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%.