Your content feels stale to you. Nobody else has noticed it yet.

Most advisors get sick of their marketing long before anyone else has even noticed it. It comes up all the time: an advisor says their content feels stale and they want to scrap it and start fresh. Ask how long it has been running. A few weeks.

Here is a story worth keeping in mind whenever that feeling hits.

The CEO of Coca-Cola walked past his marketing team’s office every day for months. Same poster on the wall the whole time. One morning he had had enough. He told the team the marketing was getting old, customers were surely tired of it, and it was time for something new.

The team was confused. The ad had never run. It was a draft pinned to their wall. He had stared at it a hundred times. Nobody outside that room had seen it once.

That is basically every advisor. You write the post. You rewrite it. You read it back five times, sit on it for two days, finally hit publish, and by then you are so done with it you can barely look at it. Your prospect scrolled past it once. Maybe. Most of them did not catch it at all.

So when your posts feel old and tired to you, that is not your cue to stop. That is usually right about when people are starting to notice you. You got bored first. The people you are trying to reach have not even had time to catch the message.