Three for Three: Using the Rule of Three

Writing marketing copy is way harder than it sounds. It requires more than pure creativity. The biggest difference between marketing copy and creative writing is the goal. Your main goal is to inspire an action. Whether that action is a purchase, or another action, the easiest way to inspire action is to build trust and to be memorable.

One really great way to make your copy super clear and leave an impression (and make sure it’s memorable and creating a feeling), is to use the Rule of Three. This is such a classic copywriting technique, you might even be using it already! It’s simple, powerful, and makes your ideas stick like glue. Whether you’re listing features, benefits, or steps in a process, grouping things in threes makes them easier to remember and more impactful.

Why Three Works

It’s science! The brain is wired to recognize patterns, and three happens to be the magic number. It’s small enough to be easy to process, but large enough to feel complete. That’s why you see it everywhere, from classic slogans to famous sayings—"Stop, Drop, and Roll," "Life, Liberty, and the Pursuit of Happiness," or "The Good, The Bad, and The Ugly." These examples have stuck with us because they create a rhythm that’s easy to remember. This might explain why you might already be using technique.

The Rule of Three works because it satisfies our brain’s craving for structure without overwhelming us. When you give people more than three things to focus on, it starts to feel like information overload. But three? It’s just the right amount to digest. You give enough substance to make a point, but it’s still simple and memorable.

Tip #1: Group Your Benefits in Threes

Let’s say you’re writing about a course or a service you’re selling. It's tempting to highlight every single benefit–they’re all important. But overwhelm your readers, and they’ll quickly tune out. Instead, pick the top three benefits that pack the most punch. For example, if you’re selling an online coaching package, you could say: “This package will help you calm your nervous system, simplify your daily output, and boost your confidence.” Boom. Three key takeaways that hit home and are easy to remember. Short, sweet, and memorable.

Tip #2: Break Complex Ideas Into Three Steps

We’re always teaching our audience something. Whether we’re selling a product or a service, we tend to position ourselves as the authority on that thing or that solution. As a result, we’re always talking about what we know and breaking it down into simple, bite-sized information pieces. The best way to do this? Break it down. Break down concepts or ideas into three actionable steps to make it digestible. Instead of laying out a laundry list of things, consider a much shorter and tighter list. For instance, if you’re helping someone define their brand voice, instead of saying “Here are six stages to nail your voice,” break it down like this: “First, clarify what makes you unique. Then, pinpoint what resonates with your audience. Finally, be consistent across all channels.” Simple, clear, and easy to follow—exactly what your reader needs to access the value. You can always have another list of three, but look at your concepts and ideas in groups of three whenever possible.

Tip #3: Use Three Words to Drive a Point Home

Now here’s my most powerful tip. This is something I use accross all (or most!) of my copy. Edit, edit, edit. Try looking for ways to trim unneccesary words wherever possible. In this case, make it easier to remember your key points by boiling them down to three-word phrases. For example, instead of saying “Our service is reliable, affordable, and effective,” try tightening it up with, “Fast. Affordable. Reliable.” It’s direct, memorable, and cuts through the noise. You don’t need a full sentence when three well-chosen words can do the job instead.

Taking Action …

Okay, so now you have one more secret weapon in your toolkit for writing memorable, punchy copy. The Rule of Three will come in handy when you’re writing, when you’re editing your drafts, even when you’re reviewing copy written by a hired copywriter. Skim your copy to get down to the simplist form. Whether you’re listing features, describing benefits, or driving home a key point, keep it simple with three. Your readers will thank you, and your message will land like a charm.