The Art of Persuasive Storytelling | Kelly D. Parker | TED

翻译人员: Mayson Wang 校对人员: Sue Lu

Do you remember the first time you heard a really good story?

还记得你第一次 听到一个很棒的故事时吗？

One of my first times was when I read "Ramona the Pest" by Beverly Cleary.

我第一次是读贝弗利·克莱里的 《害虫雷蒙娜》时。

As a kid, I loved to curl up in my favorite chair in our living room

小时候，我喜欢蜷缩在起居室的椅子上

and transport myself into the misadventures

让自己沉浸在拉蒙娜·昆比的

of Ramona Quimby.

不幸经历中。

Even now, I remember how my heart would race,

我仍记得当时心跳加速，

reading about her getting into trouble over and over for misbehaving.

读到她因顽皮一次次惹祸上身的故事。

At the same time, as a shy suburban kid

那时，我是个害羞的郊区孩子，

who often took myself a little bit too seriously,

常常过于严肃，

I really admired her fun-loving attitude and her carefree spirit.

所以很仰慕她的喜爱玩乐和无忧无虑。

I've always loved stories

我一直很喜欢故事，

because they allow me to experience other worlds

因为它们让我能够体验到

I didn't know anything about,

我一无所知的世界，

yet helped me make sense of my own world at the same time.

同时帮助我理解自己的世界。

But stories aren't just for books or movies or entertainment.

故事不只是为书本、电影或娱乐而存在，

They’re one of the most powerful forces on the planet to connect, persuade

它们是地球上最强大力量之一，连接、

and influence our mindset, beliefs and behavior.

驱使和影响我们的心态、信念和行为。

And that's why storytelling is one of the most powerful

所以讲故事是目前最强大的

marketing and leadership tools there is.

营销和领导工具之一。

In a world cluttered with forgettable, lackluster messages,

这个世界充斥着乏善可陈而易忘的信息，

stories make us memorable.

故事让我们留住记忆。

Not only that, stories create powerful connections between the storyteller

不仅如此，故事能在讲述者

and the story listener.

和听众之间建立强大的联系。

Eleanor Rankin, writes,

埃莉诺·兰金写道，

Uri Hasson, professor of psychology and neuroscience at Princeton University,

普林斯顿大学心理学 和神经科学教授乌里·哈森发现，

discovered that as you hear a story unfold,

当你听故事时，

your brainwaves actually start to synchronize

你的脑电波开始与讲故事者的同步。

with those of the storyteller.

The greater the listener's comprehension,

听者的理解力越强，

the more closely the brainwave patterns mirrored each other.

其脑电波模式与讲者的越接近。

Kind of brings a whole new meaning to the phrase

这给“同频共振”一词

"get on the same wavelength," right?

带来了全新的 含义，对吧？

But here's the best part of all:

现在来看看最棒的部分：

stories are proven to affect behavior.

事实证明，故事能影响行为。

Let's take the health care context, for example.

让我们以医疗保健为例。

Melanie Green, a communication professor at the University of Buffalo,

布法罗大学传播学教授梅兰妮·格林说，

says that people are more likely to make changes to their lifestyle

人们通常更可能改变生活方式

and health habits

和健康习惯，

if they see a character they relate to making the same change.

如果看到与自己有共鸣的人物 做出同样改变。

And so if you've ever wanted to get anyone to do anything,

因此，如果你想让任何人做任何事情，

you would do well to learn how to tell better stories.

那么最好学习如何讲好故事。

Yet too often we're telling the wrong stories

然而，我们常常讲错故事，

or we're not telling them at all.

或者根本不讲故事。

And in effect, we're wasting our time and our precious dollars on programs,

我们把时间和宝贵的资金浪费在

campaigns and initiatives that sorely miss the mark.

不切题的项目、活动和举措上。

Well, I've been studying stories since I was a kid,

我呢，从小就开始研究故事，

and I've been bringing them to life for more than a decade

现在讲故事已讲了

十多年了。

as a professional corporate marketer.

作为一名专业的企业营销人员，

And today, I want to show you the easy way

今天，我想向你们展示一个简便方法

to create your own stories that connect, persuade, influence

用以创作自己的故事来连接、说服、影响

and break through all the clutter.

并打破所有混乱局面。

So let's start at the beginning.

好，让我们从头开始。

Number one, the problem and the pursuit.

第一，问题与追求。

The problem and the pursuit.

问题和追求。

You know, I believe the worst story of all is the one that is told too soon.

我相信最糟的故事是讲得太早的故事。

And truly, this is a very common mistake that aspiring storytellers make.

这是初学讲故事者常犯的错误。

We launch into a story

我们开始讲一个故事，

and don't know the first thing about who we're talking to.

但对听者却一无所知。

Before you're qualified to tell anything,

在你够格开讲之前，

you must deeply understand your audience's problem and pursuit.

你必须深入了解听众的问题和追求。

Their problem is where they are right now.

他们的问题是现在身处何处，

It's the issues that they're facing in their current state

这是他们在当前面临的问题

and how they feel about it.

以及他们对此的感受。

Their pursuit is where they want to be.

他们的追求是他们想要去到的地方，

It's who they want to be,

这事关他们想要成为怎样的人，

and it's how they will feel in this future perfect world.

以及在未来完美世界中的感受。

Business development expert

业务发展专家，

and LinkedIn top sales influencer, Liz J. Simpson,

领英顶级销售影响者Liz J. Simpson

knows a little something about understanding

对其听众的问题和追求有一定了解。

her audience's problem and pursuit.

To create messages for her email marketing,

为了给她的电子邮件营销、

her website and her social media content,

网站和社交媒体内容制作信息，

she listens to her clients

她会倾听客户的意见，

and then begins to extract specific elements from what they've said

然后从中提取特定元素，

and infuses it into her language and her visuals.

将其注入到她的语言和视觉信息制作中。

The effect

其效果

is a resounding “Girl!

是响亮的 “女孩！

How did you do that?

你是怎么做到的？

Because every time I see something from you,

因为每当我看到你的东西时，

it feels like you're talking directly to me."

感觉就像你在直接和我对话。”

Now, how did she do it?

那么，她是怎么做到的？

Simply because she's taking time to understand

很简单，因为她花了时间来理解

her audience's problem and pursuit.

她的听众的问题和追求。

Now how did she get that understanding?

那么，她是怎么获得这种理解的？

Well, it's because she's living out a very powerful storytelling principle,

是因为她遵循强大的讲故事准则，

which is this:

那就是：

good story listening

好好倾听故事

always comes before a good story telling.

总是先于好好讲述故事。

And so, number one, if you want to tell a good story,

因此，第一，如果你想讲好故事，

你必须了解听众的问题和追求。

you have to understand your audience's problem and pursuit.

Number two, you have to be able to paint them a picture.

第二，你必须能给他们描绘一幅景象。

You have to be able to co-create a reality

你必须能与他们共创一个现实环境，

that shows you understand the problem,

表明你理解他们的问题所在，

yet hints at a better future.

同时又预示一个更美好的未来。

To do this, you'll need a specific person,

要做到这一点，你需要一个特定的人，

a specific challenge,

特定的挑战，

specific imagery and specific feelings.

特定的意象和特定的感受。

Did I mention you should be specific?

我有没有提到你应该很具体？

Now specific doesn’t mean long and drawn out,

具体并不意味着冗长，

it just means you want to include some distinguishable characteristics

你只是需要提到一些显著特征

that your audience can relate to.

以令听众感同身受。

It's the reason why Nike's ads with LeBron James

所以耐克与勒布朗·詹姆斯合作的广告

don't include a bunch of close up shots of shoes they're selling.

并没有一堆鞋子的特写镜头，

They don't need to.

因为不需要。

They found the perfect person in LeBron James to represent a specific,

勒布朗·詹姆斯作为完美人选 代表一个特定的、

relatable challenge,

相关的挑战，

namely overcoming obstacles to beat an opponent.

即克服障碍击败对手。

Then they utilize specific imagery

耐克利用特定的图像

to represent a specific progression of feelings,

来表达特定情感的发展进程。

like defeat and discouragement,

例如从失败、沮丧

to hope and victory and resilience.

到希望、胜利和坚韧不拔。

And once you've been gripped by a story like that,

一旦你被这样的故事所吸引，

doesn't it almost go without saying

不言而喻的，

that you want to wear the same sports gear LeBron James does?

你就会想穿和 勒布朗·詹姆斯一样的运动装吧？

To inspire action and shift beliefs,

要激发行动和转变信念，

paint a vivid picture for your audience through words and imagery

请用文字图像为听众描绘一幅生动画面，

that they can instantly recall when they think of you.

让他们想到你时能立即回忆起来。

And so if you're going to tell a good story,

因此，如果你要讲一个好故事，

you have to, number one, know your audience's problem and pursuit.

首先，你必须了解听众的问题和追求。

You must, number two, paint them a picture

第二，你必须给他们描绘一幅

that they can remember and repeat.

他们能记住和重述的画面。

And finally, number three, you must propose.

第三，你必须提出倡议，表达意向。

You must propose.

你必须提议。

The year was 2004.

那年是 2004 年，

I was a senior at Kent State University at the time,

当时我是肯特州立大学的大四学生，

and my boyfriend was holding a get-together at his home,

我的男朋友正在他家里举行聚会，

which I, of course, attended.

我当然也参加了。

And suddenly,

突然间，

when I least expected it, there were roses,

当我最意想不到的时候，在玫瑰花

there was music,

和音乐声中，

and right there, in front of all my closest family and friends,

就在那里，当着我最亲密的家人朋友，

he got down on one knee,

他单膝跪下，

he pulled out a ring,

拿出一枚戒指，

and in an instant all my little girl marriage proposal fantasies came true.

瞬间我所有小女孩求婚的幻想都成真了。

On the other hand, we have Curtis.

另一方面，我们也有柯蒂斯的前车之鉴。

Curtis, a couple of years back,

几年前，柯蒂斯

was at a local outdoor music event.

参加了一个地方的户外音乐活动。

And at the end of the event,

在活动结束时，

he invited his girlfriend Jackie to come up on stage with him.

他邀请了女友杰基上台。

And so Jackie begins to wade through the crowd

于是杰基开始穿过人群

and find her way to the stage,

走向舞台，

and she climbs the steps to the stage,

然后通过台阶登上舞台。

and she gets up there and she's standing up there looking at Curtis.

她站在舞台上看着柯蒂斯。

The only problem was,

唯一的问题是，

she's looking at him like this.

她是这样看着他的。

(Laughter)

（笑声）

Undaunted, Curtis begins to pour out his heart,

柯蒂斯毫不畏惧地开始倾注心声。

and he says, "Jackie, baby,

他说：“杰基，宝贝，

I love you, girl."

我爱你，我的女孩。”

(Laughter)

（笑声）

He says, "Jackie, baby,

他说：“杰基，宝贝，

You've been like an angel in my life."

你就像我生命中的天使一样。”

He said, "Jackie, baby,

他说：“杰基，宝贝，

the writing is all over the wall.

墙上到处都写着呢。

I want to spend the rest of my life with you."

我想和你一起共度余生。”

And he, too, gets down on one knee

然后他也单膝跪下了，

and he, too, pulls out a ring and he says,

也拿出戒指，说道：

"Jackie, will you marry me?"

“杰基，你愿意嫁给我吗？”

And right there,

就在那里，

in front of all those people,

在所有人面前，

Jackie looked him dead in the eye, and she said, “I’m sorry, but no,”

杰基死死盯着他的眼睛， 说道：“对不起，不行”，

and walked off the stage.

然后走下了舞台。

(Laughter)

（笑声）

This is the tension we stand in as marketers and leaders.

这就是我们营销人员和领导者 所处的紧张局势。

Because we're constantly making proposals.

因为我们总在提出建议。

Buy my product, try my service,

购买我的产品，试试我的服务，

come to my event, join my cause.

参加我的活动，加入我的事业。

And as much as we want to hear that enthusiastic yes,

尽管我们很想听到热情洋溢的“是”，

we're also pretty afraid of the rejection of no.

我们也很害怕那声拒绝的“不”。

I mean, let's be real.

说实话，

Especially a public rejection like Curtis's,

尤其是像柯蒂斯那样被当众拒绝，

where, despite your best efforts,

尽管你尽了最大努力，

your preparation and your good intentions,

做了准备，而且你的意愿良好，

it just fell flat.

最后还是失败了。

But this is the power of story.

但，这就更说明故事的力量。

Because stories make proposals extremely appealing

因为故事能使提案极具吸引力，

and stack the odds in your favor.

而且增加对你有利的机会。

First, stories help you get the timing right.

首先，故事可以帮助你把握好时机。

How many of you know,

你们当中有多少人知道，

nobody wants you to propose marriage on the first date?

没人想在第一次约会时就听你求婚？

(Laughter)

（笑声）

But too often,

但是，

we expect our audiences to commit too soon.

我们往往期望听众早早做出承诺。

Well-placed stories slow down the process just enough

恰到好处的故事会减缓整个过程，

for you to build credibility and trust.

足以让你建立起信誉和信任。

It’s the principle that New York Times best-selling author Gary Vaynerchuk

这一原则是《纽约时报》 畅销书作家 加里·韦纳丘克

talks about in his book "Jab, Jab, Jab, Right Hook:

在他的《Jab、Jab、Jab、Right Hook：

How to Tell Your Story in a Noisy Social World."

如何在喧闹的社交世界中讲述你的故事》 一书中谈到的。

The idea is to give before you ask

其理念是先付出后索取，

and to give much more than you ask.

付出应该比索取的多得多。

Good stories position us to be givers before we expect to receive.

好故事使我们先成为给予者 再期望得到。

Not only that, stories make proposals irresistible

不仅如此，故事使提议不可抗拒，

because they allow us to build connection.

因为它让我们建立联系。

Stories masterfully infuse a human element into our businesses,

故事巧妙地注入人文元素到我们的业务、

our brands and our programs that draws people in.

品牌和项目里，为此吸引大众。

So much so that by the time you do go in for the ask,

如此这般，当你终于开始索取时，

like any good proposal,

就像任何好的提议一样，

it simply feels like the next logical step.

自然会感觉这就是合乎逻辑的下一步。

You see, stories are more than stories.

你看，故事不仅仅是故事。

They are the connective tissue

它们是结缔组织，

that links you to the solution in people's minds,

将你与人们心中的解决方案联系起来，

so that by the time you do present your solution or propose your offer,

因此，当你提出解决方案或提议时，

they say, "It's about time.

他们会说：“是时候了，

I've been waiting for this."

我一直在等待这。”

And once you've told your story

一旦你满怀信心地讲述了自己的故事，

with all the confidence in the world, ask, invite,

就可以邀请、索求、

propose, shout it from the rooftops.

求婚、在屋顶大声疾呼。

Because by that time, if you found the right people,

因为那时，如果你找到了合适的人，

the next step you're suggesting

那么你建议的下一步，

is something they'll want just as much as you do.

会是他们和你都想要的。

And so,

所以，

tell more stories.

多讲故事，

In fact, tell your stories.

而且，讲述你自己的故事。

It might be the details surrounding your greatest losses,

它可能是关于你最大的损失、

your greatest wins

最大的胜利、

or the context in which you’ve learned your greatest life lessons

或你最大的人生教训，

that will paint the pictures,

这些都将用来描绘场景画面，

that will let people know, you understand my problem.

让人们知道，你理解他们的问题所在，

And you understand my pursuit.

还有他们的追求。

Absolutely, I would love to accept your proposal.

当然，他们就会很接受你的提议。

And who knows, maybe your stories will serve a bigger purpose.

也许，你的故事会发挥更大作用，

Maybe they'll help someone find connection, community

帮助他人找到人际关系、社区

and a little bit of fun.

和一点生活乐趣。

Just like so many years ago,

就像很多年前，

Beverly Cleary's stories did for me.

贝弗利·克莱里的故事对我的帮助。

Thank you.

谢谢。

(Applause)

（掌声）