Repetition

Imaging going to your favorite artist's concern (I know, you can't go to a concert these days - just play along please).

And they don't play their greatest hit - your all-time favorite - the song you sing and know by heart.

It's on your playlist, and it really helps you do your push-ups or yoga or run.

But... they don't play the song at the concert.

And this disappoints you.

So why do marketers and communications managers avoid their greatest hits?

Why do we work so hard to avoid repetition?

​Why do we make our readers constantly learn new stories?

Why do we make them work so hard to love us?

It can't be because avoiding repetition works... it's probably more about us than our audience, customers, supporters and stakeholders.

And that's a shame.

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