What you say matters less than how you say it

“Campaigns containing little or no product, but working instead by appealing to emotions or ‘herd instincts’, are twice as effective as conventional ‘message’ advertising. It seems in marketing, like politics, meta-communication is what matters … what you say matters less than how you say it.”

Sarah Carter & Les Binet, ‘How not to plan’

Words are, in my not-so-humble opinion, our most inexhaustible source of magic. Capable of both inflicting injury, and remedying it

Albus Dumbledore

Too many details = terrible communication

“When you give too many details and words and ideas and choices, all those ideas compete with each other – so the receiver has a lot of details, but doesn’t know which one to focus on.”

Joel Schwartzberg, professional presentation coach, via HBR