Repeating yourself in long form copy or even reiterating a copy point made in the headline once again in the body copy often helps to reinforce a selling proposition in the reader’s mind. Online, it is extremely important to reinforce copy from a statement made in email again on the landing page. This helps the reader confirm that he or she has clicked to the right place.
Many copywriters think this technique insults the reader’s intelligence. When done wrong, or overdone, it can. But more often is the case the reader feels reassured or reminded of a key point you’re trying to establish. LC