The Secret to Telling a Great Story — in Less Than 60 Seconds | Jenny Hoyos | TED
55,160 views ・ 2025-01-30
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翻译人员: Yip Yan Yeung
校对人员: Liwen Huang
00:04
Have you ever wondered how much
ice cream you can get for a dollar?
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你有没有想过一美元
能买到多少冰淇淋?
00:07
Or what's the cheapest
thing in an airport?
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或者机场里最便宜的东西是什么?
00:09
Or if it's faster to go inside
or a drive-through?
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或者进店点餐还是免下车点餐更快?
00:12
Probably not.
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估计没想过。
00:14
But somehow, answering
these weird questions
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但不知怎的,回答这些奇怪的问题,
00:16
and sharing those experiences
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分享这些经历
00:18
have become my life's work.
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成为了我一生的工作。
00:20
Now even though I only have five minutes
to share my viral storytelling framework,
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虽然我只有五分钟
分享我的病毒式叙事框架,
00:24
great stories should be told
in less than 60 seconds.
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好故事应该在 60 秒内讲完。
00:28
And it's not just about becoming
a viral social media star.
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这不只是成为病毒式社交媒体明星的事。
00:31
It's about making
your conversations better,
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而是改善你的对话,
00:33
whether you’re with friends, family
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无论是和你的朋友、家人交谈,
00:35
or trying to convince
your boss for a raise.
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还是说服你的老板给你加薪。
00:38
So here's how to make every second count.
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以下就是让你的每一秒都有效的方法。
00:41
Many great stories start with a question,
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很多好故事由一个问题开启,
00:43
because it will make people stick
until the end to find out the answer.
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因为它会让人们听到最后,
直到找到答案。
00:48
And remember, you want to get
your audience's attention immediately,
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记住,你要立即吸引观众的注意力,
00:51
so you want to start
by asking something shocking.
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所以你应该从问出一个惊人的问题开始。
00:53
And one of the things I've always wondered
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我一直想知道的一件事是
00:56
was if fast food was really
as fast as they say.
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快餐是不是真的有号称的那么快。
00:58
So I answered just this in a video
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于是我在视频中回答了这个问题,
01:00
and got over 45 million views.
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获得了超过 4500 万的观看次数。
01:01
Let's check out how I hooked my viewers.
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我们来看看我是如何吸引观众的。
01:04
(Video) Can I have a burger?
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(视频)我想点一个汉堡。
01:05
Can you put cheese, lettuce and tomatoes?
This thing's not hot enough.
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能加点芝士、生菜和番茄吗?
这锅还不够热。
01:08
(Laughter)
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(笑声)
01:09
(Stage) That thing
really wasn't hot enough.
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(舞台上)那锅确实还不够热。
01:13
But as you can see,
I took this question very seriously.
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但如你所见,
我很严肃地对待这个问题。
01:17
And after you've hooked your audience,
you want to take them on a journey,
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在你吸引了观众的注意力之后,
你要带他们踏上旅程,
01:20
building up to your answer,
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逐渐接近答案,
01:21
where you want them
to feel constant progression,
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要让他们感觉一直在前进,
01:24
so we're moving closer
and closer to our answer
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这样我们就离答案越来越近,
01:27
so we feel like we can't stop listening.
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感觉不得不听。
01:30
And in my case, I did just this by saying
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在这个例子里,我说了
给汉堡加上番茄、生菜和芝士,
01:33
that I’ll be adding tomatoes, lettuce
and cheese to the burger,
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01:36
so now we know how close I am to finishing
the competition, thus the video.
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我们就知道离比赛结束,
也就是视频结束还有多远。
01:42
But if everything is smooth sailing,
then nobody cares,
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但是如果一切都一帆风顺,
那就无人在意,
01:46
which is why we need to add conflict
before getting to our answer.
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这也就是为什么我们要
在得出答案之前增加冲突。
01:50
So here's how I did that.
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我是这么做的。
01:51
(Video) Yes, please. And cheese.
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(视频)要的,还要芝士。
01:53
Mother: There's smoke in here.
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妈妈:这里有烟。
01:54
Jenny Hoyos: This thing is still raw.
Good thing there's a line.
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珍妮·霍约斯(Jenny Hoyos):
它还生着呢。太好了有人在排队。
01:57
Oh my goodness.
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天啊。
01:59
Mother: What are you doing?
You're going to burn that car.
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妈妈:你在干什么?你要把车都烧了。
02:01
JH: I'll cut the tomatoes
while this cooks.
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JH:我要边煎边切番茄。
02:03
Mother: I hope I don't have to eat that.
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妈妈:我可不想吃它。
02:05
JH: Tell them to slow down.
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JH:让他们慢点。
02:07
Mother: You're doing all this
for one subscriber?
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妈妈:你就为了一个粉丝这么做吗?
02:09
You're going to make a mess.
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你会搞得一塌糊涂的。
02:11
JH: Put the ketchup on the buns.
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JH:给面包挤上番茄酱。
02:14
(Stage) As you saw, without conflict,
the audience just isn’t as invested,
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(舞台上)如你所见,
没有冲突,观众就不那么投入,
02:20
which is why I used my mom as the B plot.
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这也就是为什么
我用我妈妈作支线剧情。
02:22
So you’re now not only invested
in the competition
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所以你现在不仅关心比赛,
02:25
but also curious to see what's going
to happen between my mom and I.
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还想知道我和妈妈之间会发生什么。
02:30
And after enough buildup,
we finally need our answers.
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经过足够的积累,
我们终于要得到答案了。
02:36
Will I cook the burger faster?
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我会更快地做好汉堡吗?
02:38
Will I accidentally
set my mom’s car on fire?
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我会不小心把我妈妈的车烧了吗?
02:41
The key here is to build tension
by making the answer feel uncertain
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这儿的关键是通过让答案不确定
来制造紧张气氛,
02:45
to make a satisfying ending.
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达成一个令人满意的结局。
02:47
Here's how I did just that.
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我是这么做的。
02:49
(Video) We’re one person away.
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(视频)前面只有一个人了。
02:50
We just need the burger to cook faster.
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我们得快点做好汉堡。
02:52
Mother: We're moving, we're moving.
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妈妈:我们往前开了,我们往前开了。
02:54
JH: No, my burger is not done yet.
You're driving too crazy.
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JH:不,我还没做好汉堡。
你开太快了。
02:58
It needs to cook faster.
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得做快一点。
03:00
Mother: We're next.
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妈妈:我们是下一位。
03:02
(Music)
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(音乐)
03:04
JH: We're pulling up to the window.
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JH:我们要停到窗口前了。
03:06
(Music)
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(音乐)
03:07
And, oh my goodness!
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天啊!
03:08
(Music)
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(音乐)
03:13
We cooked faster and better.
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我们做得更快更好。
03:16
(Laughter)
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(笑声)
03:18
(Applause)
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(掌声)
03:20
And that's it. We cooked faster
than the drive-through.
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就是如此。我们比免下车点餐做得更快。
03:22
Does it matter that my burger
was basically raw?
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我的汉堡差不多是生的有关系吗?
03:25
Absolutely not.
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当然没关系。
03:27
Because the viewers wanted an answer,
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因为观众想要一个答案,
03:28
so I gave it to them quickly
and concisely, in an engaging way,
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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,
03:32
which led our video to getting
over 45 million views.
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使我们的视频获得了
超过 4500 万的观看次数。
03:36
And you might be impressed to know
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你可能会叹服,
03:38
that instead of telling this talk in five
minutes, I actually did it in four,
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这场演讲花了四分钟,而不是五分钟,
03:42
so you now have an extra minute
to practice your 60-second story.
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那你就多了一分钟
可以练习你的一分钟故事了。
03:46
(Laughter)
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(笑声)
03:47
Because if it takes longer to tell
your story than it does to make a burger,
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因为如果讲故事的时间
比做个汉堡更久,
03:51
then you're probably overcooking both.
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那故事和汉堡可能都过头了。
03:53
(Laughter)
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(笑声)
03:54
Thank you.
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谢谢。
03:55
(Cheers and applause)
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(欢呼和掌声)
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