Specific Substances

Which is more important: the content of your speech or the delivery?

The 2008 Democratic primary race serves as an excellent example of the two approaches to speaking: in the substance corner, Hillary Clinton; in the style corner, Barack Obama.

As the primaries begin, both Clinton and Obama are clear front-runners to win the Democratic party nomination. Their respective approach to speaking could not be more different.

Clinton is very fact-oriented and methodical. She does not play the warmth card and has been called cold and uncaring.

Obama speaks to the heart more than he speaks to the mind. He deals with feelings more than he deals with facts.

Both approaches have their benefits and drawbacks.

By focusing on content, you establish your expertise. Facts and figures show that you have done some research or that you have gained knowledge on your subject matter.

Content appeals to the thinkers in your audience; those members that thrive on logical argument.

However, if you focus solely on content, you easily can drown your audience in facts. Furthermore, unless the audience is taking notes, they will quickly forget most of the facts and figures you throw at them. The net result? You can get boring very quickly, if you are not careful.

Putting more emphasis on content will serve you well in these situations:

• your audience is looking for specific data that only you possess;
• you are in front of an audience mainly composed of thinkers (e.g. computer programmers, engineers, accountants) who require logical arguments in order to make a decision;
• you are in front of decision makers who are pressed for time;
• you are in a crisis situation where you need to deliver bad news.

In these situations, focusing too much on delivery will backfire and cause you more harm than good.

Delivery appeals to members of the audience who like a show or like to be moved during a speech.

When focusing strictly on delivery, the content usually takes a back seat. The main goal is more one of entertainment than information.

With focus on delivery:

• you can be more creative;
• you can touch a wider range of emotions in your audience;
• you can be perceived as a ”lightweight” speaker, that is, someone who does not have much to say;
• you won’t be able to hide a bad speech.

The last item is key. It doesn’t matter how good you are with your gestures, your voice, and your props: if your speech is awful, it will still stink. But at least, it will stink with style!

Speeches that revolve around delivery are often called motivational speeches. Does this mean that solid content cannot be motivational? Not at all.

One of my favorite speakers, and one I consider among the very best in the business, is Brian Tracy. He doesn’t focus on delivery at all. His focus is on content and he delivers in spades. Yet, after his speeches it is hard to sit back and say: ”Well, that was boring. I don’t think I’ll do anything he suggested.”

You can be motivating while focusing on content only.

So which is better, substance or style? It really depends on your objective. Let’s just say that Obama and Clinton working together probably can be more successful than each of them on their own.

Laurent Duperval consults and trains on communication issues. He publishes the “Bring Out The Speaker In You” electronic newsletter, which aims to help readers improve their public speaking and presentation skills.

You can reach him at http://www.duperval.com