The 70/30 ratio of speaking power

I’m going to say something that might seem strange for a speechwriter:

The words you use only make up about 30% of your impact.

I know, I know. I’m a speechwriter, why would I say that?

The simple answer is because it’s true.

Now don’t get me wrong – that 30% matters. And, as we will soon see, it can actually have an impact on the other 70%.

But for now, let this sink in:

What you say will always be less important than how you say it.

Fact.

For example, I went to see Star Wars III: Revenge of the Sith for its 20^th anniversary a few weeks ago.

A fun movie, but I acknowledge not the best of the series.

Anyway, it has the much-maligned line when Obi-Wan Kenobi tries to persuade his former padawan Anakin Skywalker to come back from the dark side.

“If you’re not with me, then you’re against me,” says Anakin.

Obi-Wan looks sadly at him for a moment, before declaring that “Only a Sith deals in absolutes. I will do what I must.”

I’ve put the oft-criticised line in bold. Yes, it’s an absolute statement criticising absolute statements.

But what the people who criticise it miss is that the line actually works.

It’s not perfect, no. and perhaps it could have been better written.

But it works.

How?

Because Ewan McGregor delivers the line so that it works. He says it like he means it – full of hurt, disappointment, resignation, and determination to do what he must.

That’s the point: yes, the words could have been improved. And then maybe nobody would have criticised it. But the delivery, and the personality that delivered the words, was far more important.

That’s the 70%.

Again – I’m not saying to be sloppy or lazy or weak with your words. I’m saying that no matter how amazing the words are, if your voice and presentation tells a different story, your whole presentation falls flat.

What makes the difference?

Speaking with confidence. Poise. Determination.

Connection with the audience.

A clear lack of fear around anything you’re saying.

I once had a client tell me his biggest fear was for him to speak on a topic and the audience to say ‘No, that’s not the key issue, it’s xyz.’ I told him that he was the one at the podium. He got to decide the key issues.

Do you think he could deliver his speech with confidence and power as long as that was his fear?

No.

Okay, so the words are 30% and your manner, your voice, and your connection with the audience make up the other 70$.

Of course, the words you use can help with that 70% because strong words and bold sentences make it a lot easier to speak boldly. And it’s a lot harder to come out swinging when the words you’ve been given don’t say anything.

But a simple change in voice can make all the difference.

Here’s some proof for you:

I had a coaching student a couple of years ago, who was a member of the ADF (Australian Defence Force). We were working on his voice and delivery mostly.

And in just 3 months he was recommended for officer training. Want to know why? the recommendation explicitly mentioned the commanding presence and power of his speaking voice.

Nothing else changed.

But by changing his voice, he changed how his message was received.

He changed his life.

Anyway, if you want me to work with you to ensure you next speech is not just better written, but also delivered with the best presence you can have, email me at [email protected] and let’s talk.

Talk soon,

Alexander