“Rule of Three” Technique for Writing, Speaking or Presenting

The Rule of Three refers to the effective technique of carefully grouping together three words, phrases, sentences or topics. Psychologists and neurologists don’t fully understand exactly why a smart grouping of three makes a powerful impression (in terms of memory, understanding and psychological impact) on a reader or listener, but communication experts tell us that a set of three gives us a greater sense of “message harmony.” Whether you are writing something or giving a speech or presentation, the simplicity and elegant, melodic-sounding arrangement of three (if done right) should be a mainstay in all your communications. To guarantee better speaking, when using the Rule of Three, make sure your voice has the proper inflection, pauses and cadence to add a bit of dramatic flair to your selection of words.

This concept of the Rule of Three goes all the way back to the time of Aristotle in his Art of Rhetoric, where he refers to three forms of proof, three types of speeches and others. In terms of words, here are some well-known examples of powerful threes used for psychological effect:

•  “Friends, Romans, countryman: (Shakespeare)
•  “The truth, the whole truth and nothing but the truth.” (used in legal proceedings)
•  “Gold, frankincense and myrrh (three gifts from the three wise men to Jesus)
•  “The good, the bad, and the ugly (from the movie name)
•  “Life, liberty and the pursuit of happiness.” (U.S. Declaration of Independence)
•  “Veni, vidi, vici” or “I came, I saw, I conquered.” (Julius Caesar)
•  “Truth, justice and the American way.” (about Superman’s ideals)
•  “Wine, women and song.” (anonymous)
•  “Past, present and future.” (common term)
•  “ATF” (Bureau of Alcohol, Tobacco and Firearms)
•  “Blood, sweat and tears.” (common saying and also name of rock group)
•  “The few, the proud, the Marines” (advertising message and slogan)

Other Variations of The Communication Rule of Multiples

Focusing your message on three different (or the same) points and repeating them in different ways throughout your writings or presentations can add punch to their meaning and give emphasis to them. Using the same words or terms can be effective as well as shown in the following examples:

• “In real estate, it’s location, location, location!”
•  “To be excellent, one must practice, practice, practice until you master your technique.”
•  “It comes down to one thing only: accuracy, accuracy, accuracy.” 
•  “These greedy and self-serving politicians don’t get it! They don’t get it!  They really don’t get it!”

You can mix and match both different and the same terms using two intertwined groups of three as the following shows:

“You encourage when you give hope. You encourage when you provide support. You encourage when you compliment.”

“Servant Leadership... means you understand, means you help, means you care.”

Some groups of three can have a common starting letter(s) in them such as:

•  “Great presentations are clear, concise and convincing.”
•  “The best training videos educate, entertain, explain.” 
•  “This economy breeds disappointment, disillusionment, discouragement.”

Use of Rule of Two to Express a Point

There are other “rules” of numbered items. We use one for emphasis and power. Repeating a word (or term), perhaps as a theme throughout your writing or presentations sums up and hopefully slams that point home. At strategic junctions in a presentation, a speaker whose topic is about advocating people coming up with blockbuster ideas, for example, might vocally emphasize and repeat the term “MindExplosion.”  

Then, she might use a rule of two for comparison, having a contrast between bursting out with great ideas (a “MindExplosion”) or having a closed mind about new concepts and therefore having one’s thinking reverting inward (a “MindImplosion”).  

It was Patrick Henry, a 18th century American Founding Father who uttered his famous line, “Give me liberty or give me death” that made a stark, revealing contrast in his shout for freedom. Another variation on two is linking thoughts together or showing a transition. One leader of his nation said, “We have a connection to the past and a hope for the future” or “We will go from fast to faster in implementing our greatest innovations.”

Rule of Four As An Option 

The Rule of Fours is often used in cultures outside the United States. For example, Winston Churchill used his classic word quartet when he said, “I would say to the House as I said to those who joined this government: I have nothing to offer but blood, toil, tears and sweat.” A senior executive in a European defense manufacturer might say this using a set of fours, “We will dedicate ourselves to improve productivity, efficiency, quality and innovation all at once!”

You can use a general rule of four or more to also list, compile, expand or inventory items in your presentation. As an example, during one of my advanced presentation training workshops, I describe a very powerful four-part model of how to plan and deliver a very different type and superior form of a business or technical presentation. My P-EXCEL2? model has four interlocking, engaging components: Strategy, Technology, Creativity, Psychology.  

Keep in mind that if you can’t fit your solution, plan, model or process into a grouping of three, by all means do what makes sense! The whole purpose is to use “multiples” for leveraged communication effect.

Use These Valuable Communication Rules (of Multiples) for Effect

The Rule of Three (or Two and Four) gives a sense of completeness, roundness and wholeness to a key point or message you are delivering. It can work its magic on any topic or form of communication (i.e. articles, books, blogs, speeches, presentations, videos or webinars). Think about where and how to use it for a targeted result on a regular basis and see the wonderful difference the Rule of Three and its variations will make in shaping the success of your communication strategies and goals.