Communication is as much nonverbal as it´s verbal. So much can be said without words. Think for example a look of complicity between two friends, or how silently the mother can correct a child. Sometimes raising an eyebrow is enough!

Nonverbal power in content marketing

Silence can be a secret weapon, a powerful communication tool to use with great responsibility. Dr. Albert Mehrabian´s studies claim that a whopping 93 percent of all communication is nonverbal leaving only less than a tenner for words. And yet we put so much more weight on words –, especially in business. There are countless emails, newsletters, content to convert that is based on word count.

However, and more importantly, even though written communication can’t grasp posture, facial expressions or gestures, the tone is something that comes across no matter what. Writing a text is important to think who is the reader (audience) and target the tone accordingly. Voice is an important factor in the brand building too – companies spend money and time defining “how we speak” to our clients, providers and so on. Tone can serious, friendly, even humorous, formal, optimistic and even authoritative or threatening. How do you communicate with your peers? How well does your content convert? Does the message get across?

Next time when you write or read, pay attention to the tone of the text. How does it speak to you?

Silence, our friend

Also, no matter how contradictory it may sound, silence can be an alley, as Declan Mulkeen claims in his article 5 REASONS TO USE SILENCE IN BUSINESS COMMUNICATION. It can be a negotiation tool, arouse interest and even improves creativity. I recommend you to have a look!