Are You Repeating Yourself? (Why That May Not Be a Bad Thing!)

Posted by Chuck Kocher
On August 25, 2014

AreYouRepeatingYourselfThere are times in business when it almost seems as if we’re on autopilot. We hear ourselves describing our business or our unique selling proposition and it almost sounds like a recording to us because we’ve heard it so many times. We feel as if we’re repeating ourselves and sometimes we even get tired of the sound of our own voice. We get to the point where we feel as if our message is so old and worn that we’re fading away every time we deliver it.

There’s a real temptation in moments like that to look for a fresh new approach—to “shake things up” and come up with a new message that will make potential clients (or even existing clients) sit up and take notice.

Sound familiar? But before you jettison your message in favor of something sexier and more appealing, consider that repeating yourself may not be a bad thing. Just because you’re tired of your message doesn’t necessarily mean that your audience is. Sure, you eat, drink, and breathe this stuff every day. But what you’re talking about (if your product or service is truly remarkable) may not be something that’s crossed your prospects mind at all! It may be news to him or her.

So how do you keep the message fresh for you so that you can deliver it with passion and confidence? Here are three things you can focus on.

  1.  Make Sure It’s the Right Message: Just because it’s old doesn’t make it good. When you have you strategic planning sessions, make sure you’ve got the right message to begin with. Is your message clear? Does it capture what’s unique about your product or service? Can you communicate it in such a way that anybody (even your mother!) can grasp the value? Or is your message full of insider lingo that takes up a lot of breath without actually saying anything of importance?
  2.  Make Sure Your Message Is About Your Customer: You exist to meet the needs of your customer—not the other way around. When you talk about products and services, do you extol the virtues of your company—or do you talk about the challenges and issues of your customers and how what you offer can help them achieve their goals? Are you focused on features (your products or your services) or are you focused on benefits (how this is going to help your customers)?
  3.  Make it Fresh: Once you’re certain that you have the right basic message, look for fresh, different ways to communicate it. The basics of your message will remain the same, but you can find innovative ways to get your benefits across. Know your customer and adapt the message to the differing needs of each customer. They’re all different!

Don’t be afraid of repetition. Sometimes it’s a matter of timing. Sometimes we have to hear the same message multiple times before it really sinks in. Do make sure that your message is relevant and right. Do look for new ways to get it across. But don’t be afraid to repeat yourself. Boring is bad, but creative repetition can be a beautiful thing!