Your message will stick if you repeat it over and over.

And there are basically 2 ways to be repetitive:

One way is with ad spend. Buy more space, more clicks, more airtime. 

The other is with good copywriting. The NFL’s “Free Phone Football” commercial is a great example. 

I transcribed the copy below:

Man: “What are you watching?”

Woman: “The NFL app has news, highlights, live local and primetime games on your phone for free. It’s free... phone... football.”

M: “Free phone football?”

W: “Free phone football.”

M: “Free phone football!”

W: “Free phone football!”

M: “Free phone football!!”

W: “Free phone football!!”

M: “FREE PHONE FOOTBALL!”

W: “FREE PHONE FOOTBALL!”

M: “Free…”

W: “Phone…”

M: “Foot…”

W: “Ball…”

M: “Free…”

W: “Phone…”

M: “Foot…”

W: “Ball…”

M: “Honey, you’re scaring me.”

W: “The NFL app has news, highlights, live local and primetime games on your phone for free. It’s free phone football.”

12 times. 

We hear the phrase “Free Phone Football” 12 times in 30 seconds!

Can’t picture it working? Check it out for yourself. They made it work. 

Can you? Can you find a clever, amusing way to repeat your message in an email or landing page or video script? 

If you can, do it. You’ll save a lot on ad spend.

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Hey there, thanks for reading. :)

If you want more “micro” content, feel free to explore 100s of articles, interviews, courses, and series — all free. 

Enjoy!

Eddie Shleyner 
VeryGoodCopy, founder

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