Thomas from Ariyh - 🎓 The rule of three in persuasion
🎓 The rule of three in persuasionTo be most persuasive, use 3 positive claims at once in your message (e.g. ad, presentation). They are sufficient to show a pattern, but not enough to make people skeptical.New to Ariyh? Join 6,363 evidence-based marketers for 3min tips 💡 based on research 🎓 to grow your business 📈 If you find these tips useful please share them with your colleagues and friends, Ariyh grows thanks to you! Today’s tip is brought to you by… Attest We've all changed over the pandemic. Do you know what people think of your brand now? Brands like Klarna and Wise use Attest to understand their target customers and build more impactful campaigns. If you’re reading Ariyh you probably love data, and we do too. Attest is here to help you understand your target customers. We’re offering Ariyh readers their first survey for FREE. 📝 IntroHow many positive claims should you make at once about your product? After how many do people start to get skeptical? As we’ve seen before, it’s better to talk about fewer excellent features than many good ones. But recent research confirms the age-old rule (when you’re trying to persuade someone). Three is the perfect number. Want to sponsor Ariyh? Here’s all you need to know. Previous tip: Sales activity incentives (All tips here) Use three claims, not more, to maximize how persuasive your message isImpacted metrics: Customer acquisition 📈 RecommendationUse three positive claims about your product in your messages (e.g. ads, website, packaging) to maximize how persuasive you are. If you use less than three, you miss out on being more persuasive. If you use more than three, people become skeptical and you undermine the whole message. 🎓 Effects
(The effect applies when people feel they are being persuaded, but not when they aren’t - Click to zoom in) (After three claims, people start to become skeptical - Click to zoom in) New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3-min practical tips 📈 twice per week. 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeLab experiments. United States 📖 ResearchShu, S. B., & Carlson, K. A. (January 2014). When three charms but four alarms: Identifying the optimal number of claims in persuasion settings. Journal of Marketing. 🏫 AffiliationsUCLA Anderson School of Management, University of California and McDonough School of Business, Georgetown University. United States Remember: This research could be disproven in the future (although this is rare). It also may not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s tip to help me make Ariyh's next tips 🎓 even more useful 📈 How was today’s tip? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com New to Ariyh? -> Subscribe below or read other 3min marketing tips here |
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