Whether it\u2019s in a press release, a PowerPoint, or a speech, marketers are always looking for the concise, understandable and memorable way to say what we mean. Don\u2019t underestimate the difficulty of the task–frequently, as inventors, or entrepreneurs, or marketers, we\u2019re so close to the situation that the obvious solution is often elusive.<\/p>\n
Sometimes the solution is as simple as 1-2-3. For some reason, expressing ideas in 3s caught on and has not really ever let go. Maybe it\u2019s the Holy Trinity. Or maybe it\u2019s the Jackson Five and their ditty \u201cABC.\u201d (\u201cIt\u2019s simple as 1-2-3, do re mi, ABC, baby you and me.\u201d)<\/p>\n
\u201cFor it\u2019s one, two, three strikes you\u2019re out at the old ball game.\u201d There\u2019s first, second and third base, but no fourth base, that\u2019s \u201chome.\u201d If you\u2019re not into baseball, or are Canadian, hockey games have three periods.<\/p>\n
\u00a0\u201cLocation, Location, Location\u201d<\/strong><\/p>\n In government, there are the legislative, executive, and judicial branches. Movie makers\u2019 best ideas become trilogies like \u201cThe Godfather\u201d or clever titles that seem to say it all, like \u201cThe Good, the Bad, and the Ugly.\u201d Warren Zevon wrote a song called \u201cLawyers, Guns, and Money.\u201d You can have no idea what the song is about, but lawyers, guns and money provides a general sense of the predicament. Even one-shots become threes, such as the real estate agent\u2019s maxim, \u201cLocation, location, location.\u201d<\/p>\n Since this rhetorical device got started around the time of Julius Caesar (\u201cI came, I saw, I conquered\u201d), we\u2019re now used to seeing ideas, items, and sales points grouped in threes, so the Power of 3 is probably here to stay.<\/p>\n If you\u2019re a marketer, you can put the Power of 3 to work for you<\/strong>. It\u2019s not hard to see how the Power of 3 got started. There\u2019s the first benefit–\u201cIt will simplify your life\u201d. The potential customer may say \u201cOK, I understand that. What else have you got? \u201cIt will increase your earning potential.\u201d That\u2019s a fairly powerful product that will simplify your life and increase your earning potential. The customer has to pause and consider that. Then the advertiser proclaims, \u201cBut wait–there\u2019s more.\u201d How many times have you heard that one in a TV sales pitch?<\/p>\n \u00a0Selling Solar: An Example of the Power of 3<\/strong><\/p>\n The potential customer says, \u201cYou mean there\u2019s something else<\/em>?\u201d This is often the \u201ckicker,\u201d the one that\u2019s going to tilt them in your favor. So, the third benefit is often the one that doesn\u2019t explain the product–you probably did that in your first point–but the one that will send them over the edge to a decision. \u201cAnd, it costs next to nothing\u201d or will save you big time in the long run. So, if I were selling solar energy my pitch would be 1) It\u2019s easy to install (I already know that\u2019s going to be the big objection) 2) The sun is a powerful energy provider there for the taking (the second benefit flows naturally from the first) and 3) You\u2019ll soon be selling power back to the utility company (something the customer hadn\u2019t even thought of, the kicker).<\/p>\n Put the Power of 3 to work for you soon.<\/p>\n","protected":false},"excerpt":{"rendered":" Whether it\u2019s in a press release, a PowerPoint, or a speech, marketers are always looking for the concise, understandable and memorable way to say what we mean. Don\u2019t underestimate the difficulty of the task–frequently, as inventors, or entrepreneurs, or marketers, we\u2019re so close to the situation that the obvious solution is often elusive. Sometimes the solution is as simple as 1-2-3. For some reason, expressing ideas in 3s caught on and has not really ever let go. Maybe it\u2019s the Holy Trinity. Or maybe it\u2019s the Jackson Five and their ditty \u201cABC.\u201d (\u201cIt\u2019s simple as 1-2-3, do re mi, ABC, baby you and me.\u201d) \u201cFor it\u2019s one, two, three strikes you\u2019re out at the old ball game.\u201d There\u2019s first, second and third base, but no …<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"yes","footnotes":""},"categories":[66],"tags":[67,68],"class_list":["post-204","post","type-post","status-publish","format-standard","hentry","category-marketing-advice","tag-marketng-advice","tag-power-of-3"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/posts\/204","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/comments?post=204"}],"version-history":[{"count":0,"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/posts\/204\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/media?parent=204"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/categories?post=204"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brandme.com.au\/blog\/wp-json\/wp\/v2\/tags?post=204"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}