The Rule of Three and Book Marketing

We are writers. Some of us write fiction, while others nonfiction. Rarely do we write advertising copy. Yet, we need to promote our books and that means, at times, we are compelled to write copy which is going to sell a book.

There is a curious mantra in the advertising world: The Rule of Three. Marketing gurus have known for years the power of the rule of THREE and frequently use this style of writing. Once we talk about it, I will bet that you will be noticing it everywhere.

What is the Rule of Three?

The Rule of Three is a sequence of three words or three phrases in parallel, all describing something or creating a call to action. Studies have shown that consumers absorb more information if they are shown that information in a series of Three. For some reason, a series of Three is perceived to be funnier, or more effective, or more satisfying than longer or shorter series of words. It adds a rhythm, a cadence to the words.

Our culture has a number of stories based upon Three, such as the Three Musketeers, the Three Wise Men, three act stories and plays, the Three Little Pigs, or in our contemporary world, the Three Stooges. The Rule of Three can be seen in every aspect of our society, especially advertising. Just a few examples:

Apple: Thin. Light. Powerful. Ready. Set. Done.

A popular rock group: Blood, Sweat, and Tears

In grammar, multiple verb tenses are usually boiled down to three: past, present, and future.

Christmas Carol: The Ghosts of Past, Present, and Future.

Nike: Just do it.

Kentucky Fried Chicken: Finger Lickin’ Good.

Even the title of this website: Write. Edit. Sell.

Why does the Rule of Three work?

Humans like patterns. The rule of Three is a simple, brief pattern that is easily understood by humans. It is comfortable for us. We can relate to it. Because of that, we remember the series of three.

How can you utilize the Rule of Three in your book advertising?

In advertising, you must connect with your targeted audience in some manner. By using the Rule of Three, you will be creating a short, memorable message that hopefully will convince your audience to buy your book. A sequence of Three, words or phrases, will reach your audience much quicker than long paragraphs of prose. Of course, after your series of three, you can add a brief Call to Action, but keep your message impactful and simple.

I am not going to tell you that creating these sequences will be easy. It will take considerable thought on your part to condense everything down into three concepts. However, by doing this, you will produce a direct connection with your audience that is sure to resonant with them. That means sales.