s with any industry that deals with people, one of the most critical elements in being an ISO is effective communication with the public.

According to The People's Almanac, the number one human fear in the U.S. is speaking before a group. Forget heights, spiders and snakes, talking in front of an audience can send even the most seasoned professional into cold sweats.

However, speak well and you can leap over almost any hurdle. From the simplest sales pitch to the mega-sensitive boardroom presentation, speeches turn the cogs of commerce.

Consider the following tips to take you past your tongue-tied colleagues:

+ Know Whom You're Talking To. One of the biggest mistakes a speaker can make is to be boring. Are you tuned into exactly what excites your prospect? To close a deal, you've got to capture your audience's attention from the get-go.

+ Capitalize on Common Bonds. Check the date you're going to speak and find out what happened that day in history, a famous birthday, local community event, etc. Weave that tidbit into your opening soliloquy, and you'll create immediate familiarity between you and your listeners.

+ Use Humor and Anecdotes. Smiles and storytelling go a long way to dispelling indifference and easing tension. Who says a sales pitch or business presentation has to be stuffy and devoid of verbal delight?

+ Write it Down. Whether you're the president of the United States or the president of the local PTA, you need to put your words on paper. Rewrites are easier done beforehand on a pad than they are at the moment in person.

+ Do a Sound Check. Just as your manner of dress makes an important visual impression, your voice makes that all-important audio impression. Before you say a word in public, practice your pitch into a recorder and play it back. Lose those cracks and squeaks, and you'll gain power and presence.

+ Watch Those Hands. Body language is as important as the spoken word. Stand in front of a full-length mirror and "talk" to your audience. Bobbing, swaying and flailing of arms will overshadow even the strongest sales proposal. And by the same token, don't forget what stiffness did to Al Gore.

+ Engage Your Audience. After you've delivered your message, open the floor to a Q & A. Not only is it an opportunity to answer questions not covered in your presentation, it puts you on the same level playing field as your listeners.