Communicating purpose through the Rule of Three
These days, no matter who you ask “How are you?” the inherent answer seems to have become “Busy”. Everything is fast-paced and the world seems noisier than ever. For communications, this means we end up communicating things quickly and with whatever messaging we have at our fingertips; often, this results in us sending ineffective and sometimes counter-productive messaging into the world. So how do we craft effective and memorable communications when everyone is in a rush?
Insert: hendiatris. If you’re thinking, “hendri-what?” stick with me. Hendiatris comes from Ancient Greek and roughly means “one idea in three words”. Today, we call this the Rule of Three. You’ve likely been exposed to the Rule of Three without even knowing it - it’s in literature, advertising, political speeches, and even everyday sayings because grouping things in sets of three is a powerful method for capturing attention, amplifying memorable messaging, and inspiring action.
The science behind the Rule of Three
The principle behind the Rule of Three is simple: things that come in threes tend to be more memorable. This rule results in written and oral messaging with a rhythmic flow which lends itself towards inspiring. It’s been used in everything from slogans and fairytales, to speeches and government statements.
Just think about some of the most famous examples of the Rule of Three in action within the public sector:
“Life, liberty, and the pursuit of happiness”
“Government of the people, by the people, for the people”
“Liberté, égalité, fraternité”
”Lighter, quicker, cheaper"
These historic phrases are powerful to this day because they capture an idea - and the emotions behind it - in a hopeful message that’s easy to remember and rally behind.
The Rule of Three works because it takes advantage of the way our brains process information. We love patterns, and three is lowest number of elements required to create a pattern. We are also constantly inundated with information, and a list of three things is much easier to remember than even a list of four or five things (hence why so many public service announcements use this tactic, such as “Stop, Drop, and Roll” for fire safety education). And finally, when we have to synthesize our message into three core principles, we tend to eliminate fluff and jargon and amplify just the most important elements of what we are asking people to do - or think - quite clearly.
Crafting effective communications using the Rule of Three
In our increasingly noisy world, we have to be mindful of the way that people interact with, process, and remember information (did you notice the Rule of Three in that sentence?). This is even more important in contexts prone to lots of jargon or in/out group issues, such as within the complex policy domains that the public sector and NGOs work on. If you want your messaging to stick and your audience to follow with your calls to action, the Rule of Three can be a powerful tool for inspiring action and engaging supporters.
Here are some ways you can start using the Rule of Three:
Use the Rule of Three in your messaging.
When crafting your messaging, think about how to distill your message into three key points. This will make it easier for people to remember and to amplify your message by sharing it with others.
For example, if you're a social enterprise that works with remote communities to build clean water infrastructure, you could expand on your mission by explaining that: “We do this by collaborating with local partners, using innovative technology, and training community members on maintenance of their new water treatment infrastructure." This message emphasizes the three methods used to achieve the mission, helping make it more tangible.
Use the Rule of Three in your calls to action.
Whether you’re asking people to donate, sign a petition, or attend an event, try to frame your call to action in three parts to clarify either the contribution you’re asking for or the impact it will have. Frame your call by helping people imagine what’s possible if they act.
For example, if you're an NGO asking people to donate to a cause, you could use the following call to action: "Donate now to help provide warm meals, uniforms, and books so school children impacted by the earthquake can continue pursuing their education." This call to action highlights the three things donations will enable you to contribute to school children, making it easier for people to imagine how they can contribute to a better future for these schoolchildren.
Use the Rule of Three in your storytelling.
When telling stories about your work, try to highlight three key points or examples. This will make your story more memorable and impactful.
For example, if you're sharing a case study about a local government working towards climate action, you could highlight the following three key points: "The City of Trees is launching a community engagement initiative to create our new climate action plan with local residents’ ideas and needs in mind. The first phase will focus on identifying priorities for sustainable urban farming. The second phase will explore how our transportation and mobility planning can reduce carbon emissions. In the final phase, we’ll work with subject matter experts to identify potential locations for solar panel placements. Residents interested in engaging can do so on our engagement platform, Engage City of Trees.” This storytelling technique divides complex information into three chunks, making it easier for people to understand, connect with, and support.
The power of the Rule of Three for NGOs and social enterprises
The Rule of Three is a powerful technique that can be used to create memorable and effective messaging. By taking advantage of the way our brains process information, NGOs and social enterprises can use the Rule of Three to inspire action and engage stakeholders. So next time you’re crafting a message, call to action, or story, consider what you want people to do or think and boil it down to three key points.