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: