Hey, I’m Chrissy Mais. I’m a content creator and Content Marketing Manager at Animalz, living in New Jersey (state of the best pizza & bagels). I also write articles for davegerhardt.com. Let’s connect on LinkedIn & Twitter!
You may have a new product, service, or website to launch, but something is holding you up from making it public. Is it your messaging that needs some tweaking to be spot on? If so, use the rule of three to tell a story that customers will remember forever.
The rule of three is Dave’s secret hack for messaging. It’s a writing principle that will help your audience process information – breaking your key values into digestible and memorable buckets.
As the author of Copyblogger, Brian Clark says, “if you want something stuck in someone’s head, put it in a sequence of three.”
Some common phrases that you likely know are:
- Blood, sweat, and tears
- Stop, look, and listen
- I came, I saw, I conquered
As you continue reading, you’ll learn how different B2B businesses make this narrative work for their brands to generate more sales and engaging content.
3 Brands Who Use The Rule of Three On Their Websites
Because it only takes 50 milliseconds for a person to decide if your platform is a yay or a nay, you’ll want to make sure your message stands out on your landing page.
To ensure people stay engaged, hit them with three reasons why they should buy what you have to offer. As always, the end goal is to increase sales.
Using the rule of three narrative, here are three (there’s that number again) B2B companies that offer promises in their messaging.
If you watched the DGMG University video mentioned above, Dave talks about how Scott Holding, the CMO at ThoughtSpot, does a great job with delivering messages via the rule of three. ThoughtSpot helps you discover company data and insights instantly. The company promises three things – that its platform is:
- Open (developer-centric)
As a popular screen capturing system, Loom uses the rule of three a few times. Their tagline is “Show it, say it, send it.” Their goal is to encourage individuals to be more “efficient, expressive, effective” when communicating. And Loom promises that when using their platform:
- You’ll have “Nothing to schedule. Nothing to type.”
- You can “Be Yourself”
- You can express “more than words”
For all the foodies out there, Ubereats knows what’s up too. They express that – through their platform – consumers will be able to:
- Create a business account
- Add your restaurant
- Sign up to deliver
Overall, the rule of three allows customers to know your brand’s key values as clearly as possible.
Follow in Steve Jobs’ Footsteps to Enhance Your Storytelling
You know what your brand has to offer, but how do you make your product/service sound appealing to prospective consumers? Through clean and clear storytelling.
Steve Jobs (unsurprisingly) executed the rule of three perfectly while telling stories at his key product launches.
For example, before anyone knew he was introducing the first-ever iPhone at Apple’s MacWorld 2007 event, he promised that he was launching three revolutionary products:
- An iPod
- A phone
- A revolutionary device
Repeating it a few times to get it through the crowds’ heads – he then introduced the one product by saying, “These are not three separate devices. This is one device. And we’re calling it iPhone.”
His alleged three devices turned out to be his three buckets – leaving customers to easily remember exactly what’s in the iPhone – access to music, a phone, and the internet.
Keep Your Messaging Simple
However you decide to bucket your messages, it’s always ideal to keep your narrative simple and digestible. Charmin and B2B messaging for sure have two things in common and that is – less is more. In the end, customers will have an easier time retaining what you deliver and engaging with your brand.
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