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Albert Mehrabian

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Albert Mehrabian is the US Educational Psychologist who in 1971 published priceless work on the subject of verbal communication. Albert Mehrabian has a famous formula (often misquoted) for how verbal communication works

• 7% of meaning is in the words that are spoken.
• 38% of meaning is in the way that the words are said.
• 55% of meaning is in facial expression and body language.

This research has significant impact on all subject matter experts.

Imagine, that you are invited to give a presentation in front of your peers. A nerve-wracking experience at the best of times, so what do we do? Well, we concentrate on learning the content, covering all angles, Q&A sessions, knowing what we're talking about gives us credibility, doesn't it?

But remember, only 7% of what you say will be retained in the words alone. This is a disappointing statistic.

38% of our message reverberates in how we say things. Subtle changes of pitch and pace add life, sparkle and colour to our message. Do we want our key message to be memorable? If the answer is no, then stay at home.

When we reach a key point in a speech or presentation, it's important to change the pitch and pace. Pause for longer, look the audience directly in the eye, lower your voice slightly and say, "This point is absolutely vital." Then, hit them with the key point. Give it them like their life depends on it. Keep it conversational, confide in them your knowledge and experience and they'll appreciate it. You will look in control and they will take serious note.

55% body language and facial expression, again this is a telling statistic.

Take a step back to the last but one paragraph. You are delivering that key message. The advice is there to read again, but perhaps you don't follow it. So, when you deliver a key message, you're walking back to your notes, you're not looking at your audience and you haven't changed pitch or pace.

Your key message which is vital to the success of your presentation, has just passed through one ear and out of the other. Your audience has missed it. Look upon it as a lost opportunity, but if you do it too often, it's a tragedy both for you and your audience.

The key message here is simple - It's not what you say, it's the way that you say it that scores with the audience.

We owe a great deal to Albert Mehrabian for his research which has helped millions of speakers all around the world.

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