what is the rule of three in presentations

Want Your Presentation to Be Memorable? Follow the Rule of Three

• by Brad Holst

What makes a presentation memorable?

If you’re listening to a dynamic speaker, you might quickly point to their ease of manner, to their tone of voice, or even to their warmth and authenticity. You’d be right, all of these things are essential to a successful presentation.

But what about the content? If you take away all of the behavioral elements, how can a presenter make you remember the core of what they have to say?

The best leaders and presenters understand how to overtly use the rule of three to deliver information efficiently and with focus, while projecting a credible executive presence. Let’s take a look at how you can use this powerful organizational tool in your own presentation content.

Listening Is Hard Work

Even under the best of circumstances, listening is a more complex activity than we think. In his studies, Ralph Nichols , an early pioneer in communications at the University of Minnesota, determined that immediately after the average person has listened to someone talk, they remember only about half of what they have heard—no matter how carefully they felt they were listening. More modern studies have shown that most of us listen at or below a 25% efficiency rate. What’s more is that we may only remember about half of what’s said during a 10-minute conversation, and still forget half of that within 48 hours.

Now imagine our ultra-modern meeting spaces with the distractions of laptops, smartphones, and virtual conference rooms. Look at what your content has to compete with!

Everyone’s Working Memory Is Limited

Often, one of the biggest challenges in business presentations is the fact that multiple stakeholders want to keep adding to the content. Before you know it, your small list of “must know” items has become a long list of items that includes the “nice to knows” and some additional tedious details that no one in the room will actually need to know.

This kind of presentation can quickly become an unorganized, unintuitive mess. There’s a good reason why no one will remember all that information at once.

You’re overloading your listener’s working memory.

The classic psychology study on memory by Harvard Professor George Miller and subsequent work by researchers  Simon and Chase  have demonstrated that people can repeat back a list of no more than about seven randomly ordered, meaningful items or “chunks” (which could be letters, digits, or words). This work became the basis for best practices like chunking digits like telephone numbers into three parts, making it much easier to remember and act on than a single block of 10 random numbers.

More modern memory studies have refined Miller’s determinations and have redefined working memory capacities. Nelson Cowan describes his findings that, on average, our central memory stores are limited to three to five meaningful items. Cognitive load theory also suggests that when you begin to overload these basic limitations, learning and retention just doesn’t happen.

Understanding the Rule of Three

The rule of three is ubiquitous.

Humans are both neurologically and culturally adapted to the number three and its combination of brevity and rhythm. We know from studies in neuroscience that our brains seek out patterns and finds the structure of three to be a complete set; it feels whole.

Three is the least number of items in a series that make a pattern, and once you start looking for this pattern, you’ll see that it’s everywhere.

In mathematics it’s a rule that allows you to solve problems based on proportions. In science there are three states of matter: solid, liquid, and gas. The Latin maxim omne trium perfectu m (everything that comes in threes is perfection) echoes Aristotle and his Ars Rhetorica . There Aristotle posits that the most persuasive rhetorical appeals must rely on ethos, pathos, and logos.

Extrapolate from that, and even simple storytelling and narratives have a simple structure of a beginning, a middle and an end.

Using the Rule of Three to Your Advantage

The good news is that you can easily incorporate the rule of three into your presentation planning right away and see a remarkable difference in your content’s clarity and impact. For example, the rule of three can be used to great advantage when opening a presentation:

• First raise a problem or opportunity to grab the audience’s attention
• Then suggest how that problem can be resolved with a motivating call to action
• Follow that by a sharing a tightly focused agenda

If you’ve used The Mandel Blueprint® content planning tool, you’ve already experienced the rule of three in action to structure these three steps. It contains Mandel’s thinking and messaging framework, SCI-PAB® (Situation/Complication/Implication – Position/Action/Benefit®), a two-step intuitive problem/resolution framework, with each of step divided into three parts:

• SCI will ensure you raise a problem or opportunity that the audience understands and cares about.
• PAB motivates the audience to action by creating clarity on the path forward and the value of the outcomes.
• And when you share an agenda with something as simple as “Today I’d like to focus on these three things…” you project an efficient, powerful, and engaging executive presence.

Never forget that there are dozens of other things competing for your listener’s mindshare. You need to quickly inspire confidence in others regarding your leadership ability and set them up for active listening and participation.

Structuring an Agenda

With or without a SCI-PAB to guide your content, as a general rule, you should create a tightly focused agenda of three main points that support your primary idea.

Ask yourself, if the audience is only going to remember three things, what should they be?

Focus on delivering the “must know” information for the audience, but prepare your answers to any questions regarding what would be “nice to know.” If they’re interested, rest assured that the audience will ask you about it.

Resist the temptation to add additional agenda points unless absolutely necessary. Any more than three items dilutes the focus of your presentation and can creep into that realm of high cognitive load for your audience. Overloading their working memory during your presentation means people simply won’t remember what you have to say.

The Power of Three

Our modern meeting spaces and technology distractions can tax even the most conscientious listener. Your goal is to cut through this competition for mindshare and deliver your content in a focused, easy-to-process, and intuitive manner.

Using the rule of three taps into something deeply human in all of us. Its roots in storytelling, critical thinking, and neuroscience make it a powerful tool that anyone can use with great success.

Try using it the next couple of times you need to present. Don’t be discouraged if you need to practice more than once or twice.

Third time’s a charm.

Works Cited (alphabetical order)

Chase, W.G. and Simon, H.A. (1973). Perception in chess. Cognitive Psychology 4(1): 55–81. Retrieved from https://www.sciencedirect.com/science/article/pii/0010028573900042

Cowan, Nelson. (2010). The magical mystery four: How is working memory capacity limited, and why? Current Directions in Psychological Science, 19 (1): 51-57. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2864034/

Grabmeier, Jeff. (2018). This is your brain detecting patterns. Sciencedaily.com. Retrieved from https://www.sciencedaily.com/releases/2018/05/180531114642.htm

Miller, George. A. (1955) The magical number seven, plus or minus two. Psychological Review, Vol. 101, No. 2, 343-352. Retrieved from http://www.psych.utoronto.ca/users/peterson/psy430s2001/Miller%20GA%20Magical%20Seven%20Psych%20Review%201955.pdf

Nichols, Ralph G. and Stevens, L. (1957). Listening to people. Harvard Business Review. Retrieved from https://hbr.org/1957/09/listening-to-people

Soloman, Howard. (n.d.). Cognitive Load Theory (John Sweller). Instructionaldesgin.org. Retrieved from https://www.instructionaldesign.org/theories/cognitive-load/

Thill, John and Bovee, C.L. (2004). Excellence in Business Communication. Prentice Hall

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• Presentations
• Presentation Techniques

Rules of PowerPoint (Rule of 3 and More)

Do you want to give the best presentation? Have you ever created a presentation and thought it could be better but don’t know how to make it better? You can follow PowerPoint rules to make your presentation look better.

One of these rules is the rule of three. In this article, we’ll cover the rule of three and other PowerPoint rules to help you create better presentations.

Jump to content in this section:

What Is the Rule of Three?

How to use the rule of three in your presentation, more powerpoint rules.

Before we cover how to use the rule of three in your PowerPoint presentation, we need to answer the questions: what is the rule of three?  

This writing principle says people understand concepts, situations, and ideas in three groups. This rule can work for sentences, situations, or stories.

We are used to things coming in threes. Many phrases come in threes such as:

• blood, sweat, and tears
• stop, drop, and roll

Since it’s so common, our brain remembers things that come in three more easily because it's expected.

Now we’ve answered the question, what is the rule of 3? Let’s look at how to use it in PowerPoint presentations.

The presentation that will be used throughout this article is the Minimal Presentation PowerPoint Template from Envato Elements.

This premium template comes with over 300 total slides. It also comes with ten color scheme options that you can choose from.

If you want to add some visual interest to your presentation, this template makes it easy through its picture placeholders and 4000 vector icons that come with it.

The rule of three can be used to make your presentation more memorable and stand out. This is how you use the rule of three in your presentation, along with some rule of three examples.

1. Divide Your Presentation

When making a presentation that uses the rule of three, you need to divide your presentation into three parts. The parts are usually the beginning, middle, and end.

Two other ways you can divide your presentation are:

• opportunity, solution, benefit
• problem, solution, action

Your whole presentation should be structured around the number three. This means that you should have three main points in your presentation.

For example, three main points of a presentation could be:

• dogs, cats, and hamsters

Another example would be if your presentation were about the environment. You could divide it into three parts:

• identification
• conservation.

2. Use Bullet Points

According to the rule of three, you should only use three bullet points to support your points.

Three points are easier to remember. When you have three bullet points, your presentation looks full without looking overwhelmingly full.

3. Use Catchy Phrases

If you use catchy phrases, you should follow the rule of three to make those phrases more memorable.

You can use the rule of three in two ways.

• You can have a catchy phrase with three words, such as “lights, camera, action.” 
• You can also use a phrase with three words like this quote from Plato: “There are three classes of men: lovers of wisdom, lovers of honor, and lovers of gain.”

4. Use Visual Images

Every good presentation has visuals, but how do you use the rule of three with your visuals?

It's simple. If you use icons, you should only use three. If you use images, follow the rule of three.

You can also use a single image containing three aspects—the ground, mountains, and the horizon.

5. Use the Rule of Three in Flow Charts

Using the rule of three for this part is more complicated, but it is necessary to follow the rule. If you use graphs or flowcharts, you should have three main sections of that chart.

Flowcharts are great to show the process. If you want to follow the rule of three, make sure that It has three main sections.

If you use a graph to represent data, try to have three sections in your graph. For example, if you use a bar graph try having three bars in that graph if possible.

6. Use Three Main Colors

When deciding your color scheme, you should consider the rule of three. This can mean having three main colors that you use throughout your presentation. It can also mean having three colors on your slide.

Here are more PowerPoint rules that you can follow to make your presentation look better:

1. Rule of Thirds

You may be asking what’s the difference between the rule of three and the rule of thirds.

Let’s answer What's the rule of thirds?

The design rule of thirds is where you break up an image or design into different sections using columns and rows to form a grid. The grid is placed over the image and has nine equal boxes with three evenly spaced rows and columns.

The goal of the rule of thirds is that you don’t place the main elements in the center of images. You place the main elements on either the left or right. In the example above, you’ll see that the main focus (the girl with her dog) is on the left of the image, following the rule of thirds.

2. 5/5/5 Rule

The 5/5/5 rule says:

• You shouldn’t have more than five words per text in a line.
• Each slide should have no more than five lines.
• You shouldn’t have more than five text-heavy slides in a row.

When you have too many text-heavy slides in a row, it can tire your audience.

3. Font Rule

The font rule states that you should choose a font that is easy to read, and the color stands out against your slide background. Also, your text should be large enough for people in the back of the room to read it.

4. Seven by Seven

The seven-by-seven rule is where you use no more than seven words per line and no more than seven lines per visual.

If you need more words, make bullet points as sub-points below the main point. The maximum is one key point with six subpoints on a single slide.

Your slides are used to emphasize a single point. The example slide above follows the seven-by-seven rule because it has one key point and six sub-points.

5. Image Rule

The image rule is that you should use an image that is relevant to your presentation.

For example, if you’re doing a presentation on food, having an image of a basketball can confuse the audience. Your audience may forget the text but are more likely to remember your image. You also shouldn’t have too many images or graphics because they lose their effect if you do.

6. The One Principle

The one principle is similar to the image rule. It states that you should limit each visual to one idea, concept, or main point.

It can be overwhelming for the audience if you have more than one main point on a slide and use visuals for multiple points.

7. One-Minute Test

The one-minute test is where you put yourself in the audience's shoes. If your audience needs more than one minute to figure out what your slide says, then it’s too complex. If your slide is too complex, it can cause your audience to lose focus on what you’re saying.

8. 10/20/30 Rule

The 10/20/30 rule says a presentation should be no more than ten slides longer than twenty minutes and use fonts no smaller than thirty.

Some believe it's hard for audiences to comprehend more than ten concepts during a presentation. This means that your presentation shouldn’t have more than ten slides.

Knowing you have twenty minutes to give your presentation allows you to structure your presentation well.

The Top Source for PowerPoint Templates

Do you want to save time? Do you want to impress others with your presentation design? Then, try a premium PowerPoint template.

The best source for premium PowerPoint templates is Envato Elements. Using a premium template saves time because you don’t have to design a presentation from scratch. It’s already done for you.

A good template has labeled sections where all you need to do is add your text into the text holders and images in the picture placeholders. Every premium template is by professionals to be stylish and impressive. If you like to add personal touches to your presentation, you can still use a good premium template that is easily customizable.

Envato Elements is a premium subscription service with a low monthly fee and unlimited access to premium digital assets. Some of these assets include:

• premium templates

Learn More About PowerPoint

Read these articles and tutorials to learn more about PowerPoint:

Download a Premium PowerPoint Template Today!

Next time you need to make a PowerPoint presentation , try using one of these PowerPoint rules to make your presentation look better and more memorable. To impress your audience, download a premium template from Envato Elements. Sign up for Envato Elements today!

Examples of the Rule of Three

A good presentation technique is the rule of three.

The rule of three is based on the technique that people tend to remember three things.  In oratoration it comes up all the time. So by repeating something three times or using the alliteration with three words, a quite ordinary speech becomes quite emotive.

Good speeches are peppered with lists with three items

1. “Friends, Romans, Countrymen” – William Shakespeare in Julius Caesar 2. “Blood, sweat and tears” – General Patton 3. Our priorities are “Education, Education, Education” – Prime Minister, Tony Blair

They are used in religion…

1. “Father, Son and Holy Spirit” 2. “Faith, Hope and Charity”

… in Public Safety

1. “Stop, Look and Listen”

… and in the film industry

1. “The good, the bad and the ugly” 2. “Sex, lies and videotape”

Putting it simply if you want your message to be remembered put it into a list of three.

Think about – if there are only three points that I would like to leave my audience with, what would they be? And then use no more than three themes per slide. Here are more examples of the rule of three.

“Life, liberty, and the pursuit of happiness” – the American Declaration of Independence

“Government of the people, by the people, for the people” – the Gettysburg Address

“There are three kinds of lies: lies, damned lies, and statistics” – Benjamin Disraeli

“This is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning” – Sir Winston Churchill

“Never before in the field of human conflict was so much owed by so many, to so few” – – Sir Winston Churchill

“There are three principal ways to lose money: wine, women, and engineers. While the first two are more pleasant, the third is by far the more certain. Baron Rothschild”

“Veni, vidi, vici” (I came, I saw, I conquered) – Julius Caesar:

“Unwept, unhonored, unsung” – Sir Walter Scott

“Duty – Honor – Country. Those three hallowed words reverently dictate what you ought to be, what you can be, and what you will be” – Gen. Douglas MacArthur

“The rule is: jam tomorrow, and jam yesterday, but never jam today” – Lewis Carroll. Through the Looking Glass

Here are some other classic combinations:

Bacon, Lettuce, Tomato

Education, Education, Education

Liberty, Equality, Fraternity

Bigger, Better, Stronger

Engage, Aspire, Excel

Love, Life, Lust

Do you have any other examples? Please add them into the comments box below.

Recommended Pages

Hi How about:

Positive, negative, neutral

Liberte, fraternite, egalite (sorry about the acutes)

Australia had a sunscreen cream campaign to prevent skin cancer:

Slip (on a shirt) Slop (on some cream) Slap (on a hat)

There are three types of people: the ones who know how to count, and the ones who do not.

the common one is: me, myself and I.

The one bank has changed their logo from simpler,better, faster to inspired,motivated,involved

Citius. altius, fortius

SORTED TRIPLETS   3 bases in Baseball 3 bears 3 Musketeers 3 Stooges Able, Baker, Charlie animal, vegetable, mineral Appetizer, Main Course, Desert Bach, Beethoven, Brahms Blood, Sweat, Tears Breakfast, Lunch, Dinner Democrat, Republican, Independent Duty, Honor, Country English, Irish, Scotch Ethos, Logos, Pathos       Aristotle’s three types of speeches) Faster, Higher, Stronger Father, Son, Holy Ghost Friends, Romans, Countrymen Go Fight, Win Good, Bad, Ugly Government of the people, by the people, for the people Hear no evil, See no evil, Speak no Evil Homes have been lost, jobs shed, Businesses shuttered I came, I saw, I conquered Inky, Blinky, Clyde Legislative, Judicial, and Executive, Liberty Equality, Fraternity Life, Liberty, Pursuit of Happiness Location Location, Location Long, Long, Ago Mayo 3 Shields ,, Morning, Afternoon, Evening Old, New, Benefits, Open, Body, Close,, Past, Present Future, Sex, Lies, Videotape Stop, Drop, and Run Stop, Look, Listen Superman: Truth, Justice, American Way Three Wise Men–three gifts gold, frankinsense and myrth Three-color flags Trilogies of fiction Tobacco, Alchol, and Guns Tom, Dick, Harry Verbal, Vocal, Visual             (parts of a talk) We can not dedicate, we can not consecrate, we can not hallow this ground We must pick ourselves up, dust ourselves off, and begin again the Wine, Women, and Song Work of remaking America Work, Rest, Play You’re the ones who feed us, who wipe our tears, who hold our hands or hug us when we need it.

shake, rattle and roll

stand up, speak up, shut up

yesterday, today & tomorrow

ding ding dong

Time, Effort, Money

one, two, three

A – B – C

Do – re – mi

stop, drop, roll

en – to – tre

rock, paper, scissors time, money and environment

yes, no, maybe

DOn’t like “English, Irish, Scotch” in Joe Sharp’s lonmg list – “English, Irish, and Scots” would be OK, as would be “American, Irish and Scotch”, but English whiskey?

The Few, the Proud, the Marines.

College, job, family.

“Honor, Courage, Commitment” – a motto in the US Navy

“Heat, Fuel, Oxygen” – to stop a fire, remove one of the three.

Safety – Think it, talk it, work it!

Would “Lights, Camara, Action” work?

“Love, Hate, Loneliness”

“Adherence, Lament, Comply!”

Shandrach, Meshach & Abednego

hi lilly, hi lilly, hi lo

Glory Honour and Power

There are three kinds of people: those who make it happen; those who watch it happen; and those who wonder what happened

– Brian Tracey (I think)

Cut Copy Paste [Computers] Amar Akbar Anthony [Film] Pati Patni or Woh [Husband Wife & HER: The Love Triangle]

Past Present Future Good Better Best … and so on

Sola, perduta, abbandonata…

(Alone, lost, abandoned…) Manon Lescaut, lost in the Louisiana desert in Puccini’s opera of the same name.

3 little pigs 3,2,1 3 billy goats gruff goldilocks and the tree bears 3 blind mice england flag-has three lions

up, up and away

have we had “hook, line & sinker”

the past is history, the future is a mystery and the present is a gift

up down left

candle, book and bell

sit up,shut up and belt up

Hung, drawn & quartered

Buddha, Dhamma, Sangha Brahma Vishnu, Eshwara Vision Mission Action The impossible trinity in economics Left, Right and the Middle Solid, Liquid and Air Sun, Moon and the Stars Past, present and Future Positive, Zero and Negative Electron, Proton and Nutron Average, above average and below average Yes, No, and Undecided For, against and nutral Like, dislike and indifferent Length, breadth and depth X-axis, Y-axis and Z-axis

In the stock market: Hope, greed and fear control all.

It wasn’t Patton who talked about “blood, sweat and tears;” it was Churchill: “I would say to the House, as I said to those who have joined the government: ‘I have nothing to offer but blood, toil, tears and sweat.'” 1940

Beanz Meanz Heinz

Hip! Hip!! Hurrah!! Going, Going, Gone!

Ready, Steady, Go. Hop, Step and Jump

Arise , Awake and Stop not till goal is achieved _ Swami Vivekanand

See it, Say it, Do it

Yes, No, Maybe so

Money,power,respect

tom dick and harry

ave attque vale (hail and fairwell) …i think

this, that and the other

going, going, gone!

Shades on, scarf on, attitude on….

what was the middle one, again?

sex, drugs, rock n roll see no evil, hear no evil, speak no evil

skin,fruit,core

Seen it, done it, got the T shirt!!

In the Big Bang Theory (tv show) Sheldon knocks on Penny’s door three times and each time says “Penny!”

the people now a days want three things: entertainment, entertainment and entertainment

Time to kill Money to burn Life to waste

bacon lettuce and tomato

red white and blue

etcetera, etcetera,etcetera. The King and I.

One for the money, two for the show, three to get ready now go cat go!

Flip, Flop, Fly.

Three withches of Macbeth.

Three wishes

Knock three times on the window if you want me.

Three steps to heaven

Three’s a crowd

Three times a lady

You, me and baby makes three

Del, Rodney and Grandad

What now, what next, where to?

3 a.m. The witching hr

Scrooge’s visitation by three ghosts.

Three Corn Patches

Three strikes and you’re out!

One is fluke, two is coincidence, three is proof.

Three musical chords, A,D,E C,F,G etc

The first odd prime number is 3

The rule of three

Money, Money, Money

Sex, drugs and Rock’n’Roll

Mary, Mungo and Midge

Father, Son and Holy Ghost

Peter, Paul and Mary

Martin Luther King’s speech

Lead, Follow or get the hell out of the way

red yellow green

Turn on, Tune in, Drop out.

Get in, Get out, Get Paid.

Good, fast, cheap – pick any two (a project management rule)

“Drown me! Roast me! Hang me! Do whatever you please,” said Brer Rabbit. “Only please, Brer Fox, please don’t throw me into the briar patch.”

It’s delightful, it’s delicious, it’s de-lovely.

Wynken, Blynken, and Nod

Then close your eyes and tap your heels together three times. And think to yourself, There’s no place like home.

Faster, stronger, higher. (It’s the Olympics motto)

Alif, Baa, Thaa arabic letters

Sugar Spice and Everything nice these were the ingredient to make the perfect girls.

Blossoms Bubbles Buttercup

Ready, Set, Go.

The good, the bad and the ugly….

One, two, buckle my shoe Three, four, knock on the door Five, six, pick up sticks Seven, eight, close the gate Nine, ten, a big fat hen…….

Here, there, everywhere. Beatles

Ready, Steady, Bake

Lead, Follow, or get the hell out of the way!

Bigger better brighter

Liberté, égalité, fraternité

Destruction, death and doom 🙁

ein reich, ein volk, ein fuhrer. [Not one I believe in but one I remember from doing history at school!]

In Gremlins there are three rules. No bright light, Don’t get them wet, and don’t feed them after midnight.

You and me and a dog named Boo Mother, maiden, crone Sun, moon and stars Get up, dress up, show up Bad things come in threes Bacon, bacon, bacon! Lol

Run, hide, fight. From terrorist training. ☹️

Location, Location, Location.. (a key to business success)

Live,love,BFF

And my three favorite: Me, myself and I

Business Family Friends

diligence dexterity determination

Good afternoon good evening and goodnight

iPad iPod iPhone

Lights, camera, action!

Fidelity, bravery, integrity. Chemistry, biology, physics. Heat, fuel, oxygen= fire Protons, neutrons, electrons. For every action, there is an equal and opposite reaction.

Good, better, best, never let it rest ’till the good is better and the better is the best.

Peace, Land and Bread – Lenin

As a dentist, I can see the rule of three so often. For example when I present to the patient a condition in their mouth, when I explain the consequences and then the resolution. Thanks for the thoughtful article.

Aspire, believe , act and succeed

Remember TIM when buying a house…Taxes, Insurance, Maintenance

Aim, shoot, reload.

Love, Peace, and Soul Earth, Wind, Fire Up, Down, Sideways Month, date, year Mind, body, soul Planes, trains, automobiles Bing, bang, bong

Birth, death, resurrection

vision, eloquence, and consistency.

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How to Use the Rule of Three in Your Speeches

Using the Rule of Three allows you to express concepts more completely, emphasize your points, and increase the memorability of your message.

That’s the truth, the whole truth, and nothing but the truth.

What is the rule of three? What are some famous examples? How do you use it in speeches? Read on!

• Speech Quotations
• Rhetorical Questions
• Triads (the Rule of Three)
• Parallelism

Western Culture and the Rule of Three

Trios, triplets, and triads abound in Western culture in many disciplines. Just a small sampling of memorable cultural triads include:

• Father, Son, and Holy Spirit
• Heaven, hell, and purgatory (Catholicism, primarily)
• Three Wise Men with their gold, frankincense, and myrrh
• The Good, the Bad, and the Ugly
• Sex, Lies, and Videotape
• Superman’s “ Truth, Justice, and the American Way “
• Nursery rhymes such as the Three Little Pigs or Goldilocks and the Three Bears
• In a more general sense, there is the allure of trilogies as with Indiana Jones , The Godfather , The Matrix , Star Wars , and many others.
• U.S. Branches of Government: Executive, Judicial, and Legislative
• U.S. Declaration of Independence: “Life, liberty, and the pursuit of happiness”
• French motto: Liberté, Égalité, Fraternité
• Abundance of tri-colored flags
• Fire safety motto: Stop, Drop, and Roll
• Olympic motto: Citius, Altius, Fortius or Faster, Higher, Stronger
• Real estate: Location, Location, Location

Historic Rule of Three Speech Examples

Speechwriting is, of course, part of our culture. Examples of the Rule of Three can be found in some of the most famous speeches ever delivered:

• “Veni, vidi, vici” (I came, I saw, I conquered)
• “ Friends, Romans, Countrymen. Lend me your ears. “
• “ We can not dedicate — we can not consecrate — we can not hallow — this ground. “
• “ Government of the people, by the people, for the people “
• “ Duty, Honor, Country ” [repeated several times in the speech]
• “ we must pick ourselves up, dust ourselves off, and begin again the work of remaking America “

What’s Magical About the Rule of Three?

It is reasonable to ask what’s so special about three? Why is it so popular in our culture? Aren’t there just as many examples of two- or four-element famous speech lines?

For a famous duo, there is Patrick Henry’s “ Give me liberty or give me death . ”

For a classic quartet, it is tough to beat Winston Churchill’s “ I would say to the House as I said to those who have joined this government: I have nothing to offer but blood, toil, tears and sweat . ”

Despite examples like these, there is something magical about the Rule of Three in the way that it allows a speaker to express a concept, emphasize it, and make it memorable.

In his book  Writing Tools: 50 Essential Strategies for Every Writer , Roy Peter Clark provides insights to the magic of the number three:

“ The mojo of three offers a greater sense of completeness than four or more. ”

… the “encompassing” magic of number three … in our language or culture, three provides a sense of the whole … … in the anti-math of writing, the number three is greater than four. The mojo of three offers a greater sense of completeness than four or more. … Use one for power. Use two for comparison, contrast. Use three for completeness, wholeness, roundness. Use four or more to list, inventory, compile, and expand.

Rhetorical Devices — Rule of Three

The rule of three describes triads of all types — any collection of three related elements. Two more specific triad variants are hendiatris and tricolon .

A hendiatris is a figure of speech where three successive words are used to express a central idea.

Examples of hendiatris include:

• “ Veni, vidi, vici. ” [Julius Caesar]
• “ Liberté, Égalité, Fraternité “ [ French motto]
• “ Citius, Altius, Fortius ” [Olympic motto]
• “ Wine, women, and song ” [Anonymous]

A tricolon is a series of three parallel elements (words or phrases). In a strict tricolon, the elements have the same length but this condition is often put aside.

Examples of tricola include:

• “Veni, vidi, vici. ” [Julius Caesar]
• “ Be sincere, be brief, be seated. ” [Advice for speakers from Franklin D. Roosevelt]
• “ Tonight, we gather to affirm the greatness of our nation – not because of [1] the height of our skyscrapers, or [2] the power of our military, or [3] the size of our economy. ” [Barack Obama, Keynote speech to Democratic National Convention, July 2004]

Contemporary Speech Examples using the Rule of Three

“ Using the Rule of Three allows you to express concepts more completely, emphasize your points, and increase the memorability of your message. ”

Nearly every speech critiqued on Six Minutes has wielded the magic of the Rule of Three, as shown by numerous examples below.

• Click through the links to read the detailed analysis.
• Watch the speech being delivered, and note the delivery of these key triads.
• Note how memorable these passages are within the whole speech.

Examples like these cross a wide array of speech types and settings. You can study these examples, and then apply the lessons to your own speechwriting to see how you can incorporate the Rule of Three.

• 5 Speechwriting Lessons from Obama’s Inaugural Speech

Homes have been lost; jobs shed; businesses shuttered.

• Steve Jobs: Stanford Commencement Address, 2005

[1] It means to try to tell your kids everything you thought you’d have the next 10 years to tell them in just a few months. [2] It means to make sure everything is buttoned up so that it will be as easy as possible for your family. [3] It means to say your goodbyes.

• Dalton Sherman: Do you believe?

You’re the ones [1] who feed us, [2] who wipe our tears, [3] who hold our hands or hug us when we need it.

• J.A. Gamache: Toastmasters, 2007

A sandal of hope when you reach out. A sandal of joy when you listen to your heart. A sandal of courage when you dare to care.

• Electrify Your Audience with a Shocking Speech Opening

Tobacco. [long pause] Alcohol. [long pause] Guns. [long pause] Criminal items seized in a search [slight pause] of a 6th grade locker in a bad school district .

• Patrick Henry Winston: How to Speak

Your careers will be determined largely by how well you speak, by how well you write, and by the quality of your ideas… in that order.

• Speech Preparation #6: Add Impact with Rhetorical Devices

… we cannot predict when the wind blows. We cannot predict how strong it will be. We certainly cannot predict its direction.

Other Magical Ways to Harness the Power of Three in Speechwriting

The next Six Minutes articles in this series show you how to apply the Rule of Three to speech outlines , and how to create humor with the Rule of Three to get your audience laughing.

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33 comments.

You’ve put together a fantastic resource here. Another dimension of the Rule of Three is structure. The best stories, screenplays and folktales often have three parts to them. Olivia

Hi Olivia: Structure, indeed! That is the focus of the next article in this series… coming soon.

Love that Olivia, Wooo

You missed one of the most important groups of 3 ever … The 3 Stooges !

Great article. Well researched (except for missing the Stooges) and I really enjoyed it.

D. Mark “Dave” Wheeler

And the greatest.. The THREE… Musketeers.

OK they end up four.. so??

This proves that the rule of three works.. It attracts … (you name it) even more.

Thanks to the late Gail Jefferson, we’ve known for years that most lists people use in everyday conversation have three items in them. But I don’t believe there’s anything magical about it, for reasons given at: http://maxatkinson.blogspot.com/2008/11/why-so-many-lists-of-three-mystery.html .

I am, however, in no doubt about its rhetorical effect, which is why it’s dealt with in more detail in my book ‘Lend Me Your Ears’ (Chapter 6).

Thought you might appreciate this example from a training course we ran recently… we were working on exercises along these lines when one group came up with this fantastic summary of a good meal. 1/ Shopping 2/ Chopping 3/ Troughing

Pure genius! 🙂

I would also like to think that the rule of three also corresponds to the average attention span of an adult. when making a presentation, two seems to short while four is too much. three seems to be the perfect number to make a point. thanks. great post. 🙂

I love this article. I was thinking about this very concept yesterday. When I prepare for a seminar, I know that I have to take my research, audience, and purpose to create “The Three.” Five is fine, but people forget. Three can cover just enough bases.

Excellent article. To the point. Extremely useful. Thanks.

I have been groping in the dark for an area to talk on, at my 2nd Toastmaster speech. I loved “The Rule of Three” article! I’m a Malaysian born Indian and therefore by no stretch of the imagination, of western breeding. However, I loved your explanations elaborations on the rule of three. I also identify with the completeness conferred by “threes”; Just as the writer mentioned the holy trinity as an example, the hindu trinity of Brahma, Vishnu and Shiva come to mind as an examples in Indian/ Southeast Asian culture. Classical Indian Music as well as languages such as Tamil and Sanskrit have numerous examples of the rule of three. You’ve inspired me to use these in some way for my 2nd Toastmaster speech! Thanks for the idea!

I found the blog. I read it. I’ll do it!

Many thanks for this invaluable resource. I will point my friends, colleagues and students towards it. Rgds Vince

PS – I remember George Bush saying about 5 years ago, that ‘What Iraq needs now is peace, justice and security.’ The three stuck in my mind…

Sex, Drugs and Rock and Roll. 😉

Great article.

Excellent article on Speech- craft!! Here are two more triads: – Reading, wRiting and aRithmetic (sometimses the 3 ‘R’s) – Wine, Woman & Wealth (the 3 inducements)

My favorite example of the Rule of Three–and the one taught to my now adult children–“THREE IS A MAGIC NUMBER” from the Schoolhouse Rock education series! My grandbabies are now learning the tune(s)

Hey Andrew!

Great Article!

I really enjoyed the variety of sources you pulled from.

I find it amazing how much I actually think, speak, and write in “threes” without effort.

Whether the phenomenon of threes is something innate or a product of conditioning (most likely a bit of both), it is nevertheless powerful.

It just feels right. Syllogisms, Jokes, and Stories naturally take on the pattern

Good Job! Love the blog!

The rule of three is right under our noses, yet I never thought anything of it! An aha! moment you could say.

Direct, No-fluff, Excellent!

Thanks, Ben.

Very informative resource. Thanks Andrew.

Thank you for this article and all of your helpful articles! I just gave my first speech at Toastmasters and this site helped tremendously!!!

In sales which is life, there must be a begining,middle,end. The structure in all things!The Power of 3!!

Jimmy Crimmins

Thank you for send me these informations,they are very important for me.One of my dream is to be a public speaker and speechwriter and you are helping me out with these informstions, thank you again.

Very informative and useful tool I learned.

I have learnt so much and hope to learn even more with this information

Thanks for putting together so many useful links and examples Andrew. I’ve linked to your post from my blog – as many others have.

When speaking, you might also like these 3 tips to convey your talk’s key message. Or, as I like to call it, “Nail your point!”

I really enjoyed this read. I am working on a speech analysis essay. My speech is We shall overcome by President Lyndon Bb. Johnson. Thanks you.

Very interesting concept and well researched contentI will certainly implement ‘the rule of three’ in my presentations. thanks

these are useful tips thank you.

Great way to write a five paragraph essay with three supporting piece of evidence.

Wow! This article is so well thought and has many incredible and nostalgic references. Thanks for sharing Andrew. I will also be referencing this post on my blog post about what is public speaking and how to become a great public speaker.

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Create speeches that are interesting, exciting & engaging – discover the rule of 3 in this fantastic blog: https://t.co/v97QybuPv5 @6minutes — @SpeechWorkshop Oct 26th, 2015

Veni, vidi, vici…. La puissance du rythme ternaire dans les discours : https://t.co/zYhAPFoLRU by @6minutes — @beatrice_toulon Feb 11th, 2016

@OfficeOfRG This isn’t a bad speech at all by RG, but he’s forgetting the rule of 3, tempo rising but falling badly. https://t.co/DTVNIFkH5K — @sowmyarao_ Mar 2nd, 2016

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How to Use the Rule of Three in Your Speeches https://t.co/I6D4L9piLK by @6minutes #publicspeaking — Mel Sherwood (@Grow_Potential) Jul 5th, 2016

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How to Use the Rule of Three in Your Speeches https://t.co/afLXkHwXYC by @6minutes https://t.co/ItHnWQMVnk — SparklingSpeech (@SparklingSpeech) Jul 16th, 2018

How to use the rule of three in your #speeches. https://t.co/OmYcxWNx8i @6minutes #coaching — Lauren Sergy (@lsergy) Feb 9th, 2019

26 Blog Links

Pivotal Public Speaking » How to Add Power or Humor with the Rule of Three — Jul 9th, 2009

Target Intellect Blog » The rule of three in public speaking — Jul 16th, 2009

Presentationsteknik: skapa en intresseväckande inledning @ I huvudet på Håkan Fleischer — Dec 7th, 2009

The Gettysburg Address: An Analysis | Manner of Speaking — Nov 18th, 2010

When a Wordsmith is Passionate | Manner of Speaking — Dec 5th, 2010

Smartboard workshop & final project | Jago Gazendam — May 6th, 2011

Goodbye world! Hello Improv! « The DeVine Improvisation — Sep 7th, 2011

The Magic of the Rule of Three. Read – Understand- Use! :: 'No Sweat' Public Speaking! — Sep 8th, 2011

Ruminations with roomies | Diana Bananas — Nov 8th, 2011

Comment écrire un discours (la règle de trois) « Exprimez Votre Potentiel — Feb 12th, 2012

Steve Jobs’ 2005 Stanford Commencement Address » Project AnVi — Feb 27th, 2012

Lawyers conjure up faux analogies to find ‘lessons’ from “Hunger Games.” « The Irreverent Lawyer — Apr 19th, 2012

A bit of A and B (and you get some C) « Digitize We Must! — Apr 30th, 2012

Words threes | Ponderandpray — Jun 26th, 2012

3 Parts of Career Satisfaction | Engage Your Strengths — Jul 26th, 2012

Power of 3 — Sep 30th, 2012

HowTo CCR (Cannibal Caveman Roots) “Rule of Three” | StudyPR — Oct 2nd, 2012

CON SỐ 3 HUYỀN DIỆU « Phung Huy EDU — Oct 21st, 2012

What’s the Magic Number? | OISE Bristol — Nov 7th, 2012

Obama and the rule of three | B2B STORYTELLING — Nov 7th, 2012

Coup pour Coup / Blow for Blow (1972) | atwalt — Nov 10th, 2012

How to Use the Rule of Three in Your Speeches | Training Courses Blog — Nov 11th, 2012

It takes three to tango | B2B STORYTELLING — Dec 12th, 2012

Three Reasons Why Jimmy V’s ESPYs Speech Is Such An Amazing Display of Public Speaking. | Dan Oshinsky | Good. Better. Done. — Dec 13th, 2012

Public Speaking and The Rule of Three « Creating Communication — Feb 19th, 2013

Only1List Cheat Sheets | Presentations — May 7th, 2013

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Master the Rule of Three Speech Technique for Maximum Impact

Are you in search of a tool to help you become a masterful public speaker? Look no further than the simple yet effective “rule of three” technique–an essential communication strategy for delivering your message with maximum impact. This handy little writing tool allows you to succinctly summarize your point in an impactful way, and also makes it easier to remember your message by helping your audience retain the information. Whether you’re giving a presentation at work, delivering a persuasive speech , or just trying to make a point in conversation, the rule of three will be your secret weapon to flex your speaking muscles and make a lasting impression. Let’s take a closer look at how you can master this technique and hone your public speaking skills.

What is the Rule of Three Speech Structure?

The Rule of Three speech structure refers to the idea that a list of three items that logically relate to each other can be used to make an argument or memorable statement more impactful. It is particularly useful in speeches where the speaker wants to emphasize a point, engage their audience and have a clear, structured timeline for the points they’re making. Based on the concept of “rhythm” in public speaking, the Rule of Three centers around making sure the point has been clearly made before introducing another one. The use of the Rule of Three speech structure has many benefits; firstly it offers an organized way to deliver and present your points, allowing for a smoother flow when communicating complex ideas. Secondly, it allows for anyone speaking to break down difficult topics into easily digestible chunks which are easier for their listeners to follow and remember. For example, if you were giving a presentation about sustainability initiatives and explained how reducing water waste, increasing energy efficiency and preventing pollution leads to greater sustainability in our communities. Thirdly, following the Rule of Three makes the argument more impactful by adding rhythm with its concise repetition as well as creating an effect that resonates with audiences both large and small. On the other hand, there are some drawbacks associated with using the Rule of Three speech format. One potential issue may be that sticking with three choices could limit your argument; if you want to discuss more than three initiatives or topics, you would need to look for alternate approaches. Additionally, you risk beginning to sound robotic if not done correctly; having too much repetition can cause people to disconnect from your presentation instead of engage with it. Finally, by emphasizing three points only it might lead some people to think that those points do not adequately cover everything and overlook a lot of important data or arguments that should have been included otherwise. Therefore, while this technique can be highly effective when used correctly and is easy to remember for both speakers and audiences alike, it is important to keep balance in mind and think about whether this approach works for what you are trying to communicate before using it in your speech delivery. By understanding the basics of what the Rule of Three speech structure is and considering its advantages and disadvantages, we can now move on to discussing how it should be effectively incorporated into your own speeches in our next section.

Tips on How to Use the Rule of Three

When creating a presentation, the rule of three speech technique is an effective tool to use in order to make maximum impact. This technique focuses on grouping information into threes and using repetition effectively. By using these techniques, speakers are able to create more engaging presentations and more memorable points. To get started with the rule of three speech technique, here are some tips on how to best use it: One: Repetition is key. Using repetition helps the audience remember points, ideas and information better. Try repeating your main point three times during the presentation. Two: Group data or points into threes instead of listing or presenting individually. This allows for easier and faster assimilation of information as well as easier recall. Three: Structure your ideas for maximum impact. Structure each idea in a way that amplifies its significance — start with something strong and finish with something equally strong or even stronger. Debating both sides of the argument, one can argue that repetition is useful when trying to convey a message but can be overly repetitive if overused; however, one can also argue that by using repetition it helps the audience understand and remember important information better than if they were to be presented without repetition. Similarly, while organizing points into threes can be beneficial in making them easier to understand and absorb, too many triplets may appear cluttered or confusing. Additionally, while there is no doubt that structuring ideas has significant value when conveying a message through a presentation, it can become difficult if the data contains more than three points and needs to be restructured in order for all relevant information to fit in the structure effectively. Considering all this, it’s clear that there are pros and cons to using the rule of three speech technique.

Decide What Three Ideas You Want to Convey

Deciding on the three ideas you want to convey is arguably the most important part of mastering the rule of three speech technique. It’s essential that you give considerable thought to what points you want to make in your speech. Consider both quality and quantity. You should choose topics which are relevant to your audience and make sure they are able to build upon one another. Without a clear understanding between the relationship of your three ideas, the speech will be difficult to follow. On one hand it might be tempting to select topics which are likely to appeal strongly to your audience, such as popular talking points or trendy subjects. However, merely picking these topics out of convenience can come at the expense of strong relationships between them and lessens their overall impact as you’re not creating an interesting narrative for your listeners. It might be better in this case to ensure that the themes relate together in some meaningful fashion and build up to larger point or conclusion. On the other hand, if you focus too much on making sure there is a connection between them all, it could lead you down a path where your points become more abstract or drawn out than necessary while unnecessarily taking up speaking time. The key is finding a comfortable balance between presenting a cohesive narrative while still keeping your points concrete and easy to follow. Now that you have determined which ideas are important enough to include in your speech and how they all fit together, it’s time to start thinking about specific ways of conveying these themes to your audience. Creating visualizations and appealing to the listener’s emotions can help give substance and bring life to the stories you tell during your presentation. In the next section we will examine methods for achieving this goal in order to maximize the impact of your speech.

Examples of Powerful Rule of Three Speeches

The Rule of Three has been used throughout history by some of the greatest orators, with some of the most memorable speeches often containing powerful trilogies. Examples range from declarations of political policies to religious teachings and even comedic delivery.

“I came, I saw, I conquered.” – Julius Caesar used this famous phrase to describe his victory over Pharnaces II of Pontus.

Blood, sweat, and tears.” – Winston Churchill used this phrase in one of his famous speeches to describe the sacrifices that would be necessary to win the war.

Friends, Romans, Countrymen.” – Shakespeare’s famous phrase is a good example of the “Rule of Three” being used to create a memorable introduction .

“The pursuit of happiness can be achieved through three essential elements: living in the present, cultivating gratitude, and building meaningful relationships with others.”

“We are here today to celebrate the hard work, dedication, and perseverance of our team. Each one of these qualities is essential to success, but it is the combination of all three that has led us to this momentous occasion.”

“As we move forward into the future, we must remember the lessons of the past, embrace the challenges of the present, and have hope for the possibilities of the future.”

“To be a successful entrepreneur, you must be willing to take risks, learn from your failures, and constantly innovate and adapt to changing circumstances.”

“A truly great leader must have vision, the ability to inspire others, and the willingness to make tough decisions in the face of adversity.”

“When it comes to achieving your goals, you need to have a clear plan, stay disciplined in your approach, and have the resilience to keep going even when things get tough.”

“To live a fulfilling life, you must focus on three important areas: your personal growth, your relationships with others, and your contributions to the world around you.”

“The foundation of a healthy society is built on three key pillars: education, healthcare, and economic opportunity for all.”

Follower of Christianity may also be familiar with Jesus’ Sermon on the Mount, where much of his teachings were divided into threes for emphasis. One well-known phrase stated “Blessed are the poor in spirit, blessed are those who mourn, blessed are the meek” which highlights how effective triads can reinforce a message. These examples demonstrate how effective the Rule of Three can be when utilized for maximum impact. But what benefits come from using this technique? In the following section we will explore just how using trilogies can help your next speech deliver maximum influence and memory retention among your audience.

Benefits of Using the Rule of Three

The Rule of Three speech technique is a powerful rhetorical method for creating an effective and memorable communication. It has been used by great orators like Abraham Lincoln, Winston Churchill, and JFK to engage audiences, spark their interest and advance their beliefs. Using the Rule of Three speech technique in a presentation or public speaking event creates several important benefits, making it an ideal choice for presenters who seek maximum impact on their audiences. One of the primary advantages of the Rule of Three is that it helps to establish a pattern that listeners can predict, follow, and remember. When auditory cues are repeated three times in a row, information becomes more memorable and persuasive to an audience due to its rhythm and familiarity. Additionally, presenting multiple arguments rather than one conveys an impression of balance and scale that increases your credibility while demonstrating your knowledge. Another key benefit is that using the Rule of Three technique allows you to focus ideas into concise segments which makes them easier to process, understand and recall. As someone wise once said: “things should be put in three” because “two is too few, four too many”. By condensing complex data and information into three distinct points, you can ensure that your message will stay within your listener’s limited attention span while also making sure they comprehend the information you are trying to convey. The use of the Rule of Three also helps keep presentations engaging by providing variety in content delivery. Repetition helps keeps key points with listeners but can quickly become monotonous. For example, if all elements in a presentation include three points; descriptions, stories and examples utilizing the Rule of Three help maintain interest levels during longer speeches . Therefore, by leveraging the Rule of Three method to create more persuasive and structured communications you can be sure to obtain maximum impact on your audience members from start to finish.

The Rule of Three Speech Technique is an effective and powerful way for speakers to make their message stick. Not only does it create a sense of completion and finality when used correctly, but it also provides memorable structure to any speech or presentation. Furthermore, it is a highly tested method, with numerous studies and examples from history showing its widespread use. However, it is important not to abuse this technique. Too much repetition and over-emphasis on the same three words or points can be tiresome and even counterproductive. Therefore, there should be a balance established between occasional reminders of cores ideas and providing variation in the delivery of information. Choosing the right words is clearly essential for leveraging the power of the Rule of Three Speech Technique. When used judiciously, this technique can prove to be one of the most effective methods for making a lasting impact with any speech or presentation.

Frequently Asked Questions and Their Answers

What types of speeches benefit most from the “rule of three” structure.

The Rule of Three speech technique can be used to structure any type of speech, from persuasive speeches to informational speeches. However, persuasive speeches are the type of speech that benefits most from this structure. Using the Rule of Three gives persuasive speeches more power and clarity, making it easier for an audience to follow and understand the main message. By listing three distinct points, the speaker gives the audience something to remember and helps create a stronger presence in their mind. Additionally, using three points helps create a sense of finality, which can make any argument more compelling.

What are the benefits of using the “rule of three” in speeches?

The “rule of three” is a powerful speech technique which has been used by some of the greatest communicators in history. By using this technique, a speaker can use repetition to emphasize their point and create greater impact on the audience. The primary benefit of using the “rule of three” technique is that it can help structure and strengthen an argument so that it is more persuasive. By repeating an idea or concept three times, one makes it easier for listeners to remember, increasing the likelihood that the audience will be persuaded. In addition, by using repetition, speakers can also create emphasis and add weight to their words. Repeating phrases or sentences helps to draw attention and emphasize important points. Moreover, associating certain ideas or messages with something familiar can be a great tool for aiding recall. The rule of three does just this by making listeners recognize patterns and relate new information to ideas they already know. Ultimately, these benefits taken together make the “rule of three” an effective tool for creating maximum impact in speeches.

How is the “rule of three” used in public speaking?

The “rule of three” is a useful speech technique for public speaking that requires speakers to group their main points into three distinct parts. This technique helps to make an argument more persuasive and memorable by creating a rhythm and structure to the speech, as well as providing audience members with easily digestible information. To understand why this technique works so well, it’s important to understand the power of groups of three. The rule of three is based off of a popular literary device called tricolon, which uses lists of three items to emphasize a point. For example, Abraham Lincoln used this technique in the famous Gettysburg Address: “We cannot dedicate—we cannot consecrate—we cannot hallow—this ground.” By repeating similar ideas in threes, he was able to add emphasis and draw his audience in. The same principles can be applied to speeches. By breaking down your main point into three distinct sections, you can provide evidence for your argument more effectively, engage the audience’s attention more deeply, and increase the impact of your key message. And since many people are naturally drawn to patterns or rhythm in language , the rule of three helps make your speech feel more natural and enjoyable for listeners.

The Master Communicator Blog

Transform your presentations with the rule of three.

Recently, I wrote about how to use the rule of thirds in composing and framing your video image and how that impacts your credibility. Three is a powerful number that guides how our brains process information. It holds a special place in the way great speeches and presentations have been written and delivered.

The rule of three is a widespread organizing principle for just about everything in our world. In physics, we have Newton’s three laws of motion. In music, we have the concept of triads and three-part harmony. Most stories, whether in theater, folk tales, or movies, follow the three-act structure of a beginning, a middle and an end.

The knack for pattern recognition is hard-wired into our brains, which seem to work best when thinking in trios. If you want something to stay in people’s heads, put it into a tri-part sequence. The possibilities run from the banal to the sublime:

🌼Snap crackle pop. 🌼Life, liberty, and the pursuit of happiness. 🌼Father, Son, and the Holy Ghost.

Once you’re aware of the rule you’ll start to see and hear it everywhere: Blood sweat and tears. Lights, camera, action. The Three Stooges. Three Little Pigs. Just Do It  (Nike ). Turn to Cold (Tide). Taste the Feeling (Coke). The list is endless.

Take the tricolon , a rhetorical device using a series of three words, phrases or sentences in a parallel structure, length, or rhythm that produces sticky phrases. For example, “We cannot desecrate, we cannot consecrate, we cannot hallow this ground,” from Abraham Lincoln’s Gettysburg Address.

In pop culture, one iconic film scene has been memorialized in memes as The Phone Speech. Liam Neeson as Bryan Mills in Taken 1 speaks a warning to his daughter’s captor: “ I will look for you, I will find you, and I will kill you.”

Simplicity is that makes the rule of three so powerful, satisfying, and persuasive.

“One won’t do, two isn’t quite enough,” as James Bond author Ian Fleming noted in Goldfinger. He wrote: “Once is happenstance. Twice is a coincidence. Three times is enemy action.”

Here are three ways to use the rule of three in your next speech or presentation:

1. Structure the core of your presentation into three parts.

🌼Beginning, middle, end. 🌼Opportunity, solution, benefit. 🌼Problem, solution, action.

2. Use three bullets to support a main idea.

According to Roy Peter Clark , senior scholar at The Poynter Institute: “The mojo of three offers a greater sense of completeness than four or more.”  

🌼One bullet is a power statement. 🌼Two bullets are for comparison and contrast. 🌼Three bullets offer completeness, wholeness, and roundness

3. Feature three agenda items or supporting ideas for your speech.

Organize your content into three units to help your audience follow along, understand your idea, and buy into your point of view. Announcing that you have “three solutions to share with you today,” sparks attention.  Meetings you lead will be more gratifying. People will want to attend your presentations knowing that they will leave with a trio of valuable ideas worthy of their time.

Legendary author and lecturer Dale Carnegie said about presentation structure: “Tell them what you’re going to tell them, tell them, then tell them what you just told them.”

Now that you know a bit more about the rule of three and how it can help you be a better speaker and presenter, you can begin to put it into practice to bring structure and clarity to your business communication.

Implementing the rule of three is as easy as ABC. It requires a shift in your mindset to identify what is truly essential. Yet, it can have a huge impact on the way you are perceived and whether people want to listen to what you have to say.

Rosemary Ravinal

Business leaders and entrepreneurs who want to elevate their public speaking impact, executive presence, and media interview skills come to me for personalized attention and measurable results. I am recognized as America’s Premier Bilingual Public Speaking Coach after decades as a corporate spokesperson and media personality in the U.S. mainstream, Hispanic and Latin American markets. My company’s services are available for individuals, teams, in-person and online, and in English and Spanish in South Florida and elsewhere.

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How to Use the ‘Rule of Three’ for Engaging Speeches

The ‘rule of three’ is a powerful technique for creating engaging speeches. By organizing your content into three main points or ideas, you can capture and hold your audience’s attention more effectively.

This article will explore how to use the ‘rule of three’ to create speeches that are memorable, impactful, and engaging. Whether you are giving a presentation at work, delivering a toast at a wedding, or speaking at a public event, mastering this technique will help you become a more confident and persuasive speaker.

So, let’s dive in and discover the secrets of using the ‘rule of three’ to captivate your audience.

Credit: virtualspeech.com

Table of Contents

Using Rhetorical Devices

Learn how to create engaging speeches using the ‘rule of three’, a rhetorical device that involves grouping ideas into sets of three. This technique adds emphasis, rhythm, and memorability to your speech, making it more impactful and memorable for your audience.

Whether you’re presenting to a large crowd or in a one-on-one setting, mastering the ‘rule of three’ can elevate your speaking skills to the next level.

The art of delivering an engaging speech lies in the effective use of rhetorical devices. By incorporating the ‘rule of three’ into your speech, you can captivate your audience and leave a lasting impression. This rule suggests that things that come in threes are inherently more satisfying, effective, and memorable.

One way to implement this rule is by using triads for emphasis.

Using Triads For Emphasis:

• Triads involve grouping similar ideas or concepts into sets of three.
• By following this pattern, you can create a sense of completeness and balance in your speech.
• Triads can be used to enhance your message, emphasize key points, or provide supporting evidence.
• Here are some examples of triads in action:
• “i came, i saw, i conquered” – julius caesar
• “government of the people, by the people, for the people” – abraham lincoln
• “friends, romans, countrymen” – mark antony in shakespeare’s julius caesar

Utilizing repetition for emphasis:

• Repetition is a powerful rhetorical device that can help drive home your message.
• By repeating key words or phrases, you can create emphasis and reinforce your ideas.
• Repetition can also help in building a rhythm and creating a memorable speech.
• Here are some ways to use repetition effectively:
• Repeat a word or phrase at the beginning or end of consecutive sentences or paragraphs.
• Use anaphora, repeating a word or phrase at the beginning of multiple clauses or sentences.
• Employ epistrophe, repeating a word or phrase at the end of multiple clauses or sentences.
• Example: “i have a dream” – martin luther king jr. In his famous speech

Employing parallelism for clarity:

• Parallelism involves using similar grammatical structures or patterns to create clarity and balance in your speech.
• It helps in guiding your audience’s understanding and makes your speech more cohesive.
• Here are some ways to employ parallelism:
• Use parallel sentence structures by starting each sentence with the same grammatical form.
• Create parallel clauses by using the same structure in multiple parts of a sentence.
• Example: “ask not what your country can do for you, ask what you can do for your country” – john f. kennedy

By using triads for emphasis, repetition for emphasis, and employing parallelism for clarity, you can elevate the impact of your speeches and ensure your message remains captivating and memorable. So, the next time you craft your speech, remember the power of the ‘rule of three’ and make your words resonate with your audience.

Incorporating Stories And Examples

Learn how to use the powerful ‘rule of three’ to create captivating speeches by incorporating stories and examples. Discover how this technique can engage your audience and make your message memorable.

Telling Three Related Stories:

• Story 1: The power of personal anecdotes
• Start with an intriguing personal story or experience that connects with the topic.
• Share how incorporating personal anecdotes can captivate an audience and make your speech more relatable.
• Explain the impact of using storytelling to convey messages effectively.
• Story 2: The art of historical narratives
• Introduce a historical event or figure that aligns with your speech’s key point.
• Describe how historical narratives can engage listeners by providing context and relevance.
• Illustrate how weaving historical stories into your speech can make complex ideas more accessible.
• Story 3: Unveiling inspiring success stories
• Highlight a remarkable success story or achievement that supports your speech’s main theme.
• Emphasize how sharing success stories can inspire and motivate your audience.
• Discuss the significance of using real-life examples to strengthen your key message.

Sharing Three Relevant Examples:

• Example 1: Sports and overcoming challenges
• Outline a sports-related example that demonstrates perseverance and resilience.
• Show how using this type of example can connect with audiences who appreciate sports references.
• Explain how relating the example to your topic can aid in reinforcing your speech’s central idea.
• Example 2: Technological innovations and impact
• Discuss a trending technological development that showcases the power of innovation.
• Describe how incorporating relevant examples can establish credibility and relevance.
• Demonstrate how these examples can assist in clarifying complex concepts or ideas.
• Example 3: Social issues and creating change
• Present an example of a social issue where individuals or groups have enacted positive change.
• Emphasize how using this type of example can elicit emotions and engage listeners.
• Discuss the importance of inspiring action through relatable and impactful examples.

Explaining Three Case Studies:

• Case study 1: The power of storytelling in advertising
• Examine a case study where a company effectively used storytelling techniques in their advertising campaigns.
• Highlight the benefits of storytelling and its impact on the brand’s message and customer engagement.
• Analyze the success factors and outcomes of the case study, providing insightful takeaways.
• Case study 2: Public speaking and personal growth
• Explore a case study of an individual who overcame their fear of public speaking and experienced personal growth.
• Discuss the transformative effects public speaking can have on one’s confidence and communication skills.
• Evaluate the key steps, techniques, and mindset shifts that led to the positive outcomes in the case study.
• Case study 3: Using examples in educational settings
• Investigate a case study where incorporating relevant examples enhanced the effectiveness of an educational program.
• Highlight how using examples created a deeper understanding and improved knowledge retention among students.
• Evaluate the strategies employed in the case study and their implications for educational practices.

Creating Memorable Soundbites

Learn how to create engaging speeches using the ‘rule of three’ to craft memorable soundbites. By structuring your speech with three key points, you can capture your audience’s attention and deliver impactful messages.

Crafting Three Impactful Soundbites

• The rule of three is a powerful tool for creating memorable soundbites in your speeches. By following this principle, you can engage your audience, make your key points stand out, and leave a lasting impression. Here are some tips for crafting three impactful soundbites:
• Keep it concise: Soundbites are supposed to be short and snappy. Aim for a maximum of 10-15 words to ensure they are easy to remember and repeat.
• Focus on key messages: Identify the three most important messages you want to convey in your speech. Each soundbite should encapsulate one of these messages in a compelling and concise manner.
• Use strong imagery or metaphors: Incorporate vivid imagery or metaphors into your soundbites to make them more memorable and engaging. This helps to convey your ideas in a way that sticks with your audience.

Injecting Humor Into The Three Soundbites

• Adding humor to your soundbites can make them even more impactful and catchy. Humor not only entertains your audience but also helps to build rapport and make your message more relatable. Here’s how you can inject humor into your three soundbites:
• Puns and wordplay: Play with words to create clever and witty soundbites. Use puns, double entendres, or unexpected word combinations to add a touch of humor and make your soundbites more memorable.
• Anecdotes and funny stories: Incorporate humorous anecdotes or funny stories into your soundbites. These real-life examples can not only entertain your audience but also serve to illustrate your points in a lighthearted way.
• Surprise and irony: Injecting surprise or irony into your soundbites can evoke laughter from your audience. Use unexpected twists or ironic statements to catch their attention and make your soundbites more memorable.

Using The Rule Of Three For Catchy Slogans

• The rule of three is not limited to speeches; it can also be applied to create catchy slogans that resonate with your audience. Whether you’re promoting a product, service, or idea, using this principle can help your slogan stick in people’s minds. Here’s how to use the rule of three for catchy slogans:
• Simplicity is key: Craft your slogan using three concise and impactful words or phrases. Make sure it’s easy to understand and remember, avoiding unnecessary complexity.
• Rhythm and repetition: Consider the rhythm and flow of your slogan. Using parallel structure or repeated sounds can make it more catchy and appealing to the ear.
• Emphasize benefits: Highlight the key benefits or unique selling points of your product or service in your slogan. By focusing on what your audience wants or needs, you can create a slogan that captures their attention and resonates with them.

Remember, the rule of three is a versatile technique that can be applied not only in speeches but also in various other forms of communication. By crafting impactful soundbites and catchy slogans, you can effectively engage your audience and leave a lasting impression.

Frequently Asked Questions Of How To Use The ‘Rule Of Three’ To Create Engaging Speeches

What is the ‘rule of three’ in speeches.

The ‘rule of three’ is a rhetorical technique where ideas or concepts are presented in groups of three. This helps to make the speech more engaging and memorable to the audience. By using the power of three, you can create a pattern that is easy to follow and understand.

How Does The ‘Rule Of Three’ Improve Speech Delivery?

The ‘rule of three’ improves speech delivery by providing structure and rhythm to your message. It allows you to create a concise and impactful argument or story. By grouping ideas in threes, you make them more memorable and easier to comprehend, which ultimately engages and captivates your audience.

Can The ‘Rule Of Three’ Be Used In Different Types Of Speeches?

Absolutely! The ‘rule of three’ can be used in various types of speeches such as persuasive speeches, informative speeches, and even entertaining speeches. It is a versatile technique that helps you capture and hold the attention of your audience, regardless of the nature of your speech.

How Can I Incorporate The ‘Rule Of Three’ In My Speech?

To incorporate the ‘rule of three’ in your speech, start by identifying the main points or key ideas you want to convey. Then, structure your speech by grouping these points into three distinct categories. Make sure to craft each category with a clear and concise message.

This will make your speech more organized and impactful.

Utilizing the ‘rule of three’ in speech creation is a powerful method for engaging your audience and making your message more memorable. By organizing your ideas into three distinct points, you provide structure and clarity to your speech. This technique has been used by the world’s greatest speakers throughout history, proving its effectiveness.

Firstly, the ‘rule of three’ facilitates comprehension by breaking down complex ideas into manageable chunks. Secondly, it creates a rhythm that captures the attention of your listeners and maintains their engagement. Lastly, it enables you to emphasize your key points and leave a lasting impression on your audience.

Remember to include a mix of verbal and visual elements to enhance your speeches. Practice frequently and seek feedback to improve your delivery. By incorporating the ‘rule of three’ into your speechwriting, you will be well on your way to captivating your audience and delivering effective and impactful presentations.

So, start implementing this rule today and watch your speeches come to life.

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How to use the ‘Rule of Three’ to create engaging speeches

May 17, 2021 - Gini Beqiri

One fundamental function of the human brain, and the brains of all animals, is to integrate information gathered from our surroundings to help us interact with each other. However, pattern recognition is a core functionality of the human brain and sets us apart from other species.

Language is a complex behaviour that uses patterns in the form of symbols, sounds, and words to encode meaning from speech. We have a superior ability to process patterns in our world and transfer our understanding to others.

An effective way to communicate ideas is to create patterns that are simple and easy to recognize. Three is the smallest number needed to form a pattern.

The Rule of Three

The Rule of Three is based on how our brains function – how we recognize and create patterns on a daily basis. The Rule of Three revolves around the observation that ideas given in threes are especially interesting and memorable to an audience.

People remember and are more engaged with concepts that are presented in groups of three. You can use the Rule of Three as a simple formula to make engaging speeches.

Many memorable lines and quotes are grouped into threes. It is no coincidence that ‘ good things happen in threes ‘! In Ancient Rome, the Latin phrase ‘ omne trium perfectum ‘ meant everything that comes in threes is perfect.

The Greeks also had a figure of speech for the magical power of three – hendiatris, meaning ‘ one through three ‘; three words are used to express a single idea. Other examples that embody the Rule of Three are:

• “Life, Liberty, and the pursuit of Happiness” from the United States Declaration of Independence
• Veni, vidi, vici, meaning “I came, I saw, I conquered”
• Breakfast, lunch, and dinner
• Blood, sweat, and tears
• Lights, camera, action!

Hermann  Ebbinghaus’ forgetting curve  expresses how learned information is forgotten over time.  Research shows  that after an hour, people will typically forget 56% of what you have presented them. After 24 hours, 66% of the presented information is forgotten. And after six days, this number creeps up to 75%.

Forgetting curve, image from  What Is The Forgetting Curve (And How Do You Combat It)?

Echoic memory pertains directly to memory rooted in auditory information and retention. If you use visual cues in your speech, this will activate visual memory in your audience.

Modern technologies like  video conferencing , digital signage, and the internet allow for expanded use of visual cues. Additionally, these technologies increase the potential size of your audience by allowing you to deliver speeches even when you are not in the same room.

Using both visual and auditory signals combined can often help your audience better remember the information you present.

While some people have greater capacities for memory, if your speech is not developed in a way that makes remembering an easier task, most of the information will be forgotten soon after you finish presenting. Your audience’s brains will not have to work as hard to retain your material if it clearly follows a pattern. Make sure that the small amount that people will remember are the major points in your speech.

The Rule of Three is pervasive in other areas of study and in famous religions.

In classic liberal arts the trivium is threefold and consists of  grammar, logic, and rhetoric . Grammar is the art of creating and combining symbols to portray thoughts, while logic is the art of reason. Rhetoric is the art of persuasion; it uses both grammar and logic. Public speaking and delivering engaging speeches involves the  art of rhetoric .

A speech that is engaging to an audience might not seem that different in structure from other speeches. Often the difference between an impactful speech and a speech that falls flat lies in our subconscious and unconscious minds.

According to  Freudian psychology , your unconscious mind has primal feelings that cannot be brought to the surface at will, while your subconscious mind cannot be consciously processed in a moment, but can be recalled. Your subconscious and unconscious mind might not seem to influence conscious thought because their effects require analysis from your conscious mind. Gut feelings often arise from something your subconscious and unconscious mind has picked up.

Understanding how we process information can help you create engaging speeches that will captivate your audiences.

The Rule of Three for Speech Structure

Structure is important in classical modes of communication such as writing, and in speeches as well as in modern, derivative modes of communication such as video conferencing, social media, and  digital signage . The structure of your speech can influence how you hold your audience’s attention.

Greek philosopher Aristotle declared that a play should have a beginning, a middle, and an end. Famous plays by playwrights such as William Shakespeare and his contemporaries, were often structured into five acts by editors after being published. However, their works were fluid and meant to be continuous or even stray beyond this structure. Today, the five-act structure has been replaced by the three-act structure.

Likewise, speeches should have a  beginning, a middle and an end . Three segments, in accordance with the Rule of Three. The beginning is characterized by an introduction that grabs the listener’s attention.

The middle, or the body of your speech, contains the bulk of information. You can also use the Rule of Three in formulating the content for the body, and stick to having three main points. If you have less than three, your speech may seem incomplete to the audience. More than three points could cause your audience to lose interest and even fall asleep.

Finally, the end or conclusion is a summary that  repeats key points  mentioned throughout your speech. The conclusion will be the last thing your audience will hear, and through repetition, they will be able to remember what you discussed.

Using the Rule of Three in the structure of your speech can be powerful and engaging and can be applied creatively. There are a variety of proposed structures that are based on the Rule of Three and expand on the overarching structure of an introduction, body, and conclusion.

For instance, you can split your speech into past, present, and future. In this way, you have outlined your speech so each segment can function on its own.

In the  first segment , you can discuss the past and the problems that are faced.

The  second segment  can discuss the present and you can clearly outline the decision that needs to be made. In this part you will then share the options available to solve the problem and your analysis of them.

The  final segment  can bring your audience to the future, the result of the correct action being chosen.

Instead of using the body of your speech to lay out three main points with three sub-points for each, consider developing the content by listing pros of the solution you are proposing, then outlining all the cons. The final point in your body can be the recommendation. Ensure you use repetition in the conclusion and go over the major points of your speech.

The Rule of Three for Emphasis

In visual art, the rule of thirds is used to create focal points for the created image. Your eyes are drawn into the picture if key elements are placed along horizontal and vertical lines split into thirds.

In like manner, you can use the Rule of Three to bring emphasis to the key points in your speech. You can use three statements for each point in your speech to help each point pack a punch. More points can make it seem like you are belabouring the main idea, and fewer points might be less interesting.

For example, you can use three anecdotal references for key points. The first two can describe the problem with clarity and the final, the third story, can address the problem but also showcase the solution.

The  intonation of your voice  can be used to drive the three points forward. The first two points can be rushed and said quickly, and the last point can be said slowly and with a higher degree of emotion. Consider even flattening your voice during the first two points and build up excitement in your voice as you present the third point.

Pattern recognition is about creating anticipation in our minds; you can flow with the natural rise in anticipation and create emphasis by using the Rule of Three.

The Rule of Three for Humour

Emotion reinforces pattern recognition in our minds. People are inherently social by nature and emotions contribute to our survival. Adding elements in your speech that bring about emotional responses from your audience can help transform your speech into a memorable event that will stay with them.

Since the human brain is constantly evaluating its surroundings to try and create patterns, you can use the Rule of Three to create moments of surprise or humor in your speech.

Joke structure is often based on triple formats. The setup and preparation forms a pattern that leads to a memorable punchline. After two points, your audience will already see the similarities and expect the third point to complete the pattern in their mind.

However, you can take the speech in a different direction and completely surprise them, similar to how a magician reveals the final flourish much to everyone’s amazement after a slow buildup.

Eliciting an emotive response to your speech will help your audience remember your key points and the message you are hoping to convey.

The Rule of Three for Persuasion

In 1960, Paul Maclean, a famous American neuroscientist, described a  triune model for the human brain . This model divides the brain into three distinct areas:

• The primal brain
• The emotional brain
• The rational brain

The primal brain is responsible for fight-or-flight responses, the emotional brain generates feelings, and the rational brain forms logical thought and is capable of complex reasoning.

Modern advancements have allowed for detailed brain-imaging technologies and have discredited Paul Maclean’s model. Various regions of the brain show activity instead of three distinct regions during the three activities listed.

Even though the triune model is an oversimplification of how signals in the brain actually work, this model can help provide insight into how people process information from their surroundings. A persuasive speech can be created if each of the three minds of your audience becomes engaged.

You may hope to persuade your audience into action with your speech. Aristotle identified three tools that are fundamental to persuasion:

These form the rhetorical triangle. First you will need to establish ethos.

Ethos is a Greek word that translates to “character”, and your audience will need to trust your moral character and credibility so they can trust what you will say next. This contributes to your audience’s primal thought processes and their survival instincts.

Logos translates to “reason”. You will need to support your argument with logical reasoning and patterns. Sound arguments cater to your audience’s rational mind.

Pathos translates to “emotion” and establishes the importance of appealing to the emotional side of your audience. Emotions will resonate with your audience and persuade them. If your audience can feel your speech, their emotional brain is engaged.

With  ethos, logos, and pathos , you can involve the three main processes of the human brain. You will have the ability to captivate the entire mind of your listener.

The Rule of Three can even take the rhetorical triangle further. When you deliver your speech, talk about your audience three times as much as you discuss yourself. This pattern will reinforce the importance of how they can derive benefit by following your suggestions. They will be able to trust you because you have shown that your focus is on how you can benefit them.

Engaging Words

The power of the smallest number needed to create a pattern was realized by ancient civilizations. While society has changed, the fundamental way that our brains function has not changed; patterns still drive us. The Rule of Three is a simple principle that is rooted in the essence of our brains and how we create patterns.

Harnessing the Rule of Three in various aspects of a speech can help  engage your audience  and give them something to remember. Consider using the Rule of Three in speech structure, emphasis, humour, and for persuasion in your next speech.

Presentation Training Institute

A division of bold new directions training, why you need to focus on three core points in every presentation.

One of the most prevalent principles of public speaking is the Rule of Three. You will see this speech writing technique used over and over again because it is simple, it is powerful, and it works. The Rule of Three allows you to express concepts more clearly, emphasize your main points, and increase memorability of your presentation. So, just what is the Rule of Three and how do you use it in presentations?

The Rule of Three has been around for centuries and across a variety of disciplines. Trios, triplets, and triads are present throughout history and can be found across nearly every medium from religion and politics to movies and societal mottos. A few examples include:

-The Father, Son, and Holy Spirit

-The Three Wise men and their gifts of gold, frankincense, and myrrh

-Nursery Rhymes like The Three Little Pigs, Goldilocks and the Three Bears

-The U.S. Declaration of Independence: Life, Liberty, and the Pursuit of Happiness

-Famous Speeches: “Veni, vidi, vici†(I came, I saw, I conquered), “Friends, Romans, Countrymen†(Shakespeare)

What’s Special About the Rule of Three?

As seen in these various examples, it is a popular method to group things by three’s, but why? The answer is simple: people tend to remember lists of three. It can be impossible to expect your audience to remember everything you say in your presentation, but it is possible for them to remember three things. For this reason, you should structure your presentation in a way that focuses on three core points. You can spend some time further illustrating each point, but be mindful of the three most important points you want your audience to take away from your presentation. 

“Less is More†in Presentations

If you have five or six points you want to discuss, you need to choose the three most important ones and cut the rest out. Your audience won’t remember them anyway, so spend your time perfecting the big three. You have to be mindful of your audience’s attention span. They will lose interest and forget everything if your presentation drags on too long. Don’t overcomplicate the presentation with too much content. Instead, choose three core points and focus on creative ways to illustrate each point through visuals, charts, graphs, video clips, and stories. Doing so will get your audience to “stop, look, and listen!â€

How To Present A Clear Message To Any Audience: The Rule of Three

by Andrea Pacini — Tuesday 9 August 2022

• Public Speaking
• Confident Presenter

Have you ever had this experience: it becomes increasingly obvious to you during a presentation that the structure isn’t clear enough? You’re losing the audience (which might be clients, colleagues, the board, partners or investors).

If so, you are not alone. Most business leaders and professionals struggle with this.

Fortunately, there is one simple yet powerful communication technique that will help you: the Rule of Three.

The Rule of Three

Three is the most powerful number in communication. An audience is far more likely to remember information if it’s presented in groups of threes.

If you give your audience one piece of information, they will feel it’s not enough. If you offer more than three they may find that overwhelming.

Harvard Professor George Miller published a paper in 1956 called The Magical Number Seven, Plus or Minus Two . He argued at the time that we struggle to retain more than seven or nine digits.

More recent scientific research brings that figure down to three or four pieces of information.

The advert which launched the original BBC Three channel featured a song by Bob Durough in which he sings: “Three is a magic number”. There is something so right about things that come in threes. They are effective and satisfying.

Three in Everyday Life

Threes are deeply embedded in our culture as easy ways to remember things. Once you realise it you’ll notice threes everywhere.

Good stories have a beginning, middle and end

Most plays have three acts

Films and books come in trilogies

Some of the best marketing slogans use just three words

Just Do It (Nike)

I’m loving it (McDonald’s)

Every little helps (Tesco)

Taste the difference (Sainsbury’s)

The UK government used the power of three for their Covid slogans

Stay at Home, Protect the NHS, Save Lives

Hands, Face, Space

Some of the most powerful political statements use three

Liberté, Égalité, Fraternité (the national motto of France)

Life, liberty, and the pursuit of happiness (the well-known phrase from the United States’ Declaration of Independence)

Government of the people, by the people, for the people (Abraham Lincoln’s Gettysburg Address)

Our priorities are Education, Education, Education (Tony Blair)

Fairy tales often use three for maximum impact

The Three Musketeers

The Three Little Pigs

Many businesses use a three-tier pricing structure. You often come across bronze, silver and gold price points or service levels. It’s no coincidence that we use the same system for first, second and third in sporting events. No one cares who came fourth.

The rule of three is often used to great effect in comedy. Comedies often have three characters (like the old Englishman, Irishman and Scotsman routines). The first two examples are sensible and the third is ridiculous.

Using three words or three phrases for maximum impact appears in all sorts of other areas of life. Here are some other famous examples:

Ready, steady, go

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

Sex, drugs & rock n’ roll

See it, say it, sorted (British Transport Police)

Applying the Rule of Three to Presentations

Next time you prepare a presentation, try applying the Rule of Three. Break down your structure into three parts.

At Ideas on Stage we’ve worked with thousands of clients since 2010 and I’ve never seen a presentation that can’t be divided into three parts.

If you aren’t doing this, and paying attention to the way you structure your presentations, you’re making it unnecessarily difficult for your audience to follow you, remember what you say, and take action.

To help you understand how you can apply the magic number three to your presentations, here are some examples I’ve come across in a business context. Feel free to adapt these for your own use.

• The three priorities we’ll use to achieve the sales target for the next quarter
• Three reasons to buy your product or service
• Problem, Solution, Call to action
• Three benefits to your solution
• Three reasons why the board should approve the budget for your project
• Three reasons to hire you
• Context, Actions, Results
• Three reasons to invest in your startup

Sticking to Three

People often push back about the Rule of Three and tell me they have more than three points to share during a presentation. How can they possibly stick to three points?

If you’re thinking the same, ask yourself the following:

• Do you really need to include everything? Are those nine points of equal importance? Of course not. Often, it’s better to explain three things that someone will comprehend rather than overwhelming them with too much information. Remember, if everything is important, nothing is important .
• If there really are nine important points, can they be grouped into three sections? Perhaps there are patterns and points of connection? Try combining certain elements so you can still stick to the Rule of Three.

Putting it into Practice

Alan Furley is the Co-Founder and CEO of ISL Talent, an award-winning UK Recruitment Consultancy. They work as a talent partner to startups and scaleups to help them build strong teams.

We worked with Alan to help him create a presentation for prospects on the following topic: How To Get Your First 10 Hires Right.

Alan broke the one-hour presentation down into three key messages which had some supporting points (also broken down into threes).

Key message 1: If you fail to prepare, you prepare to fail

• Spend time planning before jumping into hiring
• A clear process for your next hire
• The power of an Org Chart

Key message 2: Treat your employees like you treat customers

• Stand out to people who aren’t looking for a job
• Think about them not you
• Purpose, team and values in hiring

Key message 3: Think retention first, recruitment second

• Hire potential vs credentials
• Capturing your values
• Have a retention plan

The beauty of this technique is that it works all the time. Regardless of how long your presentation is — 5 minutes, 30 minutes or an hour — you can always structure your content into three parts.

I use the Rule of Three myself when I’m running group workshops for our clients. The course comprises five online sessions of three hours each. I like to structure the whole workshop into three parts across those 15 hours like this:

• How to craft a captivating message
• How to reinforce your message with powerful visuals
• How to deliver your message with confidence

The Rule of Three in Real Life

In 2007 an academic paper titled The rule of three: How the third event signals the emergence of a streak examined people’s perception of ‘streaks’ in stock market movement and sports victories.

When something repeats three times we are most likely to see that as a ‘streak’. If it happens more often we don’t place any more importance on it.

The study asked students how much (theoretical) inheritance money they would invest in a stock. The students were prepared to put the most money into shares when they had risen in value over the three previous days. If the stock continued to rise it didn’t make them any more likely to invest.

Similarly, bookies and gamblers place greater weight on teams that have won three games in a row.

The study concluded that punters would be well advised to bet against teams that have won three games in a row and back teams that have lost three games in a row (in order to beat the market).

If you try to deliver too many points to your audience you will lose them along the way.

Our brains are wired to find the Rule of Three particularly satisfying and we retain three pieces of information more easily than any other quantity.

The Rule of Three is widely deployed in literature, comedy and politics. It finds its way into all sorts of catchphrases and slogans.

Using the Rule of Three in your presentations is highly effective. Any presentation can be restructured to conform to three sections.

Even if you have more points to make, still try to structure your presentation in three parts.

If you enjoyed this article, I would love to hear from you. Please get in touch or share the article with any colleagues or friends who might benefit from the ideas.

If you want to become a more confident presenter, take the Confident Presenter Scorecard . Answer simple Yes/No questions, get an instant score plus suggestions for improvement. It takes less than 3 minutes. Once you complete the scorecard, you’ll receive a free pdf copy of my best-selling book Confident Presenter .

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October 13, 2021

Using the Rule of 3 to elevate your presentations

"We cannot dedicate, we cannot consecrate, we cannot hallow this ground." – Abraham Lincoln using the Rule of 3 in the Gettysburg Address

When we bring up the Rule of 3 in our public speaking workshops, we're surprised to find that many people don't seem to know what it is.

Yet, we know they do. Maybe they're not aware of it. Or maybe they've never heard it called by a name. But the pattern of threes is something we all encounter a lot: three little pigs, three bears, love triangles in the stories we've heard all our lives. Patterns of three in famous speeches. Three characters or three elements in a joke.

What is this Rule of 3 and why do we like it?

In writing and storytelling, it's the idea that a series of three is more engaging, more exciting, or more memorable than groups with fewer or more elements. 

Some people say this is because three is the fewest number required to make a pattern and that human beings love patterns.

Others talk about the inherent tension in the odd number of three (love triangle, for example) and how five introduces too many elements (thus the scarcity of love pentagons in literature).

And there's some evidence out there that using three promotes clarity and recall, including a few articles about how the Marine Corps is structured in threes to promote stronger response during combat.

"There are three principal ways to lose money: wine, women, and engineers." – Legendary banker Baron Rothschild, using the Rule of 3 with a twist

How you can make it work for you

There are a number of ways to use the rule of three to enhance our messages, but we’ll just give you (you guessed it) three for now:

Use three to organize your thoughts quickly. If you have to give an impromptu talk or no-notice update in a meeting, organize your message into three points to support your topic. You can enumerate them or not . But having a main message and three points gives you structure when there's not much time to prepare—and you've got the Rule of 3 backing you up , making you sound on top of it.

Apply the rule to get a story under control. Stories in business presentations can fall flat because either they lack tension or they go on too long. The Rule of 3 can help you get a sprawling story under control (just use three details to set the scene, for example). It can also help you create some drama if you use it the way traditional storytellers do —with a progression of three experiences that enable your main character to learn.

Create a pattern with an unexpected twist. You can also use the Rule of 3 to bring surprise or bit of humor to a presentation, two great ways to keep an audience interested in your talk. Comedy employs this technique a lot, as in this line often quoted from The Dick Van Dyke Show : "Can I get you anything? Cup of coffee? Doughnut? Toupee?" It works by setting the audience up to expect a certain pattern, then throwing them a curve with item number three.

At least one caution

Don’t let your pattern become a pain for your audience. Any time a speaker uses a technique, there's the risk of over-using it. Audiences catch on. They start to notice the pattern or habit. And then the technique, at best, loses its punch. At worst, it becomes an annoying distraction.

More on the Rule of 3

Here's a bit more on how the Rule of 3 works in traditional storytelling. 

This recent article in The New York Times explores uses of the Rule of 3 and how three has become a magic number for fashion influencers. 

Below, find the beloved School House Rock song and animation,  Three is a Magic Number .

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Creating an effective presentation in PowerPoint with the Rule of Thirds

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You’re preparing another presentation , yet you know that PowerPoint is an essential part of the job, and you face the same questions that plagued your previous presentations : 

Are these slides too full? Isn’t there a trick for creating an effective presentation in PowerPoint that I could easily implement?

Maybe you’re aware of overfilling your slides, but you’re wondering, “How can I not include all this information?  It is too important!”

I took a ride on slideshare and I found a presentation by Deloitte, which I will use as an example of overcrowding a slide.

Have you looked at it? It’s there in front of you, so it’s hard not to look. This is what you subject your audience to each time you show them a slide.

People can do one thing properly at a time, so if they look at your slide, they’re probably not listening to you anymore.

How much time elapses between when you start to look at the slide and when the audience comes back to look at you and pay attention to you again?

That is, how long are they not listening to your presentation , their attention too caught up in the slides?

Looking at the Deloitte slide, did you feel that you were facing a wall of information that looked the same, without knowing where to start reading?

If yes, do not worry, as that is a normal reaction. This slide is built on a layout that is not optimized for the content it’s presenting.

I am sure that the layout was chosen from among the layouts available in the slide master ( Check Microsoft PowerPoint Slide Master tutorial and save time  on your presentations ).

You can see that the fields have been kept: title and subtitle.

If it’s possible, you removed the placeholders and added the contents of the 4 colored boxes by hand .

The problem lies in the fact that we try to express complex concepts with a layout already prepared in the Slide Master of the deck, not optimized according to the needs of the content presented.

The result is that people will watch the slide but they will lose interest, as they will not find any point of support, and therefore will only read it from top to bottom.

However, no one wants to read the slides, and laziness makes us bounce from one side of the page to the other in an attempt to find a way to quickly catch the contents.

In the meantime, your audience is no longer listening to you; they are tired because they’re exposed to a great deal of information at the same time. This causes drowsiness and decreased attention.

I tried to redesign the slide to show you the impact of the technique I want to talk about in this article .

If you think about the starting slide of Deloitte, it could easily be a common layout , part of the everyday life of those who work professionally with PowerPoint .

What do you think?

According to the approach of Lean Presentation Design , it is not important that it is more beautiful or ugly, only that it works better.

I will show you blater why this design works better than the original.

For the moment, I’m interested in teasing your curiosity. Redesigning this slide does not require any creative skill!

How is it possible?

I know that you are not ready to believe me yet, but I can already anticipate that to solve the layout of Deloitte, it is really enough knowing only one golden rule: The Rule of Thirds .

What is the Rule of the Thirds?

The Rule of Thirds is a technique of graphic composition used for centuries in the world of painting and today widespread in the world of photography and film production.

John Thomas Smith was the first to talk about it in 1797 in a publication called “ Remarks on Rural Scenery “, in order to define a guideline for artistic compositions of landscapes.

Have you ever noticed that grid check when you make a story or publish a picture on Instagram?

The Rule of the Thirds consists of dividing the work area into 9 equal parts through the intersection of 4 lines, two vertical and two horizontal.

Thus, 4 points of intersection are obtained, called PowerPoints !

Every time I say this, something registers in the eyes of those who listen to me, enlightened in having discovered the reason for the name of the presentation software they’re likely using.

The PowerPoints are the strengths of the graphic composition and, therefore, the points that attract the eye before any other element on the slide.

After all, if you think about it for a moment, all high-level professional photos never really have the subject in the center, it is always moved a little to the left or right, to be precisely centered on the chosen PowerPoint .

Have you watched the 007 Casino Royale movie ?

Do you remember the scene where James Bond is poisoned and realizes it by looking at the poison in the glass?

If you look at the framing, it’s based on the rule of thirds and focuses first on the PowerPoints on the left with the cocktail, and then on the right, where you find James ( challenge:  Add a comment to the article with the name of the cocktail and you could win a book on Lean Presentation Design!).

At this point, it is quite clear that the 4 PowerPoints are located in fundamental focus points that attract the attention of the audience and that you will have to exploit for positioning your key messages.

This is a better practice, but you don’t need to anchor objects exactly on PowerPoints , but at least around them.

The Rule of Thirds gives us another great guideline: the composition of the image proportionally 1/3 and 2/3.

In fact, if you look at the grid, you will immediately notice that the slide can be divided into one part that is twice the other, both vertically and horizontally.

This allows you to organize content , especially when you have background levels, giving more importance to what remains in 2/3.

In the following picture , you see that the plane was placed on the PowerPoint of the right and that the image was composed by assigning 2/3 to the sky.

Thanks to the use of the grid, it seems all more natural, more harmonious. The human eye tends to perceive harmony in the proportion 1/3 and 2/3.

By using the Rule of Thirds in PowerPoint , your slides will be perceived proportional and harmonious , without using any more layout to the case or, worse, to the template.

The Rule of Thirds is dynamic

The rule of the thirds introduces dynamism into the slides. Think about it for a moment.

If the subject of the photo were simply in the middle of the slide, it would be equidistant from all sides and therefore, once the focus was observed, they would not have a side to prefer where to go because it would have the same space everywhere.

Likewise, with the application of the Rule of Thirds , the eyes start from the subject centered on the lateral PowerPoint and then they move on the rest of the slide.

Look at the image of the kayak that follows.

I bet you started looking at him, not the left part of the landscape.

The fact that the rower is placed on the right third and that it goes to the left leaves room for the eye of the beholder to move from right to left, following him.

For this reason, if you had a message to write , I would recommend you put it on the PowerPoint at the top left.

Thus, the Rule of Thirds guides the eyes by attracting them to the PowerPoints , but also has the power to direct the gaze from one side to the other of the slide.

Now that you know how it works, use it wisely.

How do I set the Rule of Thirds in PowerPoint?

It seems trivial but it is not. You will have to visualize, duplicate and position the guides precisely in the right place to reap the best reward.

I ask my seminars how they would efficiently produce this in PowerPoint . No one has ever managed to answer me with an efficient solution (If you have already done some training with me, you’ve experienced it).

First, you need to display the guides from the appropriate “ View ” menu.

You will see two guides that identify the center of the slide to create the third division, but you would have to divide the slide into 8 equal parts.

How do you know where exactly to leave the guide?

First, to duplicate a guide, you must hold down the CTRL key on the keyboard while you drag it.

While duplicating the guide, you will notice a small box with a number that indicates the exact point where the guide is located.

The point is calculated relative to the ruler and the ruler works according to the metric system used by the computer you are working on.

You could have vertical slides. Maybe you’re drawing a brochure or the size of the PowerPoint slides would be a different ratio (4:3, 16:9, 16:10, etc…)

It wouldn’t be helpful if I give you a numerical reference to where leave the guides; you’ll need a flexible rule.

Here’s the trick: insert a 3×3 table in the slide

Drag the corners at the top left and bottom right, making the table the same size as the slide, changing the color of the table to give you a blank canvas, and thus, the slide is divided into thirds.

Now drag the guides by holding down CTRL once for each guide you duplicate.

Place the guides, delete the table and here is your Rule of Thirds in PowerPoint .

If you have installed MLC PowerPowerpoint Addin , the Rule of Thirds can be activated by pressing the appropriate button.

If you have not tried MLC PowerPoint Addin yet, take advantage of this and try setting the Rule of Thirds in PowerPoint in a single click.

The nice thing about addin is that, if at any time, you move the guides, losing the setup of the thirds, just click on the button to make them disappear and reappear in the correct position.

You may find it cumbersome to work with the guides on sight, because you could mistakenly move them with the mouse and drag them, losing the proportions obtained.

In this case, I recommend setting the rule of thirds directly in the Slide Master :

1. Access the Slide Master ( Check the Microsoft Slide Master Tutorial to  know the shortcut to access the Slide Master in PowerPoint ).

2. Select the theme slide within the master to make sure that all layouts inherit the grid (the first slide of the master in the image below).

3. Repeat the procedure by creating the table as seen above. You will notice that in this case, the guides are orange, to stand out from those in the normal view.

4. Close the Slide Master and you will see the guides in normal view. You may need to drag the original gray guides out of the slide if you only want to keep the orange grids.

The Slide Master-set grids cannot be moved while in normal view, so the grids will remain active and always presented without the risk of dragging them by mistake.

Use the rule of thirds to redesign any layout

The only rule you should use to redesign the layout of Deloitte was the Rule of Thirds, and now you know the solution.

How did I solve the layout with the use of a single graphic composition rule? I’ll explain it to you!

Before starting to draw, I advise you to always analyze the information in front of you.

Looking at the Deloitte slide, it is clear that the presenter wants to communicate the importance of the holiday season for shopping. Information is also presented to support this statement.

First, we set the rule of thirds and divide the content according to what we want the audience to see first.

As you can see, I deleted the icons that did not add any value, and also removed all the colors.

The use of colors, like any other element, must have a specific purpose and must be functional for the use of the content.

In this case, the 4 numbers support the same message, so it is best that they are the same color , for the principle of “repetition” ( Discover the 4 principles of graphic composition at the base of the presentation design ).

We introduce the key message, assigning it to the two lower PowerPoints.

We recall the holiday season concept with a simple icon (Learn how to use icons in PowerPoint presentations ).

If you are curious about how I created the effect of white in continuity on the palm icon, share the article and ask it in the sharing text on Linkedin.

It will be my pleasure to explain it to you!

SHARE IT NOW!

As you can see, the slide we redesigned communicates much better with the audience than the original one.

Let’s compare them.

You do not need any creativity to get this layout . Step by step, I showed you that the slide was obtained, not invented.

This is the basis of Lean Presentation Design – a rational approach to presentations .

Check if the presentation works before delivering it with the “Squint test”

By now, it should be clear that the application of a standard layout taken from the Slide Master of the company template applied to any content can’t work.

For this reason, I taught you to use the rule of thirds and optimize the layout of your slides giving proportionality and priority to content .

How do you make sure you have correctly applied the rule of thirds by designing a really efficient layout for each specific case?

I want to share a quick method to understand whether your slide works or not, simply by looking it.

Have you ever heard of the “ Squint Test “?

Essentially, when you close your eyes most of the way and look at the slide, you should see everything a little fuzzy and only the most important parts of the layout should be visible.

What stands out at first sight in your opinion?

Surely the 4 blocks because of the size, the colors and the fact that they occupy 2/3 and maybe more than the slide.

See the importance of proportions?

Next I would say that the attention goes to the keyword highlighted in green, positioned immediately above the 4 blocks.

This shows you the visual strength of keyword highlighting .

It emphasizes the word(s) highlighted in your slide.

In my opinion, highlighting the keywords is the best practice and should be used as often as possible, where obviously it is necessary to prioritize content and to guide the audience’s gaze.

I suggest highlighting keywords in cases of self-standing presentations, full of text that are sent by email and left to individual use (without speech or speaker).

In those cases, since there is no speaker who can help the audience , it is essential to optimize the path by highlighting the key words.

Finally, attention most likely goes to the title and subtitle, distinguishable only by the difference in the color .

This layout leads people to read from bottom to top, which is not natural, and the priority of the messages is questionable.

Do you know the redesign I proposed, developed in thirds?

We apply the Squint Test to the slide we have redesigned together.

Where is your look? The attention falls first on the numbers, in my opinion, if you think about it, they are exactly the information that we are highlighting.

For the principles of alignment and proximity , the glance immediately acquires the meaning of the numbers by reading the underlying comment label.

Thanks to the strategic application of the two overestimated principles, the audience will unconsciously perceive that the 4 numbers as part of a single message, but it has not yet been viewed by the audience so questions will arise: “What are these 4 numbers? What are they telling me?”

The gaze, attracted by the lower third will promptly respond to the audience .

See that thanks to the rule of thirds and an intelligent positioning of the contents I have also managed to reverse the sense of reading?

In two quick steps, this slide communicates a message that, with its original design, it wouldn’t be able to communicate.

Furthermore, thanks to the new organization of contents, the look will quickly return to the speaker, keeping continuity with the speech and a high level of attention.

Consider that all these moments of attention I showed you happen in fractions of a second; people’s eyes go very fast. So even a single smudge or imperfection in design could make a slide totally ineffective.

Applications of the rule of thirds for bullet point resolution

The rule of thirds applies itself well to the resolution of many layouts .

During my training in the company, I always carry the application of the rule of thirds for the resolution of the infamous bullet list as an example.

Imagine being in front of this bulletin on Millennials:

With a quick Squint test, it immediately becomes clear that this slide does not work.

What can you distinguish? It all seems the same, right?

Let’s try to redesign this slide using the rule of thirds and giving a hierarchy to the contents.

First of all, we break down the text of the main box into several independent text boxes in order to have the flexibility we need to reorganize the contents.

To do this, simply drag the phrases from the text box to the slide in order to free them from the box in which they are all together.

I will use the “ Split ” function of the MLC PowerPoint Addin for convenience. Just select the text box and click on the split function.

Each sentence of the original text box will be assigned to an independent text box .

Now I use the “ Stack Vertical ” function (You don’t need it if you’re doing it manually).

In your opinion, what is the first level of the reading?

I would say that it is quite simple to note that there are 3 main points and 6 sub-points.

Moreover, as illustrated in the guide of Neuro Presentation Design, human beings, at least in our part of the world, are horizontal rather than vertical readers.

So let’s try reimagining this layout based on these considerations and the rule of thirds.

We reduce the size of the underlays.

We reduce the size of the main text.

We group the 3 blocks in order to apply the Grid Shapes function and distribute them on 3 columns and one row.

Even this step can also be easily performed by hand moving object by object and making sure to safeguard the alignments.

Move the elements away while keeping the same space between them (so you do not have to redistribute them).

Now we use the rule of thirds to compose a proportional layout .

Then, I move the three points of the list to PowerPoint at the bottom and divide the slide into 2/3 and 1/3 with a colored cover. I also use the space available to define the size of the text in order to maximize readability.

We apply the main color (blue) to titles and orange to the keywords.

Are you wondering why I chose orange for keywords?

Because orange is the complementary color to the blue of the cover; it maximizes the contrast and that it fits perfectly with the blue, creating harmony on the slide ( Learn to use the colors in your PowerPoint presentations).

Since key messages remain etched longer if communicated visually, add icons. If you want to find out how to take advantage of the PowerPoint vector icons ,just click here .

The slide is ready, but if you wanted to go further and add an additional visual appeal, you could add an image related to the Millennials behind the cover in transparency.

I invite you to read my article on the images to learn how to create transparency effects and maximize the impact of your slides thanks to the use of high-quality photos.

Conclusions

The Rule of Thirds is a powerful tool that allows you to solve complex layouts in a very short time, creating slides that communicate effectively with your audience.

To set the Rule of Thirds , you can use the 3×3 table technique to obtain the position of the lines and the points of intersection quickly,  or  use the button in the MLC PowerPoint Addin to activate the Slide Master .

If you found the rule of thirds useful, the next level is the study of human behavior at the sight of a slide, and how this can be influenced by neuro-marketing techniques ( How to control the visual path of your audience in presentations with the Neuro-Presentation Design ). Among the techniques, you will also find the rule of thirds.

Share in the comments some of your applications of the rule of thirds which have revolutionized the effect of your slide.

Use the rule of thirds to help your PowerPoint :

How to Improve Your PowerPoint Slides with the Rule of Thirds

Rule of Thirds in Photography: Start Taking Amazing Photos

How to Use the Rule of Thirds Effortlessly

The Rule of Thirds: Know your layout sweet spots

Looking at Images: Phi Grid vs. Rule of Thirds

The Squint Test: Creating Simplicity of Design and Complexity of Data

Maurizio La Cava

About Maurizio

Comments on Creating an effective presentation in PowerPoint with the Rule of Thirds

Jill Butters

hi, Fab and interesting. Does MLC addin work on a Mac? I cannot open the zip file – it appears empty!

unfortunately not for now.

Caterina Poidomani

Vesper Martini! Great rule of thumb to quickly organize contents in a slide.

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Using the Rule of Three in Presentations

Last updated on July 11th, 2024

One of the most important aspects of making a presentation is to keep in mind the rule of three! This is perhaps one of the most underused techniques, as many presenters are simply unaware of the significance of the rule of three.

Three, The Magic Number

There is a lot that banks on three for success. If you’re a presenter, your audience is likely to remember three aspects of your presentation, i.e. the start, the middle and the end. This is not to say that they shall remember each and every aspect of the aforementioned but rather things that stand out. Hence, you must make sure that you apply the rule of three with some dexterity.

The Most Recognized Lines from Literature & Movies have Three Aspects

But three is not just limited to presentations. Art, literature and visuals, all make use of the rule of 3 . The catchiest phrases are the ones that use this very rule, for example; ‘the good, the bad and the ugly’. Even the most recognized pieces of literature, such as ‘ Love all, trust a few, do wrong to none’ – William Shakespeare .

Great Leaders Have used the Rule of Three

The rule of three has also been used by great leaders in their speeches and in defining attributes for their countrymen to follow. Here are a few examples:

• ‘Never, never, never give up’ – Winston Churchill
• ‘With faith, discipline and selfless devotion to duty, there is nothing worthwhile that you cannot achieve’. – Muhammad Ali Jinnah
• ‘Government of the people, by the people, for the people, shall not perish from the Earth’. – Abraham Lincoln

The famous quote by Abraham Lincoln is often shortened to ‘ Government of the people, by the people, for the people’. Similarly, the quote by Muhammad Ali Jinnah has been shortened to Unity, Faith, & Discipline’, which after his famous speech became recognized as the three guiding principles of the people of Pakistan.

In all the aforementioned, the rule of three is used. This is not to say that these leaders deliberately used it; however, using the rule comes naturally in speech, especially when one tends to emphasize upon an important point. As a presenter you might want to bear that in mind to make good use of this rule to focus on the key aspects of your presentation. You can also get a few ideas from our posts on  Persuasive Speech Topics .

Rule of three in Composing Visual Images, Math & Computer Programming

The rule of three is also used in composing visual images. Photography, films and painting all use this rule. For example, the rule of thirds is used when making use of guide lines for aligning images. Moreover, the rule of three is also used in computer programming such as C++, mathematics, statistics, economics, business concepts, etc.

When making presentations, you need to remember how to incorporate the rule of three best. Below are a few ideas to help you do just that.

1. Divide Your Presentation in Three Parts

You might want to focus on the three key aspects of your presentation, i.e. the beginning, the middle and the end. To make each of them meaningful, make sure you are able to indulge your audience with meaningful information that would help them connect all three of the aforementioned. For example, you can start with a memorable phrase to set the tone. When discussing key findings, try to focus on only the essential bits, followed by a conclusion that can leave your audience with a memory of the concluding bits (e.g. a call to action).

2. Use Catchy Phrases using the Rule of Three

You can use the rule of three for the three parts of your presentation. Say, your presentation is about the environment, you can divide it in three parts as; ‘identification, mitigation and conservation’. In this case you can start with your presentation by highlighting problems, followed by the middle of your presentation where you give mitigation strategies, followed by the conclusion which may emphasize on conservation of the environment.

You can use the rule of three to make your presentation memorable by allowing your audience to focus on three key aspects, i.e. ‘identification, mitigation and conservation’.

3. Use Visual Images using the Rule of Three

There are a number of ways you can apply the rule of three to visual imagery. One method is to use isometric images and templates. In previous posts we have already explained the benefits of using Isometric PowerPoint Templates & Clipart . This type of images are three dimensional and give the illusion of more depth than 2D images, making them more memorable and visually appealing.

Similarly, you can use other types of 3D imagery which can be pivotally placed in slides to emphasize an important point. Another method of making good visual use of the rule of three in presentations can be to use three dimensional videos or images which have three essential aspects, such as the ground, the mountains and the horizon.

Here is a tutorial which shows you how to add a video frame in PowerPoint slides . This tutorial also uses the rule of three in visual imagery, as the there are three key aspects of the slide, i.e. the background, video frame and the video running inside it.

When applying the rule of three to your presentations, be it in your presentation speech, visuals or the general outline of your presentation, you will find it easier to get your message across and make your presentations more memorable. You may apply this rule with other relevant rules, like the 5/5/5 rule for presentations or the PowerPoint 7×7 rule .

About Farshad

IT professional, communications specialist and Blogger!

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Ten Reasons to Consider Using the Rule of Three in Your Presentations

The Rule of Three is one of the oldest of all the presentation techniques – known since the time of Aristotle. Here are ten compelling reasons why you should consider using it in your speeches and presentations

• The human brain seems to absorb and remember information more effectively when it is presented in threes
• In psychology, experts believe that three plays a big part in persuasion.
• Three is a common element in virtually every religion, such as the Holy Trinity.
• The Roman’s understood the Rule of Three and referred to it with the Latin maxim “omne trium perfectum” which means “everything that comes in threes is perfect”.
• Ideas presented in threes are inherently more interesting, more enjoyable, and more memorable for your audience.
• Steve Jobs also applied the Rule of Three in almost every product launch he made during his time at Apple. The rule of three worked for Dr. King, Lincoln, and Obama, too.
• There is something complete and satisfying in a group of three, like a three-legged stool that can stand firmly on uneven ground.
• Photographer Ben Long: “Once you hit three, we begin to see some significance, we begin to apply some meaning to something. “
• Stories, an important component of great speeches and presentations – all have three parts – a beginning, a middle, and an end.
• Consider the classics – all employed the Rule of Three: Three Little Pigs; Three Blind Mice; The Three Bears; The Three Stooges; Three ghosts in a Christmas Carol; The Three Little Pigs; The Three Tenors;

The Rule of Three allows you to express ideas more completely and make your presentation more memorable. Divide your presentation into three main parts, and present no more than three elements within each part.

I have found using the Rule of Three helps me to organize my speech or presentations much more easily. For example, I often follow this easy template which incorporates the Rule of Three.

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Thomas jefferson, steve jobs, and the rule of 3.

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This week America celebrates the three inalienable rights voiced in the U.S. Declaration of Independence: life, liberty, and the pursuit of happiness. Life, liberty, and happiness might very well be the three most important words in American history. The words are so eloquent, so impactful, they warrant their own Wikipedia entry . According to Wikipedia the phrase is considered by some as the “the most well-crafted, influential sentences in the history of the English language.”  Those three words inspired other countries, most notably France, to seek its own freedoms from oppression and to delineate the rights of its citizens into groups of three. The French motto “liberty, equality, and fraternity” traces its origin to the French revolution.  The list of countries that were directly inspired by the U.S. Declaration of Independence is so large, I don’t think it’s a stretch to argue that those three words might very well be the most important three words in human history.

Why did Jefferson choose three rights instead of, say, twelve? Jefferson was a skilled writer and his famous phrase reflects a rhetorical technique that can be traced to ancient Greece—a figure of speech using three words to express one idea.  As a communications coach, I strongly recommend using the ‘Rule of 3’ in all areas of communications: marketing, pitches, and presentations.

The most persuasive number in communications.  It is well established that we can only hold a small amount of information in short term, or ‘active,’ memory. In 1956, Bell Labs reached out to Harvard professor George Miller who published a classic paper titled, “The Magical Number Seven, Plus or Minus Two.” Miller argued that we have a hard time retaining more than seven to nine digits in short-term memory. Now you know why a phone number is 7 digits. Contemporary scientists, however, have put the number of items we can easily recall in short-term memory closer to three or four “chunks” of information. Think about it. When someone leaves a phone number on a voice message, you’re more likely to recall the first 3 digits before having to listen to the message again for the remainder of the number.

Since three is easier to remember than four, or seven, I suggest sticking to the Rule of 3 whenever possible. If your listener will only remember about three things from your conversation, presentation, or email, why overwhelm them with twenty-two key messages? Longer lists are complex, confusing, and convoluted.

The Rule of 3 is everywhere. The next time you are standing in the security line at a U.S airport, pay attention to the TSA instructions. The “3 simple steps to security” are: Show ID and boarding pass, take out liquids, and take off shoes and jackets. A former Air Force pilot approached me after a presentation on improving communication skills and said it reminded him of the “3 rules of surviving captivity”: fellowship with other prisoners, survive , and return with honor.

The TSA and military branches know that listing tasks in groups of three is more easily processed and, therefore, easier to follow. Great speeches are often divided into three themes, plays are often divided into three acts, and the same technique applies to persuasive presentations—tell them what you’re going to tell them, tell them, and tell them what you told them.

Steve Jobs ’ love of threes. Two hundred years after Jefferson’s words sparked a revolution, two young men launched a computer revolution from the garage of a nondescript house in Northern California. In 1976 Steve Jobs and Steve Wozniak created Apple Computer to build tools that would empower everyday people. Wozniak was the engineer; Jobs was the visionary and the marketing genius who understood the role communications would play in launching the revolution.

Steve Jobs applied the Rule of 3 in nearly every presentation and product launch. In 2007 Jobs introduced the first iPhone as the “third” of Apple’s revolutionary product categories (the first two were the Macintosh and the iPod). He even said that Apple would be introducing “three” revolutionary products—a new iPod, a phone, and an Internet communications device. Jobs repeated the three products slowly until the audience finally figured out he was talking about one device capable of handling all three tasks.

In 2010 Jobs introduced the first iPad with a slide showing the new tablet as a “third device” between a smartphone and a laptop. The iPad, he told the audience, would also come in “three models”: 16, 32, and 64 GB of flash storage.

In 2011, Jobs introduced the iPad 2 as “thinner, lighter, and faster” than the original. The three adjectives so accurately described the new device, thousands of blog and newspaper headlines included those three words.

Try to apply the Rule of 3. Divide a presentation into three parts. Introduce a product with three benefits. Give me three reasons to hire you! The rule of 3—It worked for Jefferson, it worked for Jobs, and it will work for you.

Carmine Gallo  is the communications coach for the world’s most admired brands. He is a popular  keynote speaker  and author of several books, including the international bestsellers  The Presentation Secrets of Steve Jobs  and  The Innovation Secrets of Steve Jobs . His new book,  The Apple Experience: Secrets to Building Insanely Great Customer Loyalty  is the first book to reveal the secrets behind the stunning success of the Apple  Retail  Store. Carmine recently launched an eLearning course titled, The New Rules Of Persuasive Presentations . Follow Carmine on  Facebook  or  Twitter .

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• Retirement Planning

Charitable Gift Annuity: Meaning, Regulations, FAQs

Roger Wohlner is an experienced financial writer, ghostwriter, and advisor with 20 years of experience in the industry.

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What Is a Charitable Gift Annuity?

A charitable gift annuity is an arrangement between a donor and a nonprofit organization in which the donor receives a regular payment for life based on the value of assets transferred to the organization. After the donor’s death, the assets are retained by the organization. The charitable gift annuity is a type of planned giving.

Such annuities are set up by an agreement between the charity and the individual annuitant or couple. The annuities simultaneously provide a charitable donation, a partial income tax deduction for the donation, and a guaranteed lifetime income stream to the annuitant and sometimes a spouse or other beneficiary .

Key Takeaways

• A charitable gift annuity is a type of planned-giving arrangement between a donor and a nonprofit organization.
• The donor receives a regular payment for life based on the value of assets transferred to the organization.
• Once the donor dies, the organization retains the remaining assets.
• Charitable gift annuities offer tax deductions for the annuitant, on the original lump sum gift and the ensuing annuity payouts.

How a Charitable Gift Annuity Works

Charitable gift annuities function basically like any life annuity . They are a contract in which the annuitant pays a lump sum and in return receives a regular income stream, which is usually paid out quarterly. The payments stop upon the annuitant’s death, and the remaining assets in the account go to the annuity writer. However, instead of the balance being kept by an insurance or financial services company (as with typical annuities), it is retained by the charity or nonprofit as a gift.

A charitable gift annuity may be funded with cash , securities , or a variety of other assets . Initial funding may be as little as $5,000, though they tend to be much larger. Many universities and nonprofit organizations offer charitable gift annuities.

Payment amounts will depend on a number of factors, beginning with the age of the annuitant. The older the annuitant, the larger (and fewer) the monthly payments will be, and vice versa.

The annuity payments are backed by the charity’s holdings, not just by the assets donated, and the payouts are not limited to the contributed assets. However, the actuarial calculations establishing payout amounts usually provide that a large residual amount should remain for the charity after the beneficiary’s death.

Charitable gift annuity payouts tend to be lower than those of traditional annuities because the primary motive is to benefit a charity rather than provide the highest possible retirement income payment .

Regulations for Charitable Annuities

Many states have issued rules governing the issuance of charitable gift annuities. Charities that offer them must comply with the regulations in both the state where they are located and the state where the donor resides.

For example, the charity can immediately spend down some of the assets it receives as part of a charitable gift annuity contribution. Still, it must ensure it has sufficient reserves to meet its annuity payment obligations and state regulations specifically governing such annuities.

The charities that write charitable gift annuities often will use the gift annuity rates provided by the American Council on Gift Annuities. They also abide by its general recommendations and regulations.

For example, one regulation governing a charitable gift annuity assumes that the money left over after all payment obligations have been satisfied (the residuum) should be at least 50% of the initial gift amount if the annuitant lives only as long as their targeted life expectancy. It then determines whether the present value of the residual gift to charity, using the tentative gift annuity contract rate, is at least 20% of the funds transferred to the charity under the contract.

The purpose of using standardized rates is to discourage competitive rate setting among charities and ensure that a significant portion of the transfer will be available for charitable purposes. Still, some organizations choose to develop their own rates based on their own investment experience, charitable residuum goals, and the investment/reserve requirements under state law.

Special Considerations: Tax Treatment

The charitable donation tax deduction is limited to the amount contributed to the annuity in excess of its present value, as calculated using Internal Revenue Service (IRS) parameters. The money returned to an annuitant in equal installment payments is considered a partially tax-free return of the donor’s gift.

Does a Charitable Gift Annuity Have a Finite Term?

No. A charitable gift annuity continues regular payments until the death of the annuitant.

Is a Charitable Gift Annuity Donation Tax-Deductible?

Partially. The annuitant may deduct the amount of the donation in excess of its present value, as calculated by the IRS.

Are Charitable Gift Annuity Payments Taxable?

Yes, but only a portion of them is subject to tax. The IRS rules on how much can be taxed are complicated and found in Internal Revenue Code Section 72.

Who Regulates Charitable Gift Annuities?

Charitable gift annuities are regulated by the states. If a charity operates in one state and the donor resides in a different state, then the regulations of both must be observed.

Planned Giving Design Center, via Internet Archive Wayback Machine. “ Charitable Gift Annuity .”

Nolo, via Internet Archive Wayback Machine. “ Charitable Gift Annuities .”

Internal Revenue Service. “ Internal Revenue Service: Number: 200847014 .” Page 2.

American Council on Gift Annuities. “ Homepage .”

American Council on Gift Annuities. “ Gift Annuity Rates FAQs .”

Internal Revenue Service. “ Internal Revenue Service: Number: 200847014 .” Pages 3–4.

U.S. Code, Office of the Law Revision Counsel, U.S. House of Representatives. “ 26 U.S. Code §72—Annuities; Certain Proceeds of Endowment and Life Insurance Contracts .”

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