The rule of 3

“To solve any problem, here are three questions to ask yourself:

First, what could I do?

Second, what could I read?

And third, who could I ask?”

• Jim Rohn

Everything becomes easier when you explain it with three steps.

There’s a reason I’m pounding things through Find-Offer-Notice - because it works.

There’s a lot of mythology and reverence for the number that’s outside the scope of this book, but whenever you’re writing something, break it down into threes.

You’ve got a beginning, middle, and end.

You’ve got action, climax, resolution.

You’ve got steps, that are easy as 1-2-3.

Keep in mind you can zoom in and out to make it longer too.

A sales page could have three core components, but will have elements inside of them.

A) Top of the page

1. Headline
2. Elevator pitch
3. Call-to-action

B) Middle

1. Features
2. Benefits
3. Testimonials, logos, social proof, risk reversal

C) Closing

1. Link that builds on the headline
2. Create urgency
3. Reminder call-to-action

When we get to the design section, the same principles apply with shapes, bullet points, headings, and more.

If you want to mix it up, feel free to add things in fives or sevens as well.

But for some reason, even numbers perform more poorly.

To sense-check this theory, check the pricing pages of some of your favourite software services most of them will have three tiers.

There’s no more to say on this, once you begin thinking in threes, you’re going to see it everywhere.

Apologies in advance.