Speakers can use vocal cues to signal to the audience what needs their attention. Just as we use boldface and italic type in the pages of this book to emphasize certain words and phrases, as a speaker you can use audible cues to emphasize certain points.

How fast or slow you speak is known as your speaking rate, and it can also be a key factor in effective speaking. You want to speak slowly enough that your audience is able to hear and absorb what you say but quickly enough to capture the urgency and importance of what you are saying. Typically, if you speak faster, compared with surrounding material, you signal your enthusiasm for the content, and the audience’s interest will follow. When you slow down, your rate signals a degree of seriousness and concern. You would deliver a persuasive call-to-action speech at a faster pace in order to show and elicit enthusiasm. You would deliver a tribute or dedication, such as a eulogy, at a slower pace to demonstrate sincerity and seriousness.

Changes in volume—how loudly or quietly you speak—can also be used to emphasize certain points. What do you want to stand out from your speech for

the audience to remember? Is it a statistic, a name, or a product? Think about giving one word or phrase in every few sentences some “punch.” This differentiates the word or phrase from its context.