What your audience is too scared to admit

I had a monster content planning session with a client this week who kept asking the same question:

“How do I know what videos to make?”

Here’s how you know what videos to make. Ask yourself:

What is my audience silently struggling with?
What video would make them feel seen?

Not the surface-level stuff they post in Facebook groups or IG stories. The real pain.
The thing they wouldn’t admit even if you paid them.
The insecurity, the fear, the quiet “what if I’m not good enough?”

When you speak to that, They’ll feel it. They’ll click. They’ll stay.
Because you’re not just entertaining them…
You’re saying what they’ve been too scared to say themselves. It’s building that trust bridge.

Here’s the shortcut:

Ask yourself this before every video:

“What would make them say: holy s**t, were they in my head?”

If your content doesn’t do that, it’s just noise.

Be brave. Say the thing no one else is saying.
That’s how you win.

Until next time,
Go make something that actually matters.

TLDR; Empathy is a superpower. Feel the audiences pain and speak it.

PS. A few weeks ago while in Austin, I visited Matt King at his incredible ranch where I did a very rare podcast with my friend Eddie Pinero. The 3 of us had a blast talking about running into the storm, how to say no, and colonoscopy’s…. yep!

Watch it here and subscribe to the show. I would really appreciate it.