The Germans separate message from messenger. The presenter consciously and purposely moves into the background so that the content can take center stage. Arguments should speak for themselves.
Americans link message and messenger. Message-content, -form and -presenter should form a unity. Americans say: „Sell yourself first, then your product or service.“
Germans react ambivalently to linking speaker and content. An overly personalized presentation style is motivating and attractive, at the same time however, too personified. Germans expect more distance between speaker and subject.
Americans, on the other hand, find the separation of speaker and subject as impersonal and distanced. To distance oneself from one's own content is seen as risk-averse and disinterested.
Advice to Germans
Identify yourself with your message. Use „I“. Draw on your personal experience with anecdotes. Put your heart into it. Show emotion. Give signals when you are a subjective participant in your story and when you are an objective observer.
Advice to Americans
Temper the showman in you. Be coy. Hint at almost a scepticism in your own message. Neither invite nor challenge your listeners to like or dislike you. Take youself out of the equation, so to speak. It‘s all about the content not you.