That's true. I wonder how much extra money those two words have generated for shampoo companies...

Great thread topic! Creating sparks in the cranium!

But what comes first? In order to get to a rinse and repeat we need a BUY NOW.

Personally, I read cereal boxes when eating breakfast and I have never read a shampoo bottle while taking a shower or bath. Next time, at breakfast, I will eat my shampoo and read the bottle.

On a separate note, what are the two most spoken words on the internet? Okay Google?

Anyone hear read "The Plagiarist?" I vaguely recalled this related tidbit from reading it a long time ago, and Wikipedia confirmed it for me: In Benjamin Cheever's novel The Plagiarist, a fictional advertising executive increases the sales of his client's shampoo by adding the word "repeat" to its instructions.

Love it!

I dont believe you, perhaps I will need to scrutinize a shampoo bottle next time my wife drops one around.

Shampoos are rather unnecessary when you think about it.

I do use it on my hair from time to time, but not every time I shower.

And since I STOPPED using it so much, I have much less dandruff.

I think the shampoo dried out my scalp. Weird huh?



I've heard from health food folks that using soap to shower off, washes off the oils on your skin that help you retain vitamin D... or some such. Makes sense to me.



But in the advertising and marketing business... our just is to sell it all.

Or go broke trying.

Darn you. I read the heading and tried to come up with two most important words in advertising. My best effort was "You get".

But "Rinse Repeat" is of course the obvious answer. Worthy of a lengthy meditation of how to use the principle involved, How to increase consumption of your product/service with an idea.

It reminds me of the engagement ring meme of "Two month's salary" as a standard to spend.

Or the idea that Dessert is a normal part of a meal.

"Rinse and repeat" are the two most powerful words in advertising?

I disagree. I'm going to go with "Click Here."

John

Makes sense...this is why I read these words so often..

Do people even read instructions? Does the cereal box say, "Chew. Swallow."?

Good golly Molly. OLD dude, you bring up some great points, and a history of shampoo (as you rightly note) was a product that had to be sold, before that, it was soap.

The point of selling a CONSUMABLE is terrific. I wonder how many people use TWO of those little laundry soap pods, cause they don't think one has enough soap in it? I think that was a brilliant move by P & G and someone saved them millions in shipping alone.

Love your little gems you drop, always engaging (and why wouldn't they be, you are masterful with your words).

GordonJ

I have a copywriting buddy who calls me from time to time, when he's stumped on a copy assignment.

He recently called with an assignment for sell something to women.

I told him to write the letter to his wife... who is a bit of a grump.

If he can convince her, HE'S GOT A GOOD LETTER.

He said, he couldn't do it 'cause she would never fall for such an offer.

So I wrote the headline for him... In my mind, I was speaking to his wife.

I imagined that I used her first name (Hey, Carolyn) then continued:


FINALLY I CAN SHOW WOMEN EVERYWHERE HOW TO TAP INTO A SECRET POWER THAT BRINGS THEM THE ULTIMATE IN LOVE, SATISFACTION, DESIRES AND FULFILLMENT EVEN IF YOU'RE FRUSTRATED WITH YOUR LIFE RIGHT NOW.



I felt that the word FINALLY... had a lot of power in it... kind of proving that I've been working on this thing for a long time.



Anyway, he was thrilled with the direction I sent him.



Just thinkin'
Linwood

The trick I was trying to suggest to my copywriting buddy/client... was to write his letter to a REAL PERSON... his first effort was like he was speaking to an audience of women in an auditorium.



Think of a real person, and your message will be more BELIEVABLE and if they BELIEVE what cha say... you're almost there.

Awesome anecdote - "finally" definitely adds something powerful there; hard not to gravitate towards a potent secret being shared at long last.

Although, you might now get the call to pen your friend's anniversary card inscriptions

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IS "RINSE & REPEAT" NLP?
There are a few dudes out there who make a big fuss about NLP as if it's some new magic voodoo power in words and marketing.

But NLP is as old as Jesus and Paul.

Even babies use NLP to get what they want.

If crying doesn't work, they use cooing.

Rinse and Repeat is authoritative --- just a brief comment from someone who ought to know how the product works.



Normally I argue for LOOOONG WINDED sales letters.

But these two words are killer.



Just thinkin'

Oh by the way... Dr. Bronner's Soap... has no shortage of words.

They use LONG copy on the soap bottle.

Just thinkin'
https://www.swansonvitamins.com/dr-b...content=Beauty

Years ago... my friend Charlotte went to a lunch with a bunch of her lady friends.

It was basically a bitch session about their husbands.

Turns out, their husbands would help the neighbor lady more eagerly than they would help out around the house.

Finally, it dawned on Charlotte, that the neighbor lady had two powerful words that the wife would never use. She told the ladies her new theory...

"Ladies," she said, "the neighbor lady always says 'Please' and 'Thank you'... perhaps you can use those words too."

I suspect good marketers should use 'Please' and 'Thank you" as well.

Just thinkin'
Linwood

I've long been a proponent of 'please', 'thank you' and 'that's so kind of you'. From restaurant service to business deals - it works. It's also used daily in my family - long time habit.

It never pays to be rude to someone who does not have the authority to solve the problems you are facing. That said - It can be productive to be a bit intimidating to someone who CAN fix what's wrong....but the moment you get what you wanted ...back down into the 'so kind of you' stance and make the person feel good about giving you what you want.

The customer is NOT always right - but his opinion should be respected even as you explain why he is not right. If you walk away thinking "I really showed him up" - you lose.

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