Ted Rosen, MD, FAAD
Editor-in-Chief
Nothing is so unbelievable that oratory cannot make it acceptable.”
-Cicero 106BC-43BC
In ancient times, two words were often used to describe persuasive public speaking: “oratory” and “rhetoric.”
Both words have suffered a bit of negative connotation over the centuries. The former is considered to be exaggerated, flowery language while the latter is used to denote language lacking in sincerity or meaningful content. Nonetheless, I favor these terms, oratory and rhetoric, when thinking about how to be especially convincing.
Indeed, from time to time, we all need to be particularly convincing when we speak.
Let’s consider some contemporary, practical examples which might apply in the dermatologic practice arena. An easy one to imagine is when you ask for a raise or, in academia, a promotion. How about convincing your colleagues to hire an additional medical assistant or to hire a specific individual from among a pool of candidates for a particular staff position? What about setting office policies (how much time to allow late arriving patients until requiring a reschedule or patient mask-wearing even if it is no longer mandated by statute)?
Perhaps the most important reason to be convincing in a clinical setting is when obtaining critical diagnostic tests (e.g., a biopsy) or ensuring adherence to therapeutic interventions (e.g., biologic injections) when faced with a reluctant or recalcitrant patient!
Needless to say, there are innumerable situations where speaking convincingly is important in one’s personal life. For example, what color to repaint the bedroom or which car to buy? How about persuading your offspring not to make philosophy his/her college major? (I was not successful in doing that!) Or my favorite: getting permission from your spouse—who is possibly allergic—to adopt the cutest kitten. (I actually was successful in doing that!)
Let’s turn, then, to the ancient philosophers for guidance in providing convincing oratory. In particular, I suggest you peruse the fourth century BC tome Rhetoric, written by Aristotle, for superb advice.
According to Aristotle, there are three devices to utilize in order to optimize verbal powers of persuasion. Each device is important, but the degree to which they should be used depends upon the circumstance.
The first device is “ethos,” which relates to the speaker’s credibility. You should have some authority to make your argument. This relies upon credentials, technical expertise, rank, reputation, and perceived moral character. Ethos may be a device best suited for dealing with patients and subordinates.
The second device is “logos,” which relates to appealing to reason. Data, evidence, and facts can aid in a rational discussion, especially if these are presented in a logical, sequential, and compelling manner.
The final device is “pathos,” which relates to emotional appeal. People may be moved toward the desired belief or action depending on how the speaker makes them feel. It is important to always establish at least a modicum of emotional connection in order to sway the listener.
Finally, Aristotle suggests that the speaker include one or more “maxims” in an oratory. A maxim is a subject upon which the listeners already hold a viewpoint. In order to positively engage the listener, the speaker should express this maxim in the same or a parallel manner.
Now consider the patient with severe psoriasis and early psoriatic arthritis who is reluctant to start an injectable biologic treatment. “Mrs. Jones,” you might say, “I have treated hundreds of patients with this drug, and I will personally show you how to inject it properly. Multiple studies have shown that more than 8 out of 10 patients who use this will develop clear or almost-clear skin and most will have much less joint pain. Besides, don’t you want to be able to play with your adorable 6-year-old son? Use of this medication may even extend your life!” Ethos, followed by logos, followed by pathos, with the maxim of desire for long life thrown in at the end.
Think of these three devices and citing a maxim as feasible whenever you anticipate a conversation or a presentation wherein you need to be convincing.
Remember this quote by Winston Churchill: “There is nothing like oratory. It is a skill that can turn a commoner into a king.”
This is Ted’s Take. What’s Yours? Ted.Rosen@thedermdigest.com
Reference: Rosen, T. (2021, September 3). How to be persuasive: A lesson from Aristotle. The Dermatologist. https://www.dermatologytimes.com/view/how-to-be-persuasive-a-lesson-from-aristotle.
