It’s easy to get hung up on what you say. When you have to deliver an important message, you want to make sure all the words come out right. But if you just focus on the words, your message may fall flat. Researchers who study communications found that what you say only makes up 7 percent of total message delivery, while body language and tone make up 55 and 38 percent respectively. If you’re delivering a positive message make sure your tone and body language convey your happiness and excitement. If you are delivering bad news and you are smiling, your audience may question your authenticity. What you say matters but remember how you say it is equally important.