Your clients are a unique crew. And the self-development industry is a like a thousand comets on fire shooting into the stratosphere.
“People do what they can remember to do. Repetition builds memory and that’s how we learn.” Cheryl Charron.
The perspective – we learn through repetition
But before tackling the need to repeat yourself in your advertising content, it worth noticing that it’s through repetition that we learn. We live our lives in repeated behaviours.
We try things over and over. We repeat behaviours if they bring us the outcome we desire. And oddly, we repeat behaviours that don’t bring the outcome we desire.
We’re triggered and respond to one thing, but not another. Why? In advertising, it depends upon what we’re looking to buy.
In advertising, you need to be able to trigger clients into responding to you, and it’s practical to repeat information so they link to you instead of your competition.
Red Car Syndrome
You know the old story…. when you’re thinking about buying a shiny red car all you start seeing on the streets are shiny red cars.
This is human. This is how your brain works. You notice what you’re looking for.
At different stages of your search for the right red car, you start noticing details and following up with a few.
You might check out a few dealerships and take some test drives, read a few reviews, talk to friends or colleagues and then begin eliminating cars from your short list.
That’s a pretty typical process for most people. It’s the same for many of your future clients.
They look around, they explore your competition, and then start eliminating.
You don’t want to be written off….you need to show you care by providing your future customer with success stories, valuable information, support (over and over).
And, you need to be noticed by Google and the right repetition helps Google pay attention.
“Repetition makes reputation.” Elizabeth Arden
- Why repeating yourself is the fuel your business needs
Let’s chunk your clients into 3 groups
- Let’s start with your future client who is on the lookout for self-improvement. They know what they want. They are actively seeking ‘someone’ like you or your program.
Ideally, your website content is up-to-speed. You’re using targeted SEO combined with well-written offering valuable information Your content gets you into your client’s short list. These are the folks who would take the care for a test drive.
- There’s another crew of clients. These are future clients in the early stages of buying into your self-industry. They may have some knowledge about what they are looking for, but not a lot. They’re new.
As with the first group, they may find you using keyword/SEO searching. They’re probably looking at a lot information from many businesses like yours. They’re like the tire kickers.
- And, there are people who are ready to hit ‘buy’ becoming active clients. Is your work done?
Nope. Your content continues to be repeated but with a different perspective.
Now, your client needs reassurance they’ve made the right choice. To meet this need, your post-buy content repeats the benefits of your product/service in and lays very clearly the next steps.
These are the buyers in the dealership office, cheque in hand and ready to drive away in their new car.
2. People hear when the info resonates in them – keep repeating it
No matter where you client may be on their journey, you need to know their trigger points. And you know the trigger points because you understand their problems and offer solutions. It seems simple, yes? And it is, once you know the secret to their RAS.
RAS means reticular activating system. It’s what happens when you hear someone in a crowd say your name, or when your ears perk up when you hear a familiar but unexpected voice, or when you suddenly hear someone talking about something you’re interested in.
Or, using the car shopping example, it’s the shopper who sees a red car everywhere when a red car is what they’re thinking about.
RAS are the words that trap your attention. What kind of information catches your client’s attention?
If you don’t know, you can check your client’s search terms. In that data you’ll see their word choices to search with while gaining insight into how they’re thinking as they browse.
That’s a useful place to begin.
Then, remembering that you’re in your line of work because you’re drawn to it. Check in with yourself and ask yourself what pulls you in and drives you to help your clients. Chances are your beliefs and values are the same as the clients who are looking for you.
When you combine these two aspects, you’re on an easy trip to map out your client’s RAS trigger words.
When you repeat the triggers in conversational copy, you’re meeting your client’s needs. When you’re good at this, they won’t even notice. It’s subtle in well-written content. They’ll start responding to you because you’re responding to them.
3. Repeating the same message and keeping your website and social media fresh
Google is searching through content – billions of pieces a day. Your content needs to stay fresh, interesting and inviting. This means updating it routinely.
But here’s the challenge. You still want to share the same message, answer the same questions but how do you do that without being boring?
“There can be a lot of longevity in the repetition of things being told again and again in a variety of ways.” Kate DiCamillo
One of the easiest ways to do this is to use the art of storytelling.
People can read the same types of stories over and over. Take a look at your own bookshelf or Kindle. There are types of books you like reading. If you have kids, I’ll bet each of them had a favorite book or two.
The same thing happens with your current and future clients – your readers.
Using a story framework to share your expertise while highlighting how clients are successful keeps the content interesting.
Seeing the same message (in the story) becomes comforting, feels consistent and is a way to build trust with your readers.
If you’re interested in doing this, you can start writing case studies/success stories every time you work with a client. When you build this library up and you’ll have content to keep your website fresh without too much extra effort.
Imagine how great that would be!
Wrapping it up
If you’re not convinced about the need to repeat yourself, I invite you to visit a magazine rack in a bookstore or grocery store. Magazines who’ve been in business for decades repeat their topics because that’s what their readers want and buy.
If you want to test this, it’s easy.
Pick 5 magazines and track their headlines for 3-4 months. You’ll see 90% of their content is repetitive: same topics and same stories with slightly different headlines. They’re producing what their readers, new and existing, want.
You can do the same with your content for your readers. Readers who can become clients. Clients who are delighted to work with you because you’ve shown you understand them.
If this seems like overload for you, it’s simple to connect with a freelance copywriter and talk over what your needs are to make your websites and media stellar and help you find new readers, new clients and new success stories.
Ms Charron is a certified copywriter with more than 35 years experience in a variety of industries. She’s a copywriter who is focused on remembering the human heart in advertising and enjoys working in self-improvement and personal growth.