What is the playbook?

• A structured framework for planning and creating content, built on the Hero’s Journey.

• It helps you identify your audience’s story, shape your message, and plan content that builds trust and leads over time.

• It guides both the thinking and doing stages of content creation so you can move from ideas to finished, purposeful content with confidence.

What the playbook isn’t:

• A quick-hit idea generator that instantly gives you ready-made posts.

• Not every step results in direct content output,  many steps are about research, reflection, and refining your message.

The value comes from combining these thinking steps with creation steps to produce consistent, meaningful content that truly resonates with your audience.

Tell better stories. Create better leads. Become your own best communicator

• Pick one stage at a time - You don’t have to use all 5 for every piece of content. 

• Treat it like Lego - Stages and components can be rearranged depending on your story

• Start small - Even one completed component can be a strong post or video segment. 

• Think in series - Each component could be its own short video, giving up to 125 content pieces. 

• Keep it audience-first - Always tell the story from your customer's point of view

01. Define the hero

1. List top 3 customer types 

2. Give each one a name & short bio

3. Note their job role or life stage 

4. Define the big change they want 

5. Pick ONE to speak to in your next content

02. Identify the setting

Note where they spend time online/offline 

1. Identify the content they already consume 

2. List the brands/people they trust 

3. Describe their work/life environment 

4. Capture 3 'day-in-the-life' details

03. Pinpoint the pain

Ask past clients about pre-you frustrations 

1. Read competitor reviews for repeated complaints 

2. List common bottlenecks they face 

3. Categorise pains: Time, Money, Energy, Reputation 

4. Choose ONE pain to focus on

04. Spot the Patterns

1. Ask past clients about pre-you frustrations 

2. Read competitor reviews for repeated complaints 

3. List common bottlenecks they face 

4. Categorise pains: Time, Money, Energy, Reputation 

5. Choose ONE pain to focus on

05. Speak Their Language

Write down exact phrases clients have used.

1. Avoid jargon unless your audience uses it too.

2. Check social media comments for wording clues.

3. Use relatable metaphors from their world.

4. Test your copy by reading it out loud - does it sound like them?

Every story needs a spark, the moment the hero realises “I can’t keep going like this.” In content, this is where you hold up a mirror to your audience’s pain, and show them it’s the start of their journey.

But before you jump in, pause for a second.

At the end of Stage 1, you listed your hero’s pains and frustrations. Now comes the key step: choose which one to lead with. You don’t need them all at once. You just need the most resonant one.

The framework is important, and we use it as our guiding compass too. Our hero’s top pain is the following:

Pain: Time drain of content creation
“By the time I’ve finished client calls and chased invoices, the last thing I want to do is sit there staring at a blank screen wondering what to post.”

➝ This is the single biggest blocker: My hero feels they literally doesn’t have the hours to do it.

⚠️ Check-in: If you’re struggling to define your hook or promise, pause here and return to Stage 0 (Purpose) and Stage 1 (Hero). Without those foundations, your Call to Adventure won’t land with the clarity or empathy it needs.

Each of the following sections form the building blocks of your first post. We’ll take one of your hero’s chosen pains and break it down step by step, crafting each part into a message that resonates. At the end, you’ll see how all these pieces combine into a complete social media post.

The goal isn’t just to write content. It’s to practice turning a customer’s pain into compelling communication, showing empathy, offering clarity, and inviting action.

Why This Matters
The hook is your opening line, the reason someone stops scrolling. In today’s fast-moving feeds, you have 1–3 seconds to spark curiosity or emotion. Without a hook, your story never gets told.

Steps

1. Start with a question, bold statement, or surprising fact.

2. Keep it under 10 words if possible.

3. Make it emotional or curiosity-driven.

4. Remove any filler words.

5. Test 3 variations and pick the strongest.

Bad vs Good Example

• ❌ Bad: “We’ve got a new service update to share.”

• ✅ Good: “What if your best customer is walking away right now?”

How to Test 3 Hook Variations (Even If You’re New)

Write 3 versions of your hook
Keep them short and distinct, one could be a question, one a bold statement, one a surprising fact.
Example:

• “Exhausted after client calls and still staring at a blank page?”

• “Content shouldn’t drain you more than your clients do.”

• “Here’s why blank screens kill more ideas than bad strategies.”

Gut-check them yourself
Ask: Which one makes me curious? Which one makes me want to read more? If one feels flat even to you, drop it.

Read them out loud
A hook should sound natural when spoken. If it feels awkward or too long, trim it.

Test quickly with others

• Share the 3 options with a colleague, friend, or team member and ask: Which one makes you want to read more?

• If you have a small audience, try posting them as quick polls or stories.

Pick the one that sparks the most curiosity
Don’t overthink it. You’re not looking for perfection, just the one that feels the most likely to make someone pause.

💡 Pro tip: Over time, you’ll start noticing patterns in which style works best for your audience. At first, just focus on practicing and picking the one that feels strongest.

Breaking down our pain : Time drain of content creation
“By the time I’ve finished client calls and chased invoices, the last thing I want to do is sit there staring at a blank screen wondering what to post.”

Hook Variations (under 10 words, emotional/curiosity-driven)

1. “Too tired to face another blank screen?”

2. “Client calls done, now what do I even post?”

3. “Exhausted but still expected to create content?”

👉 Each one is:

• A direct question or bold statement.

• Short and emotionally charged.

• Relatable enough to make the reader pause.

Template (Fill-in-the-blanks)
“What if ________?”
“Why do so many people struggle with ________?”
“Stop wasting ________ on ________.”

Example Template
“What if your online course could run itself?”

Why This Matters
Once you’ve caught attention, your audience needs to know what’s in it for them. The promise is the benefit you’re offering if they stick with you, not vague improvements, but clear outcomes.

Steps

1. State a clear outcome or benefit.

2. Keep it realistic but inspiring.

3. Use “you” language, not “we.”

4. Make it specific (avoid “better” or “more”).

5. Show the payoff in both emotional and practical terms.

Bad vs Good Example

• ❌ Bad: “We’ll help you be more productive.”

• ✅ Good: “You’ll reclaim 5 hours a week without adding stress.”

Breaking down our pain : Time drain of content creation
“By the time I’ve finished client calls and chased invoices, the last thing I want to do is sit there staring at a blank screen wondering what to post.”

Promise Variations

1. “Your next post is already hidden in today’s client calls.”

2. “You don’t need spare hours, just one client question.”

3. “Turn daily conversations into ready-made posts that save you time.”

Example Expansion (with emotion + practical payoff)

“You don’t need spare hours, just one client question. Imagine finishing your day without the pressure of a blank screen, and still having a post that builds trust and keeps you visible.”

Template (Fill-in-the-blanks)
“With this, you’ll finally ________.”
“You’ll be able to ________ without ________.”
“Imagine ________ in just ________.”

Example Template
“You’ll be able to deliver polished online training without sacrificing your personal time.”

Why This Matters
People often resist change until they understand what it costs to stay the same. The stakes create urgency by showing the pain of inaction versus the reward of action.

Steps

1. Show what happens if nothing changes.

2. Highlight hidden costs or risks.

3. Contrast with the positive alternative.

4. Use short, punchy sentences.

5. Link it directly to their goals.

Bad vs Good Example

• ❌ Bad: “It would be good if you tried this.”

• ✅ Good: “If you ignore this, your competitors won’t. And they’ll take your place.”

Breaking down our pain : Time drain of content creation
“By the time I’ve finished client calls and chased invoices, the last thing I want to do is sit there staring at a blank screen wondering what to post.”

Example Stake

“If you keep ending your days staring at a blank screen, nothing changes. Your audience stays quiet. Opportunities pass by. And while you’re stuck in the cycle of exhaustion, your competitors are the ones being seen and remembered.”

Template (Fill-in-the-blanks)
“If nothing changes, you’ll keep ________.”
“The hidden cost is ________, and it’s growing.”
“Act now, or ________.”

Example Template
“If nothing changes, you’ll keep spending hours on admin instead of growing your business.”

Why This Matters
The path shows your hero that change is possible. Instead of overwhelming them, break the journey into simple, achievable steps that build momentum.

Steps

1. Outline 3 simple steps they can take.

2. Keep each step doable within a week.

3. Use plain language, no fluff.

4. Show how each step leads to the next.

5. End with a clear next action.

Bad vs Good Example

• ❌ Bad: “Just change your whole content strategy.”

• ✅ Good: “Step 1: Pick one client story. Step 2: Write it in their words. Step 3: Share it this week.”

Breaking down our pain : Time drain of content creation
“By the time I’ve finished client calls and chased invoices, the last thing I want to do is sit there staring at a blank screen wondering what to post.”

Example Path

“Here’s a way to break the cycle without adding more to your plate:
1️⃣ Jot down one client question you answered today, just one.
2️⃣ Write a quick, two-sentence response in plain language.
3️⃣ Post it, even if it feels scrappy.

That’s it. Three steps, doable in less than 15 minutes. Do this once a week, and soon you’ll have a bank of posts ready to go.”

Additional Examples

• Awareness:

  • Step 1: Define who you want to reach.

  • Step 2: Choose one platform.

  • Step 3: Post one message this week.

• Lead Generation:

  • Step 1: Write down one pain your client faces.

  • Step 2: Record a 60-second video.

  • Step 3: Share it with a call to action.

• Nurture:

  • Step 1: Ask your audience one question.

  • Step 2: Collect answers.

  • Step 3: Create a post reflecting back their words.

Template (Fill-in-the-blanks)
Step 1: ________
Step 2: ________
Step 3: ________

Example Template
Step 1: Choose one client success story.
Step 2: Write a short LinkedIn post about it.
Step 3: Share it this week and invite comments.

Why This Matters
The invitation is where you ask your hero to take the first step. It should feel clear, specific, and low-risk, like opening a door rather than leaping off a cliff.

Steps

1. Ask for one specific action (watch, comment, download).

2. Keep it low-risk to start.

3. Make it easy to do immediately.

4. Tie it back to the benefit.

5. Repeat the invitation once more at the end.

Bad vs Good Example

• ❌ Bad: “Check out our website sometime.”

• ✅ Good: “Download the free guide today and get started in 5 minutes.”

Breaking down our pain : Time drain of content creation
“By the time I’ve finished client calls and chased invoices, the last thing I want to do is sit there staring at a blank screen wondering what to post.”

Example Invitation

“If this sounds familiar, try it today:
👉 Write down just one client question you answered this week and post a short response.

No scripts. No big strategy. Just one answer, one post.

Give it a go, and see how much lighter content creation can feel.”

Template (Fill-in-the-blanks)
“Click here to ________.”
“Download ________ to get started.”
“Join us for ________.”
“Comment ‘yes’ if you’re ready to ________.”

Example Template
“Click here to download the Content Hero Checklist.”

You now have the five parts of a strong “Call to Adventure.” To create a piece of content from this stage.

1. Start with a hook that grabs attention.

2. Deliver a promise that speaks to your audience’s goals.

3. Raise the stakes by showing the cost of staying stuck.

4. Offer a clear path of 3 simple steps.

5. End with an invitation to act.

When combined, these elements form a post, video, or article that feels compelling, urgent, and actionable.

✅ This gives you a ready-to-post piece of content.

One stage helped you create a post. The full Playbook helps you create a system - clarity, confidence, and endless ideas.

01. Share credibility

1. Mention relevant experience/results 

2. Use short client quotes/examples 

3. Show behind-the-scenes work

4. Reference industry facts/trends

5. Keep focus on them

02. Show empathy

1. Acknowledge their struggle 

2. Share your own similar experience 

3. Avoid “should have” language 

4. Use “I understand” over “I know” 

5. End with encouragement

03. Simplify the journey

1. Break solution into 3-5 steps 

2. Remove anything unnecessary 

3. Use diagrams/lists if possible 

4. Give examples at each step 

5. Test with a beginner

04. Remove obstacles

1. List fears/objections 

2. Answer each honestly 

3. Share real success stories 

4. Offer low-risk first step 

5. Remind of the payoff

05. Encourage action

1. Acknowledge starting is hardest 

2. Give a micro-action for 5 mins 

3. Show how small wins snowball 

4. Reinforce ability to succeed 

5. Celebrate tiny progress

01. Before snapshot

1. Paint the “before” picture clearly 

2. Include emotional & practical struggles 

3. Keep it relatable 

4. Focus on one main challenge 

5. Use it to set up “after”

02. Trigger event

1. Identify the moment change became necessary 

2. Describe it briefly but vividly 

3. Show its impact 

4. Link to similar audience triggers 

5. Make it the turning point

03. First step

1. Show exactly what they did first 

2. Keep it small and easy

3. Explain why it worked

4. Encourage audience to try it

5. Provide checklist/resource

04. Early wins

1. Share quick results 

2. Highlight emotional lift 

3. Keep it honest 

4. Link to long-term success 

5. Invite audience to share theirs

05. Momentum Shift

1. Show progress building 

2. Highlight mindset & behaviour change 

3. Compare week 1 vs week 4 

4. Use visuals if possible 

5. End with bigger promise ahead

01. After snapshot

1. Show improved situation 

2. Contrast with “before” 

3. Include emotional & practical wins 

4. Keep it relatable 

5. Show it’s sustainable

02. Emotional payoff

1. Name the key positive emotion 

2. Describe it day-to-day 

3. Link to the effort put in 

4. Show it’s possible for them too 

5. Use client’s own words

03. Practical gains

1. Share measurable improvements 

2. Include numbers/time/money 

3. Compare before & after clearly 

4. Tie gains to actions taken 

5. Show results can be repeated

04. Ripple effect

1. Show how it helped others too 

2. Share quotes from those impacted 

3. Highlight unexpected positives 

4. Link back to original goal 

5. Frame as part of a bigger story

05. Future vision

1. Paint what’s now possible 

2. Show the next step 

3. Invite audience to imagine it 

4. Offer guidance to get there 

5. End inspired but realistic

What’s Next?

This free playbook is your first step towards transforming how your business connects with your audience. You’ve now got a taste of the system - but this is only the foundation.

The full Content Creator’s Playbook takes you much further:
✅ A complete step-by-step framework based on the Hero’s Journey.
✅ Worked examples, templates, and reflection tools.
✅ Lifetime access, with updates included.
✅ Two powerful extra sections:

• Multiply Your Content - turn one idea into multiple posts, so you stay consistent without burning out.

• Sustain the Journey - create a feedback loop so your audience’s questions literally generate your next wave of content.

Once you’ve unlocked the full framework, you can go even deeper with our support:

• Consultation - Map out your content strategy with expert guidance.

• Team Training - Equip your people with the skills to deliver.

• Full End-to-End Production - We take care of everything.

Start with the full playbook. Build clarity, consistency, and confidence — then decide if you’d like our help taking it further.