I recently came across a post that said - 'Marketing is just finding creative ways to say the same thing over and over. I know you want to give your audience the benefit of the doubt, but they probably weren’t listening the first 100 times. Repetition is a strength, not a weakness.'

It really stuck with me because it highlights some of the most important things about marketing.

Firstly - consistency is king. Decisions in the construction industry are often a slow burn. Your audience might see a LinkedIn post today, an ad next week, and hear your name from a colleague later. By staying present and consistent, you ensure that when they’re ready to decide, it’s your name they remember (if you want to read more on this, check out Jordan's blog post here). In fact, studies suggest that someone needs to encounter a message seven times before it sticks - a concept known as the Rule of 7 in marketing.

Secondly - you're talking to a rotating audience. So many businesses shy away from repetition, worried about sounding boring. But each email, post, or blog might only reach a portion of your audience. Every time you share something, you’re adding another touchpoint and reinforcing your value to different people at different times.

So, how do you repeat your message without sounding repetitive?

1. Adapt Your Formats

Your audience isn’t all hanging out in the same place. Share your message on social media, in email campaigns, through blog posts, and even in offline marketing.

2. Change the Angle

Say your business focuses on sustainable building materials. While your core message might be about eco-friendly construction, one week you could focus on cost savings, another on the way your products work, and another on environmental impact. By shifting the perspective, you keep the message fresh while staying consistent.

3. Tell Stories

A great way to make repetition feel organic is by weaving your message into storytelling. Share customer success stories, behind-the-scenes insights, or personal anecdotes that naturally reinforce your core themes in a way people are more likely to remember.

We like to think that our audience hangs on our every word, but the truth is, they’re busy. They’re bombarded by thousands of messages every day and it's your job to try and cut through the noise. The key is to make your repetition valuable, until your audience not only hears you, but remembers you.

If you’re not sure where to start, ask yourself: What’s the one thing I want my audience to know about my brand? Then find 100 ways to say it.