Power of Repetition
The more you expose someone to some concept or idea, the more that
concept or idea will become favorable to them. Things do grow
on us. Have you ever heard a song on the radio that you didn’t
like until it started to grow on you? This is also true with
people. Some people you just don’t like at first, but after awhile
you grow to like them and sometimes you even become their friend.
Ever wonder why politicians want signs and posters of their names
and faces all over everyone’s yards, street corners, bumpers,
and windows? The use of repetition can be very effective. It
is often said that repetition is the mother of all learning,
but it is also the mother of effective persuasion. Repetition
increases awareness, understanding, and retention.
You have to be careful to use repetition wisely,
however. My motto is, "Repackage; Don’t Repeat." This means you can use
the power of repetition, but you don’t always have to say the words
exactly the same way. You can say the same thing with a story,
a fact, a statistic, an analogy, or a testimony and never have
to repeat the same thing twice. You know how you feel when you
hear the exact same joke for the second or even third time – it
doesn’t carry the same punch as it did the first time, so you usually
tune out. Even when repackaging, keep it to no more than three
times. If you present your message less than three times, it will
not have a very strong effect. If you present your message more
than three times, it becomes "worn out" and loses its
potency. For example, in a study where children were shown the
same ice cream commercial over and over while watching a cartoon,
the children who saw the commercial three times actually wanted
the ice cream more than those who had seen the commercial five
times. In another study, students were told they were to judge
the sound quality of audio cassettes. What the researchers were
really searching for, however, was the varying responses after
having heard the recorded message one, three, or five times. The
message discussed support of an increase in university spending
via visitor luxury tax or increased student tuition. Students actually
favored the argument for the luxury tax with up to three repetitions,
but at five repetitions, their favor for this argument declined.
Another aspect of repetition is persistence. If you have ever
been in sales, you know that the most successful salespeople are
the most persistent; they keep nudging until the sale is made.
Most sales reps only try to close the sale once or twice, but we
know the average person has to be asked six to seven times before
a sale takes place. Many people are afraid to ask again and again.
We tend to think that if we ask someone to do something and they
say they’ll think about, that they will. Well, I hate to break
the news to you, but they don’t. We forget. Our lives are busy.
That is why repetition and persistence increase your involvement
and your ability to persuade.
Master Persuaders can feel the fine line between
persistence and annoyance. My general rule is that if you detect
even the remotest
of interest, keep up your persistence. I was in Mexico recently
with a friend. We were enjoying a nice walk through the town, looking
at all the shops and buildings. Out of nowhere, a vendor selling
bracelets and necklaces approached and disrupted our nice stroll. "No
thank you" did little to deter the pesky vendor. He followed
us through the town and through the streets. When we went into
a shop hoping he’d leave, he even waited outside the store for
us. Again, we told him "no thank you" and that we had
no need for his gold and silver bracelets. “But I have a
special deal,” he kept telling us! Well, he was persistent
(or we could say a pain in the butt) but it finally paid off. We
bought a bracelet and he went home happy.
Persistence is a state of mind, which means it can be cultivated.
Most people do not lack desire; they lack persistence. Calvin Coolidge
"Successful people always have high levels
of persistence, and don’t give up until they have reached their
in the world can take the place of persistence. Talent will not.
Nothing is more common than unsuccessful men with talent. Genius
will not. Un-rewarded genius is almost a proverb. Education will
not. The world is full of educated derelicts. Persistence, determination,
and hard work make the difference."
Remember, you can have the best product and it
might even be a perfect fit for the person you are trying to
persuade. They might
even feel it is a perfect fit and want it, but they will say no
just because it’s human nature. Good persuaders don’t take "no" for
an answer. If they know their product is what the prospect needs
and is looking for, they keep pursuing. Persuasion is getting the
other person to want what you want and to like it. This can only
happen with honorable persistence.
the next Millionaire Diamond Mine
Suspense & Distraction
taken from Magnetic Persuasion by Kurt Mortensen
Mortensen, author of Exponential Success Skills and Weapons
of Influence, is one of American’s leading authorities
on Persuasion, Motivation and Influence. After receiving a
Masters of Business Administration and a Bachelors of Arts,
he began many successful entrepreneurial ventures, through
which he has acquired many years of both experience and success.
In addition to his extensive entrepreneurial and sales experiences,
Kurt is a sales and persuasion coach helping thousands of people
reach higher levels of success, income and persuasion mastery.
Currently, he is a speaker, consultant, and a Trainer for Mark
Victor Hansen and Robert G. Allen Protégés.