Today’s post is brought to you by the letter C, as in communication, content, or copy.
For any of those things to be effective, experts in the field of communication say it helps to follow the 3 Cs, a shorthand reference to the qualities they believe good marketing content must possess.
What, you might be wondering, are the 3 Cs? Well, it depends on who you ask. Most of the sites I consulted agreed on “clear” and “concise” but there was some variation on the third: compelling, complete, connection, and consistent all made an appearance when I searched Google for “3 Cs of communication.”
All are absolutely valid but I think a few more might also apply.
Why Three Cs?
It probably has something to do with the Rule of Three, which Mithun A. Sridharan of Think Insights says “has been used in communication for centuries” and is rooted in the ancient Roman belief in the perfection of groups of three (omne trium perfectum).
The Romans’ instincts on the number three were right, at least as far as human cognition is concerned. As Sridharan notes, cognitive psychologists believe the human brain has a natural tendency to process information in patterns of three which “creates a sense of completeness, simplicity, and memorability, making it easier for individuals to understand and retain information.” That would explain the rule’s longevity.
According to Patrick Barry, the Rule of Three – which he also credits for “its attractive rhythm” – is often combined with alliteration. Hence the 3 Cs which, in this case, happen to be associated with still more Cs (communication, content, copywriting). Collectively, they create a rhythm and mnemonic device that helps with retention. To wit: most copywriters who have encountered the 3 Cs can likely recall them when sitting down to their desks to start a new project.
More Cs?
Although we are awash in a sea of Cs here, I would like to add a few more that have particular relevance in this day and age, when the push for high volumes of online content can compromise its quality and dilute its effectiveness as a marketing tool.
Care
Content takes care to create. It’s not just a matter of tossing off a serviceable piece that fulfills a monthly or weekly quota. It’s about good writing that reflects well on your business and delivers something worthwhile, not just words that take up space.
Approaching content with care means taking the time to research, contemplate, and craft a message that reflects your voice and perspective while also offering information of value. One really good piece per month is better than weekly posts with little to say.
Consideration
Content should be written with consideration for readers. Respect their time and don’t waste it. They are coming to you with direct questions or seeking information about a product or service. Give them what they are looking for and make it easy for them to navigate to further information if they so choose.
Two of the original Cs come into play here. Content that is clear and concise (but takes as long as needed to make your point) shows consideration for your audience because it demonstrates that you are choosing efficiency and completeness in your writing. People prefer content that fulfills their needs over fluff and filler that takes time to digest but leaves them feeling empty.
Correctness
This point is part and parcel of the previous two: correct content shows both care and consideration.
By “correct” I mean a couple of things. First, content has to be accurate. If you are citing industry statistics or research pertinent to your product or service, ensure you are using credible sources and double-check their claims. (Triple-check if you decide to use AI for research.) Second, your writing has to be free of errors in grammar, spelling, and punctuation. (Cue the oft-used mantra that you only have one chance to make a first impression.)
New Cs Better Than the Old Cs?
Not better, just more comprehensive. (Yikes! Another C). Where qualities like “clear” and “concise” are the starting point and bare minimum, the notions of care, consideration, and correctness remind us that good content takes time and effort.
Don’t shortchange the content creation role. Invest in it and nurture it because high-calibre content will pay dividends in terms of generating traffic for your business and enhancing its authority and reputation.
* Barry, Patrick. “The Rule of Three.” Legal Communication & Rhetoric: JAWLD. Vol. 15, Fall 2018, pp. 247-261. The Rule of Three.
Photo of printing blocks by Mr Cup / Fabien Barral on Unsplash.