Do you know how many times your audience needs to hear about your offer before they are ready to buy? The average number is difficult to pinpoint, but recent consumer psychology data tells us that this number is growing every year. With so many options and distractions vying for the attention of online consumers, we need to use every strategy in our arsenal to convert sales. It’s time to harness the power of repetition for your business.
But I’m not just here to tell you why you need to repeat yourself. This blog is all about what you need to be repeating. If you’re going to cash in on the power of repetition and make it work for you, it’s important that we’re repeating the right messages, and directing those messages to the right audience.
So let’s dive right in. Here are five key messages you need to be repeating in all your content:
What do you want to be known for?
This overarching message needs to be sprinkled throughout your content, your website, and be well represented in your brand. Here’s a personal example: I want to be known as the business coach who helps women make more money while working less. Everything I create – from my offers and content, to my email blasts – everywhere I show up online represents this message in some way. This is also known as your positioning statement or “I help” statement.
If you can’t immediately rattle off what you want to be known for, take the time to nail that down! Evaluate your current content strategy and give yourself an honest check-up. Are you repeating what you want to be known for? Many entrepreneurs make the mistake of thinking that because their mission statement is in their website, or on their bio, that it’s not necessary to repeat it. That is not the case.
What do you offer?
Your audience might have a good idea of what you do and what services you offer, but that is NOT the same as the actual offers you have available. Don’t be shy! Repeat those specific offers and the details of each offer container!
It’s important to repeat what you offer in a variety of different ways. Written content on social media, email list, your lead magnets, and your CTAs across all your content marketing.
One of my favorite ( and easy!) ways to do this is to create Instagram slides for each offer. This allows me to talk about my offer in a very specific, concise way, and then not only share them to my IG stories, but save them as a highlight as well. These also work as graphics across all social platforms.
Who do you serve?
Your ideal client needs to be able to see themselves in the offers you have available, but this can’t happen if they don’t immediately know that “this is for ME”. Social media algorithms add an extra layer of difficulty in getting our message seen and heard. Remind and repeat not just your offers, but who they are for. Here are a few easy ways to weave this element into your content seamlessly:
- Talk about your current clients
- Talk about the industries you serve
- Speak to the pain points your ideal client is currently experiencing
- And more importantly, speak to the transformation your ideal client desires
What is the transformation?
This one is closely related to talking about who you serve, because highlighting the transformation of your offers should allow your audience to see themselves in the transformation. Think about different ways to highlight benefits and possible results of your offers or products.
- What is the ROI? Be specific.
- Use case studies and testimonials that highlight results.
- Use clear language that is easy to follow.
- Practice what you preach.
What is your specialty?
Talking about your specialty is closely related to talking about your offers, but is subtly different. This is more about WHAT you do, whereas your offers are more about HOW you do it. Both need to be abundantly clear to your audience.
Your specialty is the work that you do best and the subject you know best. You want your audience to hear (again and again!) what exactly you do, and why you are the best person to do that. This includes authority building around your specialty and case studies that highlight your expertise.
Ready, Set…Repeat!
Now that you have a solid idea of what you need to repeat to your audience, it’s time to go do it! It’s good to keep in mind that those pesky algorithms will keep the majority of your audience from seeing everything you post, so posting about the same offer 5 times in a month, does NOT mean everyone that follows you has seen it 5 times. This can help you bust through those mindset blocks that tell you that repetition is boring and annoying to your audience.
It’s your job to make sure people know how you can help them, and repetition not only leads to better conversions, it builds brand familiarity and trust. And the best part? You can (and should!) reuse and recycle old content, which saves so much time and money.
Ready, set…repeat!
Pssst… inside GROW Business & Marketing Academy I cover not just how and when to repeat yourself, but how to connect with your audience in a way that attracts the right clients!
