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

譯者: 麗玲 辛

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

你還記得第一次聽到好故事的情景嗎？

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

我的第一次是我讀貝芙莉‧克萊瑞的 《害蟲雷蒙娜》的時候。

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

小時候，我喜歡蜷縮在 客廳裡我最喜歡的椅子上，

and transport myself into the misadventures

沉浸在雷蒙娜昆比的不幸遭遇中。

of Ramona Quimby.

Even now, I remember how my heart would race,

即使現在，我仍然記得 當時我心跳得多快，

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

讀著她因不守規距而 一再惹上麻煩。

At the same time, as a shy suburban kid

同時，我是個害羞的郊區孩子，

who often took myself a little bit too seriously,

常常太嚴肅看待自己，

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

我真的很佩服她熱愛玩樂的 態度和無憂無慮的精神。

I've always loved stories

我一直很喜歡故事，

because they allow me to experience other worlds

因為它們讓我體驗到 我一無所知的其他世界，

I didn't know anything about,

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

同時幫助我理解自己的世界。

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

但故事不僅適用於書籍、電影或娛樂。

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

它們是地球上最能連結、說服和

and influence our mindset, beliefs and behavior.

影響我們的心態、信仰和 行為的強大力量之一。

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

這就是為什麼講故事是

最強大的行銷和領導工具之一。

marketing and leadership tools there is.

In a world cluttered with forgettable, lackluster messages,

這個世界塞滿了容易被遺忘、 平淡無奇的訊息，

stories make us memorable.

而故事讓我們銘記於心。

Not only that, stories create powerful connections between the storyteller

不僅如此，故事在講述和 聽故事的人們之間

and the story listener.

建立了強大的連結。

埃莉諾·蘭金 (Eleanor Rankin) 寫道，

Eleanor Rankin, writes,

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

普林斯頓大學心理學和神經科學教授 烏裡·哈森 (Uri Hasson) 發現，

discovered that as you hear a story unfold,

當你在聽一個故事展開時，

your brainwaves actually start to synchronize

你的腦電波實際上開始 與講述者的腦波同步。

with those of the storyteller.

The greater the listener's comprehension,

聽者的理解力越強，

the more closely the brainwave patterns mirrored each other.

彼此的腦波模式就越相像。

這讓「意氣相投/波長相同」這句話

Kind of brings a whole new meaning to the phrase

"get on the same wavelength," right?

有了全新的意義，對吧？

But here's the best part of all:

但最棒的是：

stories are proven to affect behavior.

故事被證實會影響行為。

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

讓我們以醫療保健情境為例。

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

水牛城大學傳播教授梅蘭妮·格林 (MelanieGreen) 表示，

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

如果人們看到自己有共鳴的角色 改變自己的生活方式和健康習慣，

and health habits

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

他們就更有可能做出同樣的改變。

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

因此，如果你想讓任何人做任何事情，

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

那麼你應該學習怎樣把故事講得更好。

Yet too often we're telling the wrong stories

然而，我們常常講錯故事，

or we're not telling them at all.

或根本不講故事。

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

事實上，我們老是把時間和寶貴的金錢

浪費在完全沒有達到目標的 計畫、活動和措施上。

campaigns and initiatives that sorely miss the mark.

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

我從小就開始研究故事，

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

十多年來，作為一名專業的 企業行銷人員，

as a professional corporate marketer.

我一直在將故事注入活力。

And today, I want to show you the easy way

今天，我想向你展示

to create your own stories that connect, persuade, influence

一些創建自己的故事的簡單方法， 用這些故事連結、說服、

and break through all the clutter.

影響他人，突破混亂。

So let's start at the beginning.

就讓我們從頭開始吧。

Number one, the problem and the pursuit.

第一，問題和追求。

The problem and the pursuit.

問題和追求。

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

我相信最糟糕的故事是 講得太快的故事。

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

確實，雄心勃勃的 講故事的人常犯這個錯誤。

We launch into a story

我們一下子就開始講故事，

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

但一點都不了解我們的聽眾。

Before you're qualified to tell anything,

在你有資格講任何事之前，

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

你必須深入了解聽眾的問題和追求。

Their problem is where they are right now.

他們的問題就是他們現在的處境。

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

這是他們在當前狀態下面臨的問題

and how they feel about it.

及他們對此的感受。

Their pursuit is where they want to be.

他們的追求就是他們想去的地方。

It's who they want to be,

他們想成為的人，

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

也是他們在未來完美世界中的感受。

Business development expert

業務發展專家兼領英頂級銷售網紅

and LinkedIn top sales influencer, Liz J. Simpson,

莉茲辛普森 (Liz J. Simpson)

knows a little something about understanding

對理解受眾的問題和追求略知一二。

her audience's problem and pursuit.

To create messages for her email marketing,

在為她的電郵行銷、

her website and her social media content,

網站和社交媒體創建內容前，

she listens to her clients

她傾聽客戶的意見，

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

然後開始從他們所說的內容中 提取特定元素，

and infuses it into her language and her visuals.

並將其融入到她的語言和視覺效果中、

The effect

效果是廣大的回響：

is a resounding “Girl!

「女孩！ 你是怎麼做到的？！

How did you do that?

Because every time I see something from you,

因為每次我看到你的內容，

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

我感覺就像你在直接和我說話。」

Now, how did she do it?

她是怎麼做到的？

Simply because she's taking time to understand

很簡單，因為她花時間了解

her audience's problem and pursuit.

觀眾的問題和追求。

Now how did she get that understanding?

那麼她是如何得到這種理解的呢？

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

因為她實踐了一個 非常有力的說故事原則，

which is this:

那就是：

good story listening

先好好傾聽故事，

always comes before a good story telling.

再好好講故事。

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

因此，第一，如果你想講一個好故事，

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

你必須了解觀眾的問題和追求。

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

第二，你必須能夠為他們描繪一個畫面。

You have to be able to co-create a reality

你們必須能夠共同創造一個現實，

that shows you understand the problem,

表明你理解問題，

yet hints at a better future.

同時也暗示著更美好的未來。

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

為此，你需要明確的人物、

a specific challenge,

具體的挑戰，

specific imagery and specific feelings.

具體的意象和具體的感受。

Did I mention you should be specific?

我有提到你應該要具體一點吧？

Now specific doesn’t mean long and drawn out,

具體並不意味著冗長、鉅細彌遺，

it just means you want to include some distinguishable characteristics

它只是意味著你需要帶入

一些你的受眾有共鳴的顯著特徵。

that your audience can relate to.

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

這就是為什麼耐吉與詹皇的廣告中

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

沒有他們賣的鞋子的大量特寫鏡頭。

They don't need to.

他們不需要。

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

他們在詹皇身上找到了完美的人選

來呈現具體的、有共鳴的挑戰，

relatable challenge,

namely overcoming obstacles to beat an opponent.

即克服障礙、擊敗對手。

Then they utilize specific imagery

然後他們利用具體的意象

to represent a specific progression of feelings,

來表示具體情緒的進展，

like defeat and discouragement,

如失敗和沮喪，

to hope and victory and resilience.

到希望，勝利和韌性。

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

一旦你被這樣的故事吸引，

doesn't it almost go without saying

你是不是會自然而然地

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

想要跟詹皇一樣穿上相同運動鞋呢？

To inspire action and shift beliefs,

為了激發行動和改變信念，

paint a vivid picture for your audience through words and imagery

請透過文字和意象為觀眾 描繪一幅生動的畫面，

that they can instantly recall when they think of you.

讓他們在想到你時，能立即想起畫面。

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

因此，如果你要講一個好故事，

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

你首先必須了解觀眾的問題和追求。

You must, number two, paint them a picture

第二，你必須為他們畫一幅

that they can remember and repeat.

他們能記得並複述的畫面。

And finally, number three, you must propose.

最後，第三點，你必須提議。 （雙關語：propose 提議/求婚）

You must propose.

你必須提出建議。

The year was 2004.

2004 年，

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

當時我是肯特州立大學的大四學生，

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

我的男友在他家舉辦聚會，

which I, of course, attended.

我當然也參加了。

And suddenly,

突然，

when I least expected it, there were roses,

在我最意想不到的時候，玫瑰出現了，

there was music,

音樂響起了，

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

就在那裡，在我最親密的 家人和朋友面前，

he got down on one knee,

他單膝跪下，

he pulled out a ring,

拿出一枚戒指，

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

那一刻，我所有的小女孩 關於求婚的幻想都成真了。

On the other hand, we have Curtis.

然而，也有柯蒂斯這樣的故事。

Curtis, a couple of years back,

幾年前，柯蒂斯參加了

was at a local outdoor music event.

當地的戶外音樂活動。

And at the end of the event,

在活動結束時，

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

他邀請女友傑姬和他一起上台。

And so Jackie begins to wade through the crowd

因此，傑姬穿越人群，

and find her way to the stage,

找到通往舞台的路，

and she climbs the steps to the stage,

她踏上舞台的台階，

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

然後她站在舞台上看著柯蒂斯。

The only problem was,

唯一的問題是，

she's looking at him like this.

她用這樣的眼神看著他。

(Laughter)

（笑聲）

Undaunted, Curtis begins to pour out his heart,

柯蒂斯毫不畏懼，開始傾訴他的心聲，

and he says, "Jackie, baby,

他說：「傑姬，寶貝，

I love you, girl."

我愛你，女孩。」

(Laughter)

（笑聲）

He says, "Jackie, baby,

他說，「傑姬寶貝，

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

你就像我生命中的天使。」

He said, "Jackie, baby,

他說：「傑姬寶貝，

the writing is all over the wall.

一切徵兆很清楚了，

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

我想和你共度餘生。」

And he, too, gets down on one knee

一樣，他單膝跪下，

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

也拿出一枚戒指，說：

"Jackie, will you marry me?"

「傑姬，你願意嫁給我嗎？」

And right there,

就在那裡，

in front of all those people,

當著所有這些人的面，

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

傑姬木然地看著他的眼睛，說： 「我很抱歉，但我不願意。」

and walked off the stage.

然後走下舞台。

(Laughter)

（笑聲）

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

這就是我們身為行銷人員和 領導者會面臨的緊張局勢。

Because we're constantly making proposals.

因為我們不斷提出建議。

Buy my product, try my service,

購買我的產品，嘗試我的服務，

come to my event, join my cause.

來參加我的活動，加入我的事業。

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

儘管我們很想聽到熱情的「好」，

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

我們卻也很害怕被拒絕。

I mean, let's be real.

讓我們面對現實吧。

Especially a public rejection like Curtis's,

尤其是像柯蒂斯這樣的公開拒絕，

where, despite your best efforts,

儘管你盡了最大的努力、

your preparation and your good intentions,

做好準備、意圖良善，

it just fell flat.

卻還是失敗了。

But this is the power of story.

但這就是故事的力量。

Because stories make proposals extremely appealing

因為故事讓提議極具吸引力，

and stack the odds in your favor.

並且讓你更有可能成功。

First, stories help you get the timing right.

首先，故事可以幫助你 找到正確的時機。

How many of you know,

你們都知道

nobody wants you to propose marriage on the first date?

沒有人希望你們在 第一次約會時就求婚吧？

(Laughter)

（笑聲）

But too often,

但是，我們

we expect our audiences to commit too soon.

經常會期待觀眾很快投入。 （雙關語：commit 投入/承諾）

Well-placed stories slow down the process just enough

恰到好處的故事會讓整個過程慢下來，

for you to build credibility and trust.

足以讓你建立可信度和信任。

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

這是《紐約時報》暢銷書作家 蓋瑞. 范納洽 (Gary Vaynerchuk)

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

在他的書《一擊奏效的社群行銷術：

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

如何在喧鬧的社交世界中 講故事》中談到的原則。

The idea is to give before you ask

這個概念是在你請求之前先給予，

and to give much more than you ask.

並且給予比你要求的更多。

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

好的故事讓我們在預期獲得前， 先成為給予者。

Not only that, stories make proposals irresistible

不僅如此，故事使提議極其誘人，

because they allow us to build connection.

因為我們得以建立連結。

Stories masterfully infuse a human element into our businesses,

故事巧妙地將人性的元素融入 我們的生意、品牌和專案中，

our brands and our programs that draws people in.

吸引人們參與其中。

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

如此，當你提問時， 就像所有優質的提議/求婚一樣，

like any good proposal,

it simply feels like the next logical step.

感覺這就是合理的下一步。

You see, stories are more than stories.

你看，故事不僅僅是故事。

They are the connective tissue

故事是將你與人們心目中的解決方案 聯繫起來的結締組織，

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

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

因此在你提出解決方案或提議時，

他們會說，「終於來了，

they say, "It's about time.

I've been waiting for this."

我就是在等這一刻。」

And once you've told your story

一旦你充滿信心地講了你的故事，

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

你就可以大聲喊出你的問題、 邀請、提議／求婚。

propose, shout it from the rooftops.

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

到那時，如果你找到的是合適的人，

the next step you're suggesting

那麼你提議的下一步

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

就會是他們和你一樣也想要的。

And so,

因此，

tell more stories.

講更多故事。

In fact, tell your stories.

事實上，說你自己的故事。

It might be the details surrounding your greatest losses,

可能是有關你最大的挫敗、

your greatest wins

或重大勝利的細節，

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

或是你學到的最重要的人生教訓，

that will paint the pictures,

這些細節將描繪出一幅圖畫，

that will let people know, you understand my problem.

讓人們知道，你理解我的問題，

And you understand my pursuit.

你明白我的追求，

Absolutely, I would love to accept your proposal.

當然，我很樂意接受你的提議。

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

也許你的故事會達成更大的使命。

Maybe they'll help someone find connection, community

也許它們會幫助某人找到 連結，社群和一點樂趣。

and a little bit of fun.

Just like so many years ago,

就像很多年前一樣，

Beverly Cleary's stories did for me.

貝芙莉‧克萊瑞的故事給我的一切。

Thank you.

謝謝你

(Applause)

（掌聲）