The word was so powerful it changed consumer behavior. Nobody even questioned the process that contained this word. It almost seemed unreal that one word could make such a difference. What was that word? Repeat. If you read Benjamin Cheever's book, The Plagiarist, a marketing executive becomes an overnight success by simply adding the word repeat to shampoo instructions: Shampoo, rinse, repeat. As the story goes, shampoo sales skyrocketed. While this example is a work of
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