The Rule of Three

We’re hard-wired to respond positively to groups of three.

People who study these things tell us that three elements get a message across best, indicating that the brain remembers things easier if they are grouped into threes. Basically, our brain process information by seeking patterns, and three is the smallest number of pieces required to make a pattern.

In design, odd numbers are considered to be more attractive and effective. Typically, we see one as not enough, and five, seven or more as too much. Three allows us to find the center point. That's why you'll see the rule of three everywhere from  photography to architecture to interior design.

As a writer, this rule of three is important to remember whether you are writing a story or a slogan. 

Writers create patterns with words. It helps us be organize information and be concise. It helps our audience understand and remember our messages. It can help the reader take action.

Think about it ... nobody's ever said "second time's the charm" or talks about the two musketeers. Doesn't the genie always offer 3 wishes when released from the lamp?

When Julius Caesar announced his victory he said, "Veni, vidi, vici." He didn't say, "I came and I conquered." He said, "I came. I saw. I conquered." The rule of three helped the message stick.

And it's not just Julius Caesar.

Abraham Lincoln: "We can not dedicate — we can not consecrate — we can not hallow — this ground."

Winston Churchill: "Never in the history of human endeavor has so much been owed by so many to so few."

Barack Obama: "We must pick ourselves up, dust ourselves off, and begin again the work of remaking America."

Dale Carnegie: 'Tell them what you are going to tell them, tell them, then tell them what you just told them.” 

Writers will tell you the same thing:

 

“Trios may or may not be more persuasive, but they can create a sense of poetry and rhythm, making our content more pleasurable to read and adding stress to a statement.” - Henneke Duistermaat

 

"If you want something stuck in someone's head, put it in a sequence of three." - Brian Clark

 

"A piece of writing has to start somewhere, go somewhere, and sit down when it gets there. You do that by building what you hope is an unarguable structure. Beginning, middle, end." - John McPhee

"As a communications coach, I strongly recommend using the ‘Rule of 3’ in all areas of communications: marketing, pitches, and presentations." - Carmine Gallo

 

You'll apply it in marketing writing:

For copywriters: Problem. Agitate. Solve.

 

For content writers: Point. Illustration. Explanation.

So. Now you will remember to use the rule of three in your writing.

Nothing more needs to be said.

Except, I'm gonna take it too far, with way too many more examples to lock it in your head that the rule of three is a thing. A thing that works. And that's the truth, the whole truth, and nothing but the truth. See what I did there?

On your mark, Get set, Go! 

gold, silver, bronze

3 strikes, yer OUT!

snap, crackle, pop

3 periods of time (past, present, future)

3 Stooges

Bacon, Lettuce, Tomato

Father, Son, and Holy Spirit

3 Amigos

3 primary colors of light (red, green, blue)

3 Little Pigs

Life, liberty, and the pursuit of happiness

3 blind mice

3 witches

3 wise men (Magi)

The Pep Boys (Manny, Moe, Jack)

3 color tone properties (hue, saturation, brightness)

The good, the bad, and the ugly

Me, myself, and I

Three's Company

Government of the people, by the people, for the people.

Huey, Dewey, and Louie

Faith, Hope, and Charity

Charlie's Angels (Farrah Fawcett, Jaclyn Smith, and Kate Jackson)

location, location, location

Futurama (Fry, Leela, and Bender)

Friends, Romans, Countrymen

Ferris Bueller's Day Off (Ferris, Cameron , Sloane)

3 astronomical bodies that have a direct effect on our lives (Sun, Moon, Earth)

Star Trek (Kirk, Spock, McCoy)

3 persons in grammar [1st person (I/we), 2nd (you), 3rd (he/she/it/they)]

The Powerpuff Girls (Blossom, Bubbles, Buttercup) 

blood, sweat, and tears

The Chipmunks (Alvin, Simon, Theodore)

3 main constituents of air (nitrogen, oxygen, carbon dioxide)

The Three Gryffindors (Harry, Ron, Hermione)

Breakfast, Lunch (Dinner), Dinner (Supper)

Three coins in the fountain

Tigers, lions and bears (oh my!)

 

3 French Hens

3 sheets to the wind

The three bears 

animal, vegetable and mineral

Shrek, Fiona, Donkey

Columbus’ ships (the Nina, the Pinta, and the Santa Maria)

Yakko, Wakko, and Dot

Liberté, égalité, fraternité 

Stop, Look, and Listen

Stop, Drop, and Roll  

Faster, Higher, Stronger (Citius, Altius, Fortius)

Brahma, Vishnu, and Mahesh (the triad of gods in Hindu mythology)

Freud - Id, Ego, Super Ego

Dante’s Divine Comedy - Paradise, Purgatory, and Hell

Mind, Body, Spirit

And, to end on an intellectual note:

3 qualities of the universe (time, space, matter)

3 laws of motion (Newton’s laws)

3 laws of planetary motion (Kepler’s laws)

3 major branches of chemistry (physical, inorganic, organic)

3 spatial dimensions: height (up/down), width (left/right) and depth (forwards/backwards)

3 types of particles in the atom (protons, neutrons and electrons)

Got Milk?

It might be improper grammar, but I'm a fan of the "Got Milk?" slogan. And the campaign's execution.

The story of this iconic campaign is interesting and there are still differing opinions about whether or not the campaign was successful.

This "Aaron Burr" spot is the first commercial to run in the "Got Milk?" campaign. It aired nationwide on October 29, 1993 and was directed by Michael Bay before he became an A-list Hollywood film maker. 

Not only was "Aaron Burr" celebrated with advertising industry awards in 1994, but in 2002, a USA Today poll voted it as one of the top 10 commercials of all time.

It was the first of a series of commercials featuring people with a mouthful of dry or sticky foods requiring milk. One commercial questioned the concept of Heaven and Hell. 

Santa Claus even got involved.

The campaign was created by the advertising agency Goodby Silverstein & Partners (San Francisco) for the California Milk Processor Board to encourage the consumption of milk. It was underwritten by dairy farmers contributing 15-cents from every hundredweight of milk (about $13.50). It was later licensed for use by milk processors and dairy farmers.

The national campaign, run by MilkPEP (Milk Processor Education Program) included the national TV campaign, and added the "got milk?" logo to its "Milk Mustache" ads beginning in 1995.

Was the campaign a success?

At the time, faced with stiff competition with deep pockets, such as Coke, Pepsi, Gatorade, Snapple, and Evian, milk sales were dropping at about 3% a year. The campaign increased awareness to 91%, but "Got Milk?" didn't increase milk sales. It did, however, stabilize sales, so many people feel it was a success. 

Is the campaign still running?

In 2014, MilkPEP discontinued its Milk Mustache and "Got Milk? advertisements, replacing it with a "Milk Life" campaign. The "Got Milk?" campaign has since run in California and the "Got Milk" trademark has been licensed to food and merchandise companies for U.S. and international sales.

Pandemic Impact

Although, milk consumption had been on a downward trend (declining about 2% to 2.5% annually) in recent years, lockdowns during the COVID-19 pandemic turned sales around. According to Nielsen, sales of cow’s milk increased almost 12% April-July 2020 from the same period in 2019.

In August 2020, MilkPEP revived the “Got Milk?” campaign as TV and digital ads showcasing user-generated social media videos of everyday people — and stars like US Olympian Katie Ledecky — using milk in creative ways.

2020 was Yesterday. 2021 is Tomorrow.

 

2020 was not a gentle year.

There were questions.

But no answers.

We were tested.

And sometimes came up lacking.

But we’ve encountered tough years before.

And we emerged from those years stronger.

Wiser.

Better.

And that’s how we’ll enter 2021.

Tired but stronger.

Weary but wiser.

Tested but better.

There will still be questions.

But we will have more answers.

We will still be tested.

But we will know we can do better.

2020 is history.

2021 is the future.

And in the future, anything is possible.

Everything is possible.

Did You Get an Invite?

Many, many years ago, a boss told me that I'd know I was providing the right level of service to a client if they considered me a part of their company and, more importantly, part of the reason for their success.

"I think I've hit that level with a number of my clients," I responded.

"Maybe," he said. "The only way to know that for sure, kid, is if they invite you to their Christmas party."

Well, one of my good clients isn't having a holiday party this year ... but I think I passed the test anyway ... 'cause this arrived from them to celebrate the season.

So, I raise a glass to writers and their clients everywhere and
wish you all a 2021 that is filled with everything that 2020 wasn't.

Sláinte