Answer eight questions that reveal what customers don't know, what they get wrong, and what blind spots cost them money. This is your problem awareness content—the educational material that positions you as the expert who sees what they can't.
Customers don't know what they don't know. Your job is to reveal blind spots, correct wrong assumptions, and teach them what warning signs to look for. This builds authority before they ever call you. When you educate, you differentiate.
Generic answers create generic content. "Many people don't realize things can go wrong" is useless. "Most homeowners don't realize that small roof leak is causing $200/month in wasted HVAC costs because your insulation is soaked" is gold. Be specific. Be shocking. Be useful.
These answers become Instagram reels, Facebook posts, YouTube videos, blog content, and email sequences. One great answer generates 5-10 pieces of content. This is your content library for the next 12-24 months.
Fill out the GHL form. Every answer saves to your contact record where we can pull it into content production workflows.
Yes, we'll workshop this. I'll pull specific stories and push you to quantify costs. But come with rough answers so we're refining insights, not starting from scratch.
Your website tells people what you do. This content tells them what they DON'T know—which builds trust and positions you as the authority worth hiring.
I know how to turn your expertise into engaging content. But you have the expertise. You've seen the mistakes. You know what people get wrong. Document what you know.
What we're looking for: The "I wish I'd known" moment. What do they discover after they've already made a costly mistake?
Why it matters: This is preventive education. You're teaching people to avoid problems before they happen. That's authority positioning.
Contractor example: "Homeowners don't realize permits aren't just bureaucratic paperwork—they're proof your work was inspected and approved. When they go to sell, unpermitted work shows up on inspection. Now they can't close until they either rip out $30K of work or get retroactive permits which costs 3x more and takes months."
Accountant example: "Business owners don't realize that setting up as sole proprietor instead of S-Corp costs them $15K-$25K annually in unnecessary self-employment taxes. By the time their CPA mentions it three years later, they've left $60K on the table and entity restructuring is complicated."
Content opportunity: "What I wish someone had told me before..." series. High engagement because it prevents pain.
What we're looking for: The false economy. What looks like a money-saver but becomes a money-destroyer?
Why it matters: This positions your service as investment, not expense. DIY seems cheaper until it isn't.
Contractor example: "Homeowners try to DIY bathroom waterproofing because 'how hard can it be?' They skip proper membrane installation, don't slope the pan correctly, use wrong materials. Looks fine for 18 months. Then water starts seeping into subfloor and wall cavities. By the time they notice, there's $18K in rot and mold damage. The $3K they 'saved' cost them $21K to fix."
Accountant example: "Business owners try to DIY their books to 'save money.' They categorize expenses wrong, don't reconcile accounts, commingle personal and business. Come tax time, their CPA spends 20 hours cleaning up the mess at $300/hour. The $200/month bookkeeper they skipped cost them $6,000 in cleanup fees plus missed deductions."
Content opportunity: "The hidden cost of DIY" content. Shows respect for expertise.
What we're looking for: The preventable disaster. What problem do you see repeatedly that wouldn't exist if they'd acted earlier?
Why it matters: This creates urgency without being salesy. You're not pushing—you're observing patterns.
Contractor example: "That small crack in the foundation they've been watching for two years. They kept thinking 'I'll deal with it next spring.' By the time they call, that hairline crack is now 1/4 inch wide and growing. What would've been a $4,500 crack injection is now a $28,000 foundation stabilization project. Foundations don't heal themselves—they get worse."
Accountant example: "The messy books that are 6-12 months behind. They kept thinking 'I'll catch up this weekend.' By the time they call, we're looking at 18 months of cleanup, missing documentation, bank statements they can't find, and estimated tax payments they should've been making. Six months behind costs $3K to clean up. 18 months behind costs $12K and IRS penalties."
Content opportunity: "Call sooner, not later" educational content with real cost comparisons.
What we're looking for: The myth-busting content. What does everyone believe that simply isn't true?
Why it matters: Correcting false beliefs builds credibility and differentiates your approach from what customers expect.
Contractor examples:"People assume all contractors work the same way—you just pick based on price. Wrong. Design-build is fundamentally different from hire-a-contractor-then-hire-a-designer. Integrated teams prevent the finger-pointing and change orders that plague traditional remodeling.""People assume permits slow projects down. Actually, permits protect you. Unpermitted work can't be financed, drops home value, and creates liability. Good contractors pull permits because it proves everything was done right."
Accountant examples:"People assume their CPA is doing tax planning. Most CPAs are historians—they file returns based on what already happened. Real tax planning happens in Q4 before the year closes, not April when it's too late to change anything.""People assume bookkeeping is just data entry anyone can do. Wrong. Good bookkeeping requires expertise—knowing how to categorize correctly, when to recognize revenue, how to handle cost of goods sold, what documentation you need for audit protection."
What we're looking for: Industry problems caused by low-quality competitors. Not trash-talking—educational observation about what goes wrong.
Why it matters: This positions you as different without directly attacking competitors. You're educating about quality standards.
Contractor example: "Low-bid contractors skip prep work to save time and money. They don't properly prep surfaces before painting, don't use bonding primer, rush the caulking. Looks fine on day one. In 18 months, paint is peeling, caulk is cracking, nothing lasts. Proper prep takes 40% of project time but determines 80% of longevity."
Accountant example: "Discount bookkeepers do data entry but don't reconcile accounts or review for accuracy. They categorize expenses but don't catch duplicate entries, missing transactions, or misclassified items. Your books look done but they're wrong. When your tax preparer gets them, they find $8K-$15K in errors that have to be cleaned up under deadline pressure."
What we're looking for: The diagnostic expertise. What do you see that they can't see? What early indicators do they ignore?
Why it matters: This demonstrates expertise through observation. You see patterns they don't recognize.
Contractor example: "That musty smell in the basement isn't normal. That's active mold from moisture intrusion. The slight sag in the ceiling isn't 'settling'—that's structural deflection. The cracks at door frames aren't cosmetic—that's foundation movement. These are early warnings that small problems are becoming big problems."
Accountant example: "When your profit margin drops 3-5% over two quarters but revenue is up, that's a cost problem hiding in your COGS. When your A/R days outstanding creeps from 35 to 48 days, that's a cash flow crisis forming. When payroll as percentage of revenue exceeds 40%, you're overstaffed relative to capacity. These are early warning signs most business owners miss."
What we're looking for: The diagnostic shift. What do customers self-diagnose incorrectly? What do you discover when you actually investigate?
Why it matters: This positions your expertise as diagnostic, not just transactional. You find root causes, not just treat symptoms.
Contractor example: "Customers call about kitchen renovation because they 'need more storage.' But when we dig in, the real problem is poor layout—the triangle between sink, stove, and fridge is inefficient. Adding cabinets doesn't fix that. Redesigning workflow does. We've added 30% functional capacity without adding a single cabinet, just by fixing layout."
Accountant example: "Business owners call because they 'need to reduce taxes.' But when we analyze their books, the real problem is they have no idea what their actual profit margin is. They're pricing jobs wrong and leaving money on the table. Before we optimize taxes, we need to fix profitability. Once we do that, there's actually profit worth protecting through tax strategy."
What we're looking for: The questions that separate educated buyers from naive buyers. What would a smart customer ask that most don't?
Why it matters: This teaches people how to evaluate quality. When you educate buyers, you elevate the entire sales conversation.
Contractor examples:"Who's your project manager and how long have they been with you? (High turnover means chaos)Do you pull permits or is that 'optional'? (Red flag if they suggest skipping)What's your warranty and who honors it if you go out of business? (Most have no plan)How do you handle change orders—flat fee or cost-plus? (Cost-plus can double project cost)Can I talk to three clients whose projects finished 12+ months ago? (Recent clients are still in honeymoon phase)"
Accountant examples:"Do you reconcile accounts monthly or just at year-end? (Year-end only means your books are wrong all year)Who's my actual day-to-day contact? (If it's the senior partner, they're lying—they don't do daily bookkeeping)What's your process for catching errors? (If they don't have one, errors compound)Do you provide monthly financial dashboards or just when I ask? (Reactive vs proactive service)What happens if IRS audits—do you represent me or just hand over files? (Audit support matters)"
These eight questions build your problem awareness content library. Every answer becomes multiple pieces of educational content that position you as the expert who sees what customers can't. Be specific. Be useful. Be honest. That's how you build authority.
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