Apple really loves repetition in their copywriting, don't they? It's funny because most copywriting 'rules' ask writers to avoid unnecessary repetition, but somehow, when Apple does it seems like the rule is repetition is good. Any other copy folks on the bowl? What's your rule about word reps? YAY or NAY

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There’s no hard and fast rule when it comes to writing. The repetition is there for emphasis.

When people say not to repeat words, I typically assume they heard it in some English class at some point in their life and have made it law.

Same with starting a sentence with “and” or ending a sentence in a preposition.

We’re copywriters. We’re not writing academically or the next great American novel—which, by the way, some of the greats constantly broke grammar rules, too.

Our job is to be easily understood and to write conversationally, like real people talk. And, real people don’t follow grammar rules when they talk. Heck, the U.S. population averages at an 8th grade reading level.

So, write what sounds good. Write what makes your point. And, write for your target. Not your CD or client.

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This looks like below-the-line DR for below-the-curve creatives. Not really advertising, y’know?

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It’s ownably Apple, which I guess is nice.

Top one reminds me of the original doge meme

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