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They say three’s company (don’t they? It might be two, but for our sakes, let’s say three), and when it comes to fluid, high impact writing, three is certainly the magic number.

The rule of three is simple. It says that when you’re describing something - the features of a new service or the benefits of a new product - a list of three characteristics is always the most effective.

Two isn’t quite enough, and leaves readers thinking, is that it? While four is too many, and sounds ungainly, if not desperate. Three, in contrast, is powerfully modest.

Something that’s described as innovative, cost effective and simple to use, sounds more alluring than something which is just innovative and cost effective, and less desperate than something which is innovative, cost effective, simple to use and reliable.

Three strikes the right balance of comprehensiveness, clarity and conciseness. And as a result, the sentence sounds stronger, more memorable and far more hard-hitting. (Do you see what we did there?)

This month’s word was chosen purely because we love its feel of old fashioned, fusty bookishness:

Betwixt (adverb or proposition) - meaning ‘between’

“Betwixt” and “between” have similar origins: they both come from a combination of the prefix ‘be-’ and an Old English root meaning ‘two’. Both words appeared before the 12th century, but the use of betwixt dropped off considerably toward the end of the 1600s.

It survived in the phrase “betwixt and between” (neither one thing nor the other), but nowadays betwixt is uncommon. It’s still widely understood, though, and this writer, for one, will be making a conscious effort to reintroduce it into common parlance. Until next month’s word, at least.