It’s been around for at least the 40 years I’ve been in business. I thought by now it would have gone away. But it hasn’t.
Just recently I was giving a presentation on branding when another speaker (a ‘communications coach’) came out with one of the most ludicrous myths ever to enter the sales and marketing arena.
According to this barmy idea , what you say isn’t that important. That’s because, according to this codswallop, our communication spectrum is split up into three isolated parts: voice, intonation and body language. In this ‘model’, the actual words we speak represent only 7 per cent (yeah, just a measly seven per cent) of our overall communication, while intonation (tone of voice, pitch, etc) represents 38 per cent, leaving body language the key influencer with a staggering 55 per cent of the total impact. Continue Reading…