“A lie told often enough becomes the truth.” – Vladimir Ilyich Ulyanov (Lenin), Born Apr. 22, 1870.

This is a statement that sounds sinister because of how specific it is. If you make it as general as it is in reality, it's not so evil-seeming.

Anything repeated often enough will eventually be believed.

This works for advertising claims.

It works for branding.

It works for offers.

Repetition can be a really valuable and important tool for creating lasting impressions in people's minds.

Key word being “lasting”.

It's been said to me that it takes 7-12 repetitions of something before the mark even realizes you're trying to tell them something.

It takes another 7-12 before they internalize what you're saying.

It takes yet another 7-12 before they're bored because you're repeating something they already “know”.

I know that seems like a lot. The trick is that you're not repeating as much as restating, reiterating, explaining, elucidating, extrapolating, etc.

Put simply:

Points you want your audience to absorb and have present in their mind when you speak to them should be repeated. Often, and in a variety of ways.

Repetition can make even lies begin to seem true. Imagine how well it works with truth and promises backed up by reliability and quality and all that shit your business probably is.

Agree? Or do you agree? Perhaps instead, you agree?