Hook (3 seconds)

Most product messages fail because they start at the end. They lead with facts before earning the right to be heard. But people need something to grab their attention first.

Tease (30 seconds)

That’s why I work with something I call the 3-30-3 Rule. It isn’t a formula carved in stone, but a useful guide. The premise is simple:

Read more: Why My Messaging Starts with 3-30-3
  • In the first three seconds, you need a hook.
  • In the next thirty, you need to make the customer care.
  • If you’ve done both, you’ve earned three minutes to deliver the real story.

Think of it less like scripture and more like guardrails. A reminder that people don’t owe you their attention, you have to earn it. So how does it work?

Prove (3 minutes)

I’ve seen this play out across industries, from brand strategy work with startups to repositioning projects for established companies. The framework adapts, but the principle holds: hooks grab, teases keep, and stories convert.

Even something as complex as repositioning a European SaaS product for the U.S. market started here. First, we grabbed attention with a simple promise. Then we gave decision-makers just enough to keep leaning in. Finally, we built credibility with case studies, data, and proof. Three layers. Three moments. One consistent story.

Takeaway

The model is especially helpful when taking a product across multiple verticals or target audiences. The core product facts don’t change, but the hook does. You can often keep the three-minute proof section the same while adjusting the hook and reason to care for each audience.

Takeaway

The 3-30-3 Rule works because it mirrors how humans process new information: fast filter, quick scan, deeper dive.

It’s not the only way to build a message. But it’s a way that consistently reminds me every story has to earn its audience, one step at a time.