Repeat yourself ... often
I know very little about classical music, but I do enjoy it. So I'm delighted that my young son is hooked on a Disney series called Little Einsteins. Every week, four cartoon character children and their rocket ship fly around on a mission, guided by musical clues.
The clue is always one musical phrase, repeated, from one of the classical 'hits'.
The repeating phrase (or motif to the musically literate) is how many classical composers made their money ... it was the bread and butter of musical composition. The motif is the core idea within the music. The melody you hum as you leave the concert. A repeating motif is an old, old concept.
When we write copy (for any communication) we're doing much the same. In delivering a message, we've got our own repeating motif technique.
Let's say you're writing copy that pitches a new accounting firm. You are sure to talk about the expertise of the partners. You'll mention the state-of-the-art computer systems. The team, the world-class consulting, their commitment to deadlines.
But you'll lead with a promise of a healthier business, capitalising on opportunities and meeting your personal goals. And, if you know what's good for you, you'll revisit and repeat that promise - in different variations - throughout the piece.
Or let's take the example of Image 7 Group's own Profession and Lifestyle magazine.
Sure, you want to know the editorial credentials. You want to know what the magazine covers, who reads the magazine and how much it costs.
But how, in a larger way, will Profession and Lifestyle improve the reader's life? That's the theme you'll zoom in on in your headline. It's also the theme you'll amplify throughout.
There's a reason to repeat promises. The repetition reinforces the message. It makes it feel familiar. Digestible. Acceptable and memorable.
So repeating yourself isn't always bad. It's the thing your reader, viewer or listener will talk about later.
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