Repetition, repetition, repetition….

Remember that when you are relying on words to sell your product, business or service, repetition is sometimes an appropriate method to get your point across.  We hear it all the time, ‘repetition is key’.  Whether it’s a radio, TV, print or any other advertising campaign, rule of thumb says that repetition is a must! 

Often times when I write a marketing piece for someone, or even optimized website copy, I will repeat key points that are necessary to sell the product or service, or create a desired action.  9 times out of 10, the client comes back and says ‘I felt it was a bit repetitive.’  To that I say, ‘Great!’  Overly repetitious copywriting is obnoxious, but non-invasive repetition is a great way to engrain your message in the reader’s mind.

If repetition is key everywhere else, why not apply the same rules for your copywriting?  Pick out 1 or 2 key phrases or points that you really want the reader to remember.  Then find subtle ways to weave that message in and out of your copywriting without being overly obvious. 

Just like when a consumer is listening to a radio commercial or watching a TV ad, distractions will surely prevent a consumer from hearing, seeing or reading certain points of your ad.  Ensuring that you have placed an important message more than once in copy will help ensure that the reader actually reads the most important points of the material.