The Rule of Three is a cognitive principle suggesting that people tend to remember information presented in threes.
This principle is rooted in the way our brains process information, and it has been observed in various fields, including literature, comedy, and psychology.
When information is presented in threes, it becomes more memorable, easier to understand, and more persuasive. This is because our brains are naturally drawn to patterns, and a list of three items creates a simple, easy-to-remember pattern.
For example, many famous slogans and catchphrases follow the Rule of Three: “Blood, sweat, and tears.” “Stop, look, and listen.” “Good, better, best.”
Using the Rule of Three, you can create more effective and memorable messages, whether writing a speech, crafting a marketing campaign, or simply trying to persuade someone.
The Rule of Three can also be applied to marketing.
This post will explore applying the Rule of Three to marketing. Specifically, we use the Rule of Three to implement a short-term sales campaign.
Creating the Product Offering
The first thing to do for any sales campaign is to create a product offering. Using the Rule of Three, create any of the following offerings:
- Focus on Three Key Products
- Create a Bundle of Three Products
- Create Three Tiers of Products (E.g. Small, Medium, Large at Different Price Points)
Value Proposition
The value proposition when presenting the product offering is critical.
When writing product descriptions, focus on three key points and three benefits of the products.
Showcase three media pieces to support the product description, such as photographs, images or videos (or a combination of three)
Feature three testimonials from satisfied customers as social proof.
Apply three techniques to motivate sales:
- Price – Offer an Attractive Discounted Price for the Campaign Period
- Urgency – Make the Offer Price for a Limited Period
- Scarcity – Make the Offer a Limited Quantity
Leveraging Marketing Channels
Choose three marketing channels to promote your sales campaign.
In this example, we will assume the channels are email marketing, social media marketing, and digital advertising.
Apply the Rule of Three to each marketing channel.
Email Marketing
Email marketing is a direct marketing channel that is highly effective for sales campaigns when marketed to a list of existing customers and prospects.
Structure the email marketing campaign to comprise a series of three emails:
- Initial Email – A warm introduction to the brand, often accompanied by a special offer or discount code.
- Product or Service Highlight – A focused email showcasing the product, highlighting its three key benefits and unique selling points.
- Call to Action Email – A direct and persuasive email urging the recipient to purchase the product.
Social Media Marketing
Create a series of three posts to promote the sales campaign. Each post should be different but relate to the sales campaign and promote the offer. For example:
Post 1: Create Intrigue
- Image – A visually appealing image or graphic that hints at the upcoming sale without revealing too much.
- Caption – “Something exciting is brewing… Stay tuned for a special announcement tomorrow! #[YourBrand] #SaleAlert”
Post 2: Reveal the Offer
- Image – A clear and concise graphic outlining the key details of the sale, such as discount percentage, product categories included, and any specific terms and conditions.
- Caption – “The wait is over! Our biggest sale of the year is here! Enjoy [Discount Percentage]% off on [Product Category 1], [Product Category 2], and [Product Category 3]. Don’t miss out! #[YourBrand] #Sale #LimitedTimeOffer”
Post 3: Create Urgency
- Image – A countdown timer or a graphic highlighting the limited-time nature of the sale.
- Caption – “Time’s running out! ⏰ Don’t miss your chance to grab amazing deals on your favourite products. Our sale ends [Date]. Shop now! #[YourBrand] #LastChance #Sale”
Digital Advertising
Create three ad formats for digital ads to create a comprehensive and impactful advertising campaign. For example:
- Image Ads – Visually striking images can capture attention and convey a clear message, making image ads a powerful tool for driving brand awareness and generating clicks.
- Video Ads – Engaging videos can tell a story, demonstrate a product, or highlight customer testimonials, offering the viewer a more immersive and personalised experience.
- Text-Based Ads – Concise and persuasive copy can drive clicks to a landing page, making text-based ads effective for generating leads and driving sales.
Marketers can create more effective and memorable campaigns by applying the Rule of Three to each marketing channel.
Practice Makes Perfect
The Rule of Three is a simple yet powerful tool that can elevate your marketing efforts. You can create more impactful and memorable messages by consciously applying this principle to your marketing campaigns.
While this post outlined a sales campaign, the Rule of Three can be applied to any kind of marketing or branding campaign.
Remember, practice makes perfect. The more you experiment with this technique, the better you’ll become at crafting concise, persuasive, and effective marketing materials. So, the next time you craft a marketing message, keep the Rule of Three in mind.
