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The Real Meaning and Value of the 7-38-55 Rule of Communication

Updated on January 3, 2012

When I worked for a corporation at a location that had employees with a rather wide range of background, education, and alleged intelligence, I had a large piece of paper thumbtacked to the wall behind my desk. It read (in better formatting, with emphasis on the “7%”):

  • 55% - body language, situational context, relative status, etc.
  • 38% - tone of voice
  • 7% - word content; their meaning
  • To which part of your message do you want me to react?

It seemed to help.

Okay, it wasn’t accurate; it wasn’t complete. The 7%-38%-55% rule is often – almost always – misquoted. It’s been used in communication seminars, classrooms, and reference materials long enough that it is as accepted as using a brand name for an object, like Kleenex™ for tissue.

The percentages come from Albert Mehrabian, a professor emeritus at UCLA. He published a study on the relative weight of the verbal and nonverbal components of communication. The misinterpretation and misuse of his findings comes from applying the conclusions of his study to all spoken communication. After it became apparent that this was becoming commonly done, Mehrabian himself publicly said, “'Clearly it is absurd to say that the verbal portion of all communication constitutes only 7% of the message…." An example to illustrate this would be the difference between giving someone technical instructions or even driving directions and any casual conversation between friends over coffee or drinks.

So, my little poster behind my desk was misleading. Or was it?

The large “7%” caught people’s eye, and they could read the whole thing in little more than a glance. Without saying a word I got my point across, the point being the old adage, “It ain’t what you say: it’s how you say it.” I’m pretty sure it worked because it sure seemed like people coming into my office were taking the time to choose their words and their delivery of them, more so than before. Yes, maybe I imagined it, but I don’t think so.

More evidence that the poster worked was how “7-38-55” became a part of our workplace lingo. If a coworker speaking would go off on a ramble, sometimes someone would give him a friendly nudge with his elbow and say simply, “Dude! 7-38-55!” And when we’d have staff meetings to hear announcements from higher management, more than once, when one of us would ask another, “So, what did you think of that?” the reply would be a concise, “7-38-55, man, 7-38-55.”

In most conversational environments the numbers 7-38-55 interrupt the brain’s usual processing of spoken words, which focus attention (for a moment) on the number’s meaning. Although not entirely accurate, the gist of their common interpretation is consistently understood. It ain’t what you say; it’s how you say it. And that’s a valuable thing to remember and use.


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    • Windclimber profile imageAUTHOR


      9 years ago from my boat somewhere on the Chesapeake Bay

      Journey, no, thank YOU!

    • Journey * profile image

      Nyesha Pagnou MPH 

      9 years ago from USA

      This is great advice on the importance of good communication far too often overlooked. Thanks for this hub.

    • Windclimber profile imageAUTHOR


      9 years ago from my boat somewhere on the Chesapeake Bay

      MissDoolittle, thank you! And I know what you mean about your sister being sarcastic - if the person is truly playing around sarcasm can be funny (think of Don Rickles!) but most of the time it is just kind of mean and rude and not-so-passive passive-aggressive. And the thing is, the sarcastic person KNOWS this, which is why (I'll bet) he or she does NOT talk to his (her) employer that way! I hope I'm not being too forward, but for your sister, you might want to apply my suggestions from my hub on dealing with "metro-vampiricals" - just ask her, in a merely curious, bemused tone, "Why are you saying that to me, and why are you using that tone?" You can expect a b.s. answer, but it doesn't matter - it will help if she learns that her verbal attacks are being deflected and mostly ignored. Good luck!

    • MissDoolittle profile image


      9 years ago from Sussex, UK

      I like this, it was interesting and informative to read, with a nice flow to it. My sister is known for saying things in a sarcastic manner - which upsets people, including me sometimes.

      I say to her, "It's not what you say, it's how you say it". I think that comment is true. I can take criticism, but if someone says it in an off/sarcastic or plain horrible way, I'm not going to listen.

      Thanks for a good read.


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