Luther on What Makes a Good Preacher versus What the World Demands of a Good Preacher

First, a good preacher should be able to teach well, correctly, and in an orderly fashion.  Second, he should have a good head on his shoulders.  Third, he should be eloquent.  Fourth, he should have a good voice.  Fifth, he should have a good memory.  Sixth, he should know when to stop.  Seventh, he should be constant and diligent about his affairs.  Eight, he should invest body and life, possessions and honor in it.  Ninth, he should be willing to let everyone vex and hack away at him.  .  .  .

The world demands six qualities of a preacher:  1. that he have a good speaking voice; 2 that he be learned;  3.  that he be eloquent;  4. that he have a handsome exterior  .  .  . ;  5. that he take no money, but give money to preach;  6. that he say what they like to hear.

-as quoted in Kittleson, Luther the Reformer: The Story of the Man and his Career (Fortress Press Edition 2003), pp. 249-250.