Right Attitudes

Ideas for Impact

Writing

Albert Mehrabian’s 7-38-55 Rule of Personal Communication

By

7-38-55 Rule of Personal Communication

In communication, a speaker’s words are only a fraction of his efforts. The pitch and tone of his voice, the speed and rhythm of the spoken word, and the pauses between those words may express more than what is being communicated by words alone. Further, his gestures, posture, pose and expressions usually convey a variety of subtle signals. These non-verbal elements can present a listener with important clues to the speaker’s thoughts and feelings and thus substantiate or contradict the speaker’s words.

The most commonly and casually cited study on the relative importance of verbal and nonverbal messages in personal communication is one by Prof. Albert Mehrabian of the University of California in Los Angeles. In the 1970s, his studies suggested that we overwhelmingly deduce our feelings, attitudes, and beliefs about what someone says not by the actual words spoken, but by the speaker’s body language and tone of voice.

In fact, Prof. Mehrabian quantified this tendency: words, tone of voice, and body language respectively account for 7%, 38%, and 55% of personal communication.

The non-verbal elements are particularly important for communicating feelings and attitude, especially when they are incongruent: if words and body language disagree, one tends to believe the body language.

If a speaker’s words and body language differ, listeners are more likely to believe the nonverbal communication of the speaker, not his words. For example, suppose a person states, “I don’t have a problem with you!” while avoiding eye-contact, looking anxious, and maintaining a closed body language. Irrespective of the person’s internal monologue, the listener will probably trust the predominant form of communication, which according to Prof. Mehrabian’s findings is non-verbal (38% + 55%), rather than the literal meaning of the words (7%.)

I have two arguments against the oversimplified interpretation of the “7-38-55 Rule.” In the first place, it is very difficult to quantify the impact of tone of voice and body language on the effectiveness of communication. Secondly, such quantifications are very subjective and cannot be applied as a rule to all contexts. Prof. Mehrabian himself has cautioned,

“Total Liking = 7% Verbal Liking + 38% Vocal Liking + 55% Facial Liking. Please note that this and other equations regarding relative importance of verbal and nonverbal messages were derived from experiments dealing with communications of feelings and attitudes (i.e., like—dislike). Unless a communicator is talking about their feelings or attitudes, these equations are not applicable.”

This study is a convenient—if not accurate—reminder that nonverbal cues can be more valuable and telling than verbal ones. Therefore, to be effective and persuasive in our verbal communication—in presentations, public speaking, or personal communication—it is essential to complement our words with the right tone and voice and the appropriate body language.

Wondering what to read next?

  1. Presentation Skills #4: On Handouts
  2. Never Give a Boring Presentation Again
  3. The Right Way to End a Meeting
  4. Avoid the Lectern in Presentations
  5. Why They Don’t Understand You and What to Do About It

Stephen King’s Tips for Writing Better

By Leave a Comment

Here are tips on writing from the celebrated science-fiction author Stephen King’s popular book “On Writing–A Memoir of the Craft.” The first third of this book is a short memoir of the prolific author and the second section, the namesake “On Writing,” is unadulterated inspiration for serious authors and anybody with an inclination to improve their written communication skills.

  • Get to the point. Do not waste your reader’s time with too much back-story, long intros or longer anecdotes about your life. Reduce the noise.
  • 'On Writing--A Memoir of the Craft' by Stephen King (ISBN 1413818720) Write a draft. Then let it rest. King recommends that you crank out a first draft and then put it in your drawer to let it rest. This enables you to get out of the mindset you had when you wrote the draft and get a more detached and clear perspective on the text.
  • Cut down your text. When you revisit your text, it is time to kill your darlings and remove all the superfluous words and sentences. Removing will de-clutter your text and often get your message through with more clarity and a bigger emotional punch.
  • Be relatable and honest. One of the keys to doing that is to have an honest voice and honest characters with both bad and good sides to them. People we can relate to with all of their faults, passions, fears, weaknesses and good moments. Another key to being honest and relatable is keeping a conversational style.
  • Write a lot. To become a better writer you probably—and not so surprisingly – need to write more.

Communication is all about the audience: it is about directing the audience to identify with your point of view and comprehend the precise message you want to convey. The writing tips in Stephen King’s “On Writing” will help you focus on your message—be it in a speech, a blog post, an essay, or an email.

To echo the ideas summarized above, read my earlier blog article about beginning with the end: the most effective start to the communication process is to begin at the end and enumerate the outcome. List the conclusions the audience should draw from your effort. Setting a goal for your communication helps you collect and present ideas logically.

Wondering what to read next?

  1. 5 Crucial Tips for Writing Polished Email Marketing Copy
  2. The More You Write, The Better You Become
  3. Persuade Others to See Things Your Way: Use Aristotle’s Ethos, Logos, Pathos, and Timing
  4. Here’s a Tactic to Sell Change: As a Natural Progression
  5. This Manager’s Change Initiatives Lacked Ethos, Pathos, Logos: Case Study on Aristotle’s Persuasion Framework

Written Communication Tips #2: British English or American English?

By 2 Comments

The popularity of the English language spread with the British Empire. Over four centuries, the English vocabulary expanded by absorbing words and phrases from diverse languages and cultures. Various geographies developed dialects–specific styles and patterns in spelling, grammar and sentence construction.

Two of the predominant dialects of English are the British style (through the expansion of the British Empire) and American style (courtesy of American capitalism.)

Differences in spelling and vocabulary are easily noticeable: colour (in British English) v/s color (in American English), cutlery v/s silverware, petrol v/s gasoline, aeroplane v/s airplane, etc. Purists can also recognise differences in grammar and usage: ‘Indianapolis are the champions‘ (in British English) v/s ‘Indianapolis is the champion’ (in American English.)

Guidelines to Choose between British and American English

When working on a résumé, report or any other form of written communication, here are three general guidelines to choose between the British style and American style.

  • When writing for a predominantly American audience, use the American style. When writing for a predominantly British audience, including audience in the former British-colonies (India, Singapore, etc.,) use the British style. For example, use American spellings and grammar to compose a résumé for an ‘on-site’ job opening in the United States.
  • Use the style that is apt for the subject of your document. For example, if you are writing an article on the Fall-colours you witnessed during your trip to the United States, use the term ‘Fall‘ instead ‘Autumn‘ to refer to the season, even if you are writing for a predominantly British audience. (‘Fall’ in American English is equivalent to ‘Autumn’ in British English.)
  • If you are writing for a broader audience, be consistent–pick a style and stick to it throughout the document.

Wondering what to read next?

  1. Stephen King’s Tips for Writing Better
  2. 5 Crucial Tips for Writing Polished Email Marketing Copy
  3. Albert Mehrabian’s 7-38-55 Rule of Personal Communication
  4. Assignments Hacks: 8 Tips to Get It Done Faster
  5. Persuade Others to See Things Your Way: Use Aristotle’s Ethos, Logos, Pathos, and Timing

The Twelve Most Persuasive Words in English

By Leave a Comment

“Of the modes of persuasion furnished by the spoken word there are three kinds. The first kind depends on the personal character of the speaker; the second on putting the audience into a certain frame of mind; the third on the proof, provided by the words of the speech itself.”
– A Rephrasing of Aristotle’s Rhetoric

The choice of words is one of the key components of persuasive communication. In marketing, advertising, grant- or project proposal writing, or in most other interactions, we attempt to influence someone’s mind about an idea or a product.

The Twelve Most Persuasive Words in EnglishBelow is a list (in order) of the twelve most persuasive words that have proven to be most influential on listeners’ or readers’ minds. Often, advertisements consist of crafty constructions of these words. Surprisingly, the word ‘free’ is absent. The Language Log website at the University of Pennsylvania has an interesting thread on the source of this list.

  1. You
  2. Money
  3. Save
  4. New
  5. Results
  6. Health
  7. Easy
  8. Safety
  9. Love
  10. Discovery
  11. Proven
  12. Guarantee

How will we use these words in our verbal and written communications? How will we incorporate these words into our everyday vocabulary?

Wondering what to read next?

  1. Stephen King’s Tips for Writing Better
  2. 5 Crucial Tips for Writing Polished Email Marketing Copy
  3. Albert Mehrabian’s 7-38-55 Rule of Personal Communication
  4. Assignments Hacks: 8 Tips to Get It Done Faster
  5. Why Amazon Banned PowerPoint