Impact

Did you know that in face-to-face communication your words account for just 7% of perceived impact. Tone of voice counts for 38% and non-verbal 55%. That's the hurdle that you need to overcome as a radio broadcaster - the lack of non-verbal information your listener gets from your conversation. It's one of the reasons why you need to speak in concrete grounded language, bring the non-verbal communication over as language. Example: 'I am waving my arms around like a windmill because I am so cross about this subject.'