What is the rule of three in content writing?

4 minute read

It turns out three really is the magic number. It’s everywhere in marketing, copywriting and content - and with good reason. Let’s find out why.

Take a second and think of a famous advertising slogan. How many words did it have in it? There’s a good chance that the first advertising slogan that came into your head consisted of just three words. Maybe it was:

• Just do it

• Beanz meanz Heinz

• Every little helps

These brand taglines, and how well you remember them, are evidence of the rule of three in action.

It’s not just three words slogans either. Think of the government directive during the Coronavirus pandemic - ‘Stay at home. Protect the NHS. Save lives.’ Those three linked phrases are now etched on everybody’s minds (along with ‘Hands. Face. Space.’).

But why does this rule of three work so well? Does it work in all areas of marketing? How can you apply it to your copywriting and content? Let’s find out.

The psychology of three

The human brain is hardwired to respond to process information faster and more efficiently if it is in a pattern. When data is presented in a satisfying pattern, we can almost understand it without thinking. 

Three is the smallest number of elements that can combine to make a pattern. Therefore, something with three elements, such as words, sentences or acts in a play, is instantly easier to understand and more memorable.

The power of the rule of three was discovered by Ancient Greek thinkers and has been harnessed ever since. In the US Marines, a soldier has only three things to worry about (e.g. a sergeant looks after three fire teams that consist of three people). They experimented by extending it to a rule of four, but found that it was confusing and inefficient.

Storytelling and humour

While you can find examples of the rule of three in almost all areas of life, perhaps the most prominent are:

• Marketing copy

• Storytelling

• Humour

Of course, all three of these are relevant when you’re creating marketing content. 

The best stories have a beginning, a middle and an ending. It’s the three-act structure that has stayed the same since humans started to pass down stories through the generations, and it’s still used in Hollywood today. You’ll also notice that many famous stories have the rule of three in their characters, such as the Three Little Pigs or the three ghosts in Dickens’ A Christmas Carol. The rule of three gives readers a familiar pattern that they can follow and makes them memorable.

The rule of three is central to making people laugh. It’s no surprise that those corny dad jokes always involve an Englishman, an Irishman and a Scotsman. Many great jokes start with a set-up, then build up with anticipation, before the final punchline. It’s how we remember them and share them with other people.

These devices are all available to you when you’re writing copy or content. It’s why the rule of three has been used in advertising slogans, brand taglines and content marketing for decades.

Creative marketing slogans

I could fill a book listing all the famous advertising slogans that employ the rule of three. Aside from the ones at the start of this article, there are others like:

• Finger-lickin’ good

• Vorsprung durch technik (see, it works in German too!)

• Snap! Crackle! Pop!

You don’t have to be a huge consumer brand to harness the power of three when you’re creating your slogans or taglines. In other industries, you’ll find evidence of the rule of three:

• Education - The online course provider Coursera uses the tagline ‘Learn without limits’

• Public sector - Government departments such as the Department for Environmental, Food and Rural Affairs, or just the Department for Education

• Biotech - The American pharma giant Alexion is ‘Inspired every day’

Whichever industry you’re operating in and whatever direction you go in with your marketing, there are opportunities to make it more powerful by employing the rule of three.

The rule of three in content

When you’re creating content for your business or your personal brand, keep the rule of three at the front of your mind. You’ll soon see how it makes your writing sparkle.

One simple way to make your writing flow better is to use a tip employed by speakers. Split your content into three parts, where you tell them what you’re going to say, say it, then sum up by telling them what you said. Or, ask them a question that gets them thinking, expand on it to agitate a pain point, then position your business as a solution. It’s basic, but your reader understands it.

A more advanced way to incorporate the rule of three in your writing is to employ the great three-act storytelling techniques. Your reader is more likely to remember a story than a bunch of facts, so fuel their imagination. Start by setting up the premise of your story, create some anticipation in the second part, then reward them at the end.

Alternatively, use the plot structure of every Hollywood rom-com ever made - set up the story where everything looks good (your reader’s happy life), suddenly snatch it away (a problem they’re facing), then a last-minute victory (your business!). Remember that your reader is the hero, not you.

Finally, bullet points are a simple way to convey information quickly in your content - and three is the ideal number of bullet points to use.

Content marketing services from Sookio

Follow our rule of three tips to make your content more fun, memorable and effective.

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