It's not what you say, it's how you say it.

It's not what you say, it's how you say it.

cliché The way a message is delivered often has a bigger impact or is more important than the content of that message on its own. Look, you need to a copywriter to craft your company's message in a way that resonates with people and makes them excited about your product. Remember, it's not what you say, it's how you say it. A: "I don't know why he's so mad at me. He asked me to give him feedback on his writing!" B: "Yeah, but you were so blunt and unsympathetic. It's not what you said—it's how you said it, dude."

See also: how, not, say, what

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