Of the many rules for good writing the “rule of three” is a simple but effective one. The rule of three and writing go together like Bonnie & Clyde, Cathy & Heathcliff, Scarlett & Rhett etc. etc. The rule is basic….the number three is the lowest figure that can be used to form patterns in our mind and the human mind enjoys thinking this way. When things are grouped in threes we find them more pleasant and satisfying and we are more likely to absorb the message that is being communicated. This is why many stories, nursery rhymes, and famous quotations that we remember contain an element of this persuasive and engaging concept.
For example:
- Three little pigs
- Three blind mice
- The Christmas Carol’s three ghosts
- “Friends, Romans, Countrymen” – William Shakespeare in Julius Ceaser
- “Life, liberty and the pursuit of happiness” – The American Declaration of Independence
A lot has been written about using the rule of three in speech writing here. But what about copywriting. Certainly using a beginning, middle and end structure to your writing and having three key concepts will help to make your copywriting more engaging and persuasive. But is there any other way you can make use of the rule to ensure customers remember the product or service you are writing about?
A sure way of making your copywriting catchy, concise and compelling is to use three words that rhyme or start with the same letter when crafting your content. This can give your writing sparkle. It also catches the readers attention and makes them want to read more.
Marketers and advertisers use this all the time. Think about;
- Maybe she’s born with it. Maybe it’s Maybelline – Maybelline
- Outwit. Outplay. Outlast. Survivor TV Series
- Grace, space, pace. – Jaguar
and just for fun let’s not forget Huey, Dewey & Louie the nephews of Donald Duck.
Anything that trips off the tongue like this is guaranteed to brighten up even the dullest product or concept. It also sticks in the mind so when writing for the web it is an easy approach to use if you want to include a phrase that people will remember and use when searching for a particular product or service.
So when crafting your content remember for poignant, persuasive and punchy copy use the rule of three to ensure your copywriting sticks in customers minds.