Orangeville, ON (James Doan) Too many people were taught in high school English not to repeat words. Get to know the thesaurus and choose synonyms instead, they were told. Indeed, you can find plenty of articles online on the theme “How to Avoid Repeating Words.”
Yet, as long as you don’t overdo the technique, repeated words can create an artful, interesting effect in your marketing writing.
For instance, repeated words can help you construct a contrast, as in this blurb from Jonathan Adler: “We strive to create luxe and livable interiors that are seriously designed, but don’t take themselves seriously.”
Repetition can also emphasize the relationship between different components mentioned near one another, as with the use of “any” in this example from the translation company Lionbridge: “Our team of passionate linguists and innovative technologists helps you resonate with anyone, in any language, anywhere—just the way you intended.”
Finally, repetition can imply a subtle pun with a profound meaning, as in Adventure Journal‘s slogan: “The Deeper You Get, the Deeper You Get.” That line had so much impact on me the other day that I instantly subscribed to the magazine.