Laurence Olivier explained it this way: "It creeps up and swamps you like a shadow, and just when you think you've conquered it, there it is sitting at the end of the bed grinning at you."

While he could have been referring to a number of things, Olivier happened to be talking about talking. If a professional actor of Olivier's caliber could feel mocked by The Public Speaking Monster, what about, um, the rest of us, um, you know, regular guys and gals?

Why do smart, articulate, and self-confident people often become terrified in front of a group? How could death rank just seventh in a national survey of the top ten experiences Americans dread most, and public speaking first? Think about it: We'd rather kick the bucket than address an audience!

It starts in elementary school when a teacher singles us out to "speak up." Remember the panic of producing the wrong answer? Our palms sweated, we might have been short of breath, and wracked with shaky knees, nausea, a stomachache, and a rapid heartbeat. We felt awkward and dumb.

As adults, we're still afraid we'll make fools of ourselves. We worry that listeners will think we are lightweights, bubblers, or bores. And we should worry.

Talk isn't cheap

Public speaking isn't just a sweet skill to have. Being a first-rate orator can lead to job promotions and personal advancement, while being a lousy one is a liability.

Aggie Knowblock of Las Vegas joined Toastmasters International, an amateur speaking group, in the pre-sexual harassment lawsuit days when her boss told her she looked so good she didn't need to say anything in a meeting. Outraged, Knowblock became an adept public speaker and credits her acquired abilities to better jobs (and better bosses), as well as improved results negotiating family spats.

The gift of gab

It doesn't matter if you're the CEO at an executive board meeting, a sales rep making a marketing pitch, or a parent arguing a point at a PTO meeting, or whether your audience is ten people or throngs; the speaking techniques are the same. And so is your window of opportunity. Researchers say audiences decide within two to four minutes whether they should tune in or tune out.

"What makes a good speaker is someone who is animated and can have fun and make the audience feel he or she really enjoys speaking," maintains Margo Krasne, president of the New York City-based "Speak Up" coaching programs for professionals and individuals.

"You don't get confidence and self-esteem because someone tells you you're wonderful. You get them by developing skills that give you the confidence, the right pace and voice pitch, body control, and eye contact. The most anxiety comes because a person is under rehearsed. So practice, practice, practice! There's no such thing as being over-rehearsed."

One way to feel more comfortable on the stage is by checking out the room in advance, observing the set-up, and testing any visual aids or equipment you'll be using.

Speak easy

Now the nitty-gritty: Don't write the speech until you have evaluated your audience. Figure out what they know about the topic and what they can learn. How relevant and valuable will your speech be to them?

Dennis Becker, the founder of the Speech Improvement Center in Brookline, Massachusetts, and the author of No Fear of Speaking, advises following a four-step outline for creating the talk: Tell them what you're going to tell them, tell them why they should listen (Becker's W.I.F.M. or "what's in it for me" question), tell them what you need to tell them, and tell them what you told them with a summary that suggests an action plan they can follow.

According to one Northeast financial services advisor who has taught public speaking at the University of Southern California Graduate School of Business, "you want the audience to know you have prepared for them. So, I generally start with something that lets them know I've done my homework on them. It might be, 'I understand you're a tough audience so...'or 'Because you're in a two-career family'...or 'Because this is a challenge to your managers...'"

Some speaking specialists suggest opening with a provocative question, a snappy anecdote, or a recent news event that relates to your topic. Other coaches think infusing a little tasteful humor (but not of the hysterical yuck yuck variety) can liven up the talk if the subject is suitable.

Talk tips

As important as the words is the delivery. A study of audience reaction to speeches revealed that listeners remember just 7 percent of what is said, 38% of how it is said, and 55 % of the speaker's body language.

Do you do so much pacing or gesticulating that the audience needs Dramamine to stay onboard or say "like" so many times that the listener feels like he's, like, talking to his teen? Or do you gesture sparingly and pause if you need to, rather than pepper your talk with those kiss-of-death utterances "um, you know," and "uh"?

Eye contact is key. It lets you make a connection to the group and also look confident. Communications consultants tell speakers to focus on one person in the audience at a time for one to six seconds and then move on in a similar fashion across the room.

In Krasne's public speaking workshops, participants first present a "speech" without words using only eye contact, hand motions, and facial expressions, followed by one with numbers rather than words.

Your audience will be snoozing by the second paragraph if you read your speech. Instead, know the major points and keep an outline--it comes in handy if you're momentarily blank.

You're striving to be conversational. Remember President Clinton's demeanor at the Democratic National Convention in August? He was relaxed and looked as if he were addressing a few of his dear friends rather than the nation.

Rehearse your speech in the car or shower, in front of friends, colleagues, or your spouse. For a real confidence boost, try it out on the most devoted, and least critical, family member: your pet, as long as it isn't a parrot.

There's a quick way to test your talk. Ask yourself if you would find it interesting. Are you incisive, informative, and obviously excited about your subject? Or is your presentation dreary; is your voice a monotone, and do you drone on?

On D (delivery) day, skip caffeine products like coffee, which can dry out your vocal chords, and carbonated drinks that can make you belch (although it will definitely make your speech memorable!). To loosen up, try relaxation techniques like visualization, head rolls, and breathing through your diaphragm.

And speaking of anxiety, some people like to get up in front of a group, but most don't. As Mark Twain once quipped, "There are two kinds of speakers: those that are nervous and those that are liars."

Although she has had to speak up and often on a national book tour, SALLY ABRAHMS is not one of those liars.