If you want to work with premium clients, here’s one thing you need to hear: stop changing your message every six months.

I get it. You get bored. You’ve said the same thing over and over and start thinking everyone must be sick of hearing it. But the reality is most of your audience hasn’t even seen it yet.

Repetition builds trust and familiarity. And trust + familiarity = willingness to invest.

Here’s what I do: I keep my core brand messaging on sticky notes next to my desk. Every time I create content — whether it’s for Instagram, LinkedIn, or a presentation — I check it against those notes. Am I reinforcing the right ideas? Am I staying consistent?

Premium clients don’t want a brand that’s constantly shifting. They want to know exactly what you stand for, and they want to see proof of it over time. So even when you’re tempted to pivot for the sake of your own boredom… RESIST. Keep hammering the same key messages.

When you’re consistent long enough, people stop needing to be convinced. They just know you’re the go-to.

This came up in my chat with Bec Chappell on Marketing Espresso, where we explored how consistency builds the trust and familiarity that premium clients look for. We also got into positioning, social proof, and communicating your value with confidence. You can listen to the episode here.