This pie chart slices up the relative effect of verbal (content) and
non-verbal communication. Only 8% is verbal, 92% is tone and
body language.

Two years ago five politicians pitched their speeches at the Tory Party
conference. No-one remembers a word that any of them said.

The way David Cameron said it, his body language, changed the face
of British politics.

However, critically, before focusing his energy on the vital 92%,
he decided what it was he would say and how he would structure it.

In pitches, especially where there may be several ‘performers’, content
should be edited by one individual, finalised as early as possible-and
then not ‘tinkered’ with.