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#20 Use The Power Of 3

"When Three Charms But Four Alarms" was a title of a research paper published a few months ago.

The paper makes the point that in a persuasion setting (e.g. website, banner) more claims are better until the 4th claim at which a consumer sees all claims with skepticism. Hence, the optimal number of positive claims is three.

  • • My product is awesome because of X
  • • You can even do X
  • • Plus, X makes it perfect

  • • Wow, I almost forgot that X
  • • I wanted to stop but you know it is just toooo good
  • • Almost done…
  • • Last awesome feature is X
  • • I have one more, but I need to go
#20 Use The Power Of Three