Rule of three: fewer channels, not more
Marketing advice says be everywhere. Physics says you have twenty hours a week. Three channels, done properly, beat seven done tired.
October 6, 2026
Every year the list of “must-be-on” platforms grows. Every year, the owners we meet are more exhausted and less visible. The problem isn’t effort, it’s spread.
Here’s the rule we install with clients: one message, three channels, measured monthly. The message is the story your best customer already tells about you. The channels are wherever that customer actually pays attention, usually one social platform, one owned channel (email or site), and one partner or local channel.
Why three? One is a monoculture, fragile. Seven is noise. Three is enough repetition to be remembered, small enough to keep quality high, and it forces the only decision that matters: who exactly are you talking to?
The quiet upside: when one channel underperforms for a full quarter, you drop and replace it without drama. A portfolio of three behaves like a portfolio.
Fewer, better, repeated, that’s the whole trick.