Creating a Persuasive Message Using the 27-9-3 Rule

By Michelle Pride

*The 27-9-3 rule originated with Vermont lawmakers and has been widely adapted. 

Your message uses no more than 27 words.

It takes 9 seconds to speak your message.

Your message is limited to 3 (or fewer) ideas or main points.

These limitations help you focus on understanding how to connect with a listener. It does not replace your entire appeal, but it is just enough to ‘hook’ the listener into wanting to hear more. 

Where might you use such a message?

  • Opening a presentation
  • “Elevator speech”
  • A call to action

Examples:

  • “Wind energy is the fuel of the future: let’s invest in turbines, promote energy efficiency, and pressure government to create green jobs.”
  • “Almost everyone in our jails and prisons will return to our community. Do you want them prepared to be better neighbors or bigger problems?”
  • “Our fish are dangerously close to extinction–this is because almost all of the ocean is unprotected. We’re not too late. We can turn this around.” 

Identify a problem or issue that you are passionate about. What can we do about it?

Write a 27-9-3 message, then practice saying it out loud to someone else. Invite their feedback. Then revise your statement based on the feedback you receive.

Some things to keep in mind:
Who is your audience?
What’s in it for them? What is their direct self-interest?
– What do you want your audience to think or understand about the problem?
– How do you want them to feel about what you have said?
– What do you want your listener to do after they hear your message?