kind of makes sense that
[3:10]I would say that instead of conversational. So just short, punchy, going back and forth, getting the person engaged. You spend five minutes now cleaning up the one post that sounds most like you. So out of those three, if there’s one where you’re like, whoa, that is like, that really hit it good. Spend five more minutes now and edit that post. Don’t take it right from the AI. I never take something direct from AI. I mean, I’m a huge believer of AI gets you there, but you have to be the one that drives that run in. So it might load the bases for you, but you still have to be Aaron Judge of the Yankees and go up to the plate and knock those runs in. So that’s you editing. You’re knocking those runs in. That’s your content for today. Go post it. It’s that simple. The content’s done, right? Now you got two other pieces that you can either give more context to, work it a little further. And that one chat, now you’ve turned it to three solid pieces of content, not just slop, not just give me three posts about insurance. You know, for my marketing, no. You’re giving it real question and answer content
[4:14]that it can now use those three questions to build three great posts. And here’s the thing. It’s not about you being coming some amazing content creator, right? This isn’t the plan. it’s about you not being invisible right just like the last episode talking about you know building in secret it’s about not being invisible because your clients are on linkedin right now and they’re looking for somebody who knows what you know so be the person they find why be another just name on a list that they don’t see that likes one of their posts down the road bring the heat bring it like spend the 15 20 minutes you need to get this knocked out today yeah look if you’re efficient you could do this in 10 honestly honestly you could you could i could talk those three answers out loud in five minutes max it’ll be hundreds and hundreds of words in five minutes then have the ai pump it out then another five ten minutes to edit i’m out in 10 15 minutes easy you don’t need a graphic every time just post the text content doesn’t always need
[5:16]a graphic, especially if your graphics are always AI. If your graphics are always shit slop, then you don’t need that every time. Post a graphic when it matters. Take a real picture. Go walk outside with your dog. I’ll take a picture of my same podcast hating dog out in the backyard and I’ll post her. She’s going to be mad at me now that I’m saying this, but it is what it is. She’s not a fan. I can’t help it. It’s a dog. So the riff of the episode is this. Stop starting from nothing. Your expertise is the content. And AI can be the assembly line. So let it manufacture for you from your original IP the base content that you can then go in and edit, right? That’s the end of the story here. It’s what it all comes down to. Let things help you. But let things help you in a smart way where you’re actually giving it content and context. All right, guys, that’s it. 20 minute content system. Yeah, really, man. It’s there. I’m Steve Lichtman. This is unfiltered and unshakable men. Yeah. Have a wonderful day.
