Your mother said it to you right as she was about to drop the sentencing for your latest pre-teen/teenage sass-fest...
"It's not WHAT you said, but HOW you said it!"
And as we all know, in hindsight, our mothers were (mostly) always right. The world today is a stage, an open platform for any joker out there to act the expert, pontificate false truths and compel us to sway our beliefs just because some app gives voice to the otherwise voiceless. Everyone has something to say and prior to social media and the internet, if it was really worth saying, it took a lot of work to get your message out there and it better be pretty important for people to actually listen. You know, back when people read things. On paper.
However, the most epic message, the most profound thought or moving argument disintegrates to sheer noise if there is no "how" behind it. It's the way a mother discerns a baby's hungry cry from his tired one. The way a husband deciphers whether or not his wife really is "fine." And the way your customers pay attention to your brand or remember your commercial for the punchline not the product.
Humans have existed, nay survived, because of "how." It's the gauge by which all questions truly derive meaning. While we might ask, "what is it?" the more important question is likely, "how will it benefit me?" In the "how," we can explain the scale by which benefit is measured, value is perceived and importance is determined. "How" is the barometer that keeps people wanting more, and more so, keeps them from walking away.
Of the takeaways that you want your client to retain, "how" must be answered immediately, within the first 10 seconds of engagement, or you've lost them. When tablets were first introduced to the market, the images of larger screens than a phone and the well-known apps that translated to use on a tablet were what we were told to enjoy. But the ultimate question remained, "I have a computer and I have a smartphone. How will I use a tablet too?" And now according to one study, 47% of consumers use tablets to search the internet.
Tell your clients quickly and creatively how your product, service, idea, widget, whatever, will benefit them. And all on their own, the will figure out why they can't live without it.
Then promptly call your mother, and thank her...for everything.