One of my mantras is about the leverage of a three point message. The "rule of three" is that messages are most effective when structured around three narrative points. Thanks to the 2014 Academy Awards telecast, I can now demonstrate both the viability
and the power of this logic.
When relatively unknown Lupita Nyongo’o walked on stage to accept the Best Supporting Actress Oscar for her role in the movie 12 Years a Slave, she blew people away with a motivating and
memorable speech. In just two minutes she connected with her audience and left us wanting more. How did she accomplish this? By carefully crafting the three most important thoughts she wanted us to hear.
The poignant points of her message were:
1. It doesn’t escape me for one moment that so much joy in my life is thanks to so much pain in someone else's.
1. It doesn’t escape me for one moment that so much joy in my life is thanks to so much pain in someone else's.
2. I’m certain that
the dead are standing about and watching, and they’re grateful and so am I.
3. When I look down
at this golden statue, may it remind me and every little child that no matter
where you’re from, your dreams are valid.
A copywriter couldn't have asked for more. Rather than starting her speech with a description of how it feels to be her and then rattling off a list of people she wanted to thank, Lupita first captured our attention with a sentence
about her relationship to a world much bigger than herself. In her second point, she kept
that picture alive as she moved into to the “business” of her talk which was to convey her gratitude. Third, she left us with an uplifting call to action. This three point message was all we needed in
order to relate to her trade.
What is your “acceptance” speech when people ask about your
organization or your role? Do you start by sharing a list of services or job responsibilities? Or perhaps you talk about the
importance of your organization or business. While it might be quite polished, the message probably isn't enough to hold your audience's attention.
Whether it is the home page of your organization’s website
or your so-called "elevator speech," resist the temptation to start with
facts. Instead, follow Lupita’s lead. Spark your audience’s attention by
painting a picture that is bigger than you or your organization. That leads into the second of your three points,
which is the “business” of what you want to say. Finally, leave your audience with a motivator.
I promise your three point message will stand out from the crowd. But do
it in two minutes or less, or the orchestra just might strike up a chord and whisk you off the stage.
