How To Persuade People
如何說服他人
Persuasion is the key to accomplishment, not only for politicians or stockbrokers（股票經紀人）, but for everyone of us. In a job interview, you have to persuade your interviewers why they should hire you and not the other candidates. In a classroom presentation, you have to convince your classmates and professor to believe that what you are talking about is worth listening to, and your hard work deserves a good grade. In a workplace, you need to be able to pitch your ideas persuasively in order to prosper （繁榮，昌盛；成功）in your career. If you look at highly successful people, you will see that they are not only hard workers and creative thinkers, but also great persuaders.
說服是成功的關鍵，不僅對政客和股票經紀人來說是這樣，對我們所有人來說都是如此。在求職面試中，你必須說服面試官為什麼他們應該聘用你而不是其他候選人。在課堂報告中，你必須說服你的同學和教授相信你所談論的是值得聽的，你的努力應該得到一個好的分數。在工作場所，你需要有說服力地提出自己的想法，這樣才能成功。在你的職業生涯中。如果你觀察那些非常成功的人，你會發現他們不僅是勤奮的工作者和有創造力的思想家，而且也是偉大的說服者。
In public speaking, it all comes down to this question: how can you win over your audience? And the answer is one word:CREDIBILITY.
Imagine Bill Gates saying the following hypothetical sentences:
"Within ten years, all laptop computers will also be used as televisions. The televisions we use nowadays will turn into something completely old-fashioned."
在公眾演講中，這一切都歸結於這樣一個問題：你如何贏得觀眾的支持？答案是一個詞：信譽。想像一下比爾·蓋茨說了下面這些假設性的話：「在十年內，所有的手提電腦也將被用作電視機。我們現在使用的電視機將變成完全老式的東西。」
Now imagine Britney Spears saying the same thing. You would probably nod at Gates and shrug（聳肩） at Spears, right? You would choose to trust his judgment rather than hers because you know that he is a guru（領袖，專家)of the computer industry and she is not. This is called "initial credibility", meaning the credibility that the speaker has even before he/she begins speaking.
現在想像布蘭妮·斯皮爾斯說了同樣的話。你可能會對蓋茨點頭，對斯皮爾斯聳聳肩，對嗎？你會選擇相信他的判斷而不是她的判斷，因為你知道他是計算機行業的一位大師。而她不是。這被稱為「初始可信度」，這意味著說話者在開始說話之前就已經有了可信度。
Initial credibility is a blissful（充滿喜悅的） advantage for public speakers. If your audience already knows you are an expert in something and already trusts you, you won't have to try so hard to create credibility in your speech. But what if you are not really an expert in anything and your audience doesn't even know who you are? The answer is simple: you will have to build your credibility during your speech.
對演說家來說，最初的可信度是一個幸福的優勢。如果你的聽眾已經知道你是某方面的專家，並且已經信任你了，你就不需要如此努力地在你的演講中創造可信度。但如果你並不是某個領域的專家，而你的聽眾甚至不知道你是誰呢？答案很簡單：在你的演講中，你必須建立你的可信度。
How to Build Your Credibility
1.Advertise your competence- At the beginning of your presentation, tell your audience about your expertise on the speech topic. If you have done a lot of research about the topic, tell them so. If you have a certain experience that gives you special knowledge or insight, go ahead and say so. But keep in mind; you don't want to sound boastful（自誇，自負的） to your audience. Do not over-advertise yourself. Keep it short and simple. Say it as a matter of fact, not a boast.
展示你的能力——在你的演講開始時，告訴你的聽眾你在演講主題方面的專業知識。如果你對這個話題做了很多研究，告訴他們。如果你有某種經驗可以給你特別的知識或洞察力，那就說出來吧。但請記住，不要讓人感覺你在誇誇其談。不要過度宣傳自己，簡單明了直奔主題。只說真相，而不是自吹自擂。
2.Connect to the audience- Try to identify with（認為…等同於，與一致）your audience early in your speech. Even if you are going to talk about something very controversial or something your listeners may disagree with, you still have to make them feel that you share the same common ground and values.
Four years ago, I watched Senator John Kerry give a speech about keeping woman's rights to abortion in one of the "red" states, in a room full of conservative voters who were probably strongly against such an idea. At the start of his speech, he made a very smart move by saying that he himself is also a true Christian who believes abortion is not the right thing to do. Then he explained further that even though that is what he believes, there are also a lot of people in America who do not consider abortion a sinful（有罪的）thing; there are a number of Americans who are not Christians and do not share his religious principles. And since America is a democratic country, we have to respect those people's values as well.
I think Senator Kerry was impressive that day. By establishing common ground with the audience early, he was able to get off on the right foot. I don't know how many people in the audience he had successfully convinced, but at least he pulled off that extremely controversial speech with such poise and more importantly, without getting booed.
與聽眾建立聯繫——試著在演講剛開始就認同你的聽眾。即使你要談論一些非常有爭議的事情或者你的聽眾可能不同意的事情，你仍然必須讓他們覺得你和他們有共同的基礎和價值觀。四年前，我在一個滿是保守派選民的房間裡觀看了參議員約翰·克裡關於在一個「紅色」州保留婦女墮胎權的演講。這些選民很可能強烈反對墮胎這一想法。在他開始演講時，他做了一個非常聰明的舉動，他說他自己也是一個真正的基督徒，他認為墮胎不是正確的事情。然後他進一步解釋說，即使這是他所相信的，在美國也有很多人不認為墮胎是一件罪惡的事情；有一些美國人不是基督徒，也不贊同他的宗教原則。由於美國是一個民主國家，我們也必須尊重這些人的價值觀。我認為克裡參議員那天的表現令人印象深刻。他與聽眾建立了早期的共同立場，因而能夠在正確的道路上取得了成功。我不知道他成功說服了多少聽眾，但至少他在演講中表現得如此鎮定，更重要的是，他沒有被噓。
3.Speak eloquently（['elkwntli]善辯地；富於表現力地）and express your ideas with conviction- Practice your persuasive speech ahead of time so that you can perform it well. Moderately（適度地；中庸地；有節制地）fast speakers tend to be considered more intelligent and confident than slow speakers. If you sound hesitant or say "uh" and "um" too much, you will appear less competent.
有說服力地說話，堅定地表達你的想法——提前練習你的說服性演講，這樣你就能把它做好。語速稍快的人往往被認為比語速慢的人更聰明和自信。如果你聽起來很猶豫，或者說「嗯」和「嗯」太多，你會顯得能力不足。
4.Use evidence- For amateur public speakers with no initial credibility, it is very helpful to use examples, statistics, facts or testimonies to support their ideas. No matter what type of evidence you use in your speech, just remember these two things:
First, use specific evidence. For example, if you use statistics, indicate the exact number. Saying "Ten million Americans suffer from obesity" will make your point more effectively than just saying "Millions of Americans suffer from obesity." It will make your listeners aware that you have a good firm grip of factual information. Second, always cite evidence from well-known, reliable and non-biased sources.
使用證據——對於沒有初步可信度的業餘公眾演講人來說，使用例案例、統計數據、事實或證詞來支持他們的想法是非常有幫助的。無論你在演講中使用哪種證據，只要記住這兩件事：首先，使用具體的證據。例如，如果您使用統計信息，請指出確切的數字。說「一千萬美國人都有肥胖症」會讓你的觀點更有說服力，而不僅僅是說「數百萬美國人都有肥胖症」。「它會讓你的聽眾意識到你對事實信息掌握得很好。其次，總是引用知名、可靠和無偏見來源的證據。
5.Reason clearly and persuasively- Even if you use a bunch of strong evidence, you still won't be able to persuade your audience unless they grasp your reasoning. Don't assume that supportive evidence is enough. Throwing a lengthy list of statistics and examples at your listeners without drawing a logical conclusion to your main idea won't do you any good.
清晰而有說服力的推理——即使你用一堆有力的證據，你也無法說服你的聽眾，除非他們理解你的推理。不要認為有強有力的證據就足夠了。向聽眾拋出一長串統計數據和例子，而不對你的主要觀點做出合乎邏輯的結論，對你沒有任何好處。
6.Appeal to emotions- Some people say that serious public speakers should avoid emotional appeal entirely and only stick to reason. I disagree with that. Humans are not like automatons or Mr. Spock in Star Trek. We think and feel at the same time. By adding intensity of feeling to your logical speech, you can be a much more compelling speaker. A rational persuasive speech that can change some people's attitudes may not arouse those same people enough to take action. In order to convince your listeners not only to agree with your ideas but also adopt them in real life, you must evoke their passion.
How to create emotional appeal
· Use words or phrases that tend to reinforce emotional power. It is hard to pinpoint what words can sentimentally influence people more than others. It depends mostly on what topic you are talking about and what kind of emotion you would like to arouse in the audience. However, try not to be too wordy or say something overly melodramatic. Your passionate language must suit your speech, otherwise it may strike the audience as ridiculous.
· Use vivid personal experience. By telling the audience about your captivating real life story that is relevant to the speech topic, you automatically let your emotional appeal grow.
· Unless you are a really competent actor, don't act. Speak with sincerity[sin'serti] and your true emotion. Using emotional language and vivid experience can be pointless if you don't actually feel the emotion yourself.
訴諸情感——有些人說嚴肅的演說家應該完全避免感情用事，只講道理。我不同意。人類不像《星際迷航》裡的機器人或者史波克先生。我們理性思考的同時用心感受。通過在你的邏輯演講中加入強烈的情感，你可以成為一個更有說服力的演講者。一個理性的有說服力的演講，可以改變一些人的態度，但或許不會讓他們採取行動。為了說服你的聽眾不僅要同意你的想法，而且要在現實生活中採納它們，你必須喚起他們的熱情。如何創造情感感染力·使用那些能增強情感力量的單詞或短語。很難確定哪些詞對人們的情感影響比其他詞更大。這主要取決於你在談論什麼話題，你想在觀眾中激起什麼樣的情緒。但是，儘量不要太羅嗦或者說一些過於誇張的事情。你熱情的語言必須適合你的演講，否則可能會讓觀眾覺得很可笑。 ·使用生動的個人體驗。通過向觀眾講述與演講主題相關的迷人的現實生活故事，你會自動讓你的情感感染力增長。 ·除非你是一個真正有能力的演員，否則不要演戲。用真誠和你的真實情感說話。如果你自己都感覺不到這種情緒，那使用感染力的語言和生動的體驗是毫無意義的。