The Power of Repetition (with Examples)
The Copywriter Column #189
A few years ago, I was working on a series of email campaigns for a client. While the name of their brand escapes me, I remember distinctly what I kept doing in every campaign:
I repeated the same phrase over and over.
It was a little excessive although it did only appear at the beginning, in the middle, or at the end of each campaign.
It was a core brand value – a promise to the customer – and one worth repeating.
At first, the client didn’t notice or didn’t care, I’m not sure which. But eventually, as they reviewed the copy, they noted it.
“Hey, we use this too much. Let’s try something else.”
Turns out, they were more tired of seeing it than anything. Their customers hadn’t said a peep.
I told them it was a core brand value prop and a promise to the customer (one they stood proudly behind no less) and it was worth repeating on the regular – similar to any major brand with a memorable slogan.
4 Instantly Recognizable Campaign Slogans (and 1 Annoying One)
I’m sure you can think of numerous brands or companies or political campaigns with memorable slogans.
Here are a few that immediately come to my mind:
#1: Liberty Mutual
“Only Pay for What You Need”
and “Liberty, Liberty, Liiiiiberty, Liiiiiberty!”
#2: McDonald’s
I’m Lovin’ It
#3: Nike
Just Do It.
#4: KFC
Finger lickin’ good
#5: The Donald Trump Campaign
Make America Great Again
Yikes.
You might cringe that I even mentioned that last one (me too), but it’s one of the more consequential campaign slogans of the last few decades. Part of the reason it’s so sticky is because it’s repeated incessantly.
You cannot associate Donald Trump and not think of the words jackass racist rapist xenophobe fascist
“Make America Great Again.” 🥵
His campaign created an instant trigger and association when those words are uttered (for good or ill).
Repetition and Anaphora
Repetition can obviously be used for good, too – not merely capitalistic or political endeavors.
I learned from Grace Baldwin earlier this week that there’s a tactic speech writers and other public speakers often use to get their messages across.
It’s called anaphora – the repetition of the words and the beginning of successive clauses.
Dr. Martin Luther King Jr. was a pro at this writing tactic.
Click the image to see her examples.
Why do I say all of this?
It’s simple – don’t shy away from repetition in your copy and in your marketing.
It’s a powerful tool that helps strengthen your brand, empower your followers, and make you memorable.
The Copywriter Column is a weekly glimpse into the mind of an agency copywriter. Thinking about subscribing? Here’s what else you can expect.