TED-Worthy Content: How to Create & Deliver a Memorable Message

TED-Worthy Content
with Terri Trespicio
How to generate and deliver a memorable message
Copyright © 2018 Terri Trespicio All rights reserved.

major media company,
gold standard

Because people actually watch them.

TED surpassed 1 billion views.
In 2012.  
(That’s 1.5 million views a day.)

And now, everyone wants to do one.

It’s all in the logo.

I’ve spent my career trying to create
content worth reading and watching.

I work as a brand advisor, writer, speaker, and work
with individuals & brands on messaging.

…and have worked with personalities you
may know.

I delivered a TEDx talk that
has 3.5 million views.

Then I delivered a 2nd TEDx talk

I’ve worked as an official TEDx coach and
will emcee a TEDx event in NYC in March.

I also created and launched an online course
that teaches you how to create a signature talk.

LIVE!
June 7 & 8, 2018
NYC
2 days to your TED-worthy talk!

I’m also a stand-up comic in NYC.
This is me
being a wiseass

We’re going to talk about 2 things:
What makes  
content TED-worthy
How to become a better
presenter of your ideas.

The question I ask
everyone:

Do you want to be rich, or
do you want to be famous?

You want to be more than just good at what you do
You want to be known for it.

What is a thought leader,
really?
what constitutes a thought leader

It’s not just about
your business, your role, or
how much you make

What you know that can be
taught, shared & used.

you change the way people think.
You don’t just have thoughts;

A practice dies with its practitioner.
A business outlives its owner.
A thought leader leaves a
legacy of ideas.

Thought leaderBusiness leader

Business leader
Builds a business
Achieves sustained growth
Creates and leads a team
Manages people & resources
Makes money 
Mastered the WHAT.

Thought leader
Challenges assumptions
Intros new ideas
Takes a stand or stance
Starts a movement
Breaks with tradition 
Points at the why.

Thought leader
Known for what they think.
Business leader
Known for what they do.

You’re not a
thought leader
without a platform
Magazines, articles, TV, radio
A book or guide
Website
Social media
Live events (local / national)
Online community
Webinars and courses
Another business

Let’s look at what
makes content  
TED worthy.

What a TED
talk is
•18 minutes or less
•Performed on a TED or
TEDx stage
•Centers on one idea
worth spreading
• Pure content (does not
promote or sell)

What a TED
talk is not
•a sermon or lecture
•a motivational talk
•industry specific
•what happened to you

What TEDx
organizers look
for:
•A fresh idea or original take
•Compelling storytelling
•Intriguing, authentic,
relatable presenter

(Hmm…
Seems to be the same
thing your audience is
looking for.)
•A fresh idea or original take
•Compelling storytelling
•Intriguing, authentic,
relatable presenter

What TEDx
organizers avoid:
•Slickness
•Platitude, cliches
•A canned speech
•Jargon
•An agenda

The pure essence of an idea
Filters out jargon,
promotion, self interest

First, let’s
generate the
content.

The idea funnel

What are you curious about?
What do you already know?
Why now?
Where’s the conflict?
What did you discover?
What now?
The idea funnel

Now, run your
content through
the TED filter.

Addresses a problem  
we can all relate to.
TED-worthy idea

Challenges an existing idea.
TED-worthy idea

Emerges from curiosity,
contradiction, even struggle.
TED-worthy idea

Takes a stance.
TED-worthy idea

Narrow in scope.
TED-worthy idea

Moves without manipulating.
TED-worthy idea

It’s never boring.
TED-worthy idea

Tell me.
Show me.
Change me.
3 tenets of a TED-worthy talk
(or any content, period)

Ok, now sum it up for
me in 15 words or less.
the throughline

Assumption: Selﬁes are evidence of
narcissism, lost connection, lack of empathy.
 
Throughline: The selﬁe is not the emblem of
narcissism, but evidence of a need to
connect.
Example: the selfie

Assumption: Friendships are nice, but
families are the true template for a
loving relationship.
 
Throughline: Friendship is the template
after which all other relationships
should be modeled.
Example: Friendships

Example: passion
Assumption: If you want a life of
meaning, ﬁnd your passion and follow it.
 
Throughline: Follow your passion is
lousy advice. You don’t follow your
passion; your passion follows you.

(Read The Official TED Guide to
Public Speaking by Chris
Anderson, TED Curator)

Reinforces your brand message.
How to create content that….

He’s a financial
advisor.
Ed is a
financial
advisor who
runs his own
firm.

But he’s more than that.
His stance: The financial industry has
talked over and flat-out ignored women.

His new brand, EnlightenHer, empowers
women to master their money—by
teaching them to mentor other women.

His opinion: 
 
You don’t need to know all the answers.
You just need to know what questions to ask.

Working tag line for
EnlightenHER
Ask. Learn. Teach.
Money mentorship for women

Editorial strategy for Ed’s new content
• 5 rules to put in place before you
hand over her first credit card
• Why I stopped making a weekly
Target trip (and saved $200)
• How to avoid picking a money
fight
• 7 ways the financial industry has
failed women
• What you should never (ever)
say to your kids about money
• Why you should call a financial
advisor before a divorce lawyer

Goes beyond “what
you do.”

Case study:
CTM Media Group

“We’re one of the largest distributors of travel and
tourism information in North America.”
(They say)

They have a positioning problem: 
They don’t want to be defined by a brochure.

New positioning

Solves a new
problem.

Case study:
The Muse

Alex Cavoulacos Kathryn Minshew
The Muse
co-founders

From “How do I get a good job,” to
“How do I remain competitive
as a business?”

You can deliver like a pro

Start strong.Too much throat clearing.
AVOID Instead

Talk the way
you would to 1
person.
Giving a “speech”
AVOID Instead

Consider the
audience
Making assumptions
(the curse of knowledge)
AVOID Instead

Tell it new  
every time
Stories that ramble,
complicate, or require
previous knowledge
AVOID Instead

Know what you’re
there to say.
Winging it
AVOID Instead

Show
vulnerability,
accessibility.
Bragging 
(includes humble
bragging)
AVOID Instead

Get laughs
through honesty.
Making lame or  
risky jokes.
AVOID Instead

Getting laughs
• Not just for professionals
• Releases tension
• Telling the truth (not telling a joke)
• Specificity (general isn't funny)
• Self deprecate
• Surprise

Ok! Let’s get to your
ideas.

LIVE!
June 7 & 8, 2018
NYC
2 days to your TED-worthy talk!

Thank you!
25 QuestionsTo Find Your Next Big Idea

Get the slides &
the 25 Q’s guide
Text
“TerriT”
to
44222
Thank you!

territ
Text
“TerriT”
to
44222

What are you curious about?
What do you already know?
Why now?
Where’s the conflict?
What did you discover?
What now?
The idea funnel

Curiosity
How has one small thing or event changed the way you see things?
Lead with

Consciousness-raising
What idea doesn’t get nearly as much attention as it should?
Lead with

Controversy
What misunderstanding would you like to correct?
Lead with

Try it
What misunderstanding would you like to correct?
So let’s
How has one small thing or event changed the way you see things?
What idea doesn’t get nearly as much attention as it should?

TED-worthy content is…
Focused on ONE idea.

Born of curiosity.

Solves a problem.

Offers a different perspective.

Corrects a misunderstanding

Has an opinion.

Inspires by design, not agenda.

Focused on ONE idea.
Born of curiosity.
Solves a problem.
Offers a different perspective.
Corrects a misunderstanding.
Is an invitation, not an order.
Inspires by design, not agenda.
Has an opinion.

TED-Worthy Content: How to Create & Deliver a Memorable Message

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