Master Speech Structure with the Rule of Three
Ed Darling
5 min read
What you’ll learn:
- Why the “rule of three” shows up in so much communication.
- Tips to make your public speaking structure unforgettable.
- How to speak with more clarity using simple ‘tricolons’.
Why Speech Structure Matters
Great speakers, from ancient orators like Julius Caesar to modern icons like Martin Luther King Jr., know the secret to a captivating people is great structure.
At the heart of many iconic talks lies the rule of three, a rhetorical device called the tricolon that persuades, inspires, and sticks in the mind.
Why three? It’s the smallest number needed to form a pattern, making it uniquely engaging to us as “pattern seeking” humans. A well-crafted public speaking structure using the rule of three makes your speech, pitch, or presentation instantly more memorable.
The Rule of Three Creates Memorable Soundbites
Julius Caesar’s iconic line, “Veni, Vidi, Vici” (“I came, I saw, I conquered”), is still remembered 2,000 years later, thanks to its tricolon structure.
The rule of three shows up in everything from kids’ stories to political slogans:
- Goldilocks and the Three Bears.
- Nike’s “Just do it.”
- Tony Blair’s “education, education, education.”
Pay attention to the copywriting and advertisements, and you’ll start to see the rule of three being used to subtly sell you on all kinds of products, services, and ideas.
We find it in the famous words of Martin Luther King Jr.’s “justice, goodwill, and brotherhood” or Elizabeth Gilbert’s Eat, Pray, Love.
Part of the attraction to a rule of three within a sentence, is that it feels complete and rhythmic.
The rule of three can be utilised in different ways. Repeating the same words three times, telling a story with a beginning, middle, and end, or films & theatre shows following the 3-act play.
But do we become better speakers using the rule of three?
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Build Your Speech Structure with the Rule of Three
The simplest way to harness the rule of three is in your speech structure. The classic “beginning, middle, end” feels natural because it follows this principle. But you can get creative with your public speaking structure using these approaches:
Three points for one argument: “Solar power is the future—here are three reasons why…”
Three case studies: “Our coaching transforms lives—meet three clients we’ve helped…”
Three lessons learned: “After a decade in business, here are my top three lessons…”
Past, present, future: “Where we started, where we are now, and where we’re headed…”
Structuring your speech in three parts makes it easy for audiences to follow, and to retain the information. As an added bonus, it’s easier for you to remember, too!
Quick Tip: Practise using the rule of three in conversation, meetings, and everyday communications. The more you practise speaking in this way, the more natural it will become.
Weave the Rule of Three into Your Sentences
Beyond speech structure, the rule of three shines in sentences, phrases, and rhetoric. It adds rhythm, clarity, and punch to your content.
As you write, look for opportunities to trim meandering sections into tight, three-part phrases using rhyme, alliteration, or repetition.
Examples:
“Our product is simple, safe, secure.”
“We’re here today, tomorrow, always.”
“Success demands discipline, discipline, discipline.”
For extra impact, try a longer third element, like the famous: “life, liberty, and the pursuit of happiness.”
Tricolons emphasize points and sound satisfying, as Franklin D. Roosevelt proved with, “Be sincere, be brief, be seated.”
Why it works: The rule of three in speeches makes your words more snappy and memorable. We rail against “soundbites”, but there’s a reason politicians keep on using them: they stick!
Make Your Speech Structure Unforgettable
The rule of three is a timeless tool for communication, used by everyone from marketers to politicians.
But as Benjamin Franklin said:
“Tell me and I forget. Teach me and I remember. Involve me and I learn.”
So now you know the rule of three, it’s time to put this into practise. You’ll spot it in soundbites, stories, and speeches everywhere.
Use it to answer a difficult question the next time you’re put on the spot, or as the structure for your next work presentation.
Whether you’re delivering a keynote or a pitch, the rule of three will help you build confidence and connect with your audience.
To your public speaking success,
Ed
