Don’t fear repetition.


As a writer who’s worked with clients for writing content regularly for years, I often feel like I’m writing the same thing over and over again. In this case, though, it’s a good thing.

An important part of marketing is educating the prospective customer about your products and services. However fantastic an impression you make in your first try, customers don’t make buying decisions immediately after reading a blog post. If your offering is complex, expensive or involves multiple decision-makers, it will take weeks, if not months, for them to decide.

In such cases, repetition is critical in making a continued impression on your audience.

You need to say the same thing again and again, in entertaining and informative ways to keep the audience warm to your product/service. Some ways in which you can do this are:

  • Good old repurposing of forms and channels for wider reach.

  • Repetition of an idea without repeating the content itself. You know, finding new ways to say the same thing.

  • Repeating just parts of something across various pieces of content.

If you’re a content writer, working in areas such as marketing, lead generation, brand engagement etc., don’t fear repetition. In fact, proactively embrace it. Find new and interesting ways to repeat yourself. For every client you work with, identify the key themes you want to repeat to your audience and include it in your work.

Because repetition is the mother of all learning, said the Romans or Zig Zeigler or someone.