AMiable Solution #362: 3 Tips for Using the Power of 3

Goldilocks and the Three Bears. Earth, Wind, and Fire. Faith, hope, and love. Ever wonder why things are often grouped in threes? Find out why and how you can use it in your marketing.

If you stop and think about it, there are “threes” everywhere.

They’re in our writing. We write in groups of three to make our text more rhythmical: After I read this post, I’m going to run the reports, update the spreadsheet, and prepare for the meeting.

They’re in our competitions. Usually only the first, second, and third place finishers receive recognition.

They’re in our history and embedded in our nation. If it weren’t for the Nina, the Pinta, and the Santa Maria, we wouldn’t be celebrating life, liberty, and the pursuit of happiness under the red, white, and blue.

What’s the deal with three?

In 2013, Ira Kalb, Assistant Professor of Clinical Marketing at the Marshall School of Business, University of Southern California, put it this way: “Our brains evolved in a way to protect us from harm. As part of our protection system, we like to have choices. We know that if we don’t have a choice in a dangerous situation, we may not find a way out of it. On the other hand, our brains also know that if we have too many choices, we often get confused. If we are confused, we may make the wrong choice, which could cause us serious harm.”

So why three?

Two is not enough. Four is too many. Three makes one option stand out.

How can you use the power of three in your marketing?

· Focus on the top three benefits of your product or service. Center all of your marketing around those benefits, though not necessarily all at once.

· When making your offer, give your audience three options: the full-scale version, a minimalist version, and one in between. For prospects unwilling to commit to the full-scale version, the other options give them an opportunity to experience your product or service with less of a financial commitment. For prospects who want it all, providing a high-end option gives them the confidence of knowing they’re getting the best.

· Consider the problems. Prospects look to you for solutions to problems they have. Focus on the three most important ones.

Structuring your marketing around the idea of “threes” will not only help bring greater focus to your marketing, but it will also resonate better with your audience, assist in their decision-making process, and generate the results you desire.