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

譯者: 麗玲 辛 審譯者: Yanyan Hong

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

你有沒有想過， 用一美元可以買多少冰淇淋？

Or what's the cheapest thing in an airport?

或者機場裡最便宜的東西是什麼？

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

是進店裡買餐點比較快， 還是走得來速？

Probably not.

也許你從未思考過，

But somehow, answering these weird questions

但不知道為什麼，回答這些奇怪的問題

and sharing those experiences

並分享那些經驗已成為我日常的工作。

have become my life's work.

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

雖然我只有五分鐘 來分享我說故事的暴紅框架，

great stories should be told in less than 60 seconds.

好故事其實應該在 60 秒內說完。

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

這不僅僅是如何成為網紅，

It's about making your conversations better,

而是讓你更會與人對話，

whether you’re with friends, family

無論是和朋友、家人，

or trying to convince your boss for a raise.

還是試圖說服老闆加薪。

So here's how to make every second count.

以下告訴你如何讓每一秒 都變得有價值的方法。

Many great stories start with a question,

好故事大多以問題開始，

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

因為人們會為了想知道答案， 一直聽到結尾。

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

記住，你要一開始 就抓住觀眾的注意力，

so you want to start by asking something shocking.

所以你要先問一些驚人的問題。

And one of the things I've always wondered

一件我一直很好奇的事情是，

速食是否真的像店家說的那樣快速。

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

所以我用一個影片回答了這個問題，

So I answered just this in a video

獲得了超過四千五百萬的觀看次數。

and got over 45 million views.

Let's check out how I hooked my viewers.

讓我們來看看我如何吸引觀眾。

(Video) Can I have a burger?

（影片）可以給我一個漢堡嗎？

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

可以加起司、生菜和番茄嗎？ 這鍋子不夠熱。

(Laughter)

（笑聲）

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

那鍋子真的不夠熱。

但正如你所見， 我非常認真地對待這個問題。

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

吸引到觀眾之後， 你要帶他們進入一段旅程，

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

building up to your answer,

逐步驅近你的答案，

where you want them to feel constant progression,

你希望聽眾一直感受到進展，

so we're moving closer and closer to our answer

越來越接近答案，

so we feel like we can't stop listening.

這樣，我們就不會想停下來。

And in my case, I did just this by saying

在我的例子裏，我藉由說

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

要把番茄、生菜和起司 加到漢堡上，而做到這一點，

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

現在我們知道我離完成比賽 有多近，影片也是。

但如果一切順利，沒有人會在乎，

But if everything is smooth sailing, then nobody cares,

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

所以在得到答案之前， 我們需要加入衝突。

So here's how I did that.

我是這樣做的。

(Video) Yes, please. And cheese.

（影片）好的，請給我加起司。

Mother: There's smoke in here.

母親：在冒煙了。

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

珍妮·奧約斯：這肉還沒熟。 好在有人在排隊。

Oh my goodness.

哦，天啊。

母親：你在幹什麼？你別把車燒了！

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

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

JH：我要來切番茄，一邊煮這個。

母親：我可不想吃。

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

JH：這番茄看來很醜。叫他們慢點。

JH: Tell them to slow down.

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

母親：你做這些就為了多一個訂閱者？ 你會把車子弄得一團糟。

You're going to make a mess.

JH: Put the ketchup on the buns.

JH：把番茄醬放在麵包上。

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

正如你所見，如果沒有衝突， 觀眾就不會那麼投入，

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

這就是為什麼我把我媽設為情節分支。

So you’re now not only invested in the competition

這樣，你不僅關注這個比賽，

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

還會好奇我和我媽之間後續的發展。

And after enough buildup, we finally need our answers.

在足夠的積累之後， 我們終於要來揭曉答案。

Will I cook the burger faster?

我煮漢堡會比較快嗎？

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

我會不小心就把我媽的車燒了嗎？

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

關鍵在於讓答案的不確定性 來建立緊張感，

to make a satisfying ending.

帶來令人滿意的結局。

Here's how I did just that.

看一下我怎麼做的。

(Video) We’re one person away.

（影片）差一個人，就到我們了。

We just need the burger to cook faster.

我要這漢堡快點煮好，快點。

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

母親：我們在前進了，往前了。

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

JH：不，我的漢堡還沒熟。 你開得太快了。

It needs to cook faster.

趕快啊！快點！

Mother: We're next.

母親：我們是下一個了。

(Music)

（音樂）

JH: We're pulling up to the window.

JH：我們快到窗口了。

(Music)

（音樂）

And, oh my goodness!

天啊！

(Music)

（音樂）

We cooked faster and better.

我們煮得比較快，還更好吃。

(Laughter)

（笑聲）

(Applause)

（掌聲）

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

就是這樣。我比得來速煮得快。

Does it matter that my burger was basically raw?

就算我的漢堡基本上沒熟， 又有什麼關係？

Absolutely not.

完全沒有。

Because the viewers wanted an answer,

因為觀眾想要一個答案，

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

所以我很快地用簡潔、 有趣的方式給了他們，

which led our video to getting over 45 million views.

這使得我們的影片觀看次數 超過了 4500 萬。

And you might be impressed to know

你可能會感到驚訝，

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

這個五分鐘的演講， 我其實只用了四分鐘，

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

所以現在，你有額外的一分鐘時間 來練習說你的 60 秒故事。

(Laughter)

（笑聲）

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

因為如果說故事花的時間 比煮漢堡還久，

那兩者你可能都煮過頭了。

then you're probably overcooking both.

(Laughter)

（笑聲）

Thank you.

謝謝大家。

(Cheers and applause)

（歡呼和掌聲）