Why You Should Repeat Yourself, A Lot
If you’re part of a management team, repeating yourself is a key to success.
When I worked in online advertising, we measured the performance of marketing campaigns in a particular way called aided and unaided recall.
Imagine I send you a survey with two questions:
The first question is an example of unaided recall and the second is aided recall. A quantitative brand marketer for Redpoint might send this survey before and after a campaign to measure the impact of the campaign. Great brands score very highly on unaided recall.
The typical audience increases its unaided recall to a brand after roughly 7 impressions [1].
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When selling a company, a product, or an idea to customers, employees, investors, candidates, repeating a consistent message several times embosses the message upon the individual’s memory. It establishes clarity: Redpoint is a leading venture capital firm.
Great leaders coalesce their messaging around memorable, oft-repeated words. At Looker, Frank, the CEO, declared the Year of the Hound when the company’s strategic priority shifted from one buyer persona to another. Within the company, at board meetings, at our user conference, Frank and the Looker team talked about the year of the hound. All those brand impressions focused the company toward a single goal.
That’s one example of using this principle to align a team. But it works just as well externally. Content marketing, brand advertising, videos, events, sales pitches, all hands, candidate interviews. All of these are opportunities for the next brand/message impression to reinforce aided/unaided recall.
Repeating yourself improves brand recall. A simple message reiterated again and again is a powerful thing.
[1] In practice, the number varies quite a bit.?Researchers have modelled different?patterns and Google employs dynamic frequency capping, which limits impressions, to maximize yield.
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3 年repetition is not just about memory aid recall... it also shows that you are certain of your convictions and so warrant being taken seriously... the biggest win from my personal repetitions as an operating partner or member of the management team is that very often you will find others appropriate your causes, and suddenly you have a great ally, who thought the idea in question was theirs all along... as you keep it from of mind and the idea grow on others
Revenue Through Reputation. Founder, The LinkedIn Prospecting Playbook. I help leaders become more connected, more relevant and more influential for revenue growth. Podcast Host x2 | Founder, Fist Bump.
3 年Wow. Making me think. Thanks Tomasz!
AI Researcher/Engineer
3 年Orchest: Build data pipelines, the easy way. Thanks for reminding me to keep that message front and center ??????
CRO/Exec Revenue Leader scaling PE & VC-backed growth companies $20M-$300M ? AI/Cyber/Analytics ? 3 x ??
3 年Love this and definitely learned this the hard way over the last few years. I always thought... well I've hired senior professionals, I don't need to constantly repeat myself all the time and treat them like children. WRONG APPROACH. So well said Tomasz Tunguz.