You’ve probably heard of ted.com presentations, one of which we’re going to look at today. In this one we’re going to focus on how the speaker, Doctor Leana Wen, “sells” her idea to you, the audience. Which audience? A casual one that may not be that interested in the topic. Just like you.

Below you have the information on the general idea of the speech. How does it attract our attention?

Wouldn’t you want to know if your doctor was a paid spokesman for a drug company? Or held personal beliefs incompatible with the treatment you want? Right now, in the US at least, your doctor simply doesn’t have to tell you about that. And when physician Leana Wen asked her fellow doctors to open up, the reaction she got was … unsettling.

You will have noticed some of the following things Ted.com used:

a- questions, including a NEGATIVE question

b – “You / your”

c – emphatic words (right now / simply)

d – negativity (beliefs incompatible with / unsettling)

e – unfinished / unclear ideas (………. ) = mystery

Here is the title. Notice anything?

What your doctor won’t disclose

This is the doctor:

Here is the beginning of her speech. Can you see similar things (devices), or do you see a different approach? Do you think they match her dress / make-up / hairstyle / jewelry?

They told me that I’m a traitor to my own profession,that I should be fired,have my medical license taken away,that I should go back to my own country.My email got hacked.In a discussion forum for other doctors,someone took credit for “Twitter-bombing” my account.Now, I didn’t know if this was a good or bad thing,but then came the response:“Too bad it wasn’t a real bomb.”

You might have noticed the following:

a – mystery “they” “someone” “the response”

b – negativity – “Traitor” “be fired” “have..taken away” “hacked” etc

Before watching the presentation, think about why she decided to use this approach / the physical look to sell YOU her idea. Guess how she will continue, then watch!

Click on the transcript button and look for

a- devices like the ones we talked about earlier

b- generally useful presentation structures