something preachers always knew

The latest post over at Copyblogger confirms something preachers always knew:

Repetition is ‘a linguistically valid way of increasing the effectiveness of a message’.

The key example is “free gift”.

Apparently, split-testing indicates that “free gift” outperforms “gift” — even though a gift is free by definition.

This isn’t just about emphasis.

Where a technically redundant combination of words (“free gift”, “PIN number”, etc) works better than the more streamlined version, ‘those words become necessary, and perhaps even essential, to the success of a message’.

Worth remembering for those of us who are in to communicating — and communicating about the “free gift” of God’s grace in particular!


    1. Spooky! And here I was thinking I’d started to go native here in Melbourne. I guess it’s true what they say: you can take the boy out of Sydney…

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