Why the Rules of 3 Work

The Rules of 3 in Marketing and Mountaineering

The Rule of 3 is the smallest number that can create a pattern. That pattern, especially in public speaking, is critical to getting and keeping your audience's attention. 

I’ve seen many speakers, salespeople, and auctioneers who bounce around from topic to topic, making it difficult to quickly understand their message or where they are headed with their story. It's a simple start-and-stop process that happens in our brains, and if a story is not easy to understand, most people will theoretically checkout of the listening process and start thinking about other relevant tasks or messages that are top of mind.

The "Rules of 3" can also be applied to marketing in various ways. Here are a few examples:

1. The "Rule of 3" in messaging: This Rule suggests that messages delivered in groups of three are more effective and memorable than in other groupings. In marketing, this can be applied to product features, benefits, or slogans. For example, the slogan "Reduce, Reuse, Recycle" uses the Rule of three to create a memorable message that promotes environmental responsibility.

2. The "Rule of 3" in pricing: This Rule suggests that offering three pricing tiers for a product or service can increase sales. This is because customers are often drawn to the middle option, which is perceived as offering the best value. For example, a company might provide a product's basic, premium, and deluxe versions, with the premium version being the most popular.

3. The "Rule of 3" in content marketing: This Rule suggests that content presented in threes is more engaging and memorable than other groupings. This can be applied to blog posts, social media updates, fundraising invitations, or advertising campaigns. For example, a blog post might be structured as "Three Ways to Boost Your Productivity," or an advertising campaign might highlight "Three Key Benefits of Our Product."

Overall, the "rules of 3" can be a helpful framework for speakers and marketers to create effective messaging, pricing strategies, and content that resonates with their target audience.

On a side note, the rules of 3 exist in mountaineering as well, most often as a guideline used in survival situations to prioritize needs and allocate resources. 

The Rule states that a person can survive:

•          3 minutes without oxygen

•          3 hours without shelter in a harsh environment

•          3 days without water

•          3 weeks without food (OK, this is the 4th).

It's interesting to note that these numbers are just general guidelines and can vary based on factors such as age, health, and environmental conditions. Additionally, while a person may be able to survive without food for 3 weeks, going without food for an extended period-of-time can have serious health consequences.

So, consider how you can add the Rule of 3 to your next project, and watch what happens!

Until next time,

Shelly