A couple of years ago at Say It For You, I began calling attention to the idea of using certain literary devices in business blog titles with an eye to making them more “catchy”. In addition to alliteration, a second creative writing technique is “threesomes”. The same Fortune magazine that used those ten alliterative titles I named in my last post also had at least two good examples of the Power of Three:
- Introducing MUFG Bank – trusted, global, seamless
- Right place, right fit, right now (WorldBusinessChicago.com)
- “Real Reliable”, “Real Service”, and “Real Pride” (parts of an advertorial series about the Stihl Company)Like alliteration, The Rule of Three is a language device. We’re all familiar with these examples in which three related words or points presented in quick succession for literary effect:
- “Friends, Romans, countrymen”
- “I came, I saw, I conquered”
- “Of the people, by the people, for the people”
Things that come in threes are more persuasive, Moodle explains. Since we process information using patterns, threesomes make content more memorable.
Some more modern examples include:
- Stop, look and listen
- The good, the bad and the ugly
- The Olympic motto Faster, Higher, Stronger.
“It’s no accident that the number three is pervasive throughout some of our greatest stories, fairy tales, and myths,” writes Brian Clark of Copyblogger.com. the combination of pattern and brevity results in memorable content, which is why three bullet points are more effective than two or four, Clark adds.
Blog posts, I teach at Say It For You, have a distinct advantage over the more static website copy. Each post can have a razor-sharp focus on just one story, one idea, one aspect of your business, and call for a single action. The single topic focus, though, can be supported by three points.
Alliteration, according to Hubspot, makes text “lovelier to read.”In business blog content writing, threesomes might not add “loveliness”, but they do tend to leave an impression!