The I.R.A. Method: Structure Any Content in 60 Seconds

Amplify for Advisors Issue 006

Want to know the biggest reason advisors don’t create content?

It’s not lack of time.

It’s not lack of expertise.

It’s the blank screen.

You sit down to write a LinkedIn post. Or a client newsletter. Or an email to prospects.

And you freeze.

“How do I start this? What structure should I use? How long should it be? What if it’s not good enough?”

Twenty minutes later, you’ve written nothing.

Here’s what I know: You don’t have a knowledge problem. You have a structure problem.

The content is in your head. You just don’t know how to organize it.

That’s what the I.R.A. Method solves.

What Is I.R.A.?

I.R.A. is the simplest content structure I know.

Insight (1 sentence) - Your main point
Reason (3-4 sentences) - Why it matters
Action (1-2 sentences) - What they should do

That’s it.

Three parts. One framework. Works for everything.

LinkedIn posts. Client emails. Newsletter articles. Blog posts. Prospect messages.

Every piece of content you create can use this structure.

Let me break it down.

The “I” - Insight (Your Main Point)

Start with one clear sentence that states your main point.

Not three sentences. Not a paragraph. One sentence.

Examples:

“Most pre-retirees underestimate healthcare costs by $200,000.”

“The biggest mistake I see advisors make is waiting to start creating content.”

“Roth conversions work best between ages 60-65, not at retirement.”

That’s your Insight.

It’s the headline. The thesis. The thing you want readers to remember.

Think of it like this: If someone only reads ONE sentence of your content, what should it be?

That’s your Insight.

Why One Sentence?

Because clarity beats cleverness.

When you force yourself to state your main point in one sentence, you get crystal clear on what you’re actually trying to say.

No rambling. No “I’m not sure where I’m going with this.” No paragraph-long throat-clearing.

Just the point.

And here’s what happens: Readers know immediately if they care about this topic.

They read your one-sentence Insight and think, “Yes, I need to know this” or “Not relevant to me right now.”

Either way, you’ve saved them time.

And the ones who care? They keep reading.

The “R” - Reason (Why It Matters)

Once you’ve stated your Insight, the next 3-4 sentences explain why it matters.

Not how to do it. Not what they should do about it. Just why they should care.

Example:

Insight: “Most pre-retirees underestimate healthcare costs by $200,000.”

Reason: “Here’s why that’s a problem. Medicare doesn’t start until 65. If you retire at 62, you’re covering three years of health insurance on your own. COBRA costs average $1,800 per month for a couple. That’s $64,800 before Medicare even kicks in. Then you have Medicare premiums, supplemental insurance, and out-of-pocket costs for the next 20-30 years. Most people budget $100,000 for retirement healthcare. The real number is closer to $300,000.”

That’s the Reason section.

You’re answering the question in your reader’s head: “So what?”

Why does this Insight matter? What’s at stake? What happens if they ignore this?

Why 3-4 Sentences?

Because that’s enough to make your case without losing attention.

Too short (1-2 sentences) and you haven’t made the case for why they should care.

Too long (7-8+ sentences) and you’re rambling.

3-4 sentences is the sweet spot.

You explain the stakes. You show the problem or opportunity. You make it concrete.

Then you move to action.

The “A” - Action (What They Should Do)

The last part is 1-2 sentences telling readers what to do about it.

Not vague advice. Specific action.

Example:

Action: “If you’re planning to retire before 65, calculate your healthcare costs for ages 62-65 separately. Add $300,000 to your total retirement healthcare budget. Run the numbers this week.”

That’s the Action.

You’ve given them:

• A specific thing to do (calculate healthcare costs)

• A specific number to use ($300,000)

• A specific timeframe (this week)

No ambiguity.

Why 1-2 Sentences?

Because if your action step requires more than 2 sentences to explain, it’s too complicated.

Simple actions get implemented. Complex actions get ignored.

“Run the numbers this week” is simple.

“Create a comprehensive 47-tab Excel model analyzing fourteen different healthcare scenarios across multiple retirement dates while factoring in inflation-adjusted premiums and out-of-pocket maximums” is not.

Keep the action simple.

Putting It All Together

Here’s what a complete I.R.A. post looks like:

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Insight:
Most pre-retirees underestimate healthcare costs by $200,000.

Reason:
Here’s why that’s a problem. Medicare doesn’t start until 65. If you retire at 62, you’re covering three years of health insurance on your own. COBRA costs average $1,800 per month for a couple. That’s $64,800 before Medicare even kicks in. Then you have Medicare premiums, supplemental insurance, and out-of-pocket costs for the next 20-30 years. Most people budget $100,000 for retirement healthcare. The real number is closer to $300,000.

Action:
If you’re planning to retire before 65, calculate your healthcare costs for ages 62-65 separately. Add $300,000 to your total retirement healthcare budget. Run the numbers this week.

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That’s 125 words. Takes 30 seconds to read. Crystal clear.

Insight → Reason → Action.

Why I.R.A. Works

The I.R.A. Method works because it matches how people actually consume content online.

Here’s the reality:

People don’t read every word. They skim.

They’re looking for:

1. What’s the main point? (Insight)

2. Why should I care? (Reason)

3. What should I do? (Action)

I.R.A. gives them exactly that.

In that exact order.

No fluff. No rambling. No “let me tell you a long story before I get to the point.”

Just the structure people are looking for.

Where I.R.A. Works

I.R.A. works for virtually any content format:

LinkedIn posts:
Your entire post can be I.R.A. (like the healthcare example above).

Client emails:
Each email follows I.R.A. structure.

Newsletter articles:
Your intro paragraph uses I.R.A. to hook readers.

Blog posts:
Each section within your post can use I.R.A.

Prospect messages:
Lead with Insight, explain why it matters, end with simple action (book a call, download resource, etc.)

Literally everything.

Real Example: LinkedIn Post

Let me show you a real LinkedIn post I wrote using I.R.A.:

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Insight:
The biggest mistake advisors make with AI? Using it out of the box with no voice training.

Reason:
AI doesn’t know how you talk to clients. It doesn’t know your stories, your examples, or your personality. So it creates generic content that sounds like every other advisor. Compliance flags it. Prospects ignore it. You waste time editing it. The problem isn’t AI. The problem is you haven’t trained it to write like you.

Action:
Spend 30 minutes teaching AI your voice. Give it samples of your writing. Your email style. Your LinkedIn posts. Train it once, use it forever. That’s what Voice Training does.

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It’s clear. It’s structured. It’s actionable.

That’s I.R.A.

Common Mistakes with I.R.A.

Let me show you where advisors mess this up:

Mistake #1: Multiple Insights

Don’t try to cram three different points into your Insight.

Pick ONE main point. Say it in one sentence. Done.

If you have three points to make, write three separate pieces of content.

Mistake #2: Reason Section Becomes a Lecture

Your Reason section shouldn’t be 12 sentences of you explaining every nuance.

3-4 sentences. Make your case. Move on.

Mistake #3: Vague Action

“Think about this” is not an action.

“Consider your options” is not an action.

“Run the numbers this week” IS an action.

Be specific.

The 60-Second Test

Here’s how you know I.R.A. is working:

Can someone read your content in 60 seconds and know:

1. What your main point is?

2. Why they should care?

3. What they should do next?

If yes, you’ve nailed I.R.A.

If no, you’ve overcomplicated it.

Simple wins.

How to Use I.R.A. This Week

Here’s your assignment:

Step 1: Pick one topic you want to create content about

Something you’ve explained to clients recently. Something you know well.

Step 2: Write your Insight (1 sentence)

What’s your main point? Say it clearly in one sentence.

Step 3: Write your Reason (3-4 sentences)

Why does this matter? What’s at stake? Make your case.

Step 4: Write your Action (1-2 sentences)

What should readers do? Be specific.

Step 5: Publish it

Don’t overthink it. If it’s clear and helpful, hit publish.

Total time: 10-15 minutes from idea to published post.

The I.R.A. Prompt for AI

Want AI to help you structure content using I.R.A.?

Here’s the exact prompt: