We’ve all heard it…

Want to get good at something? Do it over and over again.
Want to be known for something? Say it repeatedly.

But… how do you know if something is truly “working” if you never test anything different?

I’ve worked with countless brands who ask me to improve conversion on websites that are already “performing” – the only way you do that is by testing big differences (& we could always beat record conversion rates this way)

Saying something mediocre on repeat isn’t growth.

And it’s going to drain TF out of your creativity – which will eliminate any chance you have at creating work that cuts through the noise. Lose/lose.

The biggest gap I see in creatives who find a particular way of saying things that seemingly “works” is that they stop taking risks.

Which results in ↓

🥴Less engagement
🥴Less inspiration
🥴Massive creative blocks
🥴People who aren’t buying any differently (and, funnily enough, less frequently)

If everyone in your space is repeating the same things, then no one’s having fun and everyone’s marketing starts to sound exactly the same (I wonder why people are feeling tired with social media 🫠)

Frequency might work for big brands on global stages.

But for smaller creators, someone who wants to be known as an expert or leader – you’ll just end up sounding like a commodity.

Do this instead:

→ Take the things that your audience need from you, combine them with your lived experiences and find infinite different ways to support your core message

→ Train yourself to think better. Good writers are good thinkers. Look for patterns, then improve on what’s already working

→ Create for your people, not the algorithm. Don’t just repeat that one catchy thing that went viral. People will drop off when they realise they’re not growing with you

→ Bring people into your conversation. Address familiar concepts in new ways that make them think, “you just made this connect like nobody else”

Take risks. Mix it up.

YOUR voice, experiences, and perspectives are what make YOUR writing valuable. They should evolve over time. Don’t sacrifice them on the altar of frequency because some marketing bro told you to repeat yourself insufferably.