Creating content and the Rule of Three (because one is boring and four is overkill)

If you’ve ever sat through a dull corporate presentation, read an eye-wateringly long white paper, or struggled to write a website headline that doesn’t sound like it was generated by a committee, then this article is for you. Let me introduce you to your new best friend in business communication: the Rule of Three. 

Three isn’t just a number – it’s magic. We remember The Three Musketeers, (but not The Four Slightly Overweight Swordsmen). It’s why speeches, slogans, and storytelling work better when things come in threes. 

So, if you want your B2B messaging to be punchy, persuasive, and impossible to ignore – buckle up. We’re about to unlock why three is the MVP of copywriting. 

Why three works (and two just feels incomplete) 

B2B buyers are busy people. They don’t have time to read a novel about why your software is revolutionary, your supply chain is next-gen, or your consulting services are game-changing. 

That’s where three comes in. 

Three is the smallest number that forms a pattern, and our brains love a patterns. It helps us process information quickly, which means: 

• It’s easier to remember. Because no one recalls a four-step process without a cheat sheet. 

• It’s more persuasive. Three points feel complete – like a story with a beginning, middle, and end. 

• It just sounds good. There’s a reason why Sir Winston Churchill said “blood, sweat, and tears” and not “blood, sweat, tears, and frustration.” 

The Rule of Three is everywhere: 

• Veni, vidi, vici. (I came, I saw, I conquered.) 

• Father, Son, and Holy Spirit 

• The Good, the Bad, and the Ugly 

• The truth, the whole truth, and nothing but the truth. 

• Liberté, Égalité, Fraternité. (Liberty, Equality, Fraternity – the national motto of France) 

• “Citius, Altius, Fortius. (Faster, higher, stronger – the Olympic motto) 

Still skeptical? Let’s look at how the Rule of Three can transform your B2B communication. 

How to use the Rule of Three  

Website headlines and taglines

Your website has about three seconds to hook a visitor before they decide whether to stay or bounce. Make those three seconds count. 

• “Automate. Optimise. Scale.” (SaaS platform) 

• “Smarter supply chains. Faster deliveries. Greater resilience.” (Logistics company) 

• “More uptime. Less maintenance. Better performance.” (Industrial equipment provider) 

Nobody wants a 50-word mission statement on your homepage. Give them three sharp, compelling words that tell them why they should care. 

Product and service descriptions

Your product may have 47 benefits, but no one wants to read them all (except maybe your product manager). So, narrow it down to the big three. 

• “Reduce costs. Increase uptime. Extend asset lifespan.” (Manufacturing and industrial) 

• “Seamless integration. Secure data. Scalable performance.” (Enterprise software) 

• “Lower risk. Higher compliance. Stronger governance.” (Finance and legal services) 

Translation: Keep it simple, clear, and focused. Nobody’s got time for a wall of text. 

Sales pitches and presentations

Every B2B sales pitch has that moment where your audience is secretly wondering what’s for lunch. Don’t let that happen. Structure your pitch in threes, and bam – you have their attention. 

Here’s the bad way to explain your solution: 

• “Our software is innovative, AI-powered, cloud-based, and integrates with all platforms while enhancing security and driving efficiency.” 

Here’s the better way: 

• “More automation. Fewer errors. Faster growth.” 

Or try this: 

• “Most companies struggle with high IT costs, security risks, and outdated systems.” 

• “Our cloud-based solution reduces costs, enhances security, and ensures seamless updates.” 

• “The result? Increased efficiency, stronger data protection, and long-term scalability.” 

Shorter. Stronger. More persuasive. 

The Rule of Three in branding and advert­ising 

It’s no surprise that some of the most powerful advert­ising slogans of all time follow the Rule of Three. Every time you hear these, an entire brand pops into your mind: 

• Just do it (Nike) 

• Vorsprung durch technik (Audi) 

• I’m lovin’ it (McDonalds) 

• Taste the difference (Sainsbury’s) 

• We try harder (Avis) 

Why? Because three little words are all you need to make a lasting impression. 

The takeaway (In three points, of course) 

1. If you want your B2B messaging to stick, structure it in threes.
2. Whether it’s a website, pitch, or ad, three-part messages are easier to process and remember.
3. Too much info overwhelms, too little feels incomplete – but three? Three is just right. 

So next time you’re writing, presenting, or selling an idea, remember: One is lonely, two is awkward, and four is overkill. But three? Three gets the job done.