When trying to persuade a reader, either through an opinion essay or a sales letter, it pays to harp on your main points several times over. We don’t mean repeating the same sentence over and over (anyway, we doubt your writing software will let you get away with that). Each particular argument can be presented in a variety of ways, so make sure you explore all available areas to help complete the picture in your reader’s mind.
If you’re writing a sales page with the intent of pushing your product’s primary benefit into your reader’s consciousness, prove the same point in different ways. Use statistics in one paragraph, detailing how the numbers fall in your favor. On another, use quotes from former customers or well-known authoritative sources. Why stop there? Throw in multiple examples on your succeeding statements, along with stories and well-reasoned arguments.
How many times should you illustrate the same point? It depends. Put yourself in the position of your projected audience. After reading through what you’ve written, what other objections can they make? Are you leaving gaps that will allow them to raise questions? Have you sufficiently covered all bases to make your point?
As long as you find potential holes, you can keep adding and working to supply a qualified reason to preempt any protest. That is how air-tight arguments are achieved. It’s also how you strip prospects of any potential objections to your pitch.
Can you use just one type of presentation? Sure, you can throw in an entire book of statistics about the product and leave it at that. You have to remember, though, that variety in writing keeps things from running stale. A single style of presentation will almost always end up leaving your text a tiring read.
