Communication – It’s more than just words

I was at an exhibition stand recently where one student on the stand had a faded T-shirt with the company logo almost obliterated. Another person didn’t meet my eyes when we spoke. That made a strongly negative impression which is still with me. Luckily that team’s achievement in other respects outweighed these small but memorable negatives!

The 7%-38%-55% Rule

I’ve heard business managers, trainers and communication consultants use the 7%-38%-55% Rule as if it’s a statement of fact. The rule is based on Albert Mehrabian’s research findings which show meaning in speech is conveyed in these proportions:

• tone of voice accounts for 38% of meaning
• body language accounts for 55%
• words account for just 7%

But in regard to communication in general, the 7%-38%-55% proportions have been questioned and in fact disproved. The research was based on a very specific and limited situation, so although the 3 elements are present in all speech, the proportions given do not apply to communication in general.

 How has it had such a grip in the business world?

I’ve been puzzling for some time over the appeal of this communication “rule” over the years. Since it’s been disproved, why is it constantly quoted?

Finally I’ve come to the conclusion that its appeal is rooted in this: we recognise intuitively that non-verbal clues are very important and do have a great affect on us. So Albert Mehrabian‘s research just happened to fit in nicely.

Of course, words do matter

Of course words matter. How could they not? If people speak nonsense we notice. If they swear we notice. If it is all hot air, we aren’t fooled.

It could never have been true that only 7% of meaning is conveyed by the words we use. If it were the case, advertisers and copywriters would have no job at all.

However, in addition to what we say, how people speak, the tone of voice or the volume, and how they look (crumpled shirt or too short skirt, supercilious or friendly expression) is noticed too, even if subliminally. Sometimes it is these non-verbals that make most impact or are what we remember – especially if time is short or emotion running high.

So, what’s the take-away for impact and leadership?

It’s why speaking with real belief is one of the surest ways to command attention – in any meeting or presentation, at any level in the company. It’s why even in cross-cultural contexts where you might be using an interpreter, the audience will be looking at you and listening to the interpreter.

It’s why speaking without belief is a very effective turn-off for your listener, your team or any other audience.

So be engaged and show it. Emotion is a great persuader of others. That doesn’t mean weeping on stage but it means you have to show your sincerity, honesty, passion, belief when you speak, as well as your humour, calm, confidence – each at the right time. It’s no good just feeling or knowing it yourself: it has to come across, and in the right measure for the specific audience.

The words you use are equally important. Choose them carefully. Use words that resonate with your audience and that don’t have bad connotations for them.

In summary

1. Speak with belief.  Speak with sincerity. Let it show in your facial expression, body language and in your voice. It will come over to those who don’t even understand your words – for example, if you aren’t speaking their language.
2. Choose your words. Be clear, be explicit, give examples, tell stories.
3. Watch for the reaction in case you chose badly and need to put that right. Your audience’s reaction may not be in words but you’ll need words to explain what you really meant.
4. Get expert and honest feedback. To get the balance right between words, body language and tone of voice, work with a knowledgeable partner or coach who is honest in their feedback.

Read more here

How good is your impact https://www.opcoxford.com/improve-your-impact-and-influence-with-the-impact-gap-model/

Do share your comments.

• Have you ever “felt” a frosty reaction? How did you put it right – with words or body language?
• Do you know the 7/38/55 rule? Did you ever use it to illustrate good communicate? Will you do so now?

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