I hear this argument all the time. Which is more important? Solid content? Or solid delivery?
My definitive answer: both are more important.
It’s actually a nonsensical question when we’re speaking about speaking. Just this week I coached a student who had solid content (I think) delivered in a flat monotone with no eye contact. As I looked around at the audience, I saw people tuned out, checking cell phones, etc. In fact, I have to say “I think” because the delivery made it really hard to evaluate the content! It turned into something resembling the adults in the Charlie Brown specials.
At the same time, good delivery with mediocre content just wastes time. Audience may feel energized in the moment, but will feel empty later.
An attractive package gets people to open the box. You’d better make sure they’re not disappointed when they do.
May the Great Pumpkin sharpen your ideas and your presentation skills!
What’s your experience? Have you ever missed out on good information because it was poorly delivered? Or been entranced by good delivery only to realize you were listening to the wind whistle?
This is precisely the reason I think we desperately need to teach media literacy to children. As a content producer, I know that I can sometimes gloss over the content portion if the production portion is gleaming and glossy. And yeah, I know that’s not great, but it’s true. And I think that children–and most adults, perhaps–don’t always filter the content from the delivery, and don’t know how. Maybe a little off topic here, but figuring out content vs. delivery is only becoming more important as the delivery channels multiply.
Perfectly on topic, Seth, and from a knowledgeable source. Thank you! I’m concerned about the extremes–all flash no substance, or all substance no flash. I love to see people produce solid content and effectively present it. But you’re right that it’s quite possible to get away with all flash, which is sad.
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Exactly, Donn! They are both incredibly important. However, I feel there is far more emphasis placed on delivery skills than on quality content in our society. Because of this, I find myself focusing more on messaging and authenticity with my clients. Basic presentation skills are generally easy to develop when a speaker understands, owns, and lives his or her content.