The #1 Secret to Persuasive Copy

After having observed excellent writers, speakers, and communicators for years, I discovered a little secret that almost all great communicators have in common.

I’ve never seen it mentioned in a book or by a speaker. But it’s a pattern that is easy to recognize (and once you see it) impossible to ignore.

We live in a busy world. People are constantly bombarded with information. We are distracted.

As marketers, we have to cut through the noise. We need to make ourselves heard above the noise. And we need to be memorable.

How do we do this?

We do this with The Power of Three.

Most people think repeating a message or a point is overkill. We shy away from saying what we just said because we figure people either get it or they don’t want to hear it again. So we say it once.

But I assume that people hear a maximum of 1/3 of what I say. And that’s being generous.

But if people only hear about 1/3 of what I say, I need to say everything important at least three times.

So here’s the trick: Say whatever you say three times.

That means I have to figure out how to say the same thing three different times without boring people. I have to be creative in the way that I say it. And I have to do it in a way that isn’t annoying.

Say it. Then say it again. Then say it one more time.

Don’t use the same words. You’ll sound like a robot. That’s silly.

Change it up. Use analogies. Try something unique.

But the point should remain the same.

Almost every powerful communicator uses this pattern in their speaking. Heads of state, salesmen, pastors, motivational speakers all use this pattern. Persuasive people all use this pattern.

Once you see it, it’s impossible not to recognize. You’ll see it in writing. You’ll hear it in conversation. It’ll be everywhere.

But when done naturally, you don’t even recognize it. It blends into the background yet works magic. When someone uses this technique, you’ll remember more of what they said, and you’ll think they are a great communicator.

Now for the fun part: Go back and reread this whole post with that in mind. See how often I use The Power of Three. I think you’ll be surprised.

It’s your turn. Are you going to use this secret weapon I’ve just given to you? Or are you going to continue hoping people remember what you said?

It’s up to you.

P.S. Get more awesome content like this weekly by subscribing to our blog. We seek to provide massive value and respect you deeply. We won’t spam you.