CHAPTER 5
VERBAL COMMUNICATION
HOW TO SPEAK LIKE AN EXPERT

In my youth, I was also slow to speak and quick to act; but in the school of life, I learned that words, and not actions, rule the world everywhere.

—HOMER

As Seen on TV

Without thinking about the question for too long, how would you assess the competence of the ladies and gentlemen who explain the world for us every evening on the nightly news? Few people would doubt their competence.¹ In fact, news commentators are widely regarded as very competent, although they do nothing more than read what is put in front of them on the teleprompter (unless they also belong to the editorial group).

The way people speak—loudly or softly, slowly or quickly—has a significant influence on our perception of their competence. When evaluating the intelligence of another person, we prefer to use verbal indications rather than body language.² In the interplay between these two, verbal and physical, the effect of verbal evidence is the dominant factor. Even when individuals can only be seen and not heard—like when you mute your TV—verbal factors will still carry the most weight. How is this possible when nothing is heard? Because competence killers, such as stuttering, can be perceived through visual observation alone and will, even without sound, have disastrous consequences for the perceived competence of the person speaking.

In fact, the manner of speaking seems to be even more important than the actual content of what is said. Therefore, to increase the level of perceived competence, you should scrutinize the way you speak. In addition to the flow of your words and how you emphasize specific ones, there are several different decisive factors that signal your expertise through verbal communication.

Pronunciation

Pronunciation has a significant impact on a person’s perceived level of competence.³ Consider how the tempo of speech has an effect. If your goal is to seem as competent as possible, how quickly should you speak? Will you stand out if you speak slowly? All-knowing oracles customarily state their prophecies very deliberately—and who can compete with the competence of an oracle?

Research provides unequivocal results: it is, in fact, not slow but fast talking that leads to a significantly increased perceived level of competence.⁴ The unconscious hypothesis behind that perception seems to be that the speed of speaking mirrors the speed of thinking, following the rationale that a fast talker is also a quick thinker.

However, you must also clearly articulate your words in spite of your tempo. There is hardly anything that has as negative an effect on the perceived level of competence as mumbling or incorrect pronunciation.⁵ Therefore, be sure to practice speaking not only quickly but also clearly and precisely. A helpful exercise is to repeat a classic tongue twister like “Peter Piper picked a peck of pickled peppers” or to practice monologues from a play (I usually recite Macbeth’s dagger monologue that I learned as a high school thespian).

In addition to clarity and speed, the tone of your voice is of vital importance. Speaking in a shrill-sounding voice or constantly clearing your throat not only irritates the listener but also results in a lower level of perceived competence. Using a pleasant voice, without unnecessary interruptions, leads to a higher level of perceived competence.⁶

Employing a steady voice, with a smooth flow, is particularly effective. If you avoid stammering, you will seem even more competent.⁷ It is also helpful to speak in a somewhat deeper voice, as a lower voice pitch (of men and women!) leads to a higher perceived competence.⁸ But make sure to avoid speaking in a monotone as a large vocal range, incorporating both high and low tones, will seem considerably more competent.

Loudness also has an effect: a higher volume level (somewhat louder than “normal”) also leads to a higher level of perceived competence.⁹ But be careful—your volume level should only be slightly higher than average, especially when dealing with other cultures. Asians as well as Europeans habitually perceive US-Americans to be too loud and speaking too loudly actually reduces the perceived competence.¹⁰

A faster tempo, a clear articulation, a smooth flow, a deeper tone, and a higher volume are only the beginning of mastering verbal communication.

Standard English

In one study, participants listened to recordings of actors and were then asked to identify which of them were experts in the material discussed.¹¹ Only those who spoke standard English were judged to be experts, while regional accents and dialects caused a negative impact and were almost stigmatizing. Accents or dialects typically lead to an array of negative attributions: low-status, a lower level of persuasiveness and credibility, and, quite directly, perceived competence.¹²

If you speak in a dialect or with an accent, a listener will automatically assign you to a specific social or cultural group. Whatever preconceived notions the listener has about this group will then be applied to you and your status.¹³ In the spectrum of dialects, there is, therefore, a ranking of the associated status: the more prestigious, the higher the perceived competence. In a study with 60 US students, individuals speaking British English were regarded to have a higher status than those speaking American English—even by other Americans.¹⁴

But wouldn’t there be an advantage to speaking in the same dialect as the individual you are talking to? If you speak in a Brooklyn accent in Williamsburg, for example, isn’t there a resulting sense of community that would be beneficial to your perceived competence? It’s true that by speaking in a similar dialect as others, you will seem more likable to them.¹⁵ Even so, you will still be considered less competent, including by individuals from the same region speaking the same dialect.¹⁶

Of course, dialects and accents are part of an individual’s identity, and they can certainly have positive effects.¹⁷ In a number of studies, speaking in a dialect led to others having a higher opinion of the speaker’s loyalty and integrity.¹⁸ Still, the language resulting in the highest assessment of social status is typically completely free from any dialect: an individual who correctly speaks standard language will come across as the most competent.¹⁹

A similar effect exists with foreign accents. Correct, standard English will normally be rated highest, but there are differences between accents in the associated status ranking: linguistic hints of nationalities that are normally considered to have high social status will result in a higher level of perceived competence.²⁰

So foreign accents and even regional dialects can in fact increase the level of perceived competence when they mirror a cliché that signals expertise. It is advantageous for a moonshiner to speak with a Southern drawl and a beer brewer to speak with a German accent.

I once heard of a French restaurant in Los Angeles that, for a short time, had an excellent reputation based on its enormous authenticity. A contributing factor to this reputation was that all the waiters spoke with a strong French accent. That is, until one day a French tourist ate there and attempted to speak with the messieurs in his mother tongue—not one of them could speak even one word of French. In fact, they were struggling actors and the owner was Mexican.

Using a false dialect or accent is not wise. If you have a choice, speak standard English. In the United States, standard US English is preferred, while in the United Kingdom, the “standard accent” is the “BBC accent”—speaking the “Queen’s English” would come across as pompous and fake if you are not part of the British upper class.

But be honest with yourself and do not overestimate your abilities in this area. A study showed that most individuals believe that they speak a standard version of their language, but that most of them are mistaken.²¹ When the participants heard themselves on a recording, they refused to acknowledge that they were speaking in a dialect, even though the people with whom they were speaking could easily hear it.

When talking to old friends and family, you may be more comfortable speaking in your natural accent; however, when you’re in a professional situation where you want to exhibit your expertise, make sure to tone it down as much as possible. Though an accent or dialect is hard to break, consciously paying attention to it during your conversations, presentations, or speeches will help you scale it back.

Effective Speech

Whether in a one-on-one conversation, during a meeting, or at a Q&A session, how long should you talk for? Is it better to make your contributions short but speak more often? Or should you make your contributions longer but speak with less frequency? The so-called productivity during a conversation actually has a considerable influence on your perceived level of intelligence:²² it has been found that speaking often for a medium length of time is most effective. You should contribute to the conversation at regular intervals, but be careful that your input is a suitable length—not too long and not too short. When giving your two cents, use many different words, since a large vocabulary indicates higher intelligence and thus higher competence.²³ Don’t repeat yourself. Unnecessary repetitions cast a negative light on the speaker and may be seen as an indication of a lack of intelligence.²⁴

It is also important to pause briefly between sentences.²⁵ In this way, you avoid rushing through your point or explanation, giving your audience the opportunity to process what is being said and providing yourself with enough time to formulate the next sentence. Above all, put in a pause before your most important arguments—think of it like a drum roll. By doing so, you ensure that your best arguments do not get lost but instead come in loud and clear. You have certainly had the experience of one of your excellent points not getting the attention it deserved, that your thoughts were not truly heard when you presented them. In such a situation, you then have to try, laboriously, to sell your idea to the group, but it’s already too late—once it has subsided into insignificance, you will be unable to resurrect it.

One final factor to consider in regard to your effectiveness is more than a matter of etiquette: Is it OK to interrupt another speaker? What if you have something crucial to say? Is it possible to exhibit dominance during the conversation by cutting someone off? Do you demonstrate a special commitment by frequently speaking over others while they are in the middle of making a point? The answer to all of these questions is simple: absolutely not. Quite apart from the fact that in Western cultures it is considered rude to interrupt, it also has a negative effect on your perceived competence.

As shown, it’s important to know when to speak and how to do so effectively. The frequency and amount of time are paramount—don’t overdo it. It’s not just a matter of etiquette, but if you’re long-winded, repeating yourself, and interrupting others, you’ll seem more like a babbling buffoon than a competent professional.²⁶ Even if you have these skills down pat, you can still run into issues. That’s where the concept of “power talking” comes into play.

Power Talking

In her much discussed work “Language and Woman’s Place,” American linguist Robin Lakoff argues that the social disparities between men and women in our society are reflected in linguistic differences.²⁷ Lakoff observes that women typically use “powerless” speech patterns containing what are considered certain low-status elements. Meanwhile, masculine language displays higher status and greater power by dispensing with unnecessary ballast, including the specific following types:

• tagging questions (for example, “That is an interesting field, isn’t it?”)

• peculiar intonational patterns in which a statement ends on a high note as though it were a question, even when it’s not (for example, “The results are in?” compared to “The results are in.”)

• hesitation (for example, “My daughter . . . uh . . . was never there.”)

• trivializing phrases (for example, “you know” or “pretty good”)²⁸

• excessive politeness (for example, instead of “Close the door,” “Will you please close the door?” or even “Won’t you please close the door?”)

Lakoff’s findings can be summarized as follows: “powerless speech” does not impose a point on others and thus appears overly polite and weak. For example, she argues that a sentence beginning with “Won’t you please” is characteristic of women’s speech and unconvincing. The powerless speaker does not expect to be taken seriously and will therefore not be taken seriously. Perceived status plays a major role here: Powerless language is associated with low social status and thus with low education and incompetence. Power talking, however, is seen as an indication of high social rank, indicating a high standard of education and thus a higher level of competence.²⁹ These conclusions about status ranking are, in fact, a reflection of reality. Lakoff assumed that powerless speech is mostly used by women. However, analyses of courtroom cases and particularly witnesses’ speech showed that speech is in fact a question of social status: the lower the actual social status, the more frequently the test individual will use powerless speech—regardless of the person’s sex.³⁰

It is therefore important to avoid these types of mistakes and use language that is commanding and devoid of any clutter. Most importantly, concentrate on avoiding stammering in any form. You will be judged as more competent if you do not hesitate, if you refrain from putting “uhs” into your sentences, and if you avoid correcting and repeating yourself.³¹

There is possibly no other technique that will allow you, with such relatively simple means, to effectively raise your perceived level of competence to be more convincing than employing power talking. Strong, self-confident language will get you very far. Maintaining clarity in your style of speech is key in this regard—though, surprisingly, the clarity of your content is another story.

Unnecessary Complications (Skip This Section!)

A scientist who had revised one of her articles several times decided it was the absolute best it could be and sent it off to a prestigious magazine in her field.³² It was rejected. She then submitted the first version she had written, a draft that she believed was totally incomprehensible. To her chagrin, this time, it was accepted. It is sad but true: incomprehensibility is often valued more highly than clarity.

The 19th-century philosopher Arthur Schopenhauer invented the mocking term “Hegeling” to describe the pompous philosophy of his colleague Georg Wilhelm Friedrich Hegel. Schopenhauer explained the term in this way: “One reads and reads, without ever taking possession of even one single thought, while the writer, who has nothing meaningful or specific in mind himself, piles word upon word, phrase upon phrase, and, in spite of that, says nothing because he has nothing to say, knows nothing, thinks nothing, and still wishes to speak, and, therefore, does not choose his words so that they give a suitable expression of his thoughts, but rather so they better can disguise his own lack of any.”³³

Even though this criticism of Hegel may be justified, Hegel was, in his time, considered the philosopher, much to the annoyance of the less successful Schopenhauer, who, however, wrote in a crystal-clear style.

In this vein, the psychologist J. Scott Armstrong examined 10 management periodicals thoroughly and found, to his disappointment, that those written in a complicated style were perceived as better.³⁴ Articles containing identical content but written more clearly were judged to be less competent pieces of research—even by experts. The consequences are, according to Armstrong, startling but clear: “Researchers who want to impress their colleagues should write less intelligible papers. Journals seeking respectability should publish less intelligible papers. Academic meetings should feature speakers who make little sense.”

That assertion may be going too far, but the results, unfortunately, speak for themselves: artificially complicated content has a positive impact on the perceived level of competence.

An excellent, as well as simple, application of this principle leads to an increased use of numerical symbols over alphabetical ones or, according to Armstrong, to trading intelligible for unintelligible semantics and to the syntheses of fewer sentences from more.³⁵ Sounds quite competent, doesn’t it?

It is also possible to express the first sentence in the preceding paragraph in a much more understandable way: “The application of this idea is fairly simple: you can either use as many numbers as possible or, as Armstrong suggests, change every understandable word to one that is incomprehensible and merge several sentences into one long one.” Get the point?

Above all, numbers serve to substantiate your arguments effectively and increase your level of perceived competence. In one study, two accounting recommendations were to be evaluated by highly qualified participants. One of them was full of numbers, and the other one contained all the important numerical values but was otherwise rather text heavy. The outcome was unequivocal: more numbers led to a higher level of perceived expertise for the individual.³⁶

They are not only effective on individual decision makers either; entire financial markets are more likely to react to company information if it contains numbers.³⁷

This research result is one of the few that I really don’t like putting down on paper (and why I asked you to skip this section). The finding is in opposition to the advancement of scientific knowledge and even to a company culture that promotes thoughtful discussion and transparency. But I feel it is my obligation to give you the unfiltered results of research.

So, then . . . if you want to achieve a high level of perceived competence, clarity of content does not need to be your highest priority.³⁸ Sometimes it absolutely makes sense not to completely make sense.

Conclusion

Admittedly, the advice of this chapter reads almost like the operating instructions for a lawnmower. This chapter is more a list than a combination of concepts, but don’t be fooled by the simplicity and brevity of this topic: we stand on the shoulders of giants—a number of prominent scientists have come up with these findings during decades of laborious work.³⁹

You do not have to be a news commentator, pose in front of a green background, hold a batch of notes in your hand, or stare at a teleprompter to catapult your communication abilities into a new dimension. The impact of verbal communication is such that you can fundamentally increase your level of perceived competence by the use of power talking alone. And one more thing: yes, the techniques discussed here also work on the telephone.⁴⁰