At a glance
- Glossophobia is a common phobia which many small business leaders share.
- Experts say they can build confidence through preparation and practice.
- Focusing on storytelling and ensuring your speech solves a problem can help overcome the fear.
Even seasoned public speakers can sometimes struggle to get their points across. Prime Minister Keir Starmer for example recently made a gaffe where he mistakenly called for the “return of the sausages” instead of hostages during a major speech on the Israel-Hamas conflict at Labour’s annual conference.
Public speaking comes easily to some but, for many, its the mere thought can be nightmarish. A recent YouGov study revealed that public speaking is one of the UK’s top three biggest phobias, with 59% of respondents admitting they would avoid public speaking if there were no repercussions around their jobs or friend and family expectations.
Every business owner will likely need to speak publicly at one time or another. It’s an important skill for small business owners to hone, so we’ve rounded up some expert advice on how to get it right.
Practice, practice, practice
For Nikki Francis-Jones, Managing Director at The Wilful Group, the key is simple: “Practice! There are no shortcuts to this.”
She suggests starting small to slowly build your confidence and develop your experience in ‘friendly’ environments such as internal webinars. But don’t tackle topics you’re not 100% comfortable with too early on and ask for constructive feedback that will build your confidence and help you overcome the fear.
Michael Doolin, Founder and CEO of Clover HR, agrees: “Like any skill, public speaking improves with practice. Rehearse your speeches multiple times to gain confidence and identify areas for improvement. Practice in front of a mirror, record yourself, or present to a small group of trusted colleagues. Constructive feedback can help you refine your delivery.”
For Ellis Watson, Chairman at JLA,
| A good presentation can: | A poor presentation can: |
|---|---|
| Build trust internally within a business and externally with clients. | Damage your business’s reputation both internally and externally. |
| Place your business as an expert. | Prevent sales and partnerships from forming. |
| Motivate and encourage employees. | Discourage employees. |
| Increase workplace success rates. | Place your business in a negative light within your niche. |
| Drive sales and boost partnerships. | Encourage poor performance. |
Preparation is crucial, as Michaela Merk, professor at Audencia, points out: “Know your content deeply, rehearse in a setting similar to your presentation environment, and practice mindfulness techniques to calm your nerves. One trick I often use is ‘grounding’: before stepping on stage, take deep breaths and focus on the first few sentences you’ll say. Once you begin, momentum often carries you through.”
Ellis Watson, Chairman at JLA, adds: “Work to positively shift your mindset on public speaking. Instead of fearing judgement of your audience, aim to focus on how you’ll be delivering value to your audience. You’re there to help or inform, not to be scrutinised.”
Understand your audience
Knowing who you are speaking to is the first step in effective communication, Doolin says that tailoring your message to the audience’s needs and interests can enhance engagement and ensure your points resonate. Research your audience beforehand, understand their expectations, preferences, and concerns: “This knowledge will help you craft a message that is both relevant and compelling.”
Tell a story
The message when speaking is best delivered as a story. A presentation is an opportunity to share a story rather than to impart facts and data. Francis-Jones says there is even a place for storytelling in financial presentations.
As she points out: “Weaving in anecdotes, particularly a personal experience, increases relevance and holds audience attention. Delivering a stream of facts, stats and jargon will switch your audience off.”
Keep it simple
A well-structured speech is easier to follow and more persuasive. Therefore, says Doolin: “Start with a strong opening to capture attention followed by a clear body that presents your main points, and conclude with a memorable closing. Use storytelling techniques to make your speech more relatable and impactful.”
Francis-Jones advises isolating two or three key messages you want people to remember and repeating each one: “A common pitfall less experienced presenters fall into is trying to cram too much information onto a slide or presentation deck. You’ll lose your audience because they won’t listen to a word you say, and they will just be trying to decipher what they’re looking at. A picture tells a thousand words, and one or two statistics or a simple clear graphic is sufficient.”
Develop non-verbal communication
It is not just the words themselves that matter; body language, eye contact, and facial expressions also play a significant role in effective public speaking. Doolin explains: “These elements can reinforce your message and convey confidence. Maintain eye contact to build a connection with your audience and use gestures to emphasise key points. Your body language should complement your words, not distract from them.”
Glossophobia – the fear of public speaking – can hold small business owners back from effectively pitching their ideas, engaging with clients, or representing their brand. By focusing on preparation, leveraging tools like storytelling, and practising mindfulness techniques, business owners can build confidence and deliver impactful presentations.
Merk has the final word: “Mastering public speaking is not a luxury for business leaders; it’s a necessity. When done well, it becomes a superpower that amplifies your influence and unlocks doors to new opportunities. Remember, every time you speak, you’re not just delivering words – you’re shaping perceptions, building relationships, and leaving a lasting impact.”
