I repeat; repetition works especially when it's used as a strategic marketing tool. As a writer, I've learned from experience it increases the likelihood of capturing attention and generating measurable response. Try these tips for using repetition to fuel more clicks, calls, mailed-in cards and visits to your store or website.
Call to Action (CTA):
Because you never know where your reader's eye will go first or where it will be when he/she is ready to act, repeat phone numbers, links, buttons and other CTAs. Depending on the length of your ad, letter, email or Web page, put the CTA near the 1) top, 2) bottom and 3) somewhere in between.
Make your CTA easy to find. In traditional print ads and direct mail, put the phone number or URL in bold face type so they are easy to pick off the page.
If you're using digital media such as email or a Web page, use buttons instead of or in addition to underlined links. Buttons beg to be pushed.
In all types of direct response media (including TV and radio), provide customers with repeated opportunities for responding.
Repeat key product benefits to make sure they are seen and read by both scanners and readers.
In letters, mention the strongest benefit(s) in multiple hot spots such as the Johnson Box, opening sentence, subheads, closing sentence, P.S. and testimonials.
Repeat key benefits in body copy, graphs, charts, photographs and captions.
Mention your No. 1 benefit in your email's subject line, headline, first and/or last line of content.
Use a key benefit as CTA copy on a button link such as SAVE $$$ NOW.
Send a Series:
Never assume everyone opens and reads your email, self-mailer or solo package the first time it's received.