Public Speaking IMPACT is based 55% on VISUAL (how you look when you say it), 38% on VOCAL (how you say it) and 7% on VERBAL (what you say). To illustrate the impact of the VISUAL, pick a few pictures from a recent issue of a magazine, describe them (ad for hotel, car etc.) one at a time, then show picture to audience. If a picture does that, what would a REAL LIVE DEMONSTRATION do? (an actual tour of a hotel, sit in a new car, etc.)