Marketing is the art of repeating yourself without sounding repetitive

It's around 10:30pm.

I have my silk eye mask on and my retainer in.

Then, all of a sudden, I rip the eyemask off, grab my phone, and furiously type a statement that out of nowhere popped into my head but encompasses what I do every day.

The faster I type, the lower the chance of me forgetting the sentence.

The more words that appear on my notes app, the more the panic subsides.

"Marketing is the art of repeating yourself without sounding repetitive."

Look - in real life, it wasn't that dramatic at all. But that sentence was a light bulb moment in that phase between sleep and wakefulness.

Feeling like a broken record in marketing

Most business owners (including myself) worry they’re “annoying people” when they repeat themselves in their own marketing. You hit publish on a social post once, maybe twice, and think that's all you need to do to promote a launch, a collaboration, a special, etc.

Meanwhile, your audience barely noticed it the first time.

Only 1-3% of your followers are seeing that post. It takes a bajillion touchpoints before they decide to give you their money.

Marketing is repetition.

Unfortunately, you have to say the same thing, in different ways, until it finally lands.

But, the craft lies in how you repeat yourself without sounding repetitive.

Here are my top 3 tips for that.

1. Use different hooks for each post that speak to a pain point

Ahhh the art of the hook - elusive, but when it's good, it takes my breath away.

Hooks are hard to write, so I recommend that you start with the pain point you're solving. I'm going to use two clients I've been working with as examples.

Shaye Thyer FCA is holding a masterclass 'Breaking the Burnout Cycle: Stress, Hormones & Women’s Performance'. It directly addresses the exhaustion and mental load women carry from both running their own business and parenting/maintaining the household/etc. Here are some hooks I've written for the content promoting the masterclass:

• Women carry the world on their shoulders.

• Feeling drained? Here's why it's not just stress.

• Your sustainable way of working is right around the corner.

Christine Yeung runs the Weaver membership to help people develop their relational skills across romantic, work and personal. This is a great example of having multiple specific pain points to draw on, including people feeling uncomfortable with challenging conversations or struggling to maintain connection when life gets so busy. These are some of the hooks I wrote to speak to this.

One of the biggest challenges I see (after 17+ years as a psychologist) is this: how do you stay close to the people you love without giving too much of yourself away?

As an award-winning psychologist with 17 years of experience, this is what I want people to know about relationships.

Is it time to level up your relational intelligence?

Use your hook as a way to immediately make your audience feel seen, heard, and understood.

2. Your experience, expertise and knowledge make great hooks too!

You may have noticed that the hooks for the Weaver membership didn't just speak to a pain point, but also leveraged Christine's background as a psychologist.

Your expertise and experience also make great hooks. Have decades of experience? Definitely mention that. Work in a niche industry that you have deep knowledge of? Bring that up. Worked with countless clients and have evidence of the results you've brought them? Please shout that from the rooftops.

Hooks are a great place to practice putting your humility aside.

3. Think of each piece of content as an episode of your own TV Show

A great piece of advice I heard lately was to think of your brand as a TV Show and each piece of content you put out as an episode of that show.

I like to implement this feedback by putting out a mini-series. Recently, I've put out a 3-part video series on Instagram and LinkedIn on my first, last and best piece of marketing advice I've received.

This approach keeps your audience eager for the next episode and coming back for more. You don't have to do videos for this. You can create a mini-series for your blog, your LinkedIn posts, or your newsletters.

The overall messaging and call-to-action remain the same for each 'episode', but the content still feels fresh and continuous.

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If you’re worried you’re being repetitive, you’re probably not repeating yourself enough.

Your audience needs to hear your core message more times than you think.

Your job is to be the curator, not the echo chamber. To take the same foundation and dress it in new words, fresh examples, and different colours.

I hope these tips help with doing just that.

x Faith