London: Its time that you take a pause and assess the way you speak. This is advisable especially for politicians and salesman because a study has revealed that when it comes to persuasion, the secret is not what you say -- but how you actually say it.
In fact, the researchers have based their findings on an analysis of 1400 cold sales calls which they monitored.

Cold callers who spoke moderately quickly at a rate of around 3.5 words a second or 210 a minute were the most successful at convincing people to take part in a telephone survey, the findings revealed.

However, speaking too quickly made people feel that the caller was trying to fool them. Those who talked too slowly were branded stupid, the study found.

The researchers also found those who paused four or five times a minute were more successful.

Dr Jose Benki, who led the research, said using brief pauses gave the impression that the speaker was talking from the heart rather than reading off a script.