Why “Original Content Only” Advice Is Holding You Back

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If you’ve ever felt guilty for using templates (or relieved when you do), this email is for you.

I’ve been in the marketing world a long time.

Long enough to notice a recurring theme that pops up every few months…

Someone influential declares that:

• Templates are lazy

• Reusing content is “cheating”

• Everyone should be creating 100% original content, all the time

And in theory?
Sure. That sounds great.

In reality?

Most mortgage brokers:

• Are running businesses

• Are serving real clients

• Are juggling families, files, follow-ups, and life

So the choice usually isn’t:
“Custom content vs templated content”

It’s actually:
“Use a template… or do nothing at all.”

And I’ll say this clearly:

I do not subscribe to an elitist mindset when it comes to content.

Especially not one that ignores real-world capacity.

The brokers who show up consistently aren’t winning because they reinvent the wheel every week.

They’re winning because:

• They show up at all

• Their message is clear

• Their audience knows what they do and how they help

Buyers don’t care if your content idea was “original.” And spoiler alert, almost no idea is actually new anymore (I know... buzzkill!)

They care if:

• They understand it

• It reassures them

• It helps them make a decision

And here’s the part that often gets missed:
Similarity in content builds trust.

When people hear the same explanations, themes, and guidance repeated across the industry, it actually:

• Validates the information

• Reduces confusion

• Increases confidence

Your delivery, your examples, your tone... that’s what makes the content yours.

Not whether you stared at a blank page for two hours trying to be “different enough.”

So if templates help you:

• Stay consistent

• Reduce friction

• Free up energy for client-facing work

• Actually follow through on marketing

Then they’re doing their job.

The goal isn’t to impress other marketers.

The goal is to help real people understand their options and trust you enough to reach out.

And if a template helps you do that?

Use it.