Why Three Is the Magic Number in Memory, Messaging, & Marketing
Ever wonder why fairy tales, speeches, and slogans just feel right when they come in threes?
“Life, liberty, and the pursuit of happiness.”
“Stop. Drop. Roll.”
“Friends, Romans, countrymen…”
It’s not a coincidence.
It’s not random.
It’s the Rule of 3 — and it’s one of the most powerful tools in communication.
Why Three Works Like Magic🪄
Well beyond speeches and fairy tales, look around and you’ll find the rule of 3 everywhere:
Consider:
Birth, life and death
Mind, body and spirit
Three primary colors - red, blue, yellow
3 branches of US government
3 Olympic medals - bronze, silver, gold
3 pyramids of Giza
The holy trinity - the Christian concept of God in three persons
3 meals a day
The classic children’s stories of the “Goldilocks and the 3 Bears” and “The 3 Little Pigs”
The rule of 3 is appears in fairy tales like “Goldilocks and the 3 Bears” and “The 3 Little Pigs.”
The list goes on and on which begs the question:
Why are we so attracted to 3s?
It’s no surprise that it’s deeply rooted in human psychology.🤔
Pattern recognition is a fundamental cognitive skill that allows us to make sense of the world and make informed decisions. Gathering data from our surroundings and sorting it into patterns enables us to better predict future behaviors and events.
It’s no big mental leap to see how pattern recognition could easily make the difference between life or death. E.g. - The ability to recognize the pattern of those who gathered the red mushrooms from the forest, ate them, and then became deathly ill is super beneficial. 🍄🤯
Our brains are wired to look for patterns, and 3 is the smallest number that creates a pattern.
One is a point.
Two is a line.
Three is a pattern AND a story.
It feels balanced.
It feels satisfying.
It sticks.
So much so that the U.S. Marine Corps uses the rule of 3 to organize almost everything, from their leadership hierarchy and subunits organization to mission statement delivery.
The rationale is a person should limit his or her attention to three tasks or goals.
When the marines experimented with using 4 components, effectiveness plummeted, so they stuck with the rule of three. (Inc.)
A 3 part structure creates a predictable, repeatable command hierarchy, making communication and coordination faster and more intuitive.
How is this relevant to marketing?
In a nutshell, presenting information in 3s makes it easier for your target audience to understand and remember your message.
The Rule of 3 in Action
1. Storytelling
Whether it’s a fairy tale or Hollywood movie, most stories follow a three-act structure:
Beginning. Middle. End.
That’s not just tradition — it’s psychological. We crave that arc of setup, conflict, and resolution.
2. Marketing & Messaging
Think of the most iconic brand slogans.
“Just Do It.”
“I’m Lovin’ It.”
“Because You’re Worth It.”
“Snap, Crackle, Pop”
They’re Short. Punchy. Memorable.
Nike’s iconic “Just Do It” slogan is a great example of using the Rule of 3 for marketing.
Three words hit harder than four. Stronger than five. Cleaner than two.
3. Copywriting & Content
Want to make your writing more persuasive? Try stacking your points in threes:
It’s simple.
It’s effective.
It works.
(See what I did there? 😉)
How to Use the Rule of 3 To Market Your Business
🔥 1. Create a 3-Part Brand Message
Break your core message down into 3 key pillars. This helps simplify what you do and makes it easier for people to remember and repeat.
Example:
“I help solopreneurs clarify their message, build a high converting website, and attract dream clients.”
Now my audience doesn’t have to ask, “Wait… what exactly do you do again?”
✍️ 2. Write Captivating Copy Using 3s
In writing your content, use the Rule of 3 to structure lists, phrases, or punchy points.
Instead of:
“This will help you grow your business.”
Try:
“This will help you get clear, stand out, and sell more.”
It sounds more complete, rhythmic, and persuasive.
🎯 3. Build a 3-Step Process or Framework
Turn your offer into a signature 3-step method. (This is a personal fave.) People love structure — and it instantly positions you as someone with a proven path.
Example for a consultant:
Clarify → Simplify → Scale
Example for a tax advisor:
Organize → Optimize → File with Confidence
This adds perceived value, authority, and trust.
🧲 4. Use 3 Options in Your Offers or Packages
Too many choices = decision fatigue.
Too few = people feel boxed in.
But 3? Three is that Goldilocks sweet spot between too little and too much. (I’ve written about this before - it’s a pricing strategy called “Price Anchoring.”
Offer:
A starter option (budget)
A signature option (best value)
A premium option (high-touch)
People most frequently choose the middle option, so by offering a premium option, you’re sure to sell more of your middle ‘main offer’ and anything above is gravy.
📧 5. Structure Emails or Ads into 3 Main Sections
A great sales email follows this simple flow:
Hook – Catch attention (headline, pain point, statistic, image )
Value – Explain the benefits or transformation with a story
Offer – Clear call-to-action (buy, book, sign up, reply)
This delivers your message with impact and no fluff without rambling to get to the point or seeming salesly. .
✨ Bonus: 3-Way Testimonials
This is a valuable one: Ask happy clients for testimonials that cover:
The state they were before (e.g. living with the pain point)
What it was like working with you
What life is like now that their problem has been solved
Covering these 3 stages shows the before and the after, aka “the transformation” which is the most powerful motivator out there.
The Takeaway?
If you want your words to land, your story to flow, and your message to stick…
Don’t overcomplicate.
Don’t overexplain.
Use the Rule of 3.
Simple. Strategic. Unforgettable.
What do you think? Are you convinced the rule of 3 can make your marketing work more memorable, cohesive, and strategic? 😉
Drop a comment below and let me know!
