How many times have you come across the 3Es or the 3Ds or the 3Ts? XXX and ZZZ don’t qualify, but for most other letters in the alphabet, there seem to be exactly three words that give us some magic solution. I’m also guilty of using these same-letter, three-word formulas. In fact, when I created a community on Slack, it was initially christened as ID3, which stood for InDependent IDs in InDia. Over time, it was renamed “IDs of India” to include all IDs based in India, independent or otherwise. Our group’s name still has three words, but they don’t all start with the same letter now. So that’s my point. Even if you want your tagline or caption or formula to be short and sweet, don’t try too hard. It comes across as tacky. Let your slogan or catchphrase reflect what you REALLY want to convey.
Does your learning company have to follow marketing advice and reduce all that you do and care about to 3Es – “Explore, Experience and Evolve”? Covid control measures can be confined to “Test and Trace”. Does it have to be “Test, Trace and Track”? And remember the 3Rs? The 3Rs, taught in schools stand for reading, ‘riting and ‘rithmetic. All three words actually begin with a different letter, but we want it to look pretty, so we change RWA to RRR or the 3Rs! In the process, we conveniently omit a lot of other important things that we should teach at school. I know, the 3Es, the 3Ts and the 3Rs are memorable. But now that I’ve seen so many of these three-word formulas, I’m getting weary and wary of them. I find them gimmicky and over-simplistic. When we have a deep and meaningful engagement with something, most often, we cannot reduce it to three words that all start with the same letter.
Let’s look beyond simple catchphrases to convey what we really want to.
Just do it!