I’ve noticed that many companies exhibit an unusual paranoia about repetition. Once they mention something in an ad, a brochure, or on a website, they don’t think they should mention it again. I’ll often hear them react to a recommendation by saying “we promoted that already” or “we already told our customers that.”
The same thing often happens when they’re reviewing copy for a website. “We’ve already mention this on another page, so we shouldn’t repeat it here.” Okay, why not? “Because we don’t want to repeat something we’ve already said.” Again, why not?