Substance, Sizzle, & Soul
May 29, 2008
Three basic assets of communication:
- Substance – the content of WHAT you say (e.g., facts, ideas, formulas, directions, strategies, etc.)
- Sizzle – HOW you engage people (e.g., your tone, pauses, volume, resonance, interaction); HOW you craft what you say (e.g., stories, metaphors, analogies)
- Soul – WHO you are (e.g., your passions, desires aspirations, and values) and WHY your message is important to you.
Substance accounts for only about 7% of of why people will remember and believe what you say. Sizzle and Soul…..93%.