Whatever your delivery style, you must be able to project your competence while genuinely connecting with your audience.

Jimmy Carter had one style. Reagan had another. I’m not talking about politics here (we’re getting enough of that already in this mid-term election year). I’m talking about their marketing style.

Yes, they both were marketers when they were in the White House serving as President. Politicians market wholesale (via mass media, large gatherings, etc.) and retail (one-on-one and in small groups). You and I market in a similar fashion to both large and small groups. With the Internet, most any small business can deploy video and audio, just like TV and radio stations alone did it before.

But how should you come across? Carter purposely wanted to be a “President of the people” and walked from Capitol Hill to the White House during his inauguration. He wanted to be “folksy” and approachable. Reagan brought back more of a distinguished, competent, yet approachable appearance. Again, this is not about politics but about presentation styles.

Today we see President Barack Obama, who made a recent appearance on The View. This was a first for a sitting president to appear on a daytime TV talk show. Some say that it was beneath the dignity of the Presidency for him to appear on daytime television.

I disagree. I think that it is appropriate for a President — particularly today — to be where people gather. I think it is all about how one comes across. Being approachable and easy to understand is paramount for a President. Reagan used his acting skills to come across as “one of us” in his speeches that were interlaced with humor, anecdotes and more.

You and I have to be able to come across well to implement relationship marketing effectively. We need to project competence (knowing the job, our products, technical details, etc.) and be able to connect with others. How are you doing with these two vital areas in business?

Think about social media, where many people “live” today. It is different from “Blast Marketing,” where you send a message to a lot of people using TV, radio, newspaper, e-mail blasts and more.

Your customers want to do business with someone who is competent and who connects with them. An example of failure to connect is with the recent debacle of British Petroleum (BP). When the chairman comes across saying they want to relate to “the small people,” he not only shot himself in the foot, he used an Uzi and did it repeatedly.

You can’t come from a lofty, “I will tell you what to think,” attitude. This is evident with the comparison of Obama and Biden. Obama generally comes across as approachable, while Biden is known for “making gaffes” and appearing aloof from the common man. Without Obama heading the ticket, Biden might not be where he is today.

So which style is best for your business? As with many issues in life, it all depends on what you’re doing. I think the best way is to demonstrate strong competence in your areas of expertise, first and foremost. We want pilots who are professional and will literally take care of us and keep us safe. We also want that from medical doctors. When I was presenting recently for a group of medical care officials, they told me that the doctors who have a better “bedside manner” hardly ever get sued for malpractice. Those who are approachable translate medical-speak into understandable language and relate to their patients better derive a serious bottom-line benefit.

Think about the style differences between Carter and Reagan. Too much of the “folksy” style can make people nervous that you’re not competent. Acting too stoic or formal can make you appear unreachable and even, in extreme cases, arrogant. All leaders must guard against appearing as too arrogant. Regan seemed to blend the best of both, ultimately earning him the designation of “The Great Communicator.”

My friend and fellow professional speaker, Scott McKain, is a great example of someone who blends both aspects. Scott is very knowledgeable about how companies can connect with their customers. He has written several books about the subject and really knows the advance-management-level details.  Yet, when you see him speak, Scott comes across as that friend you’ve known forever and want to be around. He blends humor, stories and wisdom to tell his message. Ultimately, Scott comes across in a powerfully profound and approachable style that rewards those who experience his presentations.

That is the goal for you and I, have the presence to be an authority. Know your material by paying your dues to acquire competence through study and yes, hard work. Competence that is worthwhile does not come easy.

Once you are competent, focus on how to communicate your message in a way that solves problems and gives insight to your audience. Your audience might be one person to whom you’re presenting your sales demo today. It might be your co-workers whom you need to persuade to your way of doing the project. It might be on the Net in your Facebook postings. Whatever your venue for presenting, you want to be strong both in competence and connection. Doing that ensures good business and a solid, profitable bottom-line.