卡耐基演講·2.重點簡單易行

不論問題是什么，是不是還爭論不清的，講演者都有責(zé)任把自己的重點和對行動的請求講得容易讓聽眾理解和行動。其中，最好的方法就是要明確。如果讓聽眾增長記憶人名的能力，可別說“現(xiàn)在便開始增加你對人名的記憶次數(shù)”，這樣也太籠統(tǒng)了，無從做起。不如說：“從你遇到下一個陌生人開始，在五分鐘之內(nèi)就重復(fù)他的姓名五次?！盢o matter what the issue is, controversial or otherwise, it is the speaker's responsibility to word his point, the request for action, in such a way that it will be easy for his listeners to understand and to do. One of the best ways to do this is to be specific. If you want your listeners to improve their ability to remember names, don't say: "Start now to improve your memory of names." That is so general it is difficult to do. Say instead: "Repeat the name of the next stranger you meet five times within five minutes after you meet him."

演講者給予明確的行動指示，比概略的言辭更能引發(fā)聽眾的行動。說“在?？祻?fù)的卡片上簽名”要遠比勸聽眾寄慰問卡或?qū)懶沤o一位住院的同學(xué)更好。Speakers who give detailed action points are more apt to be successful in motivating their audiences than those who rest upon generalities. To say: "Sign the get well card in the back of the room" is far better than to urge your listeners to send a card or write a letter to a hospitalized fellow class member.

至于使用肯定或者否定的方式來敘述，應(yīng)該取決于聽眾的觀點。兩種方式之間并沒有好壞之分。以否定的方式說明應(yīng)該避免的東西，就比肯定陳述的請求對聽眾更具說服力。“不要做個摘燈泡的人”，是若干年前為銷售電燈泡而設(shè)計的廣告，這句否定的措辭收效就很好。The question whether to state the point negatively or positively should be answered by looking at it from the listeners' point of view. Not all negatively phrased points are ineffective. When they epitomize an avoidance attitude they are probably more convincing to listeners than a positively stated appeal. Don't be a bulb-snatcher was an avoidance phrase employed with great effect some years ago in an advertising campaign designed to sell electric light bulbs.