These Three Words

The Public Speaking Coach Andrew Ledgerton-Lynch OBE, Friends, colleagues, fellow communicators draws attention to a deceptively simple yet profoundly powerful tool in the public speaking arsenal: the power of three

“The power of three, coupled with thoughtful repetition, is not about being simplistic; it’s about being strategic”

It's a concept that resonates deep within our human psyche, a rhythm that feels natural and complete. Think about it for a moment. We talk of the good, the bad, and the ugly. We strive for location, location, location. We remember easily phrases structured in triplets. This isn't mere coincidence; it’s the way our brains are often wired to process and retain information.

Why does this seemingly humble structure hold such sway? Firstly, three points offer a sense of completeness without overwhelming the audience. One point can feel underdeveloped, two can feel like a binary choice lacking nuance, but three suggests a well-rounded perspective, a considered approach.

Secondly, and crucially for our purposes today, the power of three lends itself beautifully to repetition. And repetition, my friends, is not simply saying the same thing over and over again. When used strategically, repetition is a master key to unlocking deeper understanding and embedding your message within the hearts and minds of your listeners.

When it comes to public speaking, we aim for clarity, connection, impact. Think about this for a moment: the clarity of purpose and meaning. The connection we develop and intensify with the audience. The meaning we seek to project. It is all about clarity, connection and impact. And in all probability, it has just been devoured at a deeper level, which most likely will mean it will resurface when you most need it, such as when delivering an important message. “Am I making myself clear? Am I connecting? Am I making an impact?” Using the power of three, the answer should be “yes, yes, yes!”

Consider the impact of repeating a core message three times, perhaps with slight variations in emphasis or context. It’s not just heard; it’s felt. It moves from the surface level of auditory processing to a more profound level of comprehension and retention. It creates a rhythm, a cadence that is both memorable and persuasive.

“Repetition is a master key to unlocking deeper understanding and embedding your message within the hearts and minds of your listeners”

Where might this prove particularly effective? Let’s explore a few scenarios:

1. Reinforcing Key Values: Imagine you’re addressing your team about the core principles of your organisation. Instead of simply listing them, try weaving them into your speech with deliberate repetition. You might say: “We are driven by innovation, collaboration and integrity. Every decision we make reflects our commitment to innovation, collaboration, and integrity. Our future success hinges on upholding innovation, collaboration, and integrity.” The subtle variations keep it engaging, while the repetition ensures these values are firmly planted.

2. Emphasising a Call to Action: When you want your audience to do something, repetition can be incredibly potent. Think of a charity appeal: “We need your time, your energy, your support. With your time, your energy, your support, we can make a real difference. Please give your time, your energy, your support today.” The repetition builds momentum and underscores the specific actions you desire.

3. Painting a Vivid Picture: Repetition can also be used to create a powerful emotional impact. Imagine describing a challenging situation: “The storm raged. The wind howled. The rain lashed down.” The repetition of the simple sentence structure amplifies the intensity and draws the audience into the experience.

4. Structuring an Argument: When presenting a persuasive argument, you might outline your key points using the power of three. “We must consider the economic impact, the social implications, and the environmental consequences. Each of these – the economic impact, the social implications, and the environmental consequences – demands our careful attention. Ignoring the economic impact, the social implications, and the environmental consequences would be a grave mistake.” This structure provides clarity and reinforces the weight of each point.

The power of three, coupled with thoughtful repetition, is not about being simplistic; it’s about being strategic. It’s about understanding how the human brain processes information and using that knowledge to craft messages that truly resonate and endure.

So, the next time you stand before an audience, remember these three words: clarity, connection, impact. And consider how the deliberate use of the power of three and strategic repetition can help you achieve all three. It’s a small technique with the potential for a truly significant difference.

Until next time, speak with purpose, emphasise that purpose and say it again with meaning!