Repetition In Copywriting: The Key To Conversions
When you scroll through blogs and articles, are you really reading every single word? Or are you like the majority and find yourself skimming through the copy?
It makes sense. You are simultaneously very busy and have a world of knowledge at your fingertips. With so many options of content to read, it’s easy to get distracted. That’s why you find yourself switching from one line of copy to the next before you’re done reading the first one.
Moreover, our attention spans are short. We may as well be goldfish in a pond forgetting everything every 10 seconds.
So like most people, you scan. And depending on the writing style of the copy, you may or may not walk away with something that sticks.
This is where repetition comes into play. Copywriting needs to be constructed in a way that gets the message across. Furthermore, repetition in copywriting is key to conversions.
Embrace Repetition In Your Copy & Watch Conversions Rise
When you write copy, assume your audience has the memory of a goldfish. Give them the information several times over throughout your copy. That way, as they scan through, they will leave understanding what it is you’re selling and why they should buy from you.
Chances are, you’ve read through the notes of the copy you write.
So much so that the keywords and USP (unique selling proposition) are second nature.
This is where writing copy can get tricky!
Keep in mind that your audience will be reading with fresh eyes. Don’t dismiss repetition in copywriting as redundant. Instead, embrace and craft repetition wisely to get your message to stick.
To convert readers into paying customers, you need to do more than just briefly mention the benefits of your product or service. You really need to focus on becoming memorable. Re-reading similar phrases and keywords throughout your copy will put readers on the path to retaining your info in their short-term memory.
Writing high-converting copy can be daunting when running your business already takes up all your time. No need to fret! Reach out to FocusCopy today to learn how we can get the right message to your target audience and convert readers into paying customers.
Introduce Yourself To Customers, So They Remember Your Message
Imagine yourself in your target audience’s shoes. They’ve never heard of your business before, but your copy caught their eye.
With the density of information, chronic interruptions, and goldfish attention spans, it’s a safe bet they won’t remember every word they read. So with that in mind, remember – if it’s important, it’s worth repeating.
Furthermore, you want to repeat for clarity. However, when we say repeat, we don’t mean to copy and paste the same phrase throughout your copy.
Instead, get crafty with your copy. Find ways to rephrase your USP, keywords, benefits, features, and more.
For instance, consider you own a nursery that sells flowers. You’re certainly not the only nursery in town, and your prices may not even be the most competitive. So what makes you worth your audience’s time? This is where the USP becomes very important.
The nursery doesn’t just need to tell people what they do and sell. You need to let your audience know your business is the authority. Your plants are better than competitors, bloom bigger, last longer, aren’t covered in bugs, and aren’t treated with toxic chemicals.
So throughout the copy, you (the nursery owner) will touch on the various benefits and keywords repeatedly. Leaving readers knowing that you have the most knowledge, take the most care, and produce the best plants for your customer’s home and garden.
Help Your Audience Get MORE Familiar With Your Business
Now let’s consider the audience that is already familiar with your business. They recognize your logo and have some idea of what your business provides.
The pressure is on to convert these people into customers before they buy from your competitor. When they read through your copy, keywords signal their brain to remember your business for more than just the short term.
The nursery, in this instance, will show its audience throughout the copy that they are the number 1 authority in flowering plants. If you want to add a touch of nature to your home, you know that this nursery is the best place to shop. Their experts can help you choose the right plants for your home based on wants, needs, and available sunlight.
As the audience skims through copy, they are reminded over and over again of the many benefits of shopping at this nursery over the competition. It’s that repetition in copywriting that solidifies the customer’s opinion of the nursery. Without repeating keywords and phrases, the audience won’t remember exactly what benefits the nursery offers and why.
Are you having trouble finding the time to write copy? We understand, and we’re ready to help. Contact FocusCopy today to start producing high-converting copy.
Provide Solutions To The Struggling Customer
Now let’s think about the nursery’s (hopefully) future customers. They have purchased several houseplants and can’t keep them alive for some reason.
These audience members are wary of investing in more plants because they don’t know what they’re doing wrong. Is it the abundance or lack of sunlight? Too much or too little water? Are they using the right soil?
By skimming through your copy and re-reading the keywords, they are gaining trust in your business. They are starting to realize that the problem with keeping plants alive stems from purchasing them from the wrong retailer.
But by now, they have read through your marketing campaigns enough that the answer is ringing clear. They know the solution to their struggle is something your business can provide. And why do they know that? Because they’ve read several different variations of your USP while simply scanning through your blog, newsletter, website, social media posts, or more.
Keep Up With The Happy Customer
Once a reader converts into a paying customer, the challenge is to retain their business. While gaining a new customer is a reason to celebrate, it’s their repeat business that will aid in your business’s success. Furthermore, a repeat customer will eventually tell their family, friends, neighbors, co-workers, and more about why they love your business. In turn, one happy customer who keeps coming back can result in a ten-fold increase in sales.
So what’s the secret to this magic?
To put it simply, don’t put converted customers on the back burner.
Instead, engage with them on a different level. For instance, do you have different marketing strategies for your target audience and for customers who have paid for your product or service? If not, it may be something to consider. (Pssst… FocusCopy can help!)
Most importantly, keep the repetition of your message going strong. The nursery owner would remind their customers that they are their best plant source. Moreover, don’t let readers forget about the valuable services you provide. Do you have experts on-site to help pick the best plants for their house? Or do you need to make sure you don’t expose pets to potentially toxic-to-them plants? There may be a thousand different things to consider. But here’s the clincher – no one knows them better than you!
So tell the world what it is you do. Show them that your product and/or service is helpful and valuable. Rephrase and reframe your USP throughout all of your copy. Rinse and repeat.
Convert & Retain Customers Through The Power Of Repetition In Copywriting
Are you feeling ready to take on the world? We’re here to cheer you on!
But if getting started throws you for a loop, that’s ok because we have a solution just for you. FocusCopy works with small businesses (like yours!) to build your brand voice and craft finely tuned copy that really converts.
Ready to do away with the blank page and the taunt of the blinking cursor? Schedule a call to discuss your copywriting needs and goals over a cozy cup of coffee. We can’t wait to meet you!