The Power Of Threes: How To Craft A Memorable Message

Have you ever wondered why some messages stick and why some presenters hold your attention while others fade away? The answer often lies in a timeless communication principle: the Rule of Threes.

By Michel Koopman

For Forbes Forbes Business Council

Have you ever wondered why some messages stick and why some presenters hold your attention while others fade away?

The answer often lies in a timeless communication principle: the Rule of Threes. This concept leverages the way our brains process information—we're wired to remember patterns and groupings of three. From childhood stories ("The Three Little Pigs") to professional presentations, the power of threes helps ensure clarity, retention and engagement.

In fact, studies in cognitive psychology support this. George Miller's research, famously outlined in his paper "The Magical Number Seven, Plus or Minus Two," shows that our working memory is limited, and chunking information into smaller groups makes it easier to process and remember.

Additionally, the brain's pattern recognition capabilities can make triads especially memorable. Aristotle's work also highlighted the power of beginning, middle and end, which aligns with this principle.

In this article, we'll explore how to organize your message using the Rule of Threes. We'll break it down into three key steps: 1) tell them what you're going to tell them, 2) tell them, and 3) tell them what you told them. Each step will include its own beginning, middle and end—another set of threes. (Oh, and there's a little flexibility here: You might want to repeat step two—the middle—up to three times if you have multiple key points to cover.)

By the end, you'll have a structured framework to captivate any audience.

Breaking Down The Rule Of Threes

1. Tell them what you're going to tell them.

The opening is your chance to set the stage, prime your audience for what's to come and set the expectations. Think of this as the intro to the main idea—a succinct roadmap that ensures your audience knows where you are taking them to.

• Beginning: Start with a hook that grabs attention. For example, "What if I told you there's a simple formula to make every message unforgettable?"

• Middle: Introduce the three points you'll cover. Clearly outline, "First, we'll discuss the importance of setting expectations. Next, we'll dive into delivering the core message. Finally, we'll close by emphasizing retention techniques."

• End: Reinforce why this matters. "By the time we're done, you'll have a proven blueprint for crafting impactful messages."

2. Tell them.

This is the heart of your message, where you deliver on the promises made in the introduction. Here's where you flesh out each main point with examples and illustrations to support it. Here is a very simple example:

• Beginning: Transition smoothly from the opening into your first main point. "Let's start with setting expectations. Imagine walking into a meeting with no agenda—confusion is inevitable. The same applies to communication."

• Middle: Dive into the core content, ensuring this main point is supported by proof points, stories, examples or illustrations. For instance:

• Point 1: Explain why clarity upfront helps people focus. Use examples like Steve Jobs' keynote addresses, where he outlines themes before diving into details. Setting expectations can boost engagement and retention.

• Point 2: Highlight the value of repetition. Reiterate your points with new angles, like storytelling or visuals, to reinforce understanding. Marketing psychology backs this up, showing that repeated messages—structured simply—are often more persuasive.

• Point 3: Stress the importance of a strong close. Share a case study where summarizing key takeaways boosted retention. Audiences often remember conclusions best, a tendency known as the "recency effect."

• End: Summarize this key point and the supporting information you've covered so far. "We've explored how setting expectations, delivering with clarity and reinforcing ideas ensure your message lands effectively."

3. Tell them what you told them.

Closing the loop is essential for ensuring your audience walks away with the key takeaways underscored. This step consolidates everything you've shared to solidify your message.

• Beginning: Revisit the purpose of your message. "We set out to understand how to craft a message that sticks."

• Middle: Recap the main points. "You've learned how to set expectations, deliver with clarity and reinforce your message effectively."

• End: Deliver a powerful closing statement. "Remember, impactful messages follow the Rule of Threes. Master this, and you'll be the communicator everyone remembers."

Mastering The Art Of Memorable Communication

The Rule of Threes is a proven approach to effective communication. By introducing your audience to your idea, delivering the message and closing with a conclusion, you create a cohesive experience that's both engaging and memorable. But, please keep in mind, other factors—including content quality, delivery style, storytelling, emotional resonance and overall impact—are equally crucial.

In the memorable story of the Three Little Pigs, the most important part of the ending is that the third pig, who built his house out of bricks, successfully defends himself against the wolf, who is unable to blow down the sturdy house; this highlights the moral of the story about hard work and preparation leading to success.

Whether you're pitching an idea, leading a team or giving a keynote, organizing your message around the Rule of Threes will make it memorable. Just like the third little pig, take the time work hard to prepare your structure and remember: 1) tell them what you're going to tell them, 2) tell them, and 3) tell them what you told them. Honor the importance of the beginning, middle and the end. Use it, and watch your messages resonate like never before.

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