EP #084: You're Already Saying Things Worth Posting

Most executives I work with can talk about their expertise for an hour without breaking a sweat. Put them in front of a client or investor, and ideas flow naturally. They explain nuance, tell stories, share lessons they've learned the hard way.

Then they open LinkedIn to write a post and freeze.

The freeze happens because conversation and writing work differently. When you're talking to someone, you're responding to cues - a question, a reaction, a moment of confusion on their face. Those cues pull ideas out of you that would never surface in front of a blinking cursor. 

But think about what you're already doing: every sales call where you explain why clients should care about your approach, every team meeting where you walk through your methodology, every one-on-one where you share hard-won lessons with a junior colleague - you're already saying things that would make compelling LinkedIn posts. 

The true challenge of building a LinkedIn presence is capturing the ideas you're already generating out loud.

Once I understood that conversation unlocks ideas that writing buries, I stopped asking clients to write. 

Our process at Executive Presence looks more like a podcast than a content brief. We interview clients, ask them questions, let them respond naturally, and capture what they say. The transcript becomes the raw material, and most of what clients need to communicate is already there, buried in their own words.

The method works whether someone else is asking the questions or you're doing it yourself. 

Here's how to try it on your own:

The Transcript Method

Start by recording yourself in a Zoom meeting, a voice memo, or a conversation with a colleague who agrees to ask you questions. Talk through whatever topic is on your mind without worrying about structure - just speak the way you would in a real conversation.

Then look at the transcript.

You'll be surprised by what you find. Ideas that felt vague in your head came out fully formed when you were speaking to another person. A story you've told a dozen times suddenly looks like a LinkedIn post with 90% of the work already done.

From there, the editing process is mostly trimming - removing filler, tightening language, arranging ideas. The raw material already exists, so you're shaping what's there.

The transcript method turns one conversation into content. The harder skill - harder than editing a transcript - is recognizing which conversations are worth capturing in the first place.

Developing the Muscle of Noticing

I've noticed something interesting about long-term clients. They show up to our monthly interviews with notes from the week.

They'll say, "I had a conversation with an employee on Tuesday that I want to talk through," or "A prospect asked me a question on a sales call that I've never thought about before." These clients have started paying attention to what they're saying in a way they didn't before.

Recognizing when you've said something worth capturing is a muscle you can develop. The more you look for these moments, the more you'll find them - the sales call where you explained your value proposition particularly well, the team meeting where you articulated why a certain approach matters, the one-on-one where you shared advice that seemed to land.

Those moments happen constantly. You're just not used to flagging them yet.

The Best Content Is Already Coming Out of Your Mouth

I said this on a podcast recently: the stuff I would want you to talk about on LinkedIn, you are already talking about - on sales calls, in team meetings, in one-on-ones with your team.

The ideas already exist. You need a mechanism to capture the conversations you're already having before they disappear.

Try this: record your next sales call, grab the transcript a few days later, and read through it. 

I'd bet you find at least one idea worth sharing.

— Justin

Justin M. Nassiri | Founder & CEO
M: 650.353.1138 | E: [email protected]
250 Fillmore St Suite 150, Denver, CO 80206
www.ExecutivePresence.io

Executive Presence specializes in helping top-tier executives boost their visibility, activate their network, and position themselves as thought leaders via our premium, fully-managed LinkedIn service.

Our unique process involves ex-McKinsey, BCG, and Bain consultants conducting monthly hour-long interviews with our clients, and turning them into impactful daily LinkedIn posts to establish their unique voice and authority. On average, our clients see a 500% bump in engagement in their first 30 days with us. Data is continuously analyzed to improve engagement and identify impactful messaging that you can use for conferences, podcasts, and internal communications.