As the legendary (now rapidly ageing) song goes: “Three is the Magic Number”.
I am not telling you this because its about time that song by De La Soul was immortalised (which it should be) or that my favourite Thunderbird was Thunderbird 3 (which it was, by the way) – it’s because it’s the best way for our brains to process a list or a set of things well.
This extends to most things in life – you stand a good chance of remembering three things without a list in your head, before the curveball of the fourth item means you’ve forgotten the first thing that was on the list.
This just happens to be a golden rule in marketing and PR communications too. Go to any half decent media training session and they will tell you that to make the most of your (likely) 30 seconds that ends up after the edit, you need to get across the three things you most want to leave the audience with.
Just as the “30 second lift conversation” has become the cliche of the “tell me that you do” sales pitch, so it follows for clear, concise and persuasive marketing communications that summarises the value that you and your organisation represents.
The trap that most non-marketing managers do when wrestling with copy or communications is to get carried away and try to tell the world everything they know about the company or topic – cue boredom within 31 seconds. Better to be pithy, honed, focussed in what you want to get across – deliver your core benefits and value for the client, and support this with great service that underpin your brand values.
For Clear Edge Communications, these are on the home page, encapsulated within three words “Creating Brand Clarity”. 3 words, 3 statements:
Creating – powerful marketing strategies that deliver impact and fuel growth
Brand – enabling business identity and brand value to build market share
Clarity – pitch perfect communications to give you the clear edge (on your competitors)
So, think of three things that sum up the value of your client offering today, put them at the heart of your business operation and client focus and get them in your marketing communications.
Three – powerful stuff.
Have a good weekend & bye for now.