Hey 👋 The Crew here.
Serious question. What kind of “background work music” type of person are you?
Do you treat yourself with instrumental music while launching campaigns? Or is your brain wired to work better with vocals in the background? Or do you prefer no music at all?
Yes, we just found out that all the above types exist.
And yes, they think the others are weirdos.
Reading time: 4 minutes, 53 seconds.
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Repetition Bias
Coffee dehydrates us.
Did you know that? You probably did, because you’ve probably read it in a bunch of lifestyle magazines, blogs, and internet portals.
You’ve heard it so many times, you probably believe it’s a fact.
But there’s a tiny problem—the research says this isn’t true.
If you find that hard to believe, it’s not entirely your fault—it’s Repetition Bias taking over.
Repetition Bias is our human tendency to believe information is true or more important simply because we’ve heard or seen it multiple times.
In other words, the more often something is repeated, the more believable it feels, even when false.
And science confirms this. In 1977, a trio of psychologists named Hasher, Goldstein, & Toppino showed true and false trivia statements to participants. Some of the statements were repeated across sections.
The result? People were more likely to rate repeated statements as true, regardless of their actual accuracy. Simply hearing them more often made them feel more credible. Interesting…
Repetition Bias is also known as Illusory Truth Effect, and you see it everywhere:
- Politicians often repeat false or partially true information to make them believable.
- Lawyers may repeat key phrases like “reasonable doubt” or “lack of evidence” to subtly reinforce their point and influence jury perception.
- Medical myths like the coffee one that also get formed by repetition.
But more importantly, repetition makes your brand stick and helps you sell.
Three ways to leverage Repetition Bias
1) Repeat Key Messages Across Channels
Whether it’s your website, social media, email, ads, or even product packaging—every message you send should feel like it’s coming from the same, unified voice.
After all, familiarity builds credibility. When people encounter the same message in multiple contexts, it feels more familiar and trustworthy.
Repetition across channels also reinforces brand coherence. When your email says one thing, your ad another, and your home page something else, your message weakens.
Glossier built its makeup brand by repeating the message: “Skin first. Makeup second.”
This line was everywhere—in their ads, on Instagram captions, product pages, founder interviews, and even in packaging inserts.
It helps you visualize the benefit you get: A skincare brand that actually cares about your skin.
And it was the repetition of that core principle that helped them establish their identity in a crowded market.
2) Repeat the Problem They Care About
Before people start believing in your solution, they need to feel that you understand their problem. That’s where repetition helps.
The key idea: Repeating a pain point in slightly different ways compounds and reinforces the idea that you understand.
It also makes your potential customers feel seen and makes the problem feel more urgent.
How does it work in practice? Instead of saying “save time,” say it again, more specifically:
“You’re tired of wasting hours copying data into spreadsheets. You’re tired of chasing approvals.
You’re tired of doing work that doesn’t move the needle.”
Each repetition deepens the emotional impact. Each repetition makes your solution feel more necessary. Each… okay, okay, we’ll stop.
3) Use repetition in the copy itself
Sometimes, a message is stronger when it “echoes.”
When you repeat a word, number, or phrase, you can make your message stick and feel more believable. Copywriters do it all the time when writing ads, landing pages, or even slogans.
For example: “One tool. One dashboard. One login,” could emphasize how simple your product is just by echoing “one.”
Or you can do it with words—”Fast to start. Fast to scale.” which reinforces urgency around the products’ speed.
Take Geico’s classic line, for example:
It’s one of the most repeated slogans in insurance for a decade. And for good reason: The repetition makes the benefit familiar, easy to recall, and finally… it makes it feel fun.
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YOUTUBE:…killed the movie star? YouTube’s head of TV and film partnerships revealed YouTube now commands 12% of daily US TV watch time. That’s more than Netflix. Can you believe it?
PINTEREST: The platform’s new report reveals Gen Z men are joining Pinterest in record numbers, using it for wellness, parenting tips, and self-expression. It seems Pinterest offers a positive, authentic space compared to other platforms… maybe. Either way, good to know.
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ICYMI, last time we looked at the Support Theory.
The “Crew, Crew,” Crew
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