Repetition is a simple, effective way to create connections. You can repeat key words or phrases, substitute appropriate pronouns, or supply synonyms. The most common strategies involve repeating words and substituting pronouns. Synonyms must be used with care because readers may assume a new word applies to a new concept. Another reason to use synonyms cautiously is to avoid the tendency of many writers to repeat key words far too infrequently. Too little repetition of key words causes more problems than too much repetition. As a general rule, you can repeat the same word three times in a relatively short space without it seeming repetitious.
As an example of how often you can repeat a word, consider the paragraph above. We use repeat three times and words with the same root a total of eight times: repetition, repeat, repeating, repeat, repetition, repetition, repeat, and repetitions. Of course, you can overuse repetition. But when it comes to writing, anything you can do too much, you can also do too little. The following diagram illustrates one pattern for unnecessary repetition.
Developing an effective style is like a balancing act: you do not want to lean too far in either direction. However, what counts as too much or too little repetition is not determined by a formula or magic number; rather, the appropriate balance depends on context and sentence structure.
Victory at all costs, victory in spite of all terror,
victory however long and hard the road may be;
for without victory there is no survival.
~ Winston Churchill ~