Why the “Magic Number” Works in Courtroom Communication

As a child of the 70s & 80s, when I hear "The Rule of Threes," my mind immediately flashes to the sitcom Three's Company, the movie The Three Amigos, and "Three is a Magic Number" from Schoolhouse Rock.

But today, we’re talking about the Rule of Three, a principle that’s been around a lot longer than reruns.

This timeless communication technique is one of the most effective tools trial attorneys can use to help jurors follow their logic, stay engaged, and—most importantly—remember what matters most.

Your Jurors’ Brains Crave Structure

The brain is a pattern-detecting machine. It’s always trying to organize, categorize, and anticipate what’s coming next.

And guess what? The number three is its sweet spot.

Why three?

1. It’s not overwhelming.

2. It creates rhythm and flow.

3. It gives a sense of completeness.

Our brains are wired to find comfort and clarity in triads, which is why the Rule of Three shows up everywhere—from storytelling and marketing to comedy and public speaking.

Three Is More Than Enough

In your case presentation, you're often tempted to give more: more evidence, more explanations, more analogies. But when it comes to jury retention, more isn’t always better.

The Rule of Three helps you simplify without dumbing things down.

Use it to:

✅ List three responsibilities a company had to ensure safety.

✅ Explain three reasons why negligence occurred.

✅ Give jurors three takeaways they should remember during deliberation.

When you limit your messaging to three points per section, you’re helping jurors track your case like a story—and repeat it back when it counts.

Bonus Points: Alliteration & Rhyme

Want to really supercharge this tool? Try layering on a memory boost:

1. Use alliteration (like “profit over people,” or “rushed, reckless, and risky”).

2. Create a rhythmic structure or even a light rhyme.

Jurors are much more likely to repeat your phrasing in the jury room when it sounds like something they’ve heard before—because it feels like it must be true.

Why It Works

You’re not just organizing information—you’re respecting how people process it.

And when your argument fits the way jurors naturally think, you’re not fighting for their attention—you’re riding the current of it.

That’s how you go from being just another attorney with slides and soundbites…to the one whose message is unforgettable.

Teach in threes. Present in threes. Win with threes.

And keep fostering your voice.