Rhetoric Tip #7: The Rule of Three

Make your message memorable with this timeless technique

From ancient philosophers to modern presidents, the Rule of Three has stood the test of time. Why? Because our brains crave patterns—and three is the smallest number that forms a complete one.

Think about these iconic trios:

• “Friends, Romans, countrymen…” — Shakespeare’s Julius Caesar

• “Life, liberty, and the pursuit of happiness.” — Declaration of Independence

• “Government of the people, by the people, for the people…”
  — Abraham Lincoln

My copy of the Declaration of Independence. Photo by Robert Begley (2025).

Each of these packs a rhetorical punch by offering just enough variety to hold attention, but not so much that the listener tunes out.

Why Three Works

The Rule of Three is rooted in cognitive science: people remember three points better than two or four. Three creates rhythm; it sets up expectation and resolution. It’s the heartbeat of great storytelling, the structure of persuasive argument, and the magic of unforgettable messages.

Even Aristotle, history’s greatest teacher of persuasion, grouped his core rhetorical appeals into three:

• Ethos (character)
  

• Logos (logic)
  

• Pathos (emotion)

By using this triad, you hit your audience’s sense of trust, head, and heart all in one shot.

Even in Tragedy, Three Endures

In moments of national sorrow, great leaders use the Rule of Three to bring clarity and consolation. Ronald Reagan’s eulogy for the Challenger astronauts in 1986 offers a masterful example:

“The crew of the space shuttle Challenger honored us by the manner in which they lived their lives, the manner in which they lost their lives, and what they were striving for at the time of their deaths.”[1]

Three clauses. One unforgettable tribute. That’s rhetorical elegance in action.

Avoid the “List Monster”

Many speakers overwhelm their audience with five ways to do this or eight reasons to try that. Lists like that might look good in a blog post, but in a live speech? You’ll lose your listeners after point four.

Keep it simple. Limit your message to three takeaways. Here’s a useful framework:

1. What do you want them to think? (Logos)

2. What do you want them to feel? (Pathos)

3. What do you want them to believe about you? (Ethos)

Case Study: Simplifying to Clarify

One executive I coached was preparing for a keynote and had ten (!) major points. He insisted they were all essential. We worked together to condense them into three core themes—and not only did the speech become more impactful, but the audience retained those points weeks later. Why? Because three sticks. Ten slides? Just slick.

Your Turn: What Are Your Three?

When you are overwhelmed with a lot of content, imagine how your audience feels hearing all that. Following the Rule of Three will help you streamline your content and provide it in a way that is easy for them to remember:

• Write out your main ideas.
  

• Rank them by impact.
  

• Boil them down to your top three.
  

In rhetoric, less isn’t just more: it’s leadership. So the next time you speak, remember this:

• Three gets remembered.
  

• Three gets repeated.
  

• Three gets results.

Ready to turn your message into a power trio? Let’s talk. Schedule a discovery call and we’ll simplify your message, amplify your impact, and craft a communication strategy that actually sticks.

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[1] Reagan, R. (1986, January 28). Address to the nation on the Challenger disaster. The American Presidency Project. https://www.presidency.ucsb.edu/documents/address-the-nation-the-explosion-the-space-shuttle-challenger