This Haribo ad does an excellent job of demonstrating the impact of vocal tone.

Visual and Vocal – Lesson 1

We like to think that our content is our communication. In fact, our vocal tone and body language are a major part of what others perceive when we communicate.  Vocal tone matters. You need to be choiceful. On a conference call it represents 85% of your communication. Pace your message. Over-articulating is helpful for most people. Use short sentences. Place pauses in your message for emphasis. Shorter sounds smarter.

Pattern Interruption – Lesson 2

Part of the reason this ad gets our attention is because it interrupts our expectations and causes a “pattern interruption”.  We tend to pay attention and remember the message that causes such a pattern interruption.  For example, when giving a presentation, you can use an interesting prop, do something unexpected, or tell an compelling story like an actor would.  In fact … that is what movies and plays attempt to do … surprise and intrigue you to want to hear more.  If you want people to remember what you have to say … consider where you can use pattern interruptions, and choicefully use your voice and facial expressions.