Ever wondered why there are three musketeers, not two or four? Why it’s The Good, The Bad, and The Ugly? And why Abraham Lincoln’s Gettysburg Address talked about a “government of the people, by the people, for the people…”?
It’s called the rule of three, and it’s a principle you can use in your marketing campaigns.
What is the rule of three?
Three is the most persuasive number in communications. Things that come in threes are funnier, more satisfying, or more memorable than other numbers. It comes down to the rhythm. There’s even a Latin phrase "omne trium perfectum", which means “everything that comes in threes is perfect”.
Keep it simple
The Rule of 3 is a great way to simplify an otherwise complex idea into something memorable. Steve Jobs applied the Rule of 3 in nearly every product launch and speech
. In 2011, Jobs introduced the iPad 2 as “thinner, lighter, and faster” than the first – three words that were then used across thousands of headlines. How can you use the Rule of 3 to describe your products or services?
A great slogan should be instantly recognisable. Advertising agencies earn their bucks by creating memorable slogans, and many of the best use the Rule of 3:
Just Do It – Nike
Work Rest Play – Mars
I’m Lovin’ It - McDonalds
Have a Break. Have a Kit Kat – Nestle
McDonald's reinforces it famous slogan with an even more famous jingle.
Nestle’s “Take a Break. Take a Kit Kat” slogan has been around since 1958, and they’ve recently launched their Kit Kat concept stores in Australia with the catchy “Create Your Break” tagline (there’s that Rule of 3 again).
Lucky, Lucky, Lucky
The Rule of 3 is everywhere. It’s proven that repetition and pattern cement awareness. Economists will even tell you that consumers prefer having a choice of three. They want choices, but not too many.
KitKat promotes its Create Your Break campaign on its Facebook page.
If you understand the Rule of 3, there are lots of ways to use it in your marketing campaigns. Select three products at three different price points to highlight in your next flyer campaign. Focus on three unique benefits (perhaps described in three words, like Jobs). Distribute your flyers three times.
To get your communication to stick, you need the Rule of 3. Customers will recall your brand, and you’ll get a better response rate. Maybe three times better, maybe more.
For all your flyer needs, contact the LDN team on 1800 010 012.