If you try to make more than three points, you probably won’t make any.
We’ve all been bombarded with bullet points. In fact, it probably happens to most of us on a daily basis. Emails, presentations and speeches often have more points than we can count or comprehend.
While we might think more is better, it’s usually just more, and in fact, it starts to work against us.
The Rule of Three is a powerful tenet to learn, follow, and master. Using the Rule of Three allows you to express ideas more concisely, emphasize your most important points, and improve the memorability of your message.
Western civilization has been built on the Rule of Three:
- Religion: Three Wise Men
- Literature: Three Little Pigs
- Government: Legislative, Executive, Judicial
Some of the greatest speeches and most memorable lines in history are based on three:
- Gettysburg Address: “We cannot dedicate – we can not consecrate – we can not hallow – this ground.”
- Julius Ceasar: “Veni, vedi, vici.”
- Declaration of Independence: “… life, liberty, and the pursuit of happiness.”
Effective marketing messages also happen to be constructed with three main elements:
- Words
- Pictures
- Design
Economy of words can help you break through the clutter. Fewer points are easier to grasp. The plainest words are the easiest to understand.
Our brains love things in three. Sit down and review your own marketing communications. Are they too much, too little, or just right?
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