The Productive and Destructive Power of Repetition

Being a seasoned advertising and marketing professional I know the power of repetition.   In the advertising world it is known as "frequency of message".  Various studies have proven that it takes a minimum of 9 times for a consumer to hear or see an advertising message to begin to move them off the mark towards making a purchase or take the action you want them to take.  The more repetition, the more powerful your results will be.  

Today we see the power of repetition play out in "sound bite" reporting on local and national newscasts.  Effective speakers and motivators know how to use this powerful formula all too well.  When the message is positive and proactive it can be effective in motivating the masses in a positive way.  When the message is negative and counterproductive it can also motivate the masses towards destructive behavior.

One of the best examples of harnessing this power was Adolf Hitler.  We all know what results he brought to the world and the desperate German people from the 1930's through the end of WWII with his frequency of message.

One of the worst things to happen to American Democracy and the political process in recent times was allowing "Super Packs" to influence the decision making process of voters.  As an advertising professional it disgusts me that these Super Packs are not held accountable to telling the truth.  Truth in advertising simply doesn't exist in politics.  You don't have to prove the "facts" listed as true, you don't have to reveal your source of information, you simply get away with spreading any lie you wish to tell.  The same does not hold true in commercial advertising.  It is truly unfair!

Enter Donald Trump, who knows all too well the power of television to automatically make you an expert, who knows how to use the "sound bite", and who has no problem whatsoever in spreading his small message of lies and hatred.  Crooked Hillary...Lyin' Ted...Little Marco...are just sound bites pounded into heads with enough frequency to make them appear true, while at the same time painting himself as a "winner".

One of baseball's most decorated players, Ty Cobb, spent his entire life trying to debunk the lies spread so frequently about him.  A man, by those who play the game, should be revered as one of the best who ever played, is better known as the most despicable creatures who ever graced the baseball diamond.  The fact remains...they are lies.  Please take the time to read this recent article, which shares the true story of Ty Cobb:  https://imprimis.hillsdale.edu/who-was-ty-cobb-the-history-we-know-thats-wrong/

Repetition can be a good thing.  Just be aware when it used to try to motivate you in a negative way.

Sir Hook the Repetitive of Warrick