(I love writing/speaking in threes, too. I do it all the time. If I only had a dollar for all the three-sentence paragraphs that I’ve written over the years!)

Thank you!

One place I think this is essential to do this is when fleshing out features and benefits. I believe the example of YNAB can be enhanced with a Unit of Conviction.

A unit of conviction is this – You state a claim (Amazing Software) but then you back it up with two benefits.

So let’s say your amazing software is more expensive than anybody else’s…

You don’t want to avoid this feature. You know it’s gonna come up. Use it as a way to convince them that this is the best product.

You could do this by saying something along the lines of . . .

“Our amazing software is the most expensive out there and it’s also the best because we’ve spent and spared no expense in producing it. This means you’re gonna get what you really pay for instead of having some piece of junk that breaks down on you all the time. Which really means you’re gonna make a lot more money on your investment and you’re gonna get it back in a very short period of time.”

And you make this claim/statement real and give it knock out punch power by giving them evidence that backs up what you just said…

“And the evidence of it is that we delivered on this promise with this company, that company and this company.” Specificity in results pertaining to this exact feature here will make it land with a thud.