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October 11, 2018

Read this 3 times (it's short)

Marketers (at least good ones like us) keenly appreciate repetition in our messages. And we’re on it. It’s been reported that a city dweller sees up to 5,000 advertising messages per day. And that was over 10 years ago. We're not repeating our messages because our audiences are thick headed. It's tough out there. Repetition is the necessity of a business landscape that is oftentimes cluttered.
There’s more for marketers to consider than simple repetition. There’s also truth. The Truth Effect says, the more often we hear a message, the more likely we are to believe it.
It’s disquieting if you think about it. Our messages matter not just in terms of their potential and desired impact on our businesses, but they matter to our audiences -- and to our own integrity.
I have often considered that audience members are much more influenced by communications than they realize -- and far more than they're willing to admit.
Several years ago, Seth Godin wrote about this in a less cautionary way: "...saying it twice may in fact be twice as good as saying it once."
But Lewis Carroll's The Bellman said it better:
“I have said it thrice: What I tell you three times is true.”
As an aside, The Bellman was evidently gifted in more ways than one.

He [The Bellman] had bought a large map representing the sea,

Without the least vestige of land:

And the crew were much pleased when they found it to be

A map they could all understand.

Just my $.03.
You can read the full poem here.

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