Is “The Power of Three” A Simplistic Form of Creative Writing?

Filed under: Copywriting — Shaune on Tuesday, May 2, 2006

The Power of Three refers to three words, three phrases or three sentences in a row.

Sounds simple, right?

I’m not so sure.

Knowing how, where and why to use a Power of Three is critical.

Even after good instruction, I’ve seen it used very ineffectively. It can actually reduce the power of your copy rather than powerfully enhance it.

Here’s what I mean…

If it looks too creative, if it appears too “on purpose,” if it becomes overused, then it’s detrimental.

It should only be used when it’s “on.” Often I’ll write a piece and then sleep on it. The next day while I’m editing I might actually remove a Power of Three. I was trying too hard. It just wasn’t right.

It didn’t flow within the context of the copy and or the rhythm of it wasn’t quite there, leaving the copy feeling “off.” The reader can feel this and it’ll create a pause that actually slows the reading.

When the Power of Three is used properly it really has that greased slide effect. The reader flows right through it absorbing the important information contained within. That momentum carries right into the text that follows. Very powerful!

Recently a new coaching client sent me a piece of copy to review. I could tell he was really getting the Power of Three when I read this…

It’s dead-easy to learn, impossible to screw up, and I’ve never seen it fail… Ever!

Notice the three pieces and how they have a very similar rhythm — yet it’s not obvious. Notice how quickly it reads. This is excellent as it relates to bringing the reader from attentive, to emotionally involved and then into “The Buyers Trance.”

If you want more sales then you definitely want your readers in the buyers trance. The trance can best be described as that feeling of being completely lost in a good book. Total absorption in what’s being read.

Cory Feldman wrote the previously mentioned Power of Three. He’s just learning now, so it’s not perfect. Perhaps we’ll update you when he’s finished the program. We’ll see just how much more powerful his work has become.

I have a feeling this guy is a quick study.

What makes me say so?

Cory has taken his sentence one step past a power of three and added what I call the Crescendo. That “Bam” at the end of the sentence with … Ever!

Here it is again…

It’s dead-easy to learn, impossible to screw up, and I’ve never seen it fail… Ever!

Here’s an important point…

A well executed Power of Three allows you to say more in one sentence then you normally could. With attention-span being shorter than ever our headlines need to say a lot without being boring. For this reason I especially recommend using the Power of Three in headlines.

Check out my headline at http://www.DynamicResponseMarketing.com

I really say a lot in that headline. The rhythm makes it read much more quickly. I can say more, which gives me an even better chance of gaining visitor attention.

Shaune

28 Comments - I want to hear your opinion. Click here to leave a comment.

55

Comment by Ryan Healy

May 2, 2006 @ 12:36 pm

Great post, Shaune!

I agree: it’s not as easy to tap into “The Power of Three” as it might seem.

It’s not just three things in a row. It’s three related ideas in a row, in the right order, said with the right words!

After you get a feel for it, it becomes easier. You’ll know it because your copy will be more powerful, more rhythmic, more “slippery” than it ever was before.

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Comment by Karla Rootness

May 2, 2006 @ 12:55 pm

Wow - I am excited to delve further into this “power of three”! I’ll admit to getting into that buyers trance myself many times - I may be TOO susceptible to good copywriting! Great examples!

Karla

57

Comment by Cheri

May 2, 2006 @ 1:14 pm

Shaune,

The power of 3 (and all the unique techniques) were so much fun to learn to use. But yes, like eating too much ice cream and cotton candy at the county fair, they can be overdone. : )

I remember how I mangled my Dr. Tina rewrite trying to be too clever, too perfect. I thought, “If that power of three works, why not use one here, and here, and here, and…” Whoops! Bad idea. Sure, each sentence sounded good on it’s own, but there was nothing real about it anymore.

I particularly like your point about the greased slide effect. I’d always wondered what the trick was to it. It’s always illuded to but never really explained. That’s why I think your term “the buyers trance” is so effective. I can relate to it, feel it. It’s something I understand, which makes it easier to try to create in my writing.

But back to the power of 3. When it’s obvious (when you work too hard and get too cute) the reader can sense it. Your writing’s not real, so he feels like you’re trying to manipulate him. The resistance level goes up, the believablity factor goes down, and we all know what happens after that…

BTW, great example. Boy, I sure miss Wednesday nights!

Cheri

58

Comment by Andrew Jaronski

May 2, 2006 @ 1:38 pm

There’s something so primal, visceral, and climactic about a really good “Power of Three”. It seems encoded in our DNA; the rhythm, the flow, the crescendo. How it gently builds anticipation, smoothly linking related topics, taking the reader to satisfaction.

I’ve just proven how P3’s both work and fail. Too many can make you feel like you’re being rocked to sleep or on the verge of needing Gravol.

It’s a real art to get this right.

Andrew

59

Comment by Shaune

May 2, 2006 @ 2:07 pm

I’m in a hurry now. I’ll comment more later.

Just had to say…

Very well said.

You guys Rock!

Shaune

60

Comment by John A. Manley

May 2, 2006 @ 2:09 pm

What I like about the power of three is always seems like just “enough.” Two is doesn’t make the point strong enough. Four often feels like too much.

John
http://www.realitycopywriting.com

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Comment by Terri Liesinger

May 2, 2006 @ 2:20 pm

Andrew,

Whew! Had to turn my computer off so it could cool down for a bit. :-) (just teasing ya)

A well-done Power of 3 has undeniable attraction, congruency and an undercurrent of passion that may not be obvious at first glance. It effortlessly leads the reader along, aware of the impact but not jarred by it.

And Andrew…admit it. You’re gonna miss me!!!

-Terri :-)

64

Comment by Brian Keith Voiles

May 2, 2006 @ 11:48 pm

I find that when I’m really “in touch” with my inner child… when I’m really “in the zone” writing copy (or doing anything else I love, for that matter) it’s easy to “accidentally” create these “three moments” you refer to.

Tapping into my creative space allows me to “naturally” product these “threes” in my copy.

It’s actually easy to hit the “three zone”… after all, it’s really something that’s a part of our culture. Many, many, many things are done in 3’s… all throughout our life we are exposed to it.

If you allow yourself to develop a “zone” while writing copy, you’ll find that really GOOD 3’s will just come pouring out of your compassionate soul, and smack onto the paper!

Warmly,
Brian

PS> 20-years ago I was a professional, comedy magician. In comedy, we have “the rule of three”! Jokes are often “built” in 3’s as well. Food for thought.

(My shelf is filled with books on writing comedy. I love it… “Comedy Writing Secrets”, “The Comedy Bible”, and “How to Write Funny” for starters. (And there’s yet ANOTHER 3!) LOL I love your post and your insights Shaune. I’m pleased to be your friend.

65

Comment by Patsi Krakoff, Psy.D.

May 3, 2006 @ 9:10 am

The power of 3 is also well known by us psychologists; something about the brain and the way it holds three things in working memory. I’ve applied that to article writing for newsletters and blogs for my clients: using 3 keys, 3 steps, etc. makes it easy for your readers to remember, but also makes it easier for you to write. Shaune, keep up the good blog posting, don’t hear from you often enough. And, don’t forget to spell and grammar check: you’re the expert copywriter! (You’ve got comma-deficit disorder.) All the best!

66

Comment by Mike Muller

May 3, 2006 @ 10:54 am

Shaune,

You’re really onto something with this power of three. Three is a number with a certain power. I know most jokes involve three parts, often it’s the third character that adds the punchline. And not to be morbid but deaths supposedly happen in threes (though many times it occurs in twos).

I know there are other examples of threes, I just cant think of any right now. So it would make sense for threes to work in copywriting. There’s a certain power in that number, maybe even a catchiness or a ring to it. I cant come up with the right words to explain the power of this number, I’ll post again if I do.

67

Comment by Ryan Healy

May 3, 2006 @ 11:26 am

Brian… so cool to “see” you here! Thanks for sharing from your personal experience. If you can make the time, it would be just great to hear from you more often. :-)

Best,
Ryan Healy

68

Comment by Jason Moffatt

May 3, 2006 @ 12:29 pm

There’s a reason why “De La Soul” sang a
song called “The Magic Number” Of course
that number is 3.

I always chose the number 3 for my sports
uniforms as a child, and my favorite Poker
hand is the “3 Busta”. The 3 Busta is holding
pocket 3’s, and flopping a set of 3’s.

Maybe they’ll put my face on the 3 dollar bill
some day.

As a hip hop artist, flow and rythym are vital
in creating pleasurable music. It just doesn’t
work if you can’t ryhme of time.

Implementing the “Power of 3″ is similar to
writing a verse that flows like a majestic river.
Done correctly, it’s the lyrical juice that
thirsy copywriters are dying for.

69

Comment by JP Maroney

May 3, 2006 @ 12:45 pm

Triads are incredibly powerful. Ryan hit it on the head with the term “Rhythmic.”

I use them in copywriting, article writing and speaking! They have a certain effect offered by almost no other language tool.

Great post, Shuane!!!

JP Maroney
“The Pitbull of Business” ™

70

Comment by John A. Manley

May 3, 2006 @ 2:09 pm

Brian, your comment about… “really GOOD 3’s will just come pouring out of your compassionate soul” sort of “gives me permission” to bring up the metaphysical aspect of the power of three.

I don’t want to get over the top, but there’s no denying there is some mystical aspect to three. Father-Son-Holy Ghost. Aum-Tat-Sat. Knowing-Knower-Known. Wasn’t it Pythagorus who believed every problem in the world could be solved by triangles?

Then there was the Three Stooges… doesn’t get more deep than that :-).

Glad to see you posting here. Shaune’s always full of praise about your work.

John
http://www.realitycopywriting.com

71

Comment by Terri Liesinger

May 3, 2006 @ 2:12 pm

Wow!

This is one of the best cw blogs I’ve followed for a long time! It’s especially energizing to read the words of wisdom from Brian K-V, Ryan and JP. Hope to hear more of the same from you guys.

JP- It’s an extremely interesting point that you also use P3’s in your public speaking.

Thanks for your input…I’ll be sure to stay tuned for more.

-Terri

P.S. Andrew - are you missing my erratic Tuesday evening ramblings yet? (John - don’t roll your eyes!)

72

Comment by Andrew Jaronski

May 3, 2006 @ 3:22 pm

Terri, I didn’t know you were rambling!

But I do miss our Tuesday’s together. (John, really, stop rolling your eyes.)

73

Comment by Marc Goldman

May 3, 2006 @ 5:38 pm

It’s funny that both Shaune and Ryan are posting here about the Power of 3.

About a week ago I wanted to run an ad for my Ecommerce Software service - GoldbarOne.

I asked Shaune and Ryan - 2 copywriting minds I completely respect to help critique and tear apart the ad I wrote.

Without speaking to each other, they BOTH gave me ads that focused on this magical triumvirate and they both wrote killer ads and both told me why they wrote what they did (ie the Power of 3).

The ad has now been up for about a week and is consistently bringing in prospects to our site.

I can definitely attest to the power of this concept and also to the mastery of the Power of 3 that both Shaune and Ryan have developed.

Kudos Shaune.

74

Comment by Troy White

May 4, 2006 @ 2:20 pm

Great subject! It also reminds me of Eugene Schwartz and the 33 minute and 33 second rule he writes by - again, the magic power of 3.

Or the perfect style intro typically has a pre-head, head and subhead - again - going after multiple approaches to get their attention and keep their attention.

The power of 3 has been around for ages and I am a big believer in using what has worked for decades now.

Why reinvent the wheel? It rolls just fine on it’s own.

Troy

75

Comment by Andrew Cavanagh

May 4, 2006 @ 9:54 pm

It’s interesting to note that the power of 3 is also used in speeches usually resulting in spontaneous applause.

Of course as Brian Keith Voiles suggests if you have to think about this stuff while you’re writing well…

If you’re a writer down to your bootstraps this will flow naturally.

Kindest regards,
Andrew Cavanagh

76

Comment by Shaune

May 4, 2006 @ 10:15 pm

Wow!

Such a diverse perspective on how potent “The Power of Three” can be. Excellent!

From speaking and comedy to Psychology and spirituality.

Thanks Patsi! John Manley has agreed to give me grammar lessons in exchange for free critiques. : )

While looking at everyone who had commented, this Power of Three came to me…

Moffatt, Manley and Liesinger.

No doubt, a powerful trio! : )

Note how the M in Moffatt and Manley add to the rhythm, without being obvious.

Really love this…

“Without speaking to each other, they BOTH gave me ads that focused on this magical triumvirate and they both wrote killer ads and both told me why they wrote what they did (ie the Power of 3).”

Thanks Marc!

And the crescendo to the post is a visit from Brian. This is such an interesting, caring and authentic man. Someone we can all glean much character from.

One of my most treasured moments, since entering the copywriting arena, is my interview with him.

So revealing. Intense, Child-like, Passionate and Crystal Clear!

I feel like the Larry King of copywriting with a riveting, rare and exclusive interview that must be shared.

Everyone should listen to it, at least once. For sure, you’ll catch a couple of nuggets on how to write captivating copy and, more importantly, you’ll become a better person.

Tis true. I mean it…

You can’t listen to the depth of Brian’s passion for living life, truly in the moment, without “getting it” on a whole new level.

With sincerity, I say…

Invite your spouse.

Be fully present.

And

Quietly listen to what Brian has to say.

To anyone who has found themselves here…

email me at Shaune@DynamicResponseMarketing.com with BKV in the subject line and I’ll send you the live, unscripted, recorded interview.

As Ryan said, please Brian, do visit again.

Grateful,
Shaune

77

Comment by Rob in Denver

May 5, 2006 @ 12:26 am

Three is a magic number
Yeah it is, it’s a magic number
Somewhere in that ancient mystic trinity
You’ll get three
As a magic number
The past, the present, the future,
Faith, and hope, and charity,
The heart, the brain, the body,
Will give you three,
It’s a magic number

*****

Three acts are the basis of fiction and plays. Perfectly structured scenes — whether in movies or plays or novels — consist of three parts: goal, conflict and disaster. And that set is followed by another three: reaction, dilemma and decision.

Three is natural. Three is power. Three is harmony.

78

Comment by Jack Bastide

May 5, 2006 @ 6:40 am

It’s Oh So True.
And Right You Are.
Learn the power of 3 … you will go far.

Oh geeze

Jack

P.S J.P. and Marc nice to see you on the
board .. I’m working on the showdown copy as we
speak

79

Comment by Terri Liesinger

May 5, 2006 @ 3:01 pm

Jack, Jack, Jack…

C’mon buddy, you’ll have to give in sometime…the Power of 3 is astounding. Hope you’re incorporating some of it into your contest piece! John’s going to whip our butts if we don’t pull off some amazing elements.

Good luck, and game on.

-Terri

80

Comment by Jack Bastide

May 6, 2006 @ 8:48 am

Oh Crap …

John is in this Contest?

I might as well bow out now :)

Jack

81

Comment by Terri

May 6, 2006 @ 9:15 am

Jack,

Oh no you don’t! :-)

If a French girl transplanted into the state of South Dakota can do this, then it shouldn’t even be an issue for you.

C’mon…think of Seabiscuit, Rudy, Tin Cup, etc.

(besides, you know you rock!)

-Terri

106

Comment by Joseph Ratliff

May 15, 2006 @ 2:03 pm

Shaune

Ah yes! The Power of Three…

To drive a point home.

I mean, really drive it home.

There is nothing like the Power of Three!

113

Comment by Stephen Davies

May 18, 2006 @ 7:04 pm

Wow!
Shaune when I saw this post I was totally blown away!

I just realized I was using this in my own copy and didn’t realize how powerful it really it was until you pointed it out.

I will definitely be using this more often in my copy.

Shaune, thanks for giving away this powerful secret to your reading audience…

— GREAT STUFF INDEED!!!

8021

Comment by Mike

June 12, 2007 @ 10:07 am

Yes, it’s all about context and timing. When used right the power of three adds a nice zing to sales copy and makes it easier to digest. When overused it looks like a pedantic English teacher or a computer did the writing.

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