The magic number and why it's not two.

It’s a Tuesday evening, after work.

My son greets me when I walk in the door. He’s walking now. Everything changes when your child starts walking. And watching them walk to you when you come home is one of the best changes.

I scoop him up and cradle him in my arms. I kiss his cheek once, twice, three times.

Muah—giggle. Muah—giggle. Muah—giggle.

He lifts his hands in a weak attempt to stop me. I move to his belly and blow into it. Three short spurts.

Pfft—giggle. Pfft—giggle. Pfft—giggle.

I think I will always give my son three playful kisses in a row. It feels right. Satisfying. Rhythmic.

Many good things come in threes.

But before we talk about the magic of three we need to talk about the more boring number two.

When we see two things, our brains automatically compare them.

• Eat and drink → two ways to ingest

• Father and son → a generational relationship

• Coke and Pepsi → two competing brown sodas

Even if two things aren’t obviously related, our minds link them.

• Mice and Men → small and big?

• Sour and sweet → sour candy!

• Church and state → a sticky relationship

If we see a pair, we pit them against one another like Joker with billiard sticks.

But add a third, and something special happens.

That’s where the tricolon—and storytelling magic—begins.

• The Father, the Son, and the Holy Spirit

• Eat, drink, and be merry

• The good, the bad, and the ugly

The “rule of three” is a storytelling principle: people grasp concepts, ideas, and situations better when they come in threes.

(literally, triplets’ names are easier to remember than twins)

Three is also the smallest number needed to establish a pattern. That’s why our brains cling to it—like the three little pigs to their homes.

• Two? One too few.

• Three? Spot on.

• Four? That’s a lot to remember.

The “rule of three” works in storytelling, speeches, and copywriting.

• Three bullet points.

• Three benefits.

• Three steps.

Three feels final, complete, and just right.

It’s the magic number.

My wife walks into the kitchen from the back room. She sees me finishing my last raspberry on my son’s tummy.

“Oh my gawsh.” She smiles and joins in on the fun.

Pfft—giggle. Pfft—giggle. Pfft—giggle.

Write on 🤙
Payton

P.S. Lately, I’ve been talking more about copywriting in my newsletter—because it’s actively changing my life. I love helping Christian business leaders and companies spread their message and impact more people through the power of words.

Maybe you've thought about making a living as a writer—working from anywhere with just a laptop and an internet connection. If so, copywriting is the way. And Brandon Storey is the guide you need.