Good morning friends!
Every Monday I walk through one specific type of social media post. What it is, when to use it, and how to actually do it.
This week: the one that gets skipped.
The "Nobody Talks About This" Post
Most small business owners rotate through the same handful of post types. Here's what I see on repeat: tips, promos, testimonials, the occasional behind-the-scenes. That rotation isn't wrong. But it's incomplete.
There's a post type that the most trusted accounts use regularly that almost nobody teaches explicitly. It's the one where you point at something in your industry that's getting ignored. A pattern, a blind spot, a thing everyone's dancing around. And you just say it plainly.
That's the "Nobody Talks About This" post.
It's not a hot take. It's not a rant. It's an observation. You've seen something that your audience hasn't been given language for yet, and you're handing them that language.
What it is
A "Nobody Talks About This" post names something real that exists in the background of your audience's experience. Something they've felt but haven't articulated. You're not telling them what to think. You're saying: this thing you've been vaguely aware of? Here's what it actually is.
Done right, it reads like a quiet exhale. The reader thinks: yeah, that's exactly it. Why doesn't anyone say this?
When to use it
Use this post type when you notice a pattern. In client conversations, in your own work, in the industry chatter around you. If you've said the same thing to three different people in the past month, that's probably a "Nobody Talks About This" post waiting to happen.
It's also a good reset post. When your feed has been heavy on tips and teaching, this one pulls back and just observes. It's quieter. That contrast is part of why it works.
How to write one
Keep it grounded. The mistake most people make is reaching for something dramatic when the most effective version of this post is almost mundane in its specificity.
Start with the observation, not the lesson. Let the reader arrive at the takeaway themselves before you hand it to them. Two or three sentences of setup, then the thing itself, then one line that closes it.
Here's an example from a family focused video game site.
See? You're not being contrarian. You're being honest about something the noise has been covering up.
A Quick Sidebar Though...
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This another one of those notes that is going to hit you in the middle of unrelated conversations, in the shower, while driving, etc.
Make sure you have a way of capturing these ideas if you find that they slip your mind easily! (I use the notes app on my phone! |
This week's Quest:
Think about the last few client conversations you had. Or the last few times you caught yourself explaining the same thing. Write down the sentence you said that felt a little too obvious to post. That's probably your "Nobody Talks About This" moment.
Try drafting three sentences around it. You don't have to post it this week. Just write it down and see if it holds.
The best posts start as things you almost talked yourself out of saying.
See you Wednesday!
Steve
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