Cast your mind back to your school days: do you remember, as you slaved away over essays, being told to avoid repetition — as if you were a contestant on BBC Radio 4’s Just a Minute? I certainly do. But repetition in B2B marketing is looked at in a whole different light. There’s almost a mantra to follow: tell people what you’re going to tell them; tell it to them; then tell them what you’ve just told them. So why do we repeat ourselves so much?
Busy readers can be distracted readers
Although your teacher was paid to read what you’d written, your busy business audience isn’t. Juggling a whole raft of things in their day, they might not be able to give your text their full attention. Using summary boxouts is a great way of repeating your message in a succinct way if your reader gets distracted, scans the document, or jumps around the text like Zebedee from The Magic Roundabout.
Reinforcing your message
You don’t want your reader to forget the key takeaways from your copy: repeating them in a number of places will help get the message to stick. Do you want them to give you a call? Invite them several times to do so. Do you want them to remember the name of the new product or concept you’re introducing? Include it in multiple places in the document.
Watch out for the risks
Knowing how to repeat is as important as knowing what to repeat: don’t just go copying and pasting entire chunks of your document. Repeating things word for word will quickly cause your audience to lose interest. Too much repetition will make your piece longer, reducing the likelihood that it will be read in its entirety. And repeating statistics can give the impression that your argument isn’t based on thorough research.
To avoid the risks, try using different arguments to lead back to the same conclusion, or phrase your key message in slightly different ways to make it sound fresh each time you mention it. There’s an art to getting it right but, once you master it, you’ll find that your messages penetrate further and stick in the minds of your audience for longer.