Don't neglect the power of repetition

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.