Don’t Change the Recipe Too Soon

Let’s imagine you’re running a bakery, and you’ve just introduced a new cookie recipe. At first, only a few people buy them because they don’t know how delicious they are yet.

But as word spreads and more people try them, the cookies start flying off the shelves.

Now, if you changed the recipe every week before customers even had a chance to try the original, how would they know what makes your cookies special? Advertising works the same way.

When you launch an ad, it needs time to “bake” in front of your audience.

People might see it a few times before it grabs their attention or motivates them to take action. If you keep changing the ad creative too quickly—like switching the recipe every week—you lose the chance to let your message sink in and stick.

Why It Matters:

Sticking with consistent creative for a while allows the ad to build familiarity and trust. When people recognise your brand or message, they’re more likely to engage with it.

Of course, there’s a balance—you don’t want your creative to go stale, but it’s important to give it time to work its magic before switching things up.

Remember: great results don’t happen overnight, but with patience and consistency, advertising can deliver the (sweet) rewards we’re looking for!