Struggling over an ad? Tapped out on creativity? Got an impossible deadline? Rather than go for a walk–they’re so overrated–help yourself to a heaping dose of repetition.
Repetition is easy.
Repetition is powerful.
Repetition is the lazy copywriter’s secret weapon.
Who you callin’ lazy? Repetition works. You can list benefits the quick-and-dirty way, without anyone realizing you’re simply listing benefits. You can keep it simple and powerful.
But how do you do repetition the right way? How do you avoid gratuitous cascades of wasted words?
Check out this excellent example of good repetition from a recent AT&T wireless ad:
“Built for mobility.
Built for speed.
Built for small business.
Built for speed.
Built for small business.
Connect in more places with the nation’s largest Wi-Fi network from AT&T. Free.”
There it is. Three offers. Three promises. Three repetitive statements that don’t cross the line into repetition for repetition’s sake.
If you’re stuck trying to figure out a clever or creative way to give benefits, try repetition. When it’s just not your day to be creative, a time-tested secret weapon will do.
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