Repeat Yourself. Repeat Yourself

Posted on February 24th, 2009 by Larry Chase

Repetition helps reinforce key benefits in the mind of the prospect. Too many writers think it insulting to repeat key benefits. You don’t have to hammer the same point home in lockstep sequence. That can be perceived as talking down to readers, which will have them leaving your copy or Web page quickly.
Repeating key benefits throughout your copy or website not only underscores benefits, it also makes sure that readers see them no matter where they enter your package, be it a brochure or website. You don’t know where readers/surfers come into you. In a brochure, it could easily be on the fifth or eighth panel. The same is true for a website, where a search engine is likely to show a page on your site that’s six layers down instead of the top level home page. This makes sense, since there’s probably more content on that sixth level page than on your home page.
Repeating yourself is also a good idea when you ask surfers or readers to click on a link. You want to reinforce that they’ve clicked over to the right place. So in your newsletter you may say “Click Here to Get Your Free Download on Email Marketing Tips.” On that landing page, it helps to say “Welcome! Here Are Your Free Email Marketing Tips – Click Here to Download.”
So, remember, repeat yourself. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.