How to Know What to Say When You Show Up Online: Content Marketing Framework

Written By Stacy Braga

Cozypreneur Episode 39

Knowing what to say when you show up online can feel like a constant guessing game. You’ve got big ideas, even bigger goals, and yet somehow, the words just don’t come together the way you want - this is common and it’s a sign you aren’t using a content marketing framework. 

In the final episode of the Showing Up with Clarity series, I’m answering real questions from my live training. We’ll dig into how the PASPY framework applies to everything from blog posts to sales calls and how you don’t need the perfect phrase to connect with the right people.

If you're stuck second-guessing your message, this post will walk you through the mindset and strategy shifts that help simplify your content planning and clarify how to guide your audience through the buyer journey without overthinking every sentence.

Why Most Business Owners Struggle With Messaging

One big reason entrepreneurs get stuck with content marketing is because they’re zoomed too far in. One post, one email, one CTA at a time, but no clear bigger picture. That’s where a framework like PASPY can be a game changer. Instead of writing in circles, you build around key messaging pillars:

  • P – Problem: What your ideal client is experiencing right now

  • A – Assessment: Why that problem matters and what’s keeping them stuck

  • S – Solution: What they actually want

  • P – Product: How your offer helps them get there

  • Y – You or Your Brand: Why you’re the one to help

Whether you're writing an email or hopping on a discovery call, this sequence mirrors the natural arc of decision-making and helps guide your people instead of convincing them.

“But I Don’t Know What My Audience Wants”

This came up during the free training and it’s such a common block. If you don’t know what your people want, it’s hard to show how your offer solves their problem. But here’s the good news, you don’t have to guess.

Start with the voice of customer research. Have a conversation. Ask what made them buy, what’s keeping them stuck, what they hoped to get from your offer. That insight doesn’t just help your content, it helps you speak directly to their desires in their own words.

No fancy tech, just real, human connection.

Use the Framework Everywhere, Not Just in Emails

The best thing about PASPY is that it’s flexible. You don’t have to cram the entire message into one post or one sales page. Think of your marketing like a puzzle. Each piece, each reel, blog, or carousel, is one part of the bigger picture.

Use the framework across:

  • A monthly email sequence with one phase per email

  • A full month of social content

  • Podcast episodes and blog posts that dig deeper into each part of the journey

Your content becomes less random and more cohesive. Your audience starts to feel like you’re speaking exactly to them, because you are.

What If They Don’t Know the Right Words

If your audience doesn’t have the language for what you do or avoids it altogether, like shame-based identity work, you can still talk about it but gently. Instead of leading with a complex term, describe the feeling or experience. Help them name it. Build trust by meeting them where they are and guiding them to a new understanding.

You’re not dumbing anything down. You’re creating safety and connection, two things every effective message needs.

What Happens When It All Comes Together

When your messaging is consistent across platforms, your sales calls start to mirror your content. Your audience feels like they know you. And you stop burning out trying to explain what you do for the hundredth time.

Use this structure, repeat your message, and trust that your words are working, especially when you speak them with clarity, confidence, and care.

Resources Mentioned:

Connect with Stacy:

Podcast Credits: 

  • Podcast edit by: Chelsea Koenigsknecht of KC Virtual, Instagram: @KC_Virtual

  • Music by: teodholina, teodholina - Pixabay

Stacy Braga
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