“Three” is the magic marketing number: Part 3/3
In parts one and two of the ‘rule of three’, we looked at what the rule is and the concept and application of it in marketing. Now, to help you apply the principles day-to-day, in the final part of this blog series, here’s a couple more example of the ‘rule of three’ in play along with a few handy hints for you to follow.
Some final thoughts on the ‘Rule of 3’
Public speaking
They say in public speaking that the most successful speeches use repetition and guess what? It’s to the frequency of three. Studies have shown that the mind learns by repetition. Referred to as ‘insight learning,’ we transfer information from our short-term memory to our long-term memory with the aid of repetition so, as is often said, to help your clients remember you and make the decision to enter the sales funnel:
So, when you are next trying to portray a message, whether through speaking at an event, networking, writing creative copy, or blogging, be sure to relay your message three times. Not once, not twice, but three times.
Networking; remembering the name with the face
Have you ever been to a networking event where you find that you’ve forgotten someone’s name…? Not only have you forgotten it, but really, it’s someone that you should remember? In SMEs, where leads and referrals are very often generated through networking, it is important to take a professional approach and do your utmost to remember those people with whom you connect. Forgetting someone’s name could be the difference between making a good impression or not.
Well, having attended ‘Manage your mingling,’ a workshop by Melissa Kidd recently, I learnt of a technique based again, on repetition. In keeping with speech making, repetition is the key to learning. For you (and I) to avoid those awkward situations in future where we are left tongue tied, try following this process. To remember a name:
- Imagine the person’s name in big, bright flashing neon lights above their head
- Subtly spell it out with your finger as if you were writing it down
- Repeat it to yourself in your head
If all else fails, and repetition simply isn’t doing the trick, write a note about the person and where you met them on their business card so that you can remind yourself in future.
And some final tips, well three actually…
1. Be Consistent
Consistent repetition of your message will raise awareness and recollection of your brand and product or service, giving the audience reassurance that what you are promising to deliver is reliable. It could be the message delivered via an email, a piece of direct mail or even a bill-board. So, ensure that the content you use across your channels of communication is:
- Relevant
- Up-to-date
- Gives a consistent message, but is varied in approach e.g. case studies, blogs, endorsements, slide shows
2. Create interlinking
Ensure that your channels of communication link together. By ensuring there are clear connections between social media channels for example, increases the click through rate, which will encourage awareness:
3. Find out where your potential customers are, or the people who know them and be there
- In person – maybe delivering a speech or attending a networking event.
- With the correct promotional goods – carry a plentiful supply of business cards carrying information on your latest offerings.
- With an easily accessible gateway – make it easy for people to access you. Make sure you have that all important sign up form on your website ready and waiting for when people decide to check you out further.
Imagine what could happen if three people they know mention you!
The rule of three really IS everywhere. Here are a few famous examples…
- Dumas, (1844) wrote the story of “The 3 Musketeers.”
- Elvis Presley sang, “Well it’s one for the money, two for the show, three to get ready, now go lets go.”
- Freud had a theory of the psyche comprising, “The id, ego and super ego.”
- In religion, people talk of “The father, the son and the holy spirit.”
- In Law, we swear to tell “The truth, the whole truth and nothing but the truth.”
- Julius Caesar stated, “Veni, vidi, vici” – I came, I saw, I conquered.
By Laura Champion | Assistant Clear Thinker | Clear Thought Consulting Ltd | www.clear-thought.co.uk
If this article is of interest to you, you may also like to view:
- Blog: Three is the magic marketing number, part 1/3: Concept
- Blog: Three is the magic marketing number, part 2/3: Application
- 10 Minute Tips: Social media and the sales funnel
- Case Study: Gradwell market messaging
Clear Thought Consulting works with small businesses, equipping them with the marketing strategies, suppliers, skills and set-up that they need to become bigger businesses. We do this by planning and delivering 12-month marketing transformation programmes – supporting a small business through a step-by-step process to making marketing pay. We firmly believe that when you can’t out-spend your competition, you have to out-think them.
Published on 23 July 2010
