卡耐基演講·2.請(qǐng)求聽眾采取行動(dòng)

上面引用的那個(gè)結(jié)尾，也是“請(qǐng)求聽眾采取行動(dòng)”結(jié)尾的最好例子。上述的演講者希望聽眾有所行動(dòng)，即在他所服務(wù)的鐵路公司的南部支線設(shè)置一套信號(hào)管制系統(tǒng)。他請(qǐng)求公司決策人員采取這項(xiàng)行動(dòng)，主要原因在于：這套設(shè)備能夠替公司省錢，也能防止撞車事件的發(fā)生。這不是練習(xí)性的演講。這個(gè)演講是向鐵路公司的董事會(huì)發(fā)表的，并得到了公司答應(yīng)設(shè)置它所要求的這套信號(hào)設(shè)備的結(jié)果。The closing just quoted is also an excellent illustration of the ask-for-action ending. The speaker wanted something done: a block device installed on the Southern branch of his road. He based his request for action on the money it would save on the wrecks it would prevent. The speaker wanted action, and he got it. This was not a mere practice talk. It was delivered before the board of directors of a railway, and it secured the installation of the block device for which it asked.

在希望獲得聽眾行動(dòng)的講演中說最后幾句話時(shí)，要求行動(dòng)的時(shí)間已經(jīng)來到，因此就要開口要求！要聽眾去參加捐助、選舉、寫信、打電話、購買、抵制、從軍、調(diào)查或任何你想要他們?nèi)プ龅氖?。不過，也請(qǐng)遵從以下原則：In your final words of a talk to secure action the time has come to ask for the order. So ask for it! Tell your audience to join, contribute, vote, write, telephone, buy, boycott, enlist, investigate, acquit, or whatever it is you want them to do. Be sure to obey these caution signs, however:

（1）要求他們做明確的事。別說：“請(qǐng)幫助紅十字會(huì)。”這樣太籠統(tǒng)。要說：“今晚就寄出入會(huì)費(fèi)一元，給本市史密斯街125號(hào)的美國紅十字會(huì)。”Ask them to do something specific. Don't say, "Help the Red Cross." That's too general. Say, instead, "Send your enrollment fee of one dollar tonight to the American Red Cross, 125 Smith Street in this city."

（2）要求聽眾做能力之內(nèi)的反應(yīng)。別說：“讓我們投票反對(duì)‘酒鬼’?！边@是辦不到的事，眼下我們并未對(duì)“酒鬼”進(jìn)行投票。不過，卻可以請(qǐng)求他們參加戒酒會(huì)，或捐助為禁酒奮斗的組織。Ask the audience for some response that is within their power to give. Don't say, "Let us cast our ballot against the Demon Rum." It can't be done. At the moment, we aren't balloting on the Demon Rum. You could, instead, ask them to join a temperance society or to contribute to some organization which is fighting for prohibition.

（3）盡量使聽眾容易根據(jù)請(qǐng)求而行動(dòng)。別說：“請(qǐng)寫信給你的參議員投票反對(duì)這項(xiàng)法案。”百分之九十九的聽眾都不會(huì)這么做的，他們并沒有這樣強(qiáng)烈的興趣；或者太麻煩；或者他們忘記了。因此，要使聽眾覺得做起來輕松愉快才行。怎么做呢？自己寫封信給參議員，上寫：“我們聯(lián)名敦請(qǐng)您投票反對(duì)第74321號(hào)法案。”把信和鉛筆在聽眾之間傳遞，這樣你或許會(huì)獲得許多人簽名——而且恐怕筆也不知所終了。Make it as easy as you can for your audience to act on your appeal. Don't say, "Write your congressman to vote against this bill." Ninety-nine per cent of your listeners won't do it. They are not vitally interested; or it is too much trouble; or they will forget. So make it easy and pleasant to act. How? By writing a letter yourself to your congressman, saying, "We, the undersigned, urge you to vote against Bill No. 74321." Pass the letter around with a fountain pen, and you will probably get a lot of signers-and perhaps lose your fountain pen.