卡耐基演講·三、與聽眾融為一體

講演時，要盡快指出你和聽眾之間有某種直接的關系。如果感到被邀請很榮幸，就照實說吧。哈羅德·麥克米蘭在印第安納州綠堡的德堡大學跟畢業(yè)班的學生講話時，就這樣打開了溝通的通道。As soon as possible, preferably in the first words you utter, indicate some direct relationship with the group you are addressing. If you are honored by being asked to speak, say so. When Harold Macmillan spoke to the graduating class at Depauw University in Greencastle, Indiana, he opened up the lines of communication in his first sentence.

“我很感激各位親切的歡迎，”他說，“身為英國的首相，應邀前來貴校，的確不是簡單的事。不過我感覺，我當前的政府職位，恐怕不是各位盛情邀請的主要原因?！苯又岬阶约旱哪赣H是美國人，出生于印第安納州，而父親則是德堡大學首屆畢業(yè)生之一。I am very grateful for your kind words of welcome, he said. "for a Prime Minister of Great Britain to be invited to your great university is an unusual occasion. But I feel that my present office was not the only nor, indeed, perhaps the main reason for your invitation. " Then he mentioned that his mother was an American, born in Indiana, and that her father had been one of DePauw's first graduates.

“我可以向各位保證，我以能和德堡大學有些關系感到光榮，”他說，“并以能重溫老家的傳統(tǒng)為驕傲?！盜 can assure you that I am proud to be associated with DePauw University, he said, "and to renew an old family tradition."

這是不用懷疑的，麥克米蘭提到這所學校以及母親和身為先驅(qū)的父親，立刻就為自己贏得了友誼。You may be sure that Macmillan's reference to an American school and to the American way of life which his mother and her pioneer father knew made friends for him at once.

另一種方法，就是提到聽眾中某人的名字。有一次，在講演前的宴會上，我坐在主講人的旁邊。我很奇怪他對每一個人都非常好奇，不停地向宴會的主人打聽，比如穿藍色西裝的人是誰，或那帽子綴滿花朵的女士芳名是什么？直到他站起來講話時，我才了解他為什么好奇的原因——他非常巧妙地把方才了解的名字使用在自己的講演里，我看到那些名字被提到的人臉上洋溢著快樂，這個簡單的技巧也已經(jīng)為講演者贏得了聽眾溫暖的友情了。Another way to open the lines of communication is to use the names of people in the audience. I once sat next to the main speaker at a banquet and I was amazed at his curiosity concerning various people in the hall. All through the meal he kept asking the master of ceremonies who the person in the blue suit at one table was, or what was the name of the lady in the flowered hat. When he arose to speak, it became evident at once why he was curious. He very cleverly wove some of the names he had learned into his talk, and I could see the evident pleasure on the faces of the persons whose names were used and I sensed the warm friendliness of the audience that this simple technique won for the speaker.

再看看通用動力公司總裁小法蘭克·裴斯如何使用了幾個名字，便產(chǎn)生了意想不到的效果。這是他在紐約“美國生活宗教公司”一年一度的晚宴上的講演：Notice how Frank Pace, Jr., speaking as the president of the General Dynamics Corporation, worked in a few names to advantage. He was speaking at an annual dinner of Religion in American Life, Inc., in New York:

“從很多方面來講，今晚都是讓我感到愉快而且有意義的一晚，”他說，“首先，我的牧師羅伯·艾坡亞就在聽眾席里。他的言語、行為和領導能力，已使他成為我個人、我家人以及我們所有聽眾的一種激勵和啟示……其次，路易·施特勞斯和鮑伯·史帝文斯二人對宗教的熱誠，已從他們對公共事業(yè)的熱忱中表露無遺。能坐在他們二位中間，也是我莫大的快樂……”This has been a delightful and meaningful evening for me in many ways, he said. "first, I have my own minister, the Reverend Robert Appleyard, here in the audience. By his words, deeds, and leadership he has been an inspiration to me personally, to my family, and to our entire congregation... Secondly, to sit between Lewis Strauss and Bob Stevens, men whose interest in religion has been amplified by their interest in public service ... is again a source of great personal pleasure..."

不過有一點需要小心：如果使用比較奇特的名字，而這些名字是詢問得知的，必須確定它們正確無誤；必須確實了解自己使用這些名字的原因；而且只能以一種友好的方式來提到它們，當然還得有節(jié)制。One word of caution: If you are going to work strange names into your talk, having learned them through inquiries made for the occasion, be sure you have them exactly right; be sure you understand fully the reason for your use of the names; be sure you mention them only in a favorable way; and use them in moderation.

其他也還有一個方法，讓聽眾始終保持高度的注意力。在演講中使用第二人稱代詞“你”，而不要使用第三人稱“他，他們”。這可以讓聽眾保持一種親身參與的感覺。在前面已經(jīng)指出，演講者如果想抓住聽眾的注意力和興趣點，是不能忽視這一點的。我摘錄了一位學員題為《硫酸》的講演中的數(shù)段，來作為一個實例。Another method of keeping the audience at peak attentiveness is to use the pronoun "you" rather than the third-person" they". In this way you keep the audience in a state of self-awareness, which I have pointed out earlier cannot be overlooked by the speaker if he is to hold the interest and attention of his listeners. Here are some excerpts from a talk on Sulphuric Acid by one of our students in a New York City class:

“硫酸和我們的生活聯(lián)系緊密。如果沒有硫酸，你的汽車就不能行駛，那你就只能像古時候那樣騎馬或駕駛馬車，因為提煉汽油和制造汽車時，需要使用到硫酸。不管是你辦公室的，還是家里照明用到電燈，如果沒有硫酸，就不會出現(xiàn)。Sulphuric acid touches you in your life in a score of ways. If it were not for sulphuric acid, your car would stop, for it is used extensively in the refining of kerosene and gasoline. The electric lights that illuminate your office and your home would not be possible without it.

“你早上起床后，打開水龍頭放水洗澡。那鎳質(zhì)的水龍頭，在制造的過程中也少不了要使用硫酸；制造你的搪瓷浴缸時，也需要硫酸；你使用的肥皂也可能是用油脂和硫酸制成的；你使用毛刷的刷毛以及賽璐珞質(zhì)的梳子，如果沒有硫酸也制造不出來。還有，你的刮胡刀當初在經(jīng)過熱處理后，也一定曾經(jīng)浸在硫酸中處理過。When you turn on the water for your bath, you use a nickel-plated faucet, which requires sulphuric acid in its manufacture. The soap you use has possibly been made from greases or oils that have been treated with the acid. The bristles in your hairbrush and your celluloid comb could not have been produced without it. Your razor, no doubt, has been pickled in it after annealing.

“接著你下樓吃早餐。如果你使用的杯子與盤子剛好不是純白色的，那更是少不了它。只要你的湯匙、刀子、叉子是鍍銀的，就要在硫酸中浸過。You come down to breakfast. The cup and saucer, if they are other than plain white, could not have come into being without it. Your spoon, knife and fork have seen a bath of sulphuric acid if they are silver-plated.

“如此這般，在一整天的時間里，在每一個生活的層面，它都會影響到你。不管你走到哪兒，都無法逃過它的影子。” And so on through the whole day sulphuric acid affects you at every turn. Go where you will, you cannot escape its influence.

這是我們在紐約的一個訓練班的一個學員所講的。他巧妙地使用了“你”，把聽眾融入到具體的情景中，保持了聽眾的注意力。不過，也有些時候使用“你”是很危險的，它可能不是在你和聽眾間建立橋梁，反而造成了分裂。比如，當你似乎以智者的身份居高臨下地對聽眾講話或說教時，這種情形便會發(fā)生。這個時候最好的方法是說“我們”，而不是使用“你”了。By skillfully using" you" and inserting his listeners into the picture, this speaker was able to keep attention alive and glowing. There are times, however, when the pronoun "you" is dangerous, when it may establish a cleavage between speaker and audience rather than a bridge. This occurs when it might seem as though we were talking down to our audience or lecturing it. Then it is better to say "we" instead of "you".

美國醫(yī)藥協(xié)會的健康教育組組長，W.W.鮑爾博士，常在廣播電臺和電視上的講演是這樣的：“我們都想知道怎樣去選個好醫(yī)生，是不是？”他總是用這樣的口吻說：“那我們既然想從醫(yī)生那里獲得好的服務，我們是不是應該知道怎樣做個好病人呢？”Dr. W. W. Bauer, Director of Health Education of the American Medical Association, often used this technique in his radio and television talks. "We all want to know how to choose a good doctor, don't we?" he said in one of his talks. "And if we are going to get the best service from our doctor, don't we all want to know how to be good patients?"