Using Steve Jobs’ “Rule of Three” in Marketing
by Josh Lowry
Steve Jobs was the greatest marketer of all time. One of the most powerful techniques that he used was the Rule of Three. Three is the most powerful number in communication. It is more intriguing than two. When you only give people two points, their brain expects more. Three is also easier to remember than four (people can only hold three points in their short-term memory). Communicating three key benefits, features, etc. to customers is an effective and persuasive use of lists in marketing. Below is an example of Steve Jobs using the Rule of Three during Macworld 2007.
“Every once in a while a revolutionary product comes along that changes everything. One is very fortunate if you get to work on just one of these in your career. Apple has been very fortunate. It has been able to introduce a few of these into the world. In 1984, we introduced the Macintosh. It did not just change Apple, it changed the whole computer industry. In 2001, we introduced the first iPod. It did not just change the way we all listen to music, it changed the entire music industry. Today, we are introducing three revolutionary products of this class. The first one is a wide screen iPod with touch controls. The second is a revolutionary mobile phone. The third is a breakthrough Internet communications device. So, three things. A widescreen iPod with touch controls; a revolutionary mobile phone; and a break through Internet communications device. An iPod, a phone and an Internet communicator. An iPod, a phone and Internet communicator. Are you getting it? These are not three separate devices. This is one device and we are calling it iPhone. Today, Apple is going to reinvent the phone.”
Lessons Learned
• Use lists of three in your marketing to create more effective and persuative communication.
• Three is the most powerful number in all of communication – it is more intriguing than two.
• Three is easier to remember than four, five, etc. – people can only hold three points in their short-term memory.
• Send people to your website to give them more information.
See also Innovation Principles of Steve Jobs
All contents copyright © 2012, Josh Lowry. All rights reserved.
