Chapter 31. The Medium Really Is the Message: Match Your Message to Your Audience

Culture and communication guru Marshall McLuhan famously said, “The medium is the message,” stressing that it’s not what you say that counts, but how you say it. In business this is as true as anywhere else. From your tone of voice to the paper you write it on, the way in which you send a message to someone does a great deal to influence its effectiveness. That’s because brains understand messages better when they are in the right medium for them.

Research has shown that we use our brains differently for different kinds of input. Most people have a preferred way of taking in information: by seeing it—in which case they are “visual” first, by hearing it—“auditory” ...

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