What should I actually write about?
The blank page is where most good intentions die. The fix is knowing that you already have more to say than you think — you just have to look in the right place.
Answer the questions you already get asked
The best content is the answer to a question a real customer has asked you. What do people get wrong before they find you? What do they wish they'd known? What do you explain over and over? Each of those is a post, a guide, or an FAQ entry — and because it's a real question, it's exactly what someone will type into Google or ChatGPT.
A few formats that always work
How-tos — show people how to do or choose something. Honest comparisons — this versus that, and when each is right. Stories — a real job, what went wrong, what you learned. Lists and guides — the definitive one, written by you (How do I write the guides that make me the go-to expert?). Rotate these and you'll never repeat yourself.
Help, don't sell
The golden rule of this whole section: be useful, not salesy. Content that helps builds the trust that eventually makes people buy; content that pitches gets scrolled past by people and discounted by AI. Write it in your own voice (How do I use AI to write without sounding like a robot?) and fold it into Your first six weeks: a starter plan.
The prompt
“You're my content coach. I'm a [what you do] in [town] serving [who you help]. List 20 things I could write or post about that would genuinely help my customers — based on the questions they actually ask, the mistakes they make, and what they wish they'd known. No sales pitches. Then group them so I can see a few months of ideas.”
The [bracketed] parts are yours to fill in. First time? Connect bernard to your AI over MCP — a one-time setup in bernard → your site → Use your own AI — then paste the prompt above.
Questions people ask
- Should my posts talk about my products?
- Mostly, no. The content that builds trust answers your customers' questions and helps them, whether or not they buy. Sell rarely and only once you've earned it. Anything you do publish on your website lands as a draft you approve before it goes live.
- How do I never run out of ideas?
- Keep a running list of every question a customer asks you. Each one is a post, a page, or an FAQ entry. Your real conversations are a bottomless well of things worth writing.