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A best practice in clear communications is the “rule of three.” In math, the rule of three suggests that if there are three known numbers, the fourth unknown number X can be solved. Application of this idea is found in “The Three Little Pigs,” “The Three Musketeers,” and The Bible (e.g., Father, Son and Holy Ghost). In marketing, the principle posits that content written in three’s is memorable and pleasing to the audience.
Communicating three ideas resonates with a target audience. When strategically focusing on a client’s messaging, we always try to distill three core concepts that clearly differentiate them from the competition. This helps our client stand far above the sea of marketing clutter and clearly defines their value proposition to their target audience. These three core messages shouldn’t relate to an audience’s built-in expectations such as on-time delivery, high levels of service, or 1,000 years of combined experience. They should uniquely communicate how you serve customers, and they should inspire action.
Here are some questions to help you form your own rule of three:
1. In one sentence, what does your company do best?
2. What three things, in order of importance, do you want the market to know about your company?
3. What differentiates your company from the competition?
An introspective thought process to answer these questions is the genesis of a solid strategic branding campaign for your company. Using your own rule of three helps your message become more meaningful and memorable to your desired audience. The results are better ROI, strengthened brand recognition and sales growth.
If you need help, we specialize in building strategic inbound marketing programs for a diversity of clients. We would be happy to discuss how you can define and communicate your unique rule of three. Contact us at email@example.com.