The Science of Public Speaking: Use Psychology to Captivate Your Audience 

What is the science behind public speaking?  How can you be a better public speaker using scientific principles?  How can you apply psychology to be a better public speaker?

Meet the Author: Benjamin Ball

Ben is the founder of Benjamin Ball Associates and leads the presentation coaching and pitch deck creation teams. Formerly a corporate financier in the City of London, for 20+ years he’s helped businesses win with better pitches and presentations, particularly investor pitches. He is a regular speaker and a guest lecturer at Columbia Business School and UCL London.  Follow Ben on LinkedIn or visit the contact page. 

 The Science of Public Speaking: How to Master the Science 

Public speaking isn’t just about charisma—it’s about understanding how your audience’s brains work. Whether you’re pitching to investors, presenting at major conferences, or speaking in front of an audience, speaking psychology can give you a powerful edge. 

In this guide, you’ll learn science-backed techniques to hold your audience’s attention, persuade effectively, and make your presentations unforgettable. When you understand the science of public speaking, you’ll become a better presenter.

Your Brain Is an Energy-Saving Machine

When you speak in public, your audience’s brains are constantly working to conserve energy. This means those brains prefer familiar patterns, simple words and easy-to-digest ideas.

Neuroscientific research shows that the brain processes information more efficiently when it encounters structures it recognises, such as storytelling frameworks (beginning-middle-end), repetition of key points, and clear, concise language.

Complex or unfamiliar concepts require extra cognitive effort. This means complexity increases the risk of disengagement. By using relatable analogies, numbered lists and well-organised arguments, you reduce mental strain, making your message more persuasive and memorable.

Essentially, the easier you make it for your audience to process your speech, the more effectively your ideas will stick. Many of the science of rhetoric concepts involves familiar patterns that work with audiences.

This is based on our team’s 15+ years of experience coaching business executives to become better public speakers.

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Let’s review each of these principals in turn

The Science of Public Speaking – Understand the Psychology

1. Hook Your Audience in the First 10 Seconds (The Primacy Effect) 

Your brain is wired to pay closest attention to the start of an experience—a phenomenon known as the primacy effect (Ebbinghaus, 1885). The Science of Public Speaking says that if you don’t grab attention immediately, your audience’s focus will drift. 

 How to Apply This: 

– Start with a bold statement: 

  > “Did you know that 75% of people suffer from fear of public speaking? But today, I’ll show you the best way to turn stage fright into confidence.” 

– Ask a rhetorical question: 

  “What if I told you that your facial expressions are deciding your credibility before you even speak?” 

– Use a surprising fact (our brains love novelty—Hsu et al., 2015). 

Example: The best speakers at TED Talks often open with a personal story or shocking statistic—an essential part of effective communication. 

2. Speak to the Emotional Brain (Not Just Logic) 

Neuroscience shows that decisions are made emotionally, then justified logically (Damasio, 1994). If you want to persuade, you must engage the limbic system—the brain’s emotion centre. 

 How to Apply This Science of Public Speaking: 

– Use storytelling (stories increase oxytocin, making audiences trust you—Zak, 2015). 
– Make an emotional connection with audience members by sharing relatable struggles. 
– Show vulnerability (admitting past stage fright makes you more human—Cuddy, 2012). 

Example: Instead of saying “Our software improves efficiency by 30%,” try: 

“One of our clients, Sarah, was drowning in paperwork—until our software gave her back 10 hours a week. Now, she spends that time with her kids.” 

3. Master Non-verbal Communication (What Mehrabian Actually Found)

A common myth claims that “93% of communication is non-verbal,” citing Albert Mehrabian’s 1967 studies. This is a misinterpretation. Here’s what his research actually revealed:

The Real Findings:

Mehrabian was studying inconsistent messages—specifically, when someone’s tone and facial expressions contradicted their words. In these cases:

• Listeners trusted body language (55%) and tone of voice (38%) over the literal words (7%).

Key Limitations:

• This only applies when verbal/non-verbal cues clash (e.g., saying “I’m happy” with a scowling face).
• The study wasn’t about public speaking—it used single words (“honey,” “dear”) spoken neutrally or sarcastically.

How to Apply This Correctly:

For effective communication, your message must align across all channels:

1. Words (Content):
   • Structure complex ideas clearly (e.g., Rule of Three).
2. Voice (38% in Mehrabian’s context):
   • Vary pitch/pace to emphasise key points.
3. Body Language (55% in Mehrabian’s context):
   • Use eye contact to build trust.
   • Match facial expressions to your tone (e.g., smiling when sharing good news).

Why This Matters:
Audiences detect incongruence instantly. If you say “This data is exciting” in a monotone while fidgeting, your presentation content loses credibility.

Example: Watch a TED Talk by a professional scientist—they pair technical terms with passionate tone and purposeful hand gestures to reinforce clarity.

4. Control Your Nerves (The Science Behind Stage Fright) 

When you step in front of an audience, your sympathetic nervous system triggers a flight response, raising your heart rate. But this can be managed: 

 How to Apply This: 

– Breathe deeply (slows the pituitary gland’s stress response). 
– Rehearse with plenty of time (familiarity reduces anxiety). 
– Reframe nerves as excitement (research shows they feel the same physiologically).
– Read more about how to control presentation nerves and overcome anxiety 

Example: Many top CEOs feel nervous before important presentations. The best way to overcome this is with preparation and practise.

5. Simplify Complex Ideas (The Rule of Three) 

Memory studies show that people best retain information in groups of three (Miller, 1956). This is an essential skill for scientific talks or business pitches. Read more about the rule of three in presenting.

 How to Apply This Science of Public Speaking: 

– Structure key points in trios: 

  Example: “This strategy will save you time, money, and stress.” 

– Use triads in storytelling: 

 Example: “We struggled, we adapted, we succeeded.” 

Example: Churchill’s “Blood, toil, tears, and sweat” (technically four, but the rhythm sticks). 

6. Engage Your Audience (Social Proof & Mirror Neurons) 

Humans are wired to mirror others’ emotions (Rizzolatti & Craighero, 2004). If you seem passionate, your audience will catch it. Learn more about using power language when presenting.

 How to Apply This Science of Public Speaking: 

– Use inclusive language (“We’ve all experienced…”). 
– Cite social proof (“90% of FTSE 100 CEOs use this method”). 
– Get them moving (asking for a show of hands activates engagement). 

Example: TED speakers often ask, “How many of you have ever…?”—a great way to create instant connection. 

7. End With Impact (The Peak-End Rule) 

People judge experiences based on how they end (Kahneman, 1999). Leave them with: 

– A bold call-to-action (“Go out and own your next time on stage!”). 
– An emotional story or quote. 
– A surprise takeaway (e.g., “Here’s one last technique research says you’re not using…”). 

Read more about how to end a speech with impact.

 Your Action Steps to Improve Your Public Speaking With Science 

Now that you have these practical tips, here’s how to apply them: 

1. Record your next presentation—analyse your content, eye contact and hand gestures. 

2. Rehearse with a trusted colleague or coach—get valuable insight on your presentation content. 

3. Start small—practice in a good place (team meetings before major conferences). 

“The most powerful way to become an effective speaker is to understand your audience’s mind.” 

Want to transform your public speaking? Explore our presentation skills coaching or download our free guide to persuasive presentations. 

Next Steps to Better Public Speaking

Get in touch today to discover how our intensive executive speaker training and coaching can transform the impact you make. We’ll help you polish what you say, how you say it and how you feel about saying it.  Apply the science of public speaking and you’ll end up clear, confident and compelling.

Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

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Why Choose Us:
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We can help you present brilliantly. Thousands of people have benefitted from our tailored in-house coaching and advice – and we can help you too.

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For 15+ years we’ve been the trusted choice for leading businesses and executives throughout the UK, Europe and the Middle East. We’ll help you improve corporate presentations through presentation coaching, public speaking training and expert advice on pitching to investors.

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Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

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The Science of Public Speaking References: 

– Damasio, A. (1994). Descartes’ Error: Emotion, Reason, and the Human Brain. 
– Zak, P. (2015). “Why Inspiring Stories Make Us React.” Harvard Business Review. 
– Carney, D. et al. (2010). “Power Posing: Brief Nonverbal Displays Affect Neuroendocrine Levels.” 
– Kahneman, D. (1999). “Peak-End Rule.” Psychological Science. 
– Mehrabian, A. (1971). Silent Messages. Wadsworth.
– Krauss, R. M. (2002). “The Psychology of Verbal Communication.” Columbia University.

Read the Ultimate Guide to Public Speaking for Leaders