A cool word or phrase will get my attention at first usage.
At the second, it sounds like you're saying 'Hey, remember that time I used that cool word or phrase? That was cool, right?'
By the third it's just sad.
'Calendar Girls' has an example of this dead-horsification: "Jam and Jerusalem," a nickname for how the ladies' in the club spend their time, eating jam on bread and singing the British hymn 'Jerusalem.' If I remember right they dropped it like it was hot at least three times. By the third it was room temp at best.
Words and phrases I've seen used multiple times within one script for no reason include: Chupacabra, riding b*tch, sloppy seconds, miasma, and more...
This is an intermediate note so it may not apply to you. But think about how often your favorite words/terms show up in your script and remember the golden rule:
When it doubt, cut it out.
