Perhaps that headline grabbed your attention and made you click on this story, and that might be because as humans, we crave the organization and categorization that lists create. It helps us understand topics, filter out what is not necessary and makes information memorable, so we retain it. Marketers know it, and that’s why so many stories are organized as lists.

While we often see lists of five or ten — like “Ten places to consider for your next vacation” — there is a significance to three. Three is essential in persuasion. Research shows that when you aim to convince someone of your position, two points feel a bit light. Four can feel like too many. But three is sufficient to persuade and easy to remember.

Think of a topic that may feel complex to you — like the Israel-Palestine issue, the science of climate change, or the main point points in the 500-page leadership book you just read. The information may feel overwhelming and confusing. Imagine if an expert said to you, “This is a very complex issue. There are three things you should know about Israel-Palestine” or “War and Peace was a great book. I think the three points the author tried to convey were these... .” If you are like me, you may feel relief at the prospect that someone can boil the issue down for you and you focus to listen for those three things. You might count them as you hear them, and you might also replay them in your mind to ensure you remember them. It is a simple but powerful tool.

Using a three-point list when responding to a question also can cue someone not to interrupt until you have made your three points. In fact, we use this technique when responding to a media question on TV or radio because it discourages interviewers from interrupting. Imagine the question, “Isn’t this ground beef recall indicative of declining meat safety...” Your response might be, “There are three things you should know about meat safety in the U.S: USDA data shows that meat is safer now than in the past. CDC data shows that foodborne illnesses are also declining. And research data shows that consumers today have a higher awareness of practices they can use in the home to keep meat safe all the way to the table. Taken together, these three facts points to a very positive safety trend in the U.S.”

By using three, the listener may not only be persuaded, but stands a good chance of remembering your points and sharing them further.

Mastering the three-point technique can help you in a variety of situations where you want to communicate a point and ensure that is remembered. Think of your last job interview. You might have received some open-ended questions, like “Tell me about your leadership style…” You can anticipate some of these types of questions, organize your thoughts in advance and even remember them well enough to deliver the message crisply in what may be a stressful moment. “There are three things people would probably say about my leadership style: First, I am a servant leader; I work hard to put my team’s needs ahead of my own because I believe it is best for the company and the organization. Second, I am a clear communicator; I convey needs and expectations up front and make sure that everyone understands them. And third, in times of pressure and crisis, I can maintain my cool and be decisive.”

Thanks for reading — and remember three things about three points: First, they help you organize your thoughts. Second, three points help the receiver organize and remember the information. And third, three points are enough to persuade, but not too much to overwhelm.

Are you convinced? Give three a shot and let me know how it works for you.

Three: Strategies to Transform Your Communications

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