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Home::Copywriting

Don't neglect the power of repetition

Author : Charles Brown

If you adopt the problem-solving approach to copywriting that I
advocate, you quickly realize many of your readers frame their
problems in a variety of ways. Sometimes, the problem remains
unarticulated, just below the surface of their conscious minds.
At other times, your reader might articulate it in a way that is
unique and specific to them. So how do you break through your
readers' filters and alert them that you offer a solution to
what haunts them day and night? Repetition. I repeat,
repetition. When you repeat your strongest selling points and
benefits throughout your copy, you have the opportunity to
approach the reader's problem in a variety of different ways or
angles, such as:

· Repeat your benefits in the form of examples. · Present
testimonials from other customers. · Ask questions that force
your reader to admit (to themselves) a need for your solution. ·
Repeat your benefit statement in the form of a question. · Quote
other authorities who back up your claims. · Offer proof of your
claims. · Word you guarantee in such a way as to offer money
back if your customer does not realize the benefits you promise.

By no means should you insult your readers' intelligence.
Instead offer them a number of variations on the same theme. By
doing so, you will see an increase in response to your offering.
COPYRIGHT (C) 2006, Charles Brown. All rights reserved.

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