Masterfully written by: J. Bader
The 7%-38%-55% Communication RuleDr. Albert Mehrabian, Professor Emeritus of Psychology, UCLA is best known for his 7%-38%-55% Rule that states 55% of communication is attributable to non-verbal behaviors like body language and facial expressions; that 38% of communication is attributable to voice including volume, tone, pitch, cadence, and quality; and only 7% of communication is attributable to the words used.
Despite this persuasive evidence, companies continue to pile on the Web-text in the vain hope that search engines will index it and that someone might actually read it, even though the reality is 70% of website visitors merely scan for headlines, bulleted points and captions. The evidence is clear, the most effective way to deliver a marketing message is a Web-video using a professional performer who knows how to use his or her voice, expression, and body language to drive the point home.
I have noticed a proliferation on the Web of the sad old direct marketing formula that you see in sales pitches for magazine subscriptions. Can you really expect people to take you seriously when you adopt this 'Barnum and Bailey' approach to marketing? It is a formula that flies in the face of Dr. Mehrabian's research and every other usability study that warns against over-burdening website visitors with too much text. Your search engine optimizer may think it's great for driving traffic to your landing page, but I'll bet if you check your logs, 50% of that traffic disappears in under 5 seconds.