How do you get through to key targets who are bombarded with messages 24/7? Often, it’s by repeating your messaging in a variety of forms, using language that drills down on the niche issues they want to know more about that you have expertise in.
The theories around repetition, which are based in psychology and have been studied in depth, are the foundation for what’s commonly known as the “marketing rule of thumb.” According to this principle, it takes a minimum of seven impressions to make an impression on customers. Cosmetic magnate Elizabeth Arden once said, “Repetition makes reputation and reputation makes customers.” That couldn’t be more true in today’s digital landscape. The more stakeholders see and hear you, the more trust, and ultimately, interest and action if the value proposition aligns.
When creating a strategic plan for the public relations and LinkedIn work I do, I think long and hard about business goals and objectives, as well as the target customer profile, so that we can speak to that profile in succinct key messages that appeal to them on an emotional level. If the key messages pinpoint the customer, then I’m always able to rearticulate them in other ways through different delivery methods over time – that’s where repetition comes into play.
Here are 5 tips to help with message repetition and engagement:
Less Is More: Even I can get carried away and be more verbose than necessary. Use simple, straightforward language (avoid lingo or inside speak) which expresses the main idea. If you’re writing promotional or press materials, your message should be positioned as an overarching idea followed by three supporting points (Adrian Dearnell).
Be Consistent: To achieve what a 2013 German research study called the “truth effect,” stay consistent in terms of language and context. A consistent and recognizable voice, tone, and content which reinforce the key values, ideas, and offerings associated with an individual brand or product will have more stickiness.
Rely On Content Pillars: In the LinkedIn work I do to raise executive visibility, we rely on designated content pillars which serve as guideposts – consistent themes which, when repeated, form an impression and engagement. Repeated use of Content Pillars links together your personal core values with your content, thus making it more recognizable and connected to your brand.
Smart Use Of AI: If you’ve identified key messages and/or content pillars but are at a loss for words, try Chat GPT to identify similar words and phrases or research studies with information that could be inspiring. I find this basic tool is a good (and instant) source for sparking other ideas. You can check out There’s An AI For That if you’re looking for other AI programs that can help. This database of thousands of AIs for thousands of tasks can help you create more effective content.
Measure Traction: One of the things I appreciate about using LinkedIn as a platform for building my clients’ reputation is that you can measure results easily. Keep a tracker spreadsheet by theme to see which posts perform the best in terms of engagement – comments and reposts. Such metrics clue you in as to how the language you’re using is resonating. Once you’ve identified the best performers, go back to your strategy and figure out how you can repurpose that language in other media formats or rephrase the messaging slightly so it has the same impact in future communications. For example, if the message that resonated was in a text post, work it into an infographic or video.