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There is a famous phrase, “Omne Trium Perfectum” which means everything that comes in threes is perfect. The world when observed revolves around the number three and it has always been uniquely significant throughout human history. It is applicable in almost every subject, from politics, economics, and science to even marketing. This concept of the number three can be seen in three primary colors, three stooges, three goals in a hattrick, three merit positions in every competition, three options in the game rock, paper, scissors and tic-tac-toe. The Earth is also the third planet from the sun, even a person’s life revolves around the past, present, and future, and every good stories have a beginning, middle, and an end.
Additionally, the triangle with three sides is considered the most stable, and bridges and buildings surrounding people have structural elements that are based on triangles. Businesses when forecasting also has three levels which are optimistic, average and pessimistic.
The power of three, which is sometimes called the rule of three, is the examination made on human brain which has shown inclination to break up complex concepts into three parts to bring about easier comprehension and analysis. Since the brains work as pattern-seeking machines, which are constantly on a lookout to connect the relationship and the meaning of the surrounding the number three get recognized as it is the smallest number that is needed to create pattern.
Another reason why number three has significance is because it has distinct ends in English language, viz. 1st, 2nd, and 3rd whereas the rest like 4th, 5th, 6th, and so on do not have any significance. Even the average human brains weigh about three pounds and it is also divided into three basic units.
There is recent research which found that three has a persuasive effect in speeches, advertisements, and other messages as it triggers positive impression whereas four or more can trigger skepticism. The fundamental of speech writing is divided into three: Introduction, body, and conclusion. Some of the examples of the power of three in the most famous speeches and mottos are- “Friends, Romans, and Countrymen” by William Shakespeare’s Julius Caesar, “Veni, vedi, vici” by Julius Caesar, the use of three phrases in Abraham Lincoln’s Gettesburg Address, “Government of the people, by the people, for the people,” and Barack Obama’s famous campaign slogan “Yes We Can”. A well-known phrase in the United States Declaration of Independence, “Life, Liberty and the pursuit of Happiness”, and the motto of French Revolution is, “Liberty, Equality, Fraternity” which uses the power of three.
In a world where there is too much distraction, attention of people has shrunk enormously and the brain maps the world in patterns which is easier to understand. And as mentioned earlier, number three is the smallest number to form a pattern. Hence, the marketer needs to know that there shouldn’t be too much option which will eventually lead to confusion. Though every marketer has their own unique way of persuasion, the power of three will always be beneficial for them. As using this strategy has proven that marketing and mapping sales signals are sent directly to the brain and this can persuade people much easier. Therefore, the top three benefits of a product are usually listed in the advertisements or packaging of a product. Even when a company wants to sell something and reach out to their consumers they should not overdo it leading to excessive spamming but use the three ways of sending an email, making a phone call, and sending a direct mail letter.
Even American advertising pioneer E. St. Elmo Lewis has laid down his chief copyrighting principles in three ways which are to attract the readers to advertisements, to make him continue reading it, and then to convince him in believing what he has read. This copyrighting principle form the background for the extensively used “Attention, Interest, Desire, Action” (AIDA) marketing model which contain a number of steps which are now distilled into three steps of “Cognition, Affect, Behavior” copyrighting model. The AIDA model has now developed itself into a power of three technique.
1. TO MAKE PRESENTATIONS: Delivering a powerful presentation will make a product stand out in a sea of competitors. One of the primary examples of this was Steve Jobs who applied the power of three in his presentation and product launch. In his introduction of the first iPhone in 2007, he claimed that his company would be introducing three revolutionary products which are a phone, a new iPod, and an internet communication device. However, here he was talking about one device but he enticed the audience by enunciating its three primary features. Below are three steps to keep in mind to make a powerful presentation relevant rather than making it redundant:
2. TO WRITE GOOD CONTENT: There are three sections, three main ideas, and three visuals making the power of three relevant in content writing. If the ideas are too many and unstructured the focal point of the content will get lost, hence, there is a need to present things in a cluster of three. It will then lead to concise and memorable patterns.
3. POWER OF THREE IN PRICING: The power of three can also be applied in pricing. There are researches that have unfailingly proven that when buyers are exposed to the third product that is priced higher than the two products, the buyer will pick the product that is priced in the middle. This is the reason why many businesses offer three tier pricing options for their service. This will lead the buyer to not compare one company’s product with a competitor’s similar product. Instead the buyer will compare the prices offered by the same business. This made the buyers or consumer to believe that they are getting a better deal especially when the price range offers are cheap, mid-range, and expensive.
Sean D’Souza, an internet marketing expert has said that visual material should not be excessive and should contain maximum of three features which are elements, fonts, and colors. For example, McDonalds logo consists of only two elements, the name of the company along with its logo; one font and just two colors. Even taglines or slogans for advertising need to be simplified in order to avoid cluttering. The target audience will then processed the information as it is easier leaving an imprint on their minds.
Taglines need to sell the benefits of the product, to convey emotion, and be unique and different from the competitors. But the paramount importance of tagline is that it needs to be catchy that the consumers will instantly remember or associate it with the brand. Therefore, when a company is offering a product or a service the consumers or buyers will choose the one that is right on top of their mind due to recognition of tagline. Recognition of companies through taglines will eventually lead to consumer’s trust as they feel those companies are popular. Furthermore, meaningful taglines can also evoke emotional connection with brands and their products leading to consumer loyalty. Some iconic taglines that follow the power of three are:
From the above taglines, Nike’s Just do it is one of the most memorable. It was first coined in 1988 and it has resonated in people’s mind creating an identity for the company itself. The other more famous taglines like Adidas’ Nothing is impossible and McDonalds’ I’m lovin’ it which were coined in 1974 and 2003 respectively are prime examples of the influence power of three has on advertising.
For those people in marketing and advertising, the number three is the optimal number for positive claims and it has persuasive settings. One of the reasons why three-part messaging is accepted broadly is because people have grown up with the subliminal presence of power of three, such as the learning of ABC, reading the stories- Goldilocks and the Three Bears, Three Musketeers, Three Blind Mice, and Three Little pigs. Even in religion the concept of three can be seen in the Holy Trinity.
In today’s world, social media has great impact on the people’s mind, and every company is trying to stand out using tactics that will most definitely leave a lasting impression. Using the power of three technique leads to easily quotable campaigns, slogans, and taglines that will lead to it being more viral. As mentioned before, even the logos are better simplified as the brain recognizes three categories better, viz., colors, elements, and fonts.
The Power of Three has been culturally ingrained in the minds of people that they apply it even to concepts that do not apply. For example, Winston Churchill did not actually say, ‘blood, sweat and tears’ but actually said “blood, toil, tears and sweat”. There has even been a 1979 study that found that repeating a message three times is more persuasive than repeating it multiple times.
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