Charismatic Leadership Tactics: 12 Ways to Speak with Charisma
Ed Darling
12 min read
What you’ll learn:
- Why charisma is a learnable skill (not a “divine gift”)
- Ken Rea’s six universal qualities of charisma.
- 12 Charismatic Leadership Tactics to elevate your public speaking.
- Practical examples to apply each tactic when speaking and leading.
Public Speaking and Charimatic Leadership
The ancient Greeks believed charisma was a “divine gift” from the gods, a spark called Charis that let a rare few sway crowds and command rooms.
Today, we’re still mesmerised by charismatic figures: rockstars strutting stages, leaders rallying nations, or that colleague who effortlessly owns every meeting. It’s tempting to think, “I could never match that magnetism.”
But is that right?
As a public speaking coach, I’ve seen the firsthand that charisma isn’t something you’re born with — it’s a skill you can cultivate.
Research backs this up, and I’ve watched nervous introverts, shy professionals, and first-time speakers transform into magnetic communicators.
Whether you’re pitching a client, leading a team, or keynoting a conference, you can unlock your unique brand of charisma. In this guide, we’ll explore the science of charisma, unpack acting coach Ken Rea’s six qualities, and dive deep into 12 proven tactics to make your public speaking charisma shine.
First up, let’s break a common belief…
Charisma Isn’t Just for Extroverts
Think charisma means being the loudest, most extroverted person in the room? Think again.
It’s not just larger-than-life extroverts that can exude charisma. A quiet charisma can be equally powerful. Picture Gandhi, leading millions with his calm, unwavering confidence, or a reserved colleague whose thoughtful words carry weight.
Charisma isn’t about mimicking Freddie Mercury’s swagger or Marilyn Monroe’s charm — it’s about tapping into your authentic personality and letting it radiate.
Everyone has their own flavour of charisma, waiting to be unleashed. You don’t need to overhaul who you are; you just need to amplify what makes you stand out.
So, how do we begin? Let’s start with the building blocks of charisma, courtesy of renowned acting coach Ken Rea.
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Ken Rea’s Six Qualities of Charisma
Charisma isn’t a mysterious aura — it’s a recipe with six universal ingredients.
These qualities are what make certain communicators magnetic, from keynote speakers, to celebrities, and everyday leaders:
Here’s Ken Rea’s 6 charisma qualities in order:
- Warmth: Connect through genuine kindness and approachability.
- Enthusiasm: Infuse your words with energy and excitement.
- Passion: Show deep care for your message or cause.
- Animation: Bring your delivery to life with expressive movements.
- Forward energy: Project confidence and purpose in every word.
- Strong listening: Be fully present, making others feel heard.
Struggling with one of these? That’s okay — each is a skill you can develop. If you come across as reserved or cold, practise smiling warmly or using open body language.
If enthusiasm feels forced, and you’re struggling to motivate the team, focus on topics that light you up. Weak at listening? Train yourself to stay present in conversations, nodding and responding thoughtfully.
By building these qualities (and related habits) step-by-step, you’ll create a foundation for public speaking charisma that feels authentic and impactful.
For example, I once coached a leader in the finance industry who felt “too stiff” in her presentations. It came across as aloof and stand-offish, which meant she struggled to connect with people.
First we worked on warmth — simple things like smiling as you stand up to speak, sharing relaxed eye-contact around the room, and leaning slightly toward the audience.
Then we worked on enthusiasm, by having her share stories she was passionate about. Within weeks, she was feeling much more connected to her team, and enjoying the chance to get up and speak. Small changes, big results.
The 12 Charismatic Leadership Tactics
To prove charisma is learnable, Professor John Antonakis at Lausanne University conducted a landmark study. He took MBA students and mid-level managers with no public speaking experience, had them deliver a speech, and rated their trust, likeability, and charisma.
Then, he taught them 12 “Charismatic Leadership Tactics” (CLTs) and had them speak again. The outcome? Some speakers scored up to 60% higher by applying these tactics.
Antonakis declared: “Anyone trained in what we call ‘charismatic leadership tactics’ can become more influential, trustworthy, and leaderlike.”
These 12 CLTs are your toolkit to unlock public speaking charisma, whether you’re addressing a boardroom, a conference, or a small team.
Below, I’ll break down each tactic with practical examples and tips to weave them into your next talk, pitch, or meeting.
1. Use Metaphors, Similes, and Analogies
Complex ideas stick when you make them relatable. Metaphors, similes, and analogies turn the unfamiliar into something vivid and familiar, boosting your ‘charismatic leadership’ qualities.
For instance, a client of mine presenting on his company’s 100-year history used an analogy of human evolution: from “hunter-gatherer” early days to a modern, thriving organisation. It transformed (what could have been a very dry topic) into something that resonated, and was remembered.
Another client likened cybersecurity layers to a building’s security — first guards on the door, then locks, then CCTV — it made a dense, technical subject instantly more accessible for a general audience.
How to apply it:
Next time you’re explaining something complex, ask, what’s a simple way to explain this, using something people will already understand? If you’re pitching a project, compare it to a journey: “This initiative is like climbing a mountain — challenging, but the view from the top will be worth it.”
Okay, mountain analogies are a bit overused, but you get the idea. When possible, test your analogy with a friend to ensure it lands
2. Share Stories and Anecdotes
Humans are storytelling machines, it’s how we’ve connected for millennia. Yet many leaders lean on facts and data, missing the emotional pull of a story.
When I start a training session, I share the story behind my public speaking journey: battling social anxiety, finding my voice through acting, and founding Project Charisma to help others. It’s a quick story, but it builds trust and lowers barriers instantly.
Personal stories — overcoming setbacks, pivotal moments — or short anecdotes like a funny client encounter are gold. For example, in a sales pitch, you might share: “Last year, a client was hesitant, they’d tried everything and been let down by other suppliers. But after trying our solution, their revenue doubled within 8 months.”
It’s a good idea to keep a “story diary” to jot down experiences, moments, and insights from your day-to-day life. When the time comes to speak, you’ll have a bank of ideas rather than a blank page.
How to apply it:
Next time you’re pitching or presenting, find a personal (or professional) story that ties into your overall message. It needs only be a minute or two, but be brave enough to break from convention and tell people a story! A little emotion can create a strong connection.
3. Deploy Contrast
As an actor, I learned the phrase “light and shade” — the contrast of emotions that keeps audiences hooked. In speaking, contrast can make your point land with more power.
Take JFK’s iconic line:
“Ask not what your country can do for you, but what you can do for your country.”
The second half lands because of the first.
If I were to describe my public speaking training, I could use contrast similarly: “It’s not about sitting, taking notes, and watching — it’s about standing up, facing fears, and learning by doing.”
How to apply it:
To pitch an idea, state the opposite first: “This isn’t about cutting corners or playing it safe. It’s about bold ideas and lasting impact.” Write down your key message, then craft its opposite to create a compelling contrast worthy of the best charismatic leaders.
4. Ask Rhetorical Questions
What makes asking rhetorical questions such a powerful charismatic leadership tactic?
It’s a question that answers itself: sparking an “a-ha” moment in your listeners – and when people arrive at the conclusion by themselves (as opposed to being told) they’re far more inclined to believe it.
Shakespeare nailed this in The Merchant of Venice: “If you prick us, do we not bleed?” The answer doesn’t have to be spelled out. The point is made all the more powerfully by not saying it.
In a pitch, you might ask: “Who wouldn’t want to save time and boost profits with no risk on their part?” The key? Pause after the question to let it sink in. If you rush the pause, you’ll lose the impact.
How to apply it:
Plan a rhetorical question into your next talk. Find a moment where you need to make the point stick. For example, leading a team: “Can we afford to miss this opportunity?” Practise delivering them with a pause, and watch your charismatic leadership emerge.
5. Speak in Triads
The power of three is a charismatic leadership superpower. Our brains love patterns, and three is the magic number for memory.
Think Tony Blair’s “Education, education, education!” or Julius Caesar’s “I came, I saw, I conquered.” You can repeat one word, use three points, or structure your talk into three main sections (which is why the best stories have a beginning, middle, and end, and theatre is based on the 3-act play.)
You’ll also find triads used in copywriting. Even on my website, I use: “Speak up, stand out, find your voice.” right there on the home page!
How to apply it:
In your next presentation, structure your argument in three parts – one I often like to use is ‘past, present, future.’
Or try a rhythmic triad to make a specific point land: “We plan, we act, we succeed.” Keep testing and practising, eventually, speaking in charisma building triads will become second nature.
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6. Reflect Group Sentiments
Charismatic leadership means making audiences feel heard. Another key tactic identified by Antonakis, was reflecting group sentiments to build trust and empathy.
This works, because we all like to feel seen, heard, and understood. If the person speaking makes us genuinely feel that way? We’ll naturally warm to them.
In a sales meeting, you might say: “I know this is a big investment, and you want to be sure it’s right. I’d feel the same.” When rallying a team: “The past six months have been tough. We’ve all felt the strain, but we’re stronger for it, and brighter days are ahead.”
How to apply it:
Before your next talk, list your audience’s likely concerns or feelings. Open by acknowledging one: “I know change can feel daunting, but we’re ready for this.” This simple act amplifies your public speaking charisma and connection.
7. Express Moral Convictions
Conviction is a powerful force. Throughout history, charismatic leaders have used their conviction to inspire people, and spark movements.
When someone has conviction in their words, we can feel it – and it’s hard to not be drawn in.
The researchers found that expressing moral convictions when speaking was another key tactic of charismatic leadership. By linking their message with “doing the right thing”, they were able to get people on board.
This isn’t about jumping on trendy causes, though — authenticity is key, and people can spot someone who’s trying to virtue signal for their own benefit!
But if your work supports a meaningful goal, share it. For example: “This project isn’t just about profit, it’s about creating opportunities for the next generation.”
How to apply it:
Identify a value driving your work (e.g., fairness, innovation, equality). In your next talk, tie your message to it: “We’re here to make work better for everyone.”
Speak from the heart, and you’ll inspire trust.
8–9. Set High Expectations & Communicate Confidence
Charismatic leaders dream big and inspire others to follow. They set high expectations, and communicate them with absolute confidence.
Take this line from Elon Musk: “30 years from now, there’ll be bases on the Moon and Mars, with SpaceX rockets flying back and forth.”
Bold? Yes. Believable? Because he delivers it with conviction, it’s tempting to think it just might be.
It’s not just about setting bold ambitions for yourself, this charismatic leadership tactic also requires you to see the potential in other people.
It’s a powerful thing to have someone believe in you, and to hold you to a higher standard. It’s why people pay thousands to watch Tony Robbins speak: he helps them to realise their own potential.
How to apply it:
Set a bold goal for your next talk: “This campaign will redefine our brand.” Practise delivering it with unwavering belief, using strong posture and eye contact to boost your public speaking charisma.
In a team meeting, try: “I know we can double our revenue this year — and I’m confident we’ve got the talent to do it.”
The first 1–9 tactics have focused on what to say. With the final 3, we’ll explore how to say it with charisma.
10–12. Use Facial Expressions, Gestures, and Vocal Variety
What you say matters, but how you say it seals the deal. The researchers found that charismatic leaders all spoke using the following:
- Strong facial expressions.
- Animated gestures.
- Vocal variety.
These non-verbal cues bring your words to life. A warm smile, purposeful hand movements, and a voice that shifts from soft to bold.
Going back to Ken Rea’s charisma qualities – this is how we convey that warmth, passion, and enthusiasm.
How to apply it:
Record yourself speaking. Check your facial expressions (are your emotions easy to follow?), gestures (are they purposeful?), and voice (does it shift in tone?).
Practise exaggerating these in a mirror, then dial it back when speaking in public, to find your charismatic leadership style
Unleash Your Charismatic Leadership Skills.
So what have we learned? Let’s recap:
- Charisma is not an elusive gift bestowed upon a select few; it’s a set of skills and qualities that can be learned and cultivated.
- Charisma isn’t a one-size-fits-all, it’s personal, adaptable, and something that everyone has their own unique way of expressing.
- By focusing on the individual qualities that embody charisma – warmth, enthusiasm, passion, animation, forward energy, and strong listening – you can build the habits that make charismatic leaders.
- Incorporating charismatic leadership tactics when speaking – such as metaphors, stories, rhetorical questions, and triads – will quickly build your charisma, and enable you to connect with (and influence) people more readily.
- Finally, the importance of non-verbal communication: facial expressions, gestures, and vocal variety, cannot be overstated.
So, go ahead — apply these tactics, own your voice, and let your charismatic leadership qualities shine.
For expert guidance on finding your charisma, and communicating with confidence, check out our public speaking training options. Or if you’re ready to get some help, book a free 30-minute call with me, and we’ll discuss potential next steps.
To your charismatic leadership potential!
Ed
