A core principle of copywriting is what’s known as the “Pattern of Three”.
The human brain is hard-wired to remember and recall patterns and three is the smallest number of elements that combine to make a pattern.
Patterns instantly make it easier for your readers to understand, process and retain messages and information.
When you want information you are presenting to stick in their mind, use three words, examples or references in your sentence or list to make your message memorable.
(Like I just did in the last paragraph, with ‘words, examples or references.)
Pattern of Three Will Make Your Message More Memorable
For instance, advertising slogans, catchphrases and jingles regularly use the pattern of three.
I’m sure you will be familiar with at least one of these (three, of course!) examples:
🚨Slip on a shirt, slop on sunblock, and slap on a hat.
🚨Stay at home, protect the NHS, save lives.
🚨Buy it, sell it, love it. (eBay) . .
When Rishi Sunak (UK Prime Minister) gave his exit speech, it contained TWELVE uses of the pattern of three!
Here’s three of the least contentious instances:
“And Britain is more prosperous, fairer, and resilient than it was in 2010.”
(This next one is a double whammy – a list of three AND two sentences of three),
“I would like to thank my colleagues, my Cabinet, the Civil Service – especially here in Downing Street…
The team at Chequers, my staff, CCHQ…
And my wife and two daughters.”
“The true source of all our achievements, our strengths, and our greatness.”
Using a Pattern of Three to Enhance Your Persuasive Writing
You can also use a pattern of three to strengthen the weight of your argument or point in persuasive writing.
Let’s say, I want to make the point to you that there are three reasons why people might not choose to buy your offer after they have read your story-based promo content on social media:
1️⃣ – The structure/ flow of your story is driving your readers’ attention and focus away from your offer, so they’re not even registering the existence of your promo.
2️⃣ – The way you describe your offer is not persuasively communicating why it’s valuable to your ideal buyers, so your prospects aren’t getting excited.
3️⃣ – The result or outcome you sell is too fluffy so they don’t get it or it’s what they need but not what they want, so they’re not feeling any emotional pull to buy.
Present More Persuasive Arguments with the Pattern of Three
Once you have established the three items you want to list, the next step is to rank them in order of how much ‘weight’ or ‘evidence’ they add to your argument or point.
1️⃣ = the item that adds the most weight.
3️⃣ = the weakest item.
The order of sequence you list your items in is super improtant.
To present your most persuasive argument or evidence, list them in this order:
1️⃣. The item you ranked SECOND.
2️⃣. The item you ranked THIRD, the weakest.
3️⃣. Your number ONE, your weightiest, meatiest, most persuasive.
That’s because you technically hide the weakest one in the middle and the last item readers see is the one that will stick in their mind.
Therefore, you want the last item you list to be the one that offers the strongest ‘argument’ or most compelling ‘evidence’ to drive home the point you are making.
If my goal for this post was to encourage you to buy my $9 Sizzling Storyselling on Social copywriting course, then the meatiest ‘encouragement’ on my list is item one
– because it’s what the Sizzling Storyselling course is the fix for.
If I was promoting my done-for-you sales copywriting offer, then item two adds the most weight.
And if I was selling my Introverted Marketers’ Inner Circle OR my DFY copy, item three offers the weightiest evidence for why the first thing we work on is nailing your offer niche and ensuring the outcome in one they will want to buy.
Does that make sense?
The Pattern of Three in Your Offer Suite
You have probably seen the pattern of three in offer suites.
For instance, software that has three plans: bronze, silver and gold.
Perhaps a service-provider, when presenting solutions to their client and offering three options: good, better and best.
It could be an expert who sells a low-ticket digital product, mid-price course and premium 1:1 program around the same topic or expertise.
When I am asked how I could help you improve your copy and content conversions so more of your audience buy from you online, I say I can:
✅ Take the hard work out of you generating consistent client leads and sales online by writing smoking hot sales page copy for your compelling offer, to call in more of your perfect prospects and excite them to buy.
✅ Coach you to write sizzling sales copy and standout social media content, and give you feedback, so you grow your skill, confidence and conversions with every piece you create.
✅ Teach you how to write compelling copy and content that converts in my self-study copy courses.
Stacking Your Pattern of Three Offers to Increase Customer Order Value
Before you create an offer suite with your three increasing levels of pricing, read my blog post about presenting a compelling offer stack, so investing in your premium option feels like the ‘best deal’ for your ideal buyer.
Recap
When you present information, evidence of offers, use the pattern of three to make your sales copy, social media content or message/ comment more memorable, impactful and persuasive, so more of your readers say yes.
Veronica Pullen
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