Practical Sales Training™ > How To Get Attention > The Repetition Effect

What is it?

The Repetition Effect is quite simply repeating things so they are noticed and understood.

Why does it work?

If you want someone to understand your offering and proceed to buy, you need to repeat why they should care about your product / service. As Human Beings we are simple souls. Making a couple of good points about your argument and repeating them will ensure you breakthrough our 8 second attention span. It’s also utilising The Recency Effect where we are more likely to remember the last thing we hear or see.

How can you use it?

By using a “recap” and bullet point lists to repeat the most important points about your products or services, you can ensure the message gets through. Catchy tag lines are a great way to utilise repetition as each time your client recalls the tagline, they are once more repeating why they should care about your offering.

Scenario: A software company selling a CRM tool

In their sales pitch and marketing materials, they consistently repeat:

“Saves you time”
“Grows your revenue”
“Simplifies your sales”

These three points are mentioned:

In the website headline
In the email signature
In every demo walkthrough
At the end of every proposal
As part of the product tagline

“Saves you time. Grows your revenue. Simplifies your sales.”

Why it works:

Repetition reinforces recall. The more a buyer hears the same value points, the more those benefits become associated with your product. It also projects clarity and confidence in your message.

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