Hey there,

Do you feel like you’re saying the same things over and over (and over)? That’s a good thing. And here’s why.

One thing you should know

The more videos you make, the tougher it gets to come up with fresh topics. And the pressure you put on yourself to be original can be intense.

If you’ve hit a wall where everything feels like a rerun of something you’ve already said, that doesn’t mean you’ve run out of ideas and should delete your account.

It’s okay to repeat yourself, and here’s why:

Your audience doesn’t see things the way you do. You’re the expert, and they’re still learning. What seems like old news to you is fresh and helpful to them. That’s why they’re tuning in.

You watch every single video you make, but your audience doesn’t. Plus, there's always time between videos, so they won’t feel like you're repeating yourself.

You have to say the same things in different ways to get the point across.

Look at successful content creators — they often repeat one or two core ideas. This isn’t an accident; it’s strategic.

One thing you should do

If someone bought your product or service, what would be their transformation? How would life be better for them?

Ok, great. Now you have a benefit.

Take a moment and think of people who really need it but don’t know they need it. What would those people be interested in? Simply make a post about that.

Here’s one example:

You sell HVAC systems for commercial buildings. Property managers with old HVAC systems are seeing rising electricity usage, but they don’t know it’s because of the HVAC. Make a post about how a manager can run a diagnostic on their building to discover what is inefficient.

And another thing

Have you heard of the “Rule of 7”? The lore is that it takes seven touchpoints to get a customer to buy. Ok, so it’s not a rule backed by science, but after doing this for 25 years, I can tell you it’s pretty darn close.

When it comes to social media, the number might be closer to 20 because of all the noise and distractions on each platform.

If that’s the case, every post gets you 5% closer. And if you’re posting once per week, the chance you’ll overwhelm your potential customer is pretty small.

What should I write about next? Just hit reply and let me know.

Until next time,

Will