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: