Why Repeating Yourself in Marketing Your Business is Important

By Herman Pool
In Marketing
August 8, 2012

Article By Vertical Axion

There it is again. The same commercial you’ve seen for the past four weeks is yet again advertising during your favorite show’s commercial break. The commercial is for a company you’re familiar with – Hershey’s KitKat bars, let’s say – and you know what’s going to happen. Chocolate will appear. A song that involves a crunching montage will happen. And then someone will say, “break me off a piece of that KitKat bar!”


Even if you’re sick and tired of the tune, the commercial, and the candy, you probably know it by heart. Even if you’ve never unwrapped a KitKat bar, it’s likely you know what they look like on the inside and the outside. You know the motto. You know HOW the motto is said. Why? How is it possible you could possibly know everything you know about KitKat bars when you’ve never even bought one?

The key in this situation is repetition. You’ve seen the ad campaign for that particular candy a thousand times, even if you don’t watch a lot of TV. The ad is everywhere. You see it when you’re waiting in a theater for a movie to start. You see it on billboards, in newspapers, and on the sides of buses. You, and everyone around you, is bombarded with repetition. And it works, too – you’re probably repeating the jingle in your head as you read this.

The truth is that repetition breeds familiarity and in some cases, comfort. If something is repeated enough, it’s likely that it will eventually lead to assumed expertise. Assumed expertise means more sales; if someone had a choice between an anonymous candy bar they’ve never heard of and a KitKat, they’d likely go right for the red, familiar package.

Not every company can afford to pitch a multi-million dollar campaign like Hershey’s can, but that doesn’t mean you’re not trying to sell people on what you have to offer. If you come off poorly, or don’t come off at all because you’re not memorable, you’re digging yourself a very early grave. Repetition won’t do you any good then.

So whenever you enter a room – literally or figuratively – full of people you want to know, you need to let them know you exist. Be positive, upbeat, unique. Leave an outstanding impression. The next time you appear (hopefully you’ve grabbed some business cards and phone numbers and have scheduled meetings), you need to start building familiarity. Be consistent with the image you’ve already started for yourself. More repetitions of positive impressions will lead to familiarity and comfort. Eventually, your new clients will see you as an expert in your field, and can help you spread the word about your company.

KitKat bars didn’t become famous overnight, and neither did Hershey’s. It takes time to master good business networking techniques. Keep repeating those good habits, and you’re sure to guarantee yourself some excellent opportunities to establish yourself as an expert through charismatic repetition.

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