ABSTRACT
When the author first entered marketing, his vice president constantly drilled into his organization the “rule of three.” The “rule of three” was that, when selling, the marketing or sales professional had 30 seconds to entice a customer’s interest . If that was successful, they might get 3 minutes to expand on the concept, and if they were highly successful, they could advance to a 30-minute discussion. This rule recognized the necessity of creating a hierarchy of messaging that aligned with the time allotted.
