Giving into urges

Hi, I continue to give into urges at the end of the day and have not lose any weight, despite this being my impossible goal. I do models and try to process urges, but it has been such a habit that I always choose to give in. It feels like that is a muscle that I’ve built up and in the moment, I describe it as an arm wrestling match with the urge side always taking over my pre-frontal cortex side. Now, here I am again, writing down my models in the morning but it feels so pointless. I no longer trust myself because this is a pattern I have repeated daily for the last 10 years. What do you suggest I do differently?