We live in a world where, even if you’re intelligent and hardworking, people will often overlook your ideas or, worse, value someone who’s half as smart as you but speaks with confidence.
And it’s a timeless problem.
Let’s go back to Ancient Rome, where a young man named Cicero dreams of becoming a politician. But since he doesn’t come from a Noble family and has very few connections, he tries a different path. He becomes, essentially, a lawyer. At the time, it didn’t exist as a profession, but if you were accused of a crime, you would hire a skilled speaker to defend you.
Cicero became so popular that it catapulted him to the highest office of the Roman Republic. And I was surprised to learn that he inspired many influential figures in philosophy, politics, and law.
I believe that if you want to communicate in a clear and persuasive way, why not learn from the GOAT of public speaking?
So in this definitive guide, you’ll learn how to:
- Speak so people actually listen
- Win people over, even if they disagree or are hostile towards you
- Leave a long-lasting impression
Most importantly, you’ll apply these insights in presentations, meetings, marketing, and even in a well-crafted email.
#1 Research
Cicero would study people with the same intensity as the great marketers and communication experts in today’s top companies.
He watched other debates to see what made the crowds cheer or what made them furious. He often asked his friends for feedback on the speeches he was about to give, and he would practice, usually in front of a mirror, until the performance felt effortless.
Now, when he was doing the research, he tried to figure out three things about his audience. What they feared, what they desired, and what they believed about themselves.
For example, the Senators feared chaos while they desired prestige and stability. Ordinary Romans, on the other hand, worried about feeding their families and craved both security and entertainment. In fact, those trials sometimes became a kind of public spectacle, a form of entertainment for them.
And since Cicero was the best speaker, people already knew him, and that’s how he managed to break into politics.
In addition, nearly everyone believed in Rome’s traditions and in the idea that they were the most civilized people on Earth.
It’s essential to understand that research is not about accuracy in the sense that those individuals are truly civilized or fair; that doesn’t really matter. What matters is what your audience believes about themselves or what they believe about the issue you’re arguing.
Once you’ve figured it out, you need to
#2 Build the Narrative
A narrative is how you frame a particular event to influence how people think about it.
For example:
200 People have lost their jobs. That’s a fact.
But how you present that fact could take different forms:
- This company is ruthless and prioritizes profits above all else.
- This company is protecting thousands of other jobs by making these cuts. In other words, it’s painful but necessary.”
- This is evidence that the industry itself is in decline.
You have the same fact, but there are three different stories, and, of course, three different reactions.
They’ll be angry at corporate greed.
They’ll be upset, but accept that desperate times require desperate measures.
They’ll be scared that there’s a broader economic issue.
That’s why you should always look at an event from different angles. Then, based on your research, pick the angle that hat will make your speech resonate on both a logical and emotional level.
Now Cicero always tried to pick the most powerful angle, but he relied heavily on framing when the odds were against him.
If his client looked guilty or was guilty, he appealed to people’s sense of identity or their values. (This man is one of us)
If people felt anxious, he amplified their fears. (Chaos is at the door if we don’t act)
And if they craved hope, he explained how his client or himself would make that vision a reality.
These weren’t some cheap tricks. He framed his argument in a way that made people feel like it was the only natural choice.
One of his rivals, Quintilian, said it best: ‘Cicero could make people think they were choosing freely, when in reality, he was pulling them exactly where he wanted.’
Later in the article, I provide a detailed explanation of this strategy. The next time you’re in a tough conversation or debate, you’ll know how to tilt the scales in your favor. It will also help you recognize when you’re being deceived or manipulated.
Now, after you have picked the narrative, you need to build the arguments to support it, which leads us to the third step:
#3 Structure
The Romans had a six-step model for structuring their speeches:
Opening: Grab their attention
Background: Provide context for the topic
Outline: Explain what is at stake
Proof: Present the arguments or your evidence
Refutation: Provide counter-arguments
Conclusion: Summarize your key points and make a Call to action
Cicero didn’t always follow it to the letter, as it depended on the situation, but it provided him with a framework to lean on.
It helped him remember his arguments and, most importantly, make it easier for the audience to follow along.
You can use it to write persuasive essays, but I wouldn’t recommend it for public speaking.
Because, in today’s world, we don’t have the time or the people’s patience to walk through those steps.
That’s why I recommend a simpler model that is just as effective: Frame the problem, build your reasons in layers, and close with intensity. You should still consider their objections, but you can address them after they have been raised.
The first step is: framing the problem. Framing is when you present your view in a short and dramatic way.
For example, let’s say you’re at a town hall meeting and you want the city to fix a dangerous road near your house.
If you stand up and complain, “You need to fix the road,” or “Why am I paying taxes,” and stuff like that, it won’t have a significant impact.
Or you could frame it differently…
“I have heard people say that potholes and cracks on the road are annoying. But they’re not just annoying. They’re life-threatening.”
Do you see the difference? Instead of framing it as a complaint, we have presented an inconvenience as a dangerous situation.
Now, when you present the problem, remember that you’re not chasing what’s true in the absolute sense. You’re choosing the angle that matters to the people in front of you.
In this case, you know that people are concerned about the safety of their families, and it is a claim that you can support.
But you don’t do it by throwing facts and evidence like darts in the dark.
You layer them one after the other.
Start with an undeniable fact: “On that stretch of road, there have been over 50 accidents last year.”
Then tie it to a value… something the audience already believes in: “Unsafe roads mean the government has failed its most basic duty… to protect our lives.”
And then drive it home with emotion: “No parent should get the phone call that their child died on a road that could’ve been easily fixed.”
So that’s how you present your reasons.
The third and final step is closing. People tend to remember the beginning and the end more vividly, so we need to close with intensity. You might stir fear, anger, or pride, or lay a vision for the future. It all depends on your audience and the moment you’re in.
And I’m not talking about using the motivational speaker attitude or being melodramatic. But you need to make people carry that image in their minds, long after the meeting is over.
To continue with the example: “We shouldn’t wait until another family gets that awful phone call. We must fix the road now, and make this city a better, safer place to live.”
So basically, you don’t drag them from A to Z; you guide them step by step.
Framing sets the path. Layered reasons keep them moving forward, and the close brings them to a destination they feel they reached all on their own.
#4 The Delivery
Cicero used to say that the first, second, and third most important element in persuasion is delivery.
That’s why he paid close attention not only to his tone of voice but also to his body language and strategic pauses.
He adjusted his voice to the emotion he wanted to evoke, much like a skilled actor — but always with the dignity expected of a Roman statesman.
When he attacked someone, he started with fire. “How long, Catiline, will you abuse our patience?” It was a sudden, theatrical accusation designed to shock the audience.
However, when he was defending someone, he would often lower his voice. He would speak as if he were confiding in each judge personally.
It wasn’t just his voice and tonality. Cicero also mastered the strategic use of silence. After a sharp accusation or a hard fact, he would pause deliberately, forcing the audience to fill in the blanks.
Now, as we mentioned, he would practice non-stop to match his body language to his message. Because Romans, just like most people today, cared just as much, if not more, about the performance than the content itself.
When he accused Catiline, he pointed directly at him, and the gesture was so electrifying that senators nearby recoiled and shifted away.
So, from the research, to the content, to delivery, everything was calculated for maximum psychological effect
#5 Handling Objections
Earlier, I mentioned that you want to consider their objections, but you don’t have to include them in your presentation.
But sometimes, the audience doesn’t trust you, or your opponent has a strong objection that you know they’re going to use.
In these cases, you can gain the upper hand by addressing their concerns effectively.
Let’s modify the previous example,
We frame the problem: “The potholes and cracks on the road are not just an inconvenience but a danger.” (serious, but calm)
We transition to acknowledging the objection.
“I know some of you worry this project is too expensive. And yes, it will cost money upfront. (empathetic)
And then we flip –> But here’s the truth: Unsafe roads already cost us more every year in lawsuits, hospital bills, and emergency responses.
* Here, we could be more specific… to make ourselves appear knowledgeable. You know, we have done our research, and we are not speaking out of thin air.
And these expenses are nothing compared to the real cost of the 3 young people who have lost their lives on this road.
Let’s act now because what’s at stake here is not your budget; It’s the safety of our children.
The Art of Framing
As we explained, Cicero didn’t focus solely on facts. He would create compelling narratives that influenced how people felt about those facts.
Think of it this way: Imagine you’re a parent coming home and finding out that your favorite vase is broken.
One kid will tell you, “I didn’t mean to,” while the other says, “He’s always careless.”
The fact is the same: the vase is broken. But one narrative is that “It was an unfortunate accident,” and you can forgive him, while the other narrative is “This is one of too many mistakes, so he deserves punishment.”
So that’s the power of narratives. It will affect how people feel and, subsequently, how they will react.
Now, I will break down five narratives that Cicero used to win seemingly impossible cases. They’ll show you that even when the truth is not on your side, you can always frame your idea differently and get what you want.
But most importantly, you’ll become very sharp at recognizing deception and manipulation, which is one of the most critical speaking skills in business, leadership, and public life.
Alright, the first narrative is about identity.
1. This is who we are
Archias is a poet who is known for writing about heroes and the victories of Rome. But he is an immigrant, and his citizenship records are a mess.
Cicero knew that if he focused on the documents, he would lose.
So he changes the narrative. He tells the court that this trial is not really about paperwork. It’s about Rome.
He’s like, “Rome is great not because of rules and records, but because it values culture and honors those who keep its glory alive. Archias is part of that soul. And to condemn him is an insult to what it means to be Roman.”
In the end, Archias is allowed to remain a Roman citizen.
This strategy is brilliant because people may argue over details, but they will fight fiercely to defend who they believe they are.
The key is that you don’t tell them directly. You remind them of a shared story that already reflects their identity.
For example, if you’re asking for a raise, you could say: ‘I’ve seen how you reward loyalty and hard work — like when you promoted Sarah. That gave me the confidence to ask for a raise now that I’ve delivered X and Y.’”
The following narrative is about exploiting anxiety.
2. The disaster is near unless we act
Catiline was a senator from a noble family, but he was drowning in debt and hungry for power. He gathered a group of desperate men, and rumors spread that he was plotting assassinations and even civil war.
Many Senators were anxious, but no one wanted to be the first to act.
That’s when Cicero rose to accuse him: ‘In the name of heaven, Catiline, how much longer will you abuse our patience? Do you really believe your mad schemes will go unpunished forever?’
Then he piled with descriptions of how conspirators were inside the city’s walls and that time was running out.
Finally, he presents himself as a vigilant protector who has uncovered the plot and is ready to defend Rome.
But why did he do it?
At this time, Cicero is holding the position of consul, which is the highest office in the Republic. And if Catiline succeeded, then he would lose his reputation because he failed to prevent a major crisis, and he would probably be assassinated.
Another reason is glory. He knew that if he exposed the plot, he would be considered a hero.
And he was right. After the conspirators were executed, Cicero was hailed as Pater Patriae or Father of the Fatherland.
So what do we learn from this?
When you notice that people are anxious about a problem, you need to amplify those feelings and present a reasonable solution. Even if it’s not the best solution, people will go for it.
For example, let’s say you’re trying to convince your neighbors to donate to improving the local park.
“I know that chipping in is an inconvenience, but if we let the park deteriorate, it won’t stop at ugly grass and broken swings. First, the wrong crowds start hanging out, then the dealers show up, and next thing you know, this park has turned into a magnet for crime. And let’s be honest, the police are already overwhelmed. They can’t protect us from this. So if we don’t act now, we’ll have to live with criminals at our doorstep.”
The third narrative is about justification.
3. I did it, but it was necessary
Milo and Clodius were two notorious, rival politicians.
One day, a major fight broke out between their groups. And as a result, Clodius was killed.
Now, Milo is on trial, and there’s no doubt he’s guilty, and Cicero doesn’t argue about that.
He painted a picture of Clodius waiting in hiding like a predator, and Milo had no other choice but to defend himself.
He added that Clodius had been a public threat for so long, corrupting politics with violence. And Milo, in an attempt to defend himself, also served Rome by getting rid of this menace.
So he made the murder seem both unavoidable and beneficial.
But despite the argument, Milo was found guilty and sent into exile in what is now Marseille.
Nevertheless, this strategy is commonly used to this day in courts and politics.
The lesson is that when the truth is obvious, denial makes you appear weak.
Instead, admit it, then show why it was necessary, and if possible, why it was beneficial. It’s one of those timeless public speaking skills that apply as much in the courtroom as in a tough business negotiation.
Next, we have the use of Vision
4. A greater future awaits
In 67 BC, Pirates had taken over the Mediterranean, so Rome’s economy and security were falling apart.
The people demanded that Pompey, Rome’s best general, should be given extraordinary powers to fix this problem. And Pompey was victorious.
But the danger wasn’t over. To the east, King Mithridates had defied Rome for decades and was once again at war with Roman forces.
In 66 BC, a new law was proposed to give Pompey yet another extraordinary command.
Many Senators were horrified because this sounded a lot like creating a king.
Now, this is when Cicero gives a speech. He doesn’t appeal to their fears, but lays out a compelling vision.
He praised Pompey for his numerous successes and his reputation for fairness. At the same time, he flattered the Senate — by choosing Pompey, they would show their wisdom and courage.
The Senate and the Roman people were tired of fear. They longed for a Rome that was strong, secure, and just. Pompey was presented as a bridge to make that vision a reality.
They agreed, and Pompey was victorious, yet again.
The problem is that they broke the oldest rule: No man should ever hold too much power. You see, the republic had always relied on checks and balances. But once the precedent was set, it was repeated.
This significantly undermined the authority of the Senate and made it easier for later generals to gain extraordinary powers. Within a generation, Julius Caesar would concentrate power in his own hands, leading to the collapse of the Roman Republic.
This story teaches that sometimes the most effective persuasion isn’t fear or fact; it’s vision.
You know, some of the best Ad video campaigns today use this exact approach: they present a future that feels both inspiring and achievable.
Finally, we have Clemency.
5. Show your greatness by forgiving
After he won the civil war, Julius Caesar had absolute control over Rome. He could decide who lived and who died.
Now, there’s an interesting trial where Quintus Ligarius was accused of treason, simply because he aligned against Caesar during the civil war.
And the judge was Caesar himself.
He was joking with his friends that Ligarius is already guilty, so they might as well enjoy hearing Cicero’s speech.
You can already guess that Cicero is going to hit from an unexpected angle.
He didn’t waste time arguing whether Ligarius fought against Caesar. Everyone knew this.
Instead, he kept the focus entirely on his image. Over and over, he praised Caesar’s reputation for mercy, reminding him that while anyone can punish, only the godlike rulers can forgive.
As the speech unfolded, Cicero varied his delivery with careful precision: moments of quiet appeal gave way to surges of emotion, then back to calm reasoning, all tied to Caesar’s own legacy.
It was reported that Caesar’s expression changed repeatedly. His color rose and fell, his body trembled, and at one point, he dropped the papers he was holding.
So he was overpowered and decided to forgive Ligarius.
He did it because Cicero gave him the chance to play the role he wanted… not as a conqueror but as a generous ruler.
But why did he do it?
He had overthrown the Roman Republic and declared himself dictator for life. And of course, many people saw him as a conqueror. But in that court, Cicero framed him, gave him the chance to play the role he wanted… not as a conqueror but as a generous ruler.
The lesson is that if you want something from people who are more powerful than you, don’t give them a list of facts on why they should help you or forgive you. But frame the situation as a chance for them to shine… a chance for them to be wise or generous.
And always remember that it’s not just the content that matters. It’s your tone, delivery, and especially your pace that will determine whether your message resonates.
Q&A: Sharpening Your Public Speaking Skills
I get nervous before speaking. Are there any quick tips to boost my confidence?
Yes. One of the best tips is to focus on your breathing before stepping on stage. Slow, controlled breaths can reduce adrenaline and give you a sense of calm. Also, rehearse the form of your talk in front of a mirror or a friend.
Confidence builds with practice, not perfection.
Should I join an organization like Toastmasters International?
Absolutely. Toastmasters International is one of the most respected clubs for improving public speaking skills. You’ll receive feedback in a supportive setting, which can fast-track your growth and sharpen your delivery.
How do I hold the audience’s attention throughout my speech?
Use storytelling, ask rhetorical questions, and vary your tone and pace to engage your audience. Also, remember that their attention is easier to maintain when your message is relevant and emotionally resonant. It’s not just about what you say, but how you say it.
Is public speaking success based on talent or something else?
While natural talent helps, success in public speaking is mostly about preparation, self-awareness, and a willingness to learn. The most compelling speakers are often those who’ve made the effort to learn the art of framing and persuasion.
How can I apply these skills in the workplace or in a business setting?
Strong speaking skills can transform how you’re perceived in companies or client-facing roles. Whether pitching an idea, leading a team, or selling a product, the ability to speak well makes you more persuasive, influential, and trustworthy.
