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Don't neglect the power of repetition

If you adopt the problem-solving approach to copywriting that I advocate, you quickly realize many of your readers frame their problems in a variety of ways. Sometimes, the problem remains unarticulated, just below the surface of their conscious minds. At other times, your reader might articulate it in a way that is unique and specific to them. So how do you break through your readers' filters and alert them that you offer a solution to what haunts them day and night? Repetition. I repeat, repetition. When you repeat your strongest selling points and benefits throughout your copy, you have the opportunity to approach the reader's problem in a variety of different ways or angles, such as:

· Repeat your benefits in the form of examples. · Present testimonials from other customers. · Ask questions that force your reader to admit (to themselves) a need for your solution. · Repeat your benefit statement in the form of a


How To Get Your Goat
It's widely eaten in the rest of world, and now goat's popularity is growing in America's increasingly diverse marketplace. Bring goat into your kitchen with these recipes for curry, mole rojo, meatballs and more — or churn up a sweet goat-milk caramel ice cream.

New In Paperback Feb. 6-12
This week brings four novels about love: childhood love in immigrant Brooklyn; married love in dot-com San Francisco; intergenerational love and tension in Philadelphia; and an academic father's sometimes obtuse love for his three daughters. In nonfiction, football star Michael Oher describes his experiences in foster care.


question. · Quote other authorities who back up your claims. · Offer proof of your claims. · Word you guarantee in such a way as to offer money back if your customer does not realize the benefits you promise.

By no means should you insult your readers' intelligence. Instead offer them a number of variations on the same theme. By doing so, you will see an increase in response to your offering. COPYRIGHT (C) 2006, Charles Brown. All rights reserved.

About the author:

Do you need to turn the written word into profits? Charles Brown is a freelance commercial writer located in Dallas-Fort Worth area, who is available to help write professional web content, organizational newsletters, direct marketing material and other copywriting projects for business and non-profits. Put Mr. Brown on your team today. Visit him at www.bizwriterstudio.blogspot.com or you may contact him at 817.715.3852 or charbrow@gmail.com.