Say It Again! Use Repetition to Write Persuasively
Four ways to repeat, restate, reiterate, or explain yourself one more time … and why it works to persuade
One of the best ways to write persuasively is by repetition — saying an idea more than once. It’s a simple technique, but not simplistic. There are different ways to repeat an idea in order to persuade your reader and bring her over to your way of thinking.
But you cannot write repetitively on autopilot and expect to be persuasive. Rather, handle with care.
First, the why
It’s not just theory. Studies reveal a psychological basis for the power of repetition.
Think about what happens when you enter the grocery store. Perhaps you start your shopping in the dairy section, followed by the cereal, then the condiments aisle — every time — because you are familiar with the store layout and know where to find your favorite items.
The phenomenon is called “The Familiarity Principle,” developed by research psychologist Robert Zajonc. The more you are exposed to an idea — the more it is repeated — the more familiar it becomes. We have a preference for people, tasks, and ideas merely because they are familiar.
