UCLA’s Albert Mehrabian has studied the impact of speakers on audiences, finding that a speaker’s impact – favourable or not- is determined by three factors:
Verbal impressions (the words spoken) account for only 7% of the impact.
Vocal impressions (tone, range, appeal and "credibility" of the voice) account for 38% of impact
Visual impressions (our physical appearance, clothing, gestures, stance, eye contact etc) account for a huge 55% of impact.
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