It’s not just me, right?
I’m sure I’m not the only one who’s rewritten a perfectly good talk because one person – repeat, ONE PERSON – who’ll be in the audience was there last time and heard it already. (I’m not, right?)
And lord knows it’s not only me who’s thought, “Oh no, what if people notice that my latest post on Instagram is a recycled quote from a year ago???”
Where do we get this fear of repeating ourselves?
I’m no psychologist, but I’d bet we get it from our parents.
Not their fear of repeating themselves, but the opposite: a raging taste for it.
If you’re like me, you grew up hearing the same stories over and over…
“Did I ever tell you about my crush at Camp Well-Met? Her name was Laura Mills…”
“We know, Dad.”
“Have I ever told you about Grandpa refusing to take illegal kickbacks in his lumber business during World War Two?”
“DAD. We know!”
…or the same old warnings and sayings:
“Keep making that face, and it’ll stay that way.”
“Money doesn’t grow on trees.”
“This is what’s for dinner. I’m not a short-order cook!”
We rolled our eyes at our parents for repeating themselves. We don’t want people rolling their eyes at us.
We’re afraid to sound like a broken record.
(For you young ‘uns, a “record” is this round thing with grooves that plays music on a “turntable,” and it’s annoying when it’s broken because — sigh, never mind.)
I’m trying to get over it. Because I’ve realized —
If you’re in any business where what you have to say is part of your brand (read: every business), repeating yourself is both efficient and effective. And not nearly as annoying as you think.
Here are 10 somewhat repetitive thoughts and tips to help you get over repeating yourself — so you can milk the living shuttlecock out of any bit of brilliance you’ve come up with.
1 – If they notice the repeat, it was worth noticing.
So, someone remembers hearing or reading that thing of yours before? Congrats! That means it’s memorable. If you got called out for repeating yourself, celebrate: your words are unforgettable.
And if they roll their eyes and think, “That line again?” — then, guess what: it worked! They know you for it. They’ll remember it. There’s power in repetition. There’s power in repetition. So don’t be afraid to repeat yourself. If anyone notices, then it was probably worth repeating.
2- Not wanting to repeat something you’ve said before is like not wanting people to see you in an outfit twice.
Oh no, I wore this same top to brunch with Doug and Amy last spring. I can’t wear it to dinner with them tonight!
(Guilty.)
Think about it: Will Doug and Amy really notice? If they do, great! That means it was notable.
Same with your message or story. If someone’s thinking, “She’s said this before,” they’re not also thinking, “How tragic.” They’re thinking, “I remember it and I’m glad to hear it again.”
3- Get over yourself.
No one’s thinking about you — and whether you’ve said this thing before — even a fraction as much as you are.
I’ll come back to the outfit thing. Ever freak out that you don’t have something spectacular to wear to a wedding? Guess what – everyone’s thinking about their own outfit the most. And, second most, they’re thinking about the bride’s.
4- Think everyone already heard it? Think again.
Do you have a 100% email open rate? Do all your friends and followers see and click on everything you post? Even the creepiest stalkers miss something sometimes.
There’s at least someone out there who hasn’t heard what you have to say — and needs to.
5 – Think everyone remembers it? Think again.
I don’t even remember writing half of my own stuff. It’s brand new to me when I read it. So I can’t imagine someone who read it remembers it any better.
6 – Take a page from the commercials you hate.
It takes 6 “impressions,” or viewings, for us to absorb a commercial on TV. And those commercials sure ain’t shy about running over and over and over.
As a not-so-side note, the only song I know the lyrics to these days is the jingle for Cellino and Barnes (“…injury attorneys, 800 888, 8888. Don’t wait, call 8.“)
When you repeat a message over and over, people are more inclined to remember it — and attribute it to you.
7 – Take a page from 80s sitcoms.
Some modern sitcoms have followed suit, but in the late 70s and early 80s, every sitcom tried to create a catchphrase.
Happy Days had the Fonz’s “Ayyyyy.”
Good Times had “Dy-no-mite!”
Diff’rent Strokes had “Whatchu talkin’ about, Willis?”
When the character said their dopey line, the live audience would clap and whoop. We were waiting for it. It created an insider culture. We’re fans. We get it when Stephanie Tanner says “How rude!”
I’m not saying you should have a sitcom catchphrase. You won’t see me walking on stage and yelling “It’s Shrimptime, bitches!” Or “Where’s the cocktail sauce?” {Cue whoops and clapping}
But you can have go-to phrases or stories — let’s call them “catchstories” — that are completely yours and that you trot out time and again. It’ll help create an insider culture among your fans.
For instance, I always hear my business muse and marketing pinup, Seth Godin, sum up brand loyalty as, “People like us do things like this.” Or, about creative courage, he’ll say, “Dance with the fear.” Often, he’ll tell the story of living on rice and beans when he was starting a company. When these come out on a podcast, I think “I knew he was gonna say that!” And I feel like a total insider. Or stalker. Same diff.
8 – Take a page from Blue’s Clues.
This Nick Jr. preschool show was all based on repetition.
In fact, the network did something totally nuts and totally genius: THEY AIRED THE SAME FREAKING EPISODE 5 DAYS A WEEK!
Talk about cheap recycling content.
In the show, the host, Steve (a wide-eyed, smiley man-boy on camera who I’d see at MTV Network parties crouched in a corner, smoking like fiend) and his trusty animated dog, Blue, would solve a “mystery,” asking the audience, “Will you help me?”
By Wednesday, the show’s diapered viewers could shout the answers to most of Steve’s head-scratching questions. “It’s in the mailbox!”
By Friday, they could recite the whole episode off book.
The toddler audience loved being “in the know.” Blue’s Clues was a monster hit.
No, your audience probably isn’t a bunch of binky-sucking 3-year-olds.
But even adults love being in the know. Our brains love to complete a sentence. There’s a part of us that’s still shouting, “I know, I know!” and singing our own version of the Blues Clues conga-line-esque song: We just figured out Blues Clues, we just figured out Blues Clues…because we’re really smart!”
So remember, when you repeat something you’ve already said over and over, the fan who remembers hearing it is — in some kid part of their brain — doing a self-congratulatory little “I know this one” dance.
9 – Repeating your message lets you finesse it.
There are so many different ways to say anything. The more times you say that one thing you like to say, the better you’ll get at saying it. And, as you see what people repeat back to you, you’ll figure out which parts are keepers. That’s how the best version rises to the top.
10 – If they notice the repeat, it was worth noticing.
I’m sorry, what? I already said this one? Whatchu talkin’ bout, Willis?
Now you.
Do you get self-conscious about repeating your stories and core messages?
What was your favorite or most hated sitcom catchphrase?
TELL ME IN THE COMMENTS.
I’ve never been anxious about repeating myself or a story. Maybe because I grew up in musical theater where that is legit a norm. There are thematic musical elements that are repeated over and over again throughout a show—it’s expected. And frequently even whole songs are repeated—sometimes even by the same character! To the point that if your show score doesn’t do this it tends to be unusual and also not popular.
On a completely different note. Blues Clues was like weirdly popular with everyone when I was a teenager in high school. It was just so…positive in a time of Columbine and 9/11. I adored her! I had a t-shirt with a pettable velveteen Blue on it, a plushie Blue, and a sticker set for my binder. No matter how shitty things were in the world I could just look at her happy little colorful face, and it would make everything a little less awful.
Blue’s Clues was even so popular we did the show’s song as a sing-along paired with our own audience participation clue finding session for our Spirit Week pep rally performance that year. It’s a little wild thinking back on it now.
No, I don’t mind repeating my content, sometimes I tell my readers… I posted this years ago and look how things have changed…or not. It is good to hear this from you, enjoy your posts and writing style
Sitcom catchphrase…would have to be Oh NOOOOOOOO!!! Mr. Bill
SNL
The sitcom catchphrase I remember most is Steve Urkel – “Did I do that?”
Anyway, about the other Steve, the Blue’s Clues guy, ohmygod, I’ve been dying to know his off-air personality ever since my son watched his show regularly – like 10 + years ago. Thanks for that! I had a feeling he couldn’t be that innocent in real life.
Master stroke Laura! Brilliant!! I received a link to this post in my email today, it’s Oct 11, 2021 and most of the comments on this post are from 2018! Brilliant and beautifully played! Genius as always!
I worked as a Producer for a commercial that people loved to hate.. it had mermaids, pirates and a phone number that was on repeat… And if you lived in NY you knew it. It was for Optimum cable and it was Reggeaton. Ahh, repetition, love it and hate it.
I remember that ad! I did hate it! Or, loved to hate it.
I’m not going to mention how much I loved this post, or how timely was for me. Not even going to give you another sitcom catchphrase.
What I AM going to do is BEG YOU to reconsider – and use “It’s Shrimptime, bitches!” every single time opportunity you can. Please make this happen!!!
What I want to know–was there a common school for parents in New York and Toronto attended?
Your parents sound just like mine did. (And I knew I was in trouble one day at work when I said something that my mother always said, stopped, clapped my hand over my mouth and said “Oh My God! I’ve become my mother!”
And yes, I’ve told that story over and over again. Many times I have said to my sister “I’m an old man. I tell old jokes. Get used to it!”.
But it’s true. Repitition is the best teacher. At least, I think I’ve said that before and will say it again. And again….
This was a great one Laura! Very important to be reminded that no one is thinking about you repeating something as much as you are. And wow, can we really be that efficient?! Thanks for the permission and great reasons why!
“It’s Shrimptime, bitches!”
Speaking of classic television and being caught wearing the same outfit on two occasions, one of the first fun facts I ever heard about Johnny Carson when I first discovered him was that he never wore the same suit or sports jacket twice on The Tonight Show. Maybe this had something to do with him creating his own line of men’s apparel, or maybe it was to prove how wealthy he or NBC was. Then again, Alfred Hitchcock always wore the identical suit every day for years or decades. (His closet was filled with many duplicates). Steve Jobs followed this procedure, probably because he considered choosing what to wear each day was a waste of brain activity. And speaking of Steve on Blues Clues, I once wrote a promo starring the creator who showcased Steve’s wardrobe and explained how each outfit is appropriate for a different mood, even though all of them are identical.
“Can you spare a square?” – Elaine, Seinfeld. Although it should probably be my Instagram motivation strategy…
This makes SO much sense. But not until you said it. Thank you for another great LB post.
And how many times have I heard, “You had me at [fill in the blank]”. Always funny and so memorable. Thanks Jerry McGuire (writers)!
Thank YOU. You had me at “great LB post.”
THIS IS THE BEST! In the last couple of weeks I’ve been a guest on 5 different podcasts and I swear I said sorta the same thing on every single one of them. And as I was falling asleep last night I was thinking: “Is this just going to get INCREDIBLY boring for people to hear me say the same thing over and over and over?” You have put my mind at ease. Thank you m’dear!
And I love the bit where you said the more times you say the same thing, the better you get at saying it. Yep! So good!
Oh, that’s a slew of media wins for you! It’s perfect that you said the same thing on all of them. Way to stay on message!
American Pie: “One time at band camp….”
which happens to go along with repeating!
Exactly! Most memorable thing about that movie franchise. Other than the pie.
OMGs I had completely forgotten about those movies until you said that and now I’m remembering just how much people said that catch phrase when I was in high school.
“It was lame the first time she said it and it’s lamer the second…”
There’s a Liberty Mutual Insurance commercial on the tube that they run over and over and over again. A mom in standing with her teenage son (the Statue’s in the background, it’s always in the background) and she says, “Liberty Mutual was with me when this kid got a flat tire…” and I shout along with the commercial, “in the middle of the night!” It’s driving me crazy. I can repeat it in my sleep. This mom and her son are haunting my dreams (and must be making oodles on the residuals.) I called Liberty Mutual and begged them to insure my house, car, furniture and Harvey (my rabbit) if only they’d take that @#$%^ commercial off the air.
That’s why I love Flo, the Progressive Girl. Have you noticed she changed her hairband?
I hate Flo. But I think I hate Liberty Mutual more. I loathe the one about “Brad.”
2 things.
1. Thank you – I am the repeater for sure. And I have paranoia about it. And now I will feel no shame about repeating myself in my copy. I needed this 🙂
2. OMG I HAVE NEVER TOLD MY EMAIL LIST MY ALL-TIME BEST STORY ABOUT HOW I MET BUSTA RHYMES AND HE PASSED ME THE COURVOISER IN REAL LIFE! (This is the story I repeat the most, for obvious reasons). Now just to make it relevant for my nutrition/herbalist business hahaha.
I mean. WHAT? That’s the best story ever. You can make it relevant. You MUST. Maybe it’s, when should you make an exception in your diet? Or, what’s so natural for your body it’s like breathing…or like Busta Rhymes passing you the courvoisier? I dunno. You need to make it work.
Your email arrived just as I was packing up to go to bed and couldn’t resist looking at what you had to say today! I have to say you are brilliant (as always) ! You just pulled out a whole load of funny lines and catphrases we repeated all the time from my memory bank. I have been living abroad for many years now but in Nepal we grew up watching our neighboring country India’s TV shows and Bollywood movies. Oh boy if only my husband understood what it means when I say them aloud sometimes it would be so fun!
Thanks, Kajal! I’d love to know the English versions of those catchphrases. Bet they’re even goofier translated.
This is such a needed post, Laura!!! I was so excited when I saw this in my inbox. Ever since I listened to your podcast interview with the beautiful Scandinavian lady (sadly, I can’t recall her name right now; you guys talked a lot about wearing red and bitcoins), I was hoping you’d write this!!!!! That was the first time where someone addressed what I was worried about for so long: repeating myself.
I’m not sure why I’m so worried about repeating myself, when in fact, I love hearing the same stories over and over again from people I enjoy listening to. My favorite Laura story is when you met Marie Forleo for the first time. I love Selena’s stories about her early beginnings, and I’m a big fan of Ramit Sethi’s to-go-to story-telling list.
Where have you been all my life? 💖
Aw, so glad you liked it, Eevi! Right, the Sigrun podcast! That was actually the first time anyone led me to that topic, and I remember thinking, “I have to repeat this.” So there you go. I have to look up Ramit’s storytelling list. You’ve got me curious.
Here’s something worth saying over and over: You’re the best.
💖
Laura, this is amazing timing! I’ve just been writing a welcome sequence for my new business website, and spent a lot of yesterday battling texts from my mother, who was intent on warning me that “You’re repeating some information that’s already on your About page!”
“Yes, mum, because not everyone will have pored over my About page…”
I guess our parents have slightly different attitudes to repetition 😉 thanks for this blog post, love it!
Exactly! Not everyone’s seen any page. That stuff is always worth repeating. Mom doesn’t always know best when it comes to online business. (Though that’s changing.)
Not from a sitcom, and even worse, a jingle. Rice a Roni, the San Francisco treat! My kids are dying to try it at this point. I love this post!!!
It really always has been a tempting commercial. And you can’t see a SF trolley without thinking of it. Make them some, if I remember right it tastes pretty much like Lipton soup.
Lol that was the first food I ever made for myself when I was in high school and my mom let me use a stove for the first time by myself. And all because of that jingle. I still eat Pasta Roni today because I legit can’t cook.