The Secret to Telling a Great Story — in Less Than 60 Seconds | Jenny Hoyos | TED

翻译人员: Yip Yan Yeung 校对人员: Liwen Huang

Have you ever wondered how much ice cream you can get for a dollar?

你有没有想过一美元 能买到多少冰淇淋？

Or what's the cheapest thing in an airport?

或者机场里最便宜的东西是什么？

Or if it's faster to go inside or a drive-through?

或者进店点餐还是免下车点餐更快？

Probably not.

估计没想过。

But somehow, answering these weird questions

但不知怎的，回答这些奇怪的问题，

and sharing those experiences

分享这些经历

have become my life's work.

成为了我一生的工作。

Now even though I only have five minutes to share my viral storytelling framework,

虽然我只有五分钟 分享我的病毒式叙事框架，

great stories should be told in less than 60 seconds.

好故事应该在 60 秒内讲完。

And it's not just about becoming a viral social media star.

这不只是成为病毒式社交媒体明星的事。

It's about making your conversations better,

而是改善你的对话，

whether you’re with friends, family

无论是和你的朋友、家人交谈，

or trying to convince your boss for a raise.

还是说服你的老板给你加薪。

So here's how to make every second count.

以下就是让你的每一秒都有效的方法。

Many great stories start with a question,

很多好故事由一个问题开启，

because it will make people stick until the end to find out the answer.

因为它会让人们听到最后， 直到找到答案。

And remember, you want to get your audience's attention immediately,

记住，你要立即吸引观众的注意力，

so you want to start by asking something shocking.

所以你应该从问出一个惊人的问题开始。

And one of the things I've always wondered

我一直想知道的一件事是

was if fast food was really as fast as they say.

快餐是不是真的有号称的那么快。

So I answered just this in a video

于是我在视频中回答了这个问题，

and got over 45 million views.

获得了超过 4500 万的观看次数。

Let's check out how I hooked my viewers.

我们来看看我是如何吸引观众的。

(Video) Can I have a burger?

（视频）我想点一个汉堡。

Can you put cheese, lettuce and tomatoes? This thing's not hot enough.

能加点芝士、生菜和番茄吗？ 这锅还不够热。

(Laughter)

（笑声）

(Stage) That thing really wasn't hot enough.

（舞台上）那锅确实还不够热。

But as you can see, I took this question very seriously.

但如你所见， 我很严肃地对待这个问题。

And after you've hooked your audience, you want to take them on a journey,

在你吸引了观众的注意力之后， 你要带他们踏上旅程，

building up to your answer,

逐渐接近答案，

where you want them to feel constant progression,

要让他们感觉一直在前进，

so we're moving closer and closer to our answer

这样我们就离答案越来越近，

so we feel like we can't stop listening.

感觉不得不听。

And in my case, I did just this by saying

在这个例子里，我说了 给汉堡加上番茄、生菜和芝士，

that I’ll be adding tomatoes, lettuce and cheese to the burger,

so now we know how close I am to finishing the competition, thus the video.

我们就知道离比赛结束， 也就是视频结束还有多远。

But if everything is smooth sailing, then nobody cares,

但是如果一切都一帆风顺， 那就无人在意，

which is why we need to add conflict before getting to our answer.

这也就是为什么我们要 在得出答案之前增加冲突。

So here's how I did that.

我是这么做的。

(Video) Yes, please. And cheese.

（视频）要的，还要芝士。

Mother: There's smoke in here.

妈妈：这里有烟。

Jenny Hoyos: This thing is still raw. Good thing there's a line.

珍妮·霍约斯（Jenny Hoyos）： 它还生着呢。太好了有人在排队。

Oh my goodness.

天啊。

Mother: What are you doing? You're going to burn that car.

妈妈：你在干什么？你要把车都烧了。

JH: I'll cut the tomatoes while this cooks.

JH：我要边煎边切番茄。

Mother: I hope I don't have to eat that.

妈妈：我可不想吃它。

JH: Tell them to slow down.

JH：让他们慢点。

Mother: You're doing all this for one subscriber?

妈妈：你就为了一个粉丝这么做吗？

You're going to make a mess.

你会搞得一塌糊涂的。

JH: Put the ketchup on the buns.

JH：给面包挤上番茄酱。

(Stage) As you saw, without conflict, the audience just isn’t as invested,

（舞台上）如你所见， 没有冲突，观众就不那么投入，

which is why I used my mom as the B plot.

这也就是为什么 我用我妈妈作支线剧情。

So you’re now not only invested in the competition

所以你现在不仅关心比赛，

but also curious to see what's going to happen between my mom and I.

还想知道我和妈妈之间会发生什么。

And after enough buildup, we finally need our answers.

经过足够的积累， 我们终于要得到答案了。

Will I cook the burger faster?

我会更快地做好汉堡吗？

Will I accidentally set my mom’s car on fire?

我会不小心把我妈妈的车烧了吗？

The key here is to build tension by making the answer feel uncertain

这儿的关键是通过让答案不确定 来制造紧张气氛，

to make a satisfying ending.

达成一个令人满意的结局。

Here's how I did just that.

我是这么做的。

(Video) We’re one person away.

（视频）前面只有一个人了。

We just need the burger to cook faster.

我们得快点做好汉堡。

Mother: We're moving, we're moving.

妈妈：我们往前开了，我们往前开了。

JH: No, my burger is not done yet. You're driving too crazy.

JH：不，我还没做好汉堡。 你开太快了。

It needs to cook faster.

得做快一点。

Mother: We're next.

妈妈：我们是下一位。

(Music)

（音乐）

JH: We're pulling up to the window.

JH：我们要停到窗口前了。

(Music)

（音乐）

And, oh my goodness!

天啊！

(Music)

（音乐）

We cooked faster and better.

我们做得更快更好。

(Laughter)

（笑声）

(Applause)

（掌声）

And that's it. We cooked faster than the drive-through.

就是如此。我们比免下车点餐做得更快。

Does it matter that my burger was basically raw?

我的汉堡差不多是生的有关系吗？

Absolutely not.

当然没关系。

Because the viewers wanted an answer,

因为观众想要一个答案，

so I gave it to them quickly and concisely, in an engaging way,

所以我以一种引人入胜的方式 快速而简洁地给了他们答案，

which led our video to getting over 45 million views.

使我们的视频获得了 超过 4500 万的观看次数。

And you might be impressed to know

你可能会叹服，

that instead of telling this talk in five minutes, I actually did it in four,

这场演讲花了四分钟，而不是五分钟，

so you now have an extra minute to practice your 60-second story.

那你就多了一分钟 可以练习你的一分钟故事了。

(Laughter)

（笑声）

Because if it takes longer to tell your story than it does to make a burger,

因为如果讲故事的时间 比做个汉堡更久，

then you're probably overcooking both.

那故事和汉堡可能都过头了。

(Laughter)

（笑声）

Thank you.

谢谢。

(Cheers and applause)

（欢呼和掌声）