When I listen to Neil Young’s \ud835\ude19\ud835\ude30\ud835\ude24\ud835\ude2c\ud835\ude2a\ud835\ude2f’ \ud835\ude2a\ud835\ude2f \ud835\ude35\ud835\ude29\ud835\ude26 \ud835\ude0d\ud835\ude33\ud835\ude26\ud835\ude26 \ud835\ude1e\ud835\ude30\ud835\ude33\ud835\ude2d\ud835\ude25, two parts of my brain get into an argument.<\/p>\n
The English teacher in me cringes.<\/p>\n
“Good grief, Neil. You’ve already said that. Several times. Can’t you find another way to express yourself?”<\/p>\n
But the musician in me tells the English teacher to shut up.<\/p>\n
Because Neil knows exactly what he’s doing. He repeats the same line over and over. And by the time the song ends, that line has practically taken up permanent residence in your skull.<\/p>\n
Imagine if Neil had taken his lyrics to a songwriting workshop.<\/p>\n
“Neil, we’re concerned about the repetition. Perhaps you could introduce some synonyms.”<\/p>\n
Great. Now we’ve ruined the song.<\/p>\n
Suppose you’re selling a watercolor course that teaches beginners to paint beautiful landscapes without drawing skills.<\/p>\n
\ud835\uddec\ud835\uddfc\ud835\ude02\ud835\uddff \ud835\uddf5\ud835\uddf2\ud835\uddee\ud835\uddf1\ud835\uddf9\ud835\uddf6\ud835\uddfb\ud835\uddf2 \ud835\uddfd\ud835\uddff\ud835\uddfc\ud835\uddfa\ud835\uddf6\ud835\ude00\ud835\uddf2\ud835\ude00:<\/p>\n
“Paint Your First Beautiful Landscape, Even If You Can’t Draw.”<\/p>\n
Nice. But then you mention that benefit once and spend the next four pages discussing brushes, pigments, paper textures, and color mixing.<\/p>\n
Your biggest selling point came and went.<\/p>\n
Instead, bring it back.<\/p>\n
\ud835\udddc\ud835\uddfb \ud835\uddee \ud835\ude00\ud835\ude02\ud835\uddef\ud835\uddf5\ud835\uddf2\ud835\uddee\ud835\uddf1: “No Drawing Experience Required.”<\/p>\n
\ud835\udddc\ud835\uddfb \ud835\uddee \ud835\ude01\ud835\uddf2\ud835\ude00\ud835\ude01\ud835\uddf6\ud835\uddfa\ud835\uddfc\ud835\uddfb\ud835\uddf6\ud835\uddee\ud835\uddf9: “I couldn’t draw a tree, but I painted an entire forest.”<\/p>\n
\ud835\udddc\ud835\uddfb \ud835\ude01\ud835\uddf5\ud835\uddf2 \ud835\uddf0\ud835\uddf9\ud835\uddfc\ud835\ude00\ud835\uddf2: “You can start painting beautiful landscapes without learning to draw first.”<\/p>\n
Same central promise. Different supporting contexts.<\/p>\n
Remember, readers skip around. Repetition gives them multiple opportunities to encounter your strongest selling point.<\/p>\n
Neil Young didn’t write that chorus to impress an English teacher. He wrote it to be remembered.<\/p>\n
RW<\/p>\n
.<\/p>\n
.<\/p>\n
.<\/p>\n","protected":false},"excerpt":{"rendered":"
When I listen to Neil Young’s \ud835\ude19\ud835\ude30\ud835\ude24\ud835\ude2c\ud835\ude2a\ud835\ude2f’ \ud835\ude2a\ud835\ude2f \ud835\ude35\ud835\ude29\ud835\ude26 \ud835\ude0d\ud835\ude33\ud835\ude26\ud835\ude26 \ud835\ude1e\ud835\ude30\ud835\ude33\ud835\ude2d\ud835\ude25, two parts of my brain get into an argument. The English teacher in me cringes. “Good grief, Neil. You’ve already said that. Several times. Can’t you find another way to express yourself?” But the musician in me tells the English teacher to shut up. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-705","post","type-post","status-publish","format-standard","hentry","category-copywriting"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/705","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/comments?post=705"}],"version-history":[{"count":2,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/705\/revisions"}],"predecessor-version":[{"id":707,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/705\/revisions\/707"}],"wp:attachment":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/media?parent=705"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/categories?post=705"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/tags?post=705"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}