Episode #03: [Content Alchemy] Turning Ideas into Gold with the LEMA Framework

Unlock the secrets to creating impactful content with the LEMA Framework! In this engaging podcast, Saeed chats with a top ghostwriter about learning your audience, empathizing with their needs, mapping clear ideas, and inspiring action. Perfect for writers, marketers, and creators looking to connect and deliver results.

Saeed Ashif Ahmed

CTO at Rabbit Rank (Host)

The Secret Ghostwriter

Content writer (ex-Animalz)

Saeed: Hey everyone! Welcome back to The Rabbit Rank Show, where we chat about creativity, strategy, and a little bit of chaos that comes with making it all work. Today’s episode is… how do I put this? A mix of nerdy brilliance and practical magic. Joining me is someone who’s written for all the big names but stays out of the limelight—because apparently, they like to keep people guessing. Let’s just call them “The Secret Ghostwriter.” Thanks for joining me today!

Ghostwriter: Thanks, Saeed. I mean, when you put it like that, I sound way cooler than I actually am. I should hire you as my PR guy.

Saeed: I’ll consider it. Alright, so today, we’re unpacking the LEMA Framework, which you swear by for creating content that actually works. First off, I have to ask—LEMA? Is this some kind of secret society code?

Ghostwriter: [Laughs] No, but I like where your head’s at. It stands for Learn, Empathize, Map, Act. Super simple, right?

Saeed: Simple enough to say, but walk me through it. What makes this more than just another four-step thing?

Segment 1: The “Learn” Phase

Ghostwriter: Okay, so, the first step is Learn. And no, this isn’t just “Google some stuff and call it a day.” It’s about stepping into research mode with curiosity, like you’re Sherlock Holmes sniffing out the details that everyone else overlooks.

Saeed: Give me an example. What are we “sniffing out” here?

Ghostwriter: Glad you asked. Say you’re writing about, I don’t know, remote work tools. The surface-level research would be checking out popular options and features. But if you go deeper—chatting with users, lurking in forums, reading weirdly passionate Reddit threads—you start uncovering the why. Why people love a specific feature, why they absolutely hate another. This is where the gold is.

Saeed: I love that. Like, the real tea on what people care about.

Ghostwriter: Exactly. And once you’ve got that, you can do this neat trick where you pull out patterns. It’s not just about what people are saying—it’s about what they’re really saying, you know?

Segment 2: Empathize Like a Pro

Saeed: So that brings us to the “E”—Empathize. And honestly, this is the one that sounds the easiest but feels the hardest.

Ghostwriter: Oh, 100%. It’s like, “Sure, I understand people,” but do you really? Empathizing is about getting into your reader’s shoes and figuring out what’s keeping them up at night.

Saeed: Got it. But how do you do that without, you know, sounding fake?

Ghostwriter: You listen first. Like, really listen. If you’ve done the learning part right, you’ve already picked up on their struggles and little frustrations. Now, it’s about making them feel seen. I try to imagine I’m writing to one person—a friend, a colleague—someone I actually care about. That keeps it natural.

Saeed: So, you’re saying ditch the big, generic “Hey everyone!” vibe?

Ghostwriter: Exactly. People can smell that from a mile away. Instead, make it personal. If they feel like you’re in their corner, they’ll keep reading.

Segment 3: Map It Out

Saeed: And now we’re at “Map,” which, honestly, sounds like something from a corporate presentation. Sell me on this one.

Ghostwriter: [Laughs] Fair. But mapping is just about giving your ideas structure. It’s taking all those juicy insights you learned and empathized with and turning them into a logical flow. No one likes reading a rambling mess, right?

Saeed: You say that like you’ve seen some… questionable drafts.

Ghostwriter: Oh, the horror stories I could tell! But yeah, this is where you outline. Think about the story you’re telling. Is there a beginning, middle, and end? Does each section build on the last? Treat it like a mini-journey.

Saeed: So basically, don’t make people work to follow along?

Ghostwriter: Exactly. The easier you make it for someone to understand, the more they’ll trust you—and, by extension, your content.

Segment 4: Act on It

Saeed: Last but not least, we’ve got “Act.” And I’m assuming this isn’t about, like, interpretive dance?

Ghostwriter: Not unless you want to spice things up! But no, “Act” is about making sure your content drives some kind of action. What do you want your reader to do after reading?

Saeed: Oh, so this is where the call-to-action comes in?

Ghostwriter: Exactly. But it’s not just slapping “Click here” at the end. The whole piece should naturally lead to that action. Whether it’s signing up for a newsletter, buying a product, or just thinking about something differently, the ask has to feel like the next logical step.

Saeed: And if it doesn’t, you’ve kind of wasted their time?

Ghostwriter: Pretty much. People don’t want fluff—they want something that moves the needle for them.

Wrapping Up

Saeed: I gotta say, this LEMA thing makes a lot of sense. But now I’m curious—what’s your secret sauce for keeping it all fresh?

Ghostwriter: Honestly? Never stop learning. Every audience is different, and trends change. Stay curious, stay flexible, and always keep the reader at the heart of what you’re doing.

Saeed: Wise words. Alright, before we let you go, any last tips for aspiring writers out there?

Ghostwriter: Yeah—don’t overthink it. Start small, stay honest, and remember: it’s not about you, it’s about the people you’re writing for.

Saeed: Love that. Thanks for hanging out with us today, Secret Ghostwriter!

Ghostwriter: My pleasure.

Saeed: And to everyone listening, if you liked what you heard, don’t forget to hit subscribe. Until next time, keep those ideas flowing!