In this solo, informal coaching episode Steve Lichtman introduces a rapid, repeatable workflow for busy business owners to create LinkedIn‑style content in roughly 20 minutes. He starts by diagnosing the common problem: creators stare at a blank screen, feel overwhelmed, and most existing content‑strategy advice assumes a marketing team. To counter this, he proposes a timed 10‑minute sprint where the creator answers three specific prompts – the top client mistake, the most‑asked question, and a past industry misconception – and records the raw, unedited responses. The raw output is then fed into any AI writer (ChatGPT, Gemini, Claude, etc.) to generate three short, punchy posts, each focused on a single idea. The creator spends another five minutes polishing the one post that feels most authentic, avoiding publishing AI‑generated text verbatim. The final step is to post the edited piece, optionally adding a graphic only when it adds value. Throughout, Lichtman emphasizes that the goal isn’t to become a content superstar but to avoid invisibility on platforms where potential clients are searching. He frames AI as an assembly‑line tool that amplifies the creator’s expertise, not a replacement for their voice. The episode ends with a concise recap of the system and a light‑hearted dog anecdote.
Chapters
All right, folks, this one, episode 35, and we're gonna up the ante. I had done a podcast a while back about the 5-minute content plan or something. I don't remember the exact term, but what I realized was that's for people that, 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 know, built for people with marketing teams. And in fairness, maybe my last post about a 5-minute content plan was, 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 3 or 4 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, who has real work to do, which should be everybody listening for the most part, except for my dog. 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 gonna 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 gonna do? Or you go, even if you look up a trending topic or something, it's, it's tough cuz people don't know where to start from. So we're gonna, we're gonna stop starting from nothing. We're gonna start leveraging some tools that are out there. So here's what you're gonna do. You're gonna set a 10-minute timer. You're gonna open up a Word doc or a voice memo on your phone. Then you're gonna answer 3 questions out loud or in writing. What's the number 1 mistake you see your clients make? What question do you get asked most often? And finally, what's something you believed 5 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 gonna take that raw material and like what we talked about a couple episodes ago, you're gonna drop that raw material into your AI tool, whether it's your ChatGPT, your Gemini, your Claude, it doesn't matter. You're gonna ask it to turn that content into LinkedIn posts, into a 3-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, born controversial. So it kind of makes sense that I would say that. Instead of conversational. So just short, punchy, going back and forth, getting the person engaged. You spend 5 minutes now cleaning up the one post that sounds most like you. So outta those 3, if there's one where you're like, whoa, that is like, that, that really hit it good. Spend 5 more minutes now and edit that post. Don't take it right from the AI. Never take something direct from AI. I mean, I'm a huge believer of AI gets you there, but you have to, you 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 could either give more context to, work it a little further, and that, that one chat, now you've turned it into three solid pieces of content, not just slop. Not just give me 3 posts about insurance, you know, for my marketing. No, you're giving it real question and answer content that it can now use those 3 questions to build 3 great posts. And here's the thing, it's not about you becoming 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. 'Cause 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 3 answers out loud in 5 minutes max. It'll be hundreds and hundreds of words in 5 minutes. Then have the AI pump it out, then another 5, 10 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 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 gonna be mad. 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, that's the 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. The 20 Minute Content System. Yeah, really, man. It's there. I'm Steve Lichtman. This is Unfiltered and Unshakeable. Man. Yeah. Have a wonderful day.
