In his most recent Forbes column, our director Philip Salter asks whether style or substance matter more when presenting a business.

According to India Ford, body language expert and director of Talkbodylanguage, investors will be “unconsciously picking up on non-verbal communication,” searching for indications of confidence, credibility and trustworthiness. “These important traits can only be projected through your body language – it’s not what you say, but how you say it that matters,” she explains.

On the other hand, Elena Shalneva, a communications consultant, thinks content drives style. “If you get the message right, then confident and assured delivery will follow,” she tells Salter.

Both have plenty of advice for entrepreneurs preparing for the pitching stage. Read the article in full here.