“You cannot chop a tree in two by hitting every time in a different place.”
— Claude C. Hopkins
It’s not the first time I’ve used this quote, and I doubt this is anywhere near the last, because, like the quote itself advises, some things bear repeating.
If we want our message to get noticed and acted upon, we’re going to need people to see or hear it more than once or twice.
Probably, many times.
And it can’t be a different message each time, but the same or similar. So that these messages act together and compound.
As Rosser Reeves put it in the 1950s, “I like to think of the bits and pieces of a product’s individuality as pieces of tile. They must be assembled, like a mosaic, into one striking and memorable theme, for the public simply cannot carry all the individual pieces in its head.”
So if we want our audience to notice us and then recall us when they have a need we can solve, we must repeat ourselves.
Over and over.
Building a mosaic in their mind with a “striking and memorable theme.”
Don’t worry about being too repetitive.
Chances are, you’re not being repetitive enough.
Kelford Inc. are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients, we’ll show you the way.