8 Essential Elements Of Effective Communication

8 Essential Elements Of Effective Communication

“Just 7% of all communication is verbal. The other 93% is non-verbal.”

Have you heard that statement before?

It’s quite popular in the corporate world. I may have mentioned it myself from time to time.

It sounds right, doesn’t it? Like one of those quotes you post on LinkedIn.

There’s just one problem. It’s total nonsense.

I’ll explain why in a minute.

But first, let me give you some background info. I’m quoting from an article by journalist Philip Yaffe:

“In the 1960s Professor Albert Mehrabian and colleagues at the University of California, Los Angles (UCLA), conducted studies into human communication patterns. When their results were published in professional journals in 1967, they were widely circulated across mass media in abbreviated form. Because the figures were so easy to remember, most people forgot about what they really meant. Hence, the myth that communication is only 7 percent verbal and 93 percent non-verbal was born. And we have been suffering from it ever since.

The fact is Professor Mehrabian’s research had nothing to do with giving speeches because it was based on the information that could be conveyed in a single word.”

Here’s the thing about most scientific studies. When scientists present their conclusions, what they really mean is,

“These conclusions apply to the limited variables and conditions we tested.”

So, we can’t take these conclusions and apply them broadly.

Now, here’s another problem with scientific studies:

When these conclusions get published in the media, the journalists reporting them often don’t know how to read and understand experimental science. Because of this, they present the conclusions as a blanket statement, without mentioning the limited scope of the science.

So Professor Mehrabian’s conclusion…

“…that for inconsistent or contradictory communications, body language and tonality may be more accurate indicators of meaning and emotions than the words themselves.” (quoting from Yaffe again)…


“Communication is only 7 percent verbal and 93 percent non-verbal.”

See how that works?

This cute sound-bite gets repeated over and over in popular business and psychology media until everyone just assumes it’s true without question. This is bad because decisions are made based on a false representation of reality.

Fact: the most important part of any speech are the words you speak.

Want proof? The Toastmasters International beginner’s manual devotes the first 4 chapters to organizing your speech. Only in chapters 5 and 6 does it talk about body language and voice.

Does that mean you can ignore all the other micro-skills involved in effective communication, and just focus on the words you’re going to say? Nope. Not if you want the maximum impact.

In fact, I’ve identified 8 of these skills and I teach them to all my students.

I call them the…

8 Essential Elements of Effective Communication


There’s a science to Charisma. I don’t mean that figuratively. There are elements to it that have been studied by researchers.

The best TED speakers use them. And with a little training, you can too. You’ll be able to boost your presence on- and off-stage.



Confidence isn’t magic. It isn’t just one thing, either. Your confidence as a whole is built on:

  • Confidence in your practice
  • Confidence in your teachers
  • Confidence in your past successes
  • Confidence in your ability to learn
  • Confidence that others have succeeded in the same activity

I firmly believe with the right instruction, anyone can command the attention of their audience.



Humans don’t absorb information as well as they do stories. Our brains are just wired that way. There’s even a book about it called “Wired For Story.”

When you learn how to tell a great story, you’ll have massive influence over crowds.



Did you know great speeches have a SHAPE? Check out Nancy Duarte’s TED talk “The Secret Structure Of Great Talks.”

This very shape was used by people like Abraham Lincoln, Martin Luther King Jr., and Steve Jobs.

Once you learn the shape, every talk you give – off-the-cuff or planned – will have the impact you desire.



People suck at using their voice. And there’s an optimal way to use it.

If you use your voice the right way, the back of the room will hear you, without a mic. Even if you’re naturally soft-spoken.



Public speaking is my job. I’ve been doing it professionally for 7 years. I’ve taught public speaking to hundreds of people. And I can tell you this:

Fear never goes away. You can only manage it. And channel it to productive use.

There are simple techniques you can use to do this. Like “box breathing” for example. Google it.



In a perfect world, how you look would have no influence on the way people deal with you.

But we don’t live in a perfect world. And appearances are everything. People really do judge books by their cover.

That’s why the right body language is so crucial when communicating.



Mike Tyson famously said, “everyone has a plan until they get punched in the mouth.”

Sometimes (maybe often) stuff doesn’t go according to plan. When that happens, discipline is what saves you.

It can turn a speech that might have been a hot mess into a standing ovation.


With all that said, let me ask you this…

Would You Like To Master These 8 Essential Skills?

Because I’ll be teaching them at…


…my exclusive masterclass on public speaking.

Give me 8 hours and I’ll turn you into a master communicator.

It’s happening in Dubai on Sunday, August 4th, 2019.

The deadline to enroll is 11:59 pm, Wednesday, July 31st, 2019. That’s today.

In this one-day intensive, you will practice and master:

  • The “new rules” of public speaking (this ain’t your Daddy’s “please God, put me out of my misery” Powerpoint presentation)
  • How to make yourself heard even if you’re naturally soft-spoken
  • How to own a room and make your presence felt without being loud, aggressive, or using other jerk-ish behaviors
  • The effective way to use visual communication and body language even if you’re a total introvert
  • How to create an Edu-taining presentation for any audience so they remember you (and what you taught them) for the rest of their lives
  • How to talk and act with confidence, conviction, and clarity, not just during a presentation but for the rest of your life
  • And much more!

The best part?

There are still a few spots open.

But they won’t be for long.

If you want more details on Charisma Unleashed, click on this link.

When you’re ready to sign up, here’s how:

  • Email info@mena-speakers.com
  • Tell us your full name and job title, and the number 1 thing you’d like to achieve from this workshop
  • Once we get your email we’ll register you for the course and send you an invoice
  • As soon as we receive your payment, we’ll confirm your attendance and send you any additional details
  • You show up here, bright-eyed and bushy-tailed

Royal Conference Room, 18th Floor, Burlington Tower, Business Bay, at 08:30 am on Sunday, 4th August 2019

Frequently Asked Questions

I’m a [insert job title here]. Is Charisma Unleashed right for me?

Charisma Unleashed is for business professionals at all levels of experience who would like to be more effective in oral communications.

Participants must be fluent in English to participate fully in fast-moving discussions, exercises, and group projects.

I’ve never given a speech before. Is Charisma Unleashed right for me?

Not everyone is a public speaker but everyone speaks publicly whether that is in a meeting, amongst friends, team-members and so on.

This masterclass is for those looking to improve their communication, both verbal and non-verbal.

Learn to work with frameworks and structures to help you communicate in a convincing way.

I’m very shy. Can I still become a good public speaker?

Yes, absolutely!

When you are very prepared and you know what journey you will take the audience on, then your sense of confidence and assertiveness will be very high.

You know what impact and value you are creating to your audience.

How is Charisma Unleashed taught? Will we get to practice the techniques?

It is experiential and based on experimentation, role play, individual and group work.

How will my life improve if I take Charisma Unleashed?

Do you want to close more sales? Get a raise? Land that dream job?

How about lead your team more effectively so everyone is working together to achieve the number 1 goal?

Or maybe you want to build your authority with a career in public speaking?

Or something as simple as becoming good at conversation?

It all starts with knowing how to communicate the right way.

And that’s what Charisma Unleashed will give you.

How is Charisma Unleashed different from other public speaking courses?

We are the leading speakers’ house in the region.

Our experience comes from academia and the science community and from being on stage and actually experimenting and developing techniques. We are at the intersection of theory and reality.

We have worked with 1000s of individuals across the region.

Because of this experience, we know what we teach you is just one half of the equation.

The other half is you finding your own voice and style so that you are your most authentic self on stage, in a meeting room, at the coffee shop, and even at home.

Charisma Unleashed helps you find that voice.

When and where will you teach Charisma Unleashed?

Date – August 4th, 2019

Time – 9 am to 5 pm

Location – Royal Conference Room, 18th Floor, Burlington Tower, Business Bay

Do I need to prepare anything prior or bring anything with me?

No, just show up on the day ready to learn. We will provide you with a workbook.

How many people do you allow in Charisma Unleashed?

This is a small group environment. We only let 7 people attend the masterclass at any one time.

Is there a deadline to register for Charisma Unleashed?

Registration is open until 11:59 pm on Wednesday, 31st July 2019.

How much does Charisma Unleashed cost to attend?

Your investment is only $1,500. You can also save $300 (you pay just $1,200) if you bring a friend or more. Your friends get the same discount too. 

If I want to attend Charisma Unleashed, how do I sign up?

  • Email info@mena-speakers.com
  • Tell us your full name and job title, and the number 1 thing you’d like to achieve from this workshop
  • Once we get your email we’ll register you for the course and send you an invoice
  • As soon as we receive your payment, we’ll confirm your attendance and send you any additional details

What People Are Saying About Charisma Unleashed

“The team enjoyed the workshop facilitated by MENA Speakers who had a very good approach that helped them open up and discuss their challenges. The training was very engaging and practical. It helped participants identify tools and solutions to overcome objections and we all benefited from learning about the main behavior styles and how to categorize “audiences” accordingly and use the suitable approach with them. Wrapping up the workshop with the roleplay exercise was also very helpful.” – SAE Dubai

“Sanaa is a delight to work with! Not only does she own the topic, but she’s an expert in her field. In a friendly, approachable, ethical manner she manages to convey her enthusiasm and passion for her work. Congratulations on being where and who you are!” – Aziza Bouabdallah – QRC Director, Getinge

I’m sold, Saana. Sign me up!

No Comments
Leave a Comment: