The Power of Repetition: How I Mastered Storytelling in Copywriting
How to make a good copy using repetition
Have you ever noticed how the best stories stick with you?
How do the lessons and messages seem to etch themselves into your memory?
That’s the power of repetition at work.
As a copywriter, I’ve learned that repeating key phrases, themes, and stories is the secret sauce for crafting copy that converts.
When I first began my journey as a copywriter, the first thing I was told was ‘No repetition’.
Repetition = More fluff.
Repetition = You have little to say
Repetition = You aren’t a good writer.
But soon I learned copywriting doesn’t work that way.
If I want someone to remember something that I write/say/do, then I have to make sure that I memorably convey my message.
So, what did I do?
I repeated the impactful words, told them stories, and revisited the key benefits I wanted readers to remember.
With each repetition, those messages gain power and persuasiveness.
Like a ghost tale told in the dark of night, the repetition makes the copy feel at once interesting and haunting.
So, what are we going to learn in this article?
To use ‘repetition’ to become a better writer.
Repeating your message sells faster than you think
Leave everything aside for a moment. Let us do an exercise.
Tell me one ad, a jingle, or a song that you enjoyed in recent times.
Why did you enjoy it?
What made you enjoy it?
Is it the music, the catchy lyrics, or the catchy phrases that made you enjoy it?
Let me tell you: It is the strategic repetition of the core message that made you enjoy it.
Don’t believe me?
Take an example: We all would have heard Shakira’s ‘Waka Waka’. It was 2010 FIFA’s official song. The entire world enjoyed it. The world still does.
But what was in that song that made us enjoy? Scream? Dance to it?
Shakira's "Waka Waka" song used repetitive lyrics to make the message stick and get us all dancing, didn't it?
It's like when you hear a catchy tune, and it just sticks in your head.
An earworm.
In "Waka Waka," the words "This time for Africa" and "Waka waka, eh, eh" are repeated a lot.
It's almost like they're chanting it, getting us all excited about the World Cup.
The repetition helps make it memorable and gets everyone singing along, even if you don't speak the language. So, it's not just about the words, but how they make us feel and how they bring people together in the spirit of celebration. 🎶💃🕺
By repeating the words Shakira gave us a song that we not only celebrate till now but also remember her for giving us the song.
Two kills with a single stone.
That’s the power of repetition.
Hook, Line and Sinker: Crafting Captivating Introductions Through Repetition
No, I am not going to bore you with the science behind repetition and how our brain is attuned to everything familiar.
This isn’t a science class.
I am going to go to the most important question: How can I use repetition?
How can repetition make a better copy?
Let me tell you!
When I first started copywriting, I struggled with how to begin.
How do you craft an introduction that instantly grabs the reader's attention and pulls them in?
I would sit for hours racking my brain to write an interesting, hook-worthy introduction.
That’s when I realized the answer lies in repetition.
For example, when I was asked to write a sales copy for a sustainable clothing company, I repeated phrases like:
“Ethically and sustainably made”
“Our commitment to people and the planet”
“High-quality, eco-friendly fashion”
The message may appear to be the same, but its value isn’t.
These were my client’s core mantras, and my job as a copywriter was to drive these mantras into the minds of my client’s target audience.
By repeating these core values strategically, I was able to write a sales copy that effectively showcased my client’s brand value.
The power of repetition is a simple but highly effective copywriting technique for mastering storytelling and creating impact.
Let me tell you another example:
One of my long-term clients asked me to write email newsletters that were intended to expand his consumer base, gain more authority, and add more digital visibility.
He was a self-development coach and he wanted me to write sales emails to launch his new product.
Again, what did I do? I used repetition.
This time not to highlight ‘I am a blah blah blah…I will do blah blah blah…’
Rather I focused on his target audience’s pain points!
I used questions like these throughout the newsletter strategically.
Are you tired of half-hearted solutions?
Are you tired of lacklustre results?
Are you tired of mediocrity?
Are you tired of going nowhere in life?
Are you tired of not having enough clarity?
So, what did I do?
Showed to his target audience that my client’s product is a one-stop solution to their needs
The repetition of "Are you tired of..." enticed the reader to keep going to find out what I was proposing as an alternative.
In the second sentence, I introduced “What if I tell you…” to make the reader stay.
The third sentence showed what my client’s product would do for them.
They were hooked and ready to hear my pitch by the third sentence.
Repeating a captivating phrase at the beginning of each sentence creates a rhythmic quality that's pleasing to the mind and helps hammer your message home.
Pro-tip:
When crafting an introduction, look for a word, phrase, or question you can repeat for maximum impact.
Keep it short, and rhythmical, and lead the reader from one sentence to the next.
Use the power of repetition, and your readers won't be able to resist reading on.
They'll be hooked, line, and sinker.
This is a time-tested formula.
The Rule of Three: Using Repetition to Reinforce Your Core Message
The rule of three is one of the most powerful techniques in copywriting. It’s the repetition of your core message three times.
As a copywriter, I rely on the rule of three all the time.
For example, when I write sales pages or email sequences, I reiterate the main benefit or transformation my client’s product or service provides three times:
In the headline
In the opening paragraph
In the conclusion
This repetition acts like a drumbeat, pounding your message into your reader’s mind with each strike.
Another way I use the power of three is to list three pain points or frustrations that your target audience can relate to, and then demonstrate how your solution alleviates them:
Waste hours each week on manual tasks → Automate with our AI software
Miss important details and deadlines → Get alerts and reminders
Feel overwhelmed by the amount of work → Streamline your workflow
Painting a clear picture of three ways life can be better helps readers envision the benefits.
The rule of three gives copy an easy cadence and rhythm that rolls off the tongue, making your message smooth and memorable.
Full Circle: Circling Back to Drive Your Point Home
As a copywriter, my goal is to persuade and convince the reader.
By circling back to the main benefits, features, or solutions I'm focusing on, I'm able to create a compelling case. Think of it like a closing argument in a courtroom trial. I revisit the most convincing pieces of evidence to leave a lasting impression.
So, to sum it up:
Repetition + Repetition + Repetition → Better Copywriter → Good copy
Using this technique, I've found my copy becomes extremely persuasive.
Practice Makes Perfect: Exercises to Master Repetition in Storytelling
To truly master the art of storytelling in copywriting, practice makes perfect. Here are a few exercises I’ve used to strengthen my repetition skills:
Read and Analyze Copy that Repeats Well
I regularly read sales letters, landing pages, and email campaigns that are masters of repetition. As I read, I analyze how the copywriter repeats certain persuasive elements, like benefits, features, and calls to action. I note the frequency and placement of the repetitions. Studying the work of professionals is one of the best ways to improve your craft.
Rewrite Copy Using Repetition
Pick a piece of copy to rewrite, whether it’s your own or someone else’s.
As you rewrite it, consciously work to repeat important parts of the message multiple times using slightly different phrasing.
Start with repeating your main benefit or CTA three times, then build up from there as you get more comfortable.
Compare your new repeated version to the original to see the difference repetition makes.
Practice Repetition in Your Daily Writing
Like any skill, repetition takes practice.
Make an effort to repeat words, phrases, and themes in all of your daily writing, from emails to social media posts to blog content.
Start with restating your most important point two or three times.
Try rephrasing it in a few different ways.
The more you actively practice, the more natural repetition will feel in your writing.
Using exercises like these, I’ve trained myself to automatically build repetition into all of my copy. Repeating key elements, from benefits to offers to CTAs, helps ensure my message sticks with readers. And the more readers remember about my offer or product, the more likely they are to take action. Practice makes perfect—so start repeating yourself today!
Conclusion
And that’s how I mastered the power of repetition in my copywriting. Through constant practice and refinement, repetition has become second nature in my writing process.
Like a musician practicing scales or an athlete perfecting their form, repetition builds mastery. By reusing key phrases, stories, and examples, I’ve learned how to craft a compelling narrative and drive my message home. The same techniques that have worked for master storytellers throughout the ages can work for you too. So keep at it - repeat, refine, and repeat.
Before you know it, you’ll be weaving stories like a pro and connecting with your readers in powerful ways.
The power of repetition is real, my friends. Put in the work and reap the rewards!