The power of repetition is a fascinating phenomenon that can be seen in various aspects of life, from movies to personal relationships, and even in advertising. This article delves into the hypnotic influence of repetition, exploring its role in persuasion and its historical use in marketing.
In the critically acclaimed film "Good Will Hunting," there's a memorable scene where the counselor, portrayed by Robin Williams, repeatedly tells his troubled young patient, "It's not your fault." This phrase is repeated several times, each repetition driving the message deeper into the young man's psyche. By the end of the scene, the young man is moved to tears, and a profound transformation takes place. This scene is not only powerful and unforgettable but also serves as a perfect example of the hypnotic power of repetition.
Repetition can also have a profound impact in personal relationships. Consider a scenario where a couple is enjoying a romantic dinner after a movie date. The woman looks into her partner's eyes and asks, "Do you know I love you?" She repeats this question several times, each repetition making the statement more potent. The man, initially responding with a nod and a smile, is eventually moved to silence, truly understanding and feeling the depth of her love. This moment, too, is hypnotic, demonstrating the power of repetition in conveying emotions and messages.
Repetition is a potent tool of persuasion for any writer. It's a simple yet powerful technique that can influence readers and drive home a point. This concept is not new; it has been used effectively in marketing and advertising for centuries. P.T. Barnum, one of the greatest marketing minds, used repetition in his advertisements in the late 1800s. His ads would repeatedly state, "TWO LIVING WHALES," ensuring that anyone who glanced at the ad would immediately know what was on display.
Kenneth Goode, an advertising expert and author, wrote in his 1932 book, "Advertising," that the most effective advertising trick is to persistently repeat the same suggestion while maintaining the appearance of a fresh idea. Similarly, Walter Honek, a mail-order genius, advised in his 1994 book, "My Amazing Discovery," not to hesitate to repeat key words and phrases as often as necessary.
Repetition is indeed hypnotic. It's a technique used by hypnotists to implant suggestions into a person's mind. The phrase "You are getting sleepy..." is repeated because, when heard enough times, it will indeed make the listener sleepy. The same principle applies to writing. By consciously choosing to repeat main points, writers can influence the reader's subconscious mind.
Repetition is hypnotic. Repetition is hypnotic. Repetition is hypnotic. Just ask Robin Williams. Or my girlfriend.
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