Three basic assets of communication:
1. Substance - the content of WHAT you say (e.g., facts, ideas, formulas, directions, strategies, etc.)
2. Sizzle - HOW you engage people (e.g., your tone, pauses, volume, resonance, interaction); HOW you craft what you say (e.g., stories, metaphors, analogies)
3. 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%.
...this comes back to WHO you are... BE!
From Change The Way You See Yourself (from scott hodge blog)
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