Using the rule of three for your marketing is a powerful way to increase sales. With a little research you will see that this rule of marketing has surrounded you for your entire life. Think back to your childhood and storytelling and you will see the rule of three in action. Remember the stories when you were a child: the three little pigs, Goldilocks and the three bears, three blind mice, the three musketeers. And, then there is my favorite, the Three Stooges. This rule of three has been implanted into our subconscious since a very early age. In fact, the dominate form of filmmaking involves the use of a three part act.

Why is the power of three so “powerful” you might ask? Simple, it allows us to compare just enough stuff that it satisfies without overwhelming our brains. In most instances two is not enough and four is way too much. Three is the magical number.

Three also allows a flow to happen in our speech patterns. “Life, Liberty and the pursuit of happiness,” “Friends, Romans, Countryman,” “Blood, Sweat, and Tears,” and one of my favorites “Location, Location, Location.” You will notice all these sayings and many others just like them have a rhythmic flow when we say them out loud making them easy to remember. The question is how can you use this language pattern in your dealership sales process?

First, prioritize the three most important points you want to communicate about the vehicle the shopper is interested in. Even better is to have the shopper tell you what those three points are and use them in your communication whether on the phone, in an email or by a dealership chat conversation. Second, relate each point to something familiar to your shopper and capture their interest and attention. This is using benefits instead of features in how you communicate with the shopper. Third, be consistent and repeat the three points to reinforce your message.

Remember this rule of three works with everyone and has been wired into how we receive and process information. Start putting it to work in your communication and watch how many more leads turn into dealership Internet sales.

Happy Chatting,

Todd Smith