Last week we sat down with a client to review some branding content we created for them. As the meeting went on, they were continually concerned that we were reusing the same words and phrases over and over again. They were worried their content was too repetitive and wanted to “mix it up”.
They were confused about the entire goal of marketing messaging.
The truth is, marketing content should be repetitive. It should use the same words and phrases over, and over ….and over again.
Marketing content exists to teach your prospects about the problems you can solve for them. And repetition is part of the teaching process.
When you describe the problems you solve and how your products and services provide value to your clients, you should feel like you’re repeating yourself. Using the same language consistently isn’t lazy or boring, it’s a highly effective way to make sure your prospects understand exactly how you can help them — and that they remember how you can help them.
Great Marketing Content Works the Way the Brain Works
When a prospect comes to your website (or reads your emails, or sees your social media posts) — their brain isn’t immediately ready to interpret your message. Instead, it’s scanning for clues that tell it if what you have to say will help it survive or not. Only once your content passes the survival test will it be processed more thoroughly.
Repeating key statements about the problems you solve for your customers helps your brain understand that what you provide is necessary for it to survive.
It actually increases the likelihood of further processing and understanding. And that level of processing leads to conversions.
How the Problem Solver Method Can Bring You More Business
Does your website generate leads for your business? Do your visitors instantly understand how you can help solve their problems? Does your website make them want to learn more? If not, grab our website content course OR learn more about getting a new Problem Solver Site.
Do you have a marketing funnel that brings the right people to your website, then engages them through emails and social media to show them how you can solve their problems? Learn more about putting your lead generation on auto-pilot with a marketing funnel based on the Problem Solver Method.