The Rule Of 3

The magic number is three. Two is not enough. Four is too many. Three is just right. The Rule of 3 is all around us. Be alert and you will recognize it in places you would never imagine. Yet few broadcasters use the technique effectively.

Master the concept and talk breaks will be sharper. Content will stand out. Stories will be more interesting. Listener reaction will be greater.

The concept is that humans are conditioned to respond to a rhythmic pattern of three things.

That is why pastors are taught to deliver a three-point sermon, buying options are usually in three tiers, and stories have three parts (a start, middle, and end).

But the Rule of 3 goes even deeper. Think about stories from childhood.

• Cinderella was a story of a young girl and her two stepsisters. Three girls.
• Goldilocks came upon a house of Three Bears. Remember the chairs? The first was too hard. The second was too soft. The third was Just Right.
• The Boy Who Cried Wolf sounded the alarm twice, and everyone responded. But after the third time, the story moved forward.
• There were the Three Little Pigs. Not two. Not four. Three.

The same pattern is in the Bible. Jesus told parables, often using The Rule of 3. In His story of The Good Samaritan, the first two figures passed by. This built anticipation for the third. And it is in the third example that the story takes a dramatic turn and builds to a conclusion.

So what do these examples have to do with a radio show? Plenty. Here’s how to apply The Rule of 3 to storytelling.

Drama: Add options to help listeners identify with the central character of a story. For example:

It was late at night and I was sitting on the subway, heading uptown. It was quiet and nearly every seat was open. We stop, and a woman gets on. She’s wearing a cape, clearly hadn’t showered in days and had the strangest look in her eyes (notice there are three qualities in her appearance!).

So here’s what I did….I (Continue the story with Option 3).

Inserting three options into the story builds drama. The listener is better able to anticipate what happens next.

Personalities often ask how many breaks are ideal for multi-break content. And the answer, magically, is three. It’s hard to stay fresh beyond three breaks. Content usually becomes redundant. Two breaks feel like it doesn’t establish significance.

Here’s how to manage it:

• Break 1: Set up the story by introducing characters (if any) and main points. For example, a relationship story could start with a problem. Establish one or both characters involved.
• Break 2: Build details into the story, creating anticipation. Add perspective and exaggerate the issues using the Three E’s of Entertainment. As new details emerge, emotion in the story evolves and causes stronger connections with the audience.
• Break 3: Build drama toward resolution. Turn up the volume, focusing on a surprise twist (remember the Third Little Pig).

There are many more examples of how the Rule of 3 works for radio shows. In fact, the ideal number of (main) personalities on a show is three.

A third voice adds a powerful dynamic that takes the show beyond where two can go. But when a fourth main personality is added, it becomes chaotic and hard to follow. Listeners have a difficult time figuring out who’s who, and it’s much harder to remember individual names.

This isn’t to suggest that a duo can’t win, or that more than three is a mistake. But three on a show makes a terrific dynamic.

Of course, there are no absolute rules that must be followed to succeed in personality radio. But pay attention to the Rule of 3. Experiment with it and apply some of the concepts. And let me know how you’re applying the Rule of 3.