Why repetition in marketing makes your brand more memorable (and drives sales)
You will become memorable when you understand that marketing is about repetition.
You can say the same thing 100 times, and it’s not going to drive anyone away. In fact, it’s going to make them more certain about your brand and hang around. (So long as these are the right people for your brand, the ones who get you and are willing to give you their hard-earned cash)
People are looking for content, messaging and brands that reflect who they are and their values. They are looking for things that make their lives easier, happier, better.
If your brand and product do any of these and you communicate in ways that they identify with, they will stick around.
Marketing is all about repetition and saying the same things over and over again to become recognisable and memorable.
But it comes with a strong disclaimer…you can only repeat messaging and words that you have strategically thought through, mirror your audience’s needs and confirm your positioning.
Otherwise, there is nothing solid to repeat, and your guesswork will reveal holes in your positioning and create demand for your competitors.
The rate at which information fades from memory is astounding. German Psychologist Hermann Ebbinghaus showed us that forgetting happens shortly after learning. He created the Forgetting Curve in 1885. On average, we forget 70% of new information within 24 hours.
So when you are worried about saying the same thing about your brand too many times, yet you want to attract new people to you….think about that!
Before building your business and brand, marketing determines the trade-offs and decisions to be made for competitive advantage.
That also means choosing the 3-5 topics you will talk about consistently in your content and messaging ALL THE TIME.
That’s also why we create a marketing strategy. It creates confidence in positioning and identifies the 3-5 key messages that will then be repeated again and again.
The Forgetting Curve
Ebbinghaus’ Forgetting Curve showed that being re-exposed to the same material at spaced intervals after the initial ‘learning event’ changed the trajectory of the curve. i.e. the learning became more ingrained.
The lesson here?
People are more likely to remember you and see you as relevant if there is repetition over time and if they are re-exposed to the same material.
When you think you are overdoing it. When you are bored with your own content and message. When you doubt all of it. Keep going and say it another 100 times.
Repetition is the smartest and most strategic thing you can do in your marketing.
Are you a founder who wants to use marketing to build a successful brand and your dream life?
Here’s how I can help..
Hi! I’m Claire,
If you’re an ambitious founder ready to use marketing to build your business and stop second-guessing, you're in the right place.
I help female founders confidently grow their brands so they can build their dream business and life. I've been in marketing for 20 years, growing and launching the world’s biggest brands, built my own start-up and now help women use strategic marketing to build their business for results from Day 1.
Are you ready to build a strategically positioned brand for competitive advantage?
Get in touch.
Claire.