Name: 80.魔力之語改變你所說的話，激勵和影響他人 (80. Magic Words: Change What You Say to Inspire and Influence Others)
Uploaded: 2024-07-08T10:12:33.000Z
Duration: 27 min 55 s

動名詞

Leveraging language can help us achieve our communication goals.

利用語言可以幫助我們實現交流目標。

祈使句型

Join me as we take a deep dive into wording.

My name is Matt Abrahams, and I teach strategic communication at Stanford Graduate School of Business.

我叫馬特-亞伯拉罕，在斯坦福大學商學院教授戰略傳播學。

Welcome to Think Fast, Talk Smart, the podcast.

Today, I am really excited to speak with Jonah Berger.

今天，我非常高興與喬納-伯傑（Jonah Berger）進行對話。

Jonah is no stranger to Stanford and the GSB.

喬納對斯坦福大學和 GSB 並不陌生。

He was an undergrad here and then went on to the GSB to earn his PhD.

他曾是這裡的大學生，後來進入 GSB 獲得博士學位。

He studied with one of our previous guests, Chip Heath.

他曾師從我們之前的一位嘉賓奇普-希斯（Chip Heath）。

Jonah is now a professor at Wharton, a consultant, speaker, and author of several incredibly educational and fun books, including Contagious, Why Things Catch On, The Catalyst, How to Change Anyone's Mind, and Invisible Influence, The Hidden Forces That Shape Behavior.

喬納現在是沃頓商學院的教授、顧問、演講家，還撰寫了多本極富教育意義和趣味性的書籍，包括《傳染性》（Contagious, Why Things Catch On）、《催化劑》（The Catalyst, How to Change Anyone's Mind）和《無形的影響力》（Invisible Influence, The Hidden Forces That Shape Beavior）。

I look forward to discussing Jonah's research, his writings, and his new book, Magic Words.

我期待著與大家討論喬納的研究、他的著作以及他的新書《魔力之語》。

Welcome, Jonah, and thanks for being here.

歡迎您，喬納，感謝您的光臨。

Yeah, I'm super excited for our conversation.

是的，我對我們的談話感到非常興奮。

Persuasion and influence are topics that our listeners are thirsty to learn more about.

說服力和影響力是聽眾渴望瞭解的話題。

In your book, Contagious, Why Things Catch On, you talk about what makes ideas, products, and services become popular.

在您的著作《傳染，事物為何流行》中，您談到了是什麼讓創意、產品和服務變得流行起來。

Can you distill down a few of the key tools and tactics we can deploy in our communication to help our ideas catch on?

您能否提煉出我們在交流中可以使用的幾種關鍵工具和策略，以幫助我們的想法深入人心？

Yeah, so I think one of the main takeaways from that book is the power of word of mouth and how to use it.

是的，所以我認為這本書的主要啟示之一就是口碑的力量以及如何利用它。

So whether we're making a presentation, whether we're selling a product, we often want people to support what we're doing.

是以，無論我們是在做演講，還是在銷售產品，我們通常都希望人們支持我們的工作。

當然，我們所做的一切都很重要。

What we say in that presentation or as marketers, what we say in an advertisement might have an impact, but we can have a much larger impact if we can get other people talking about our stuff, if we can turn customers into advocates, if we can turn listeners and colleagues into supporters, if we can get them to share a message, not only will we have more reach, we reach a broader set of people with that message, but we'll have much more impact.

我們在演講中所說的話，或者作為營銷人員，我們在廣告中所說的話可能會產生影響，但如果我們能讓其他人談論我們的東西，如果我們能把客戶變成擁護者，如果我們能把聽眾和同事變成支持者，如果我們能讓他們分享資訊，我們就能產生更大的影響。

And so Contagious is all about, yes, word of mouth has power, but how do we get it?

是以，"傳染性 "的意義就在於，是的，口碑是有力量的，但我們如何獲得它呢？

And so I spent a long time studying the science of word of mouth, why people talk and why people share about some things rather than others.

是以，我花了很長時間研究口碑科學，研究人們為什麼會談論，為什麼人們會分享某些事情而不是其他事情。

We've looked at thousands of pieces of online content, tens of thousands of brands, millions of purchases around the United World.

我們研究了全球數以千計的在線內容、數以萬計的品牌和數以百萬計的購買行為。

Again and again, we saw the same six factors come up.

我們一次又一次地看到了同樣的六個因素。

So in Contagious, I talk about those factors that drive word of mouth and drive consumer behavior and more importantly, how we can leverage them to craft contagious content, how we can leverage them to build messages and ideas and products and presentations that will spread and catch on.

是以，在《感染力》一書中，我談到了推動口碑傳播和消費者行為的因素，更重要的是，我們如何利用這些因素來製作具有感染力的內容，如何利用這些因素來製作能夠傳播和流行的資訊、想法、產品和演示文稿。

I find myself looking for things to watch and listen to based on what my friends tell me and products to buy.

我發現自己會根據朋友告訴我的資訊和要購買的產品來尋找要看和要聽的東西。

What's one or two techniques that can help word of mouth develop?

有什麼一兩個技巧可以幫助發展口碑？

The first big principle I talk about is something called social currency.

我要說的第一大原則就是所謂的社交貨幣。

And the very simple idea there is the better something makes us look, the more likely we are to talk about it and share it.

其中一個非常簡單的想法是，讓我們看起來越好的東西，我們就越有可能談論它、分享它。

So I talk about a story of a bar, for example, hidden in a hot dog restaurant.

是以，我講了一個酒吧的故事，比如說，它就藏在一家熱狗店裡。

You walk down a flight of stairs, there's this hot dog restaurant, but in the corner of the room is a phone booth and if you go into the phone booth and you dial a number, someone will pick up the other line, they'll ask you to have a reservation.

你走下樓梯，就會看到一家熱狗店，但在房間的角落裡有一個電話亭，如果你走進電話亭，撥一個號碼，就會有人接聽，他們會問你是否有預訂。

If you're lucky and you have one, the back of that phone booth opens and you get let into a secret bar called Please Don't Tell.

如果你運氣好，有一個電話亭，電話亭的後面就會打開，讓你進入一個叫 "請不要說出去 "的祕密酒吧。

And what I love about that story is, first of all, you know, everyone, everyone can understand that story, that sort of hidden information, really cool stuff.

我喜歡這個故事的原因在於，首先，你知道，每個人都能理解這個故事，理解其中隱藏的資訊，這真的很酷。

This place is hugely popular though, never advertised, no sign on the street, no sign inside the restaurant.

不過，這家餐廳非常受歡迎，但從未做過廣告，街上沒有招牌，餐廳內也沒有招牌。

And they did something really, really simple.

他們做了一件非常非常簡單的事。

And if you think about it, there's a little secret about secrets.

如果你仔細想想，祕密中還有一個小祕密。

If you think about the last time someone told you something and they told you not to tell anybody else, what's the first thing you probably did with that information?

如果你回想一下，上一次有人告訴你一些事情，並讓你不要告訴其他人，你可能對這些資訊做的第一件事是什麼？

Because having access to information makes you look good, makes you look smart, makes you look in the know.

因為掌握資訊會讓你看起來很好，讓你看起來很聰明，讓你看起來無所不知。

And so the idea of social currency, it's not just about secrets, but it's about we're more likely to share things that make us look good than make us look bad.

是以，社交貨幣的概念，不僅僅是關於祕密，而是關於我們更願意分享那些讓我們看起來好的東西，而不是讓我們看起來壞的東西。

If I'm the first person to adopt a new product or service, if I have information that not everyone else has access to, if something really good or cool or exciting happens to me that makes me look smart, I'm more likely to share it.

如果我是第一個採用新產品或新服務的人，如果我掌握了別人無法獲得的資訊，如果我遇到了非常好、很酷或令人興奮的事情，讓我看起來很聰明，我就更有可能分享這些資訊。

We talk about frequent flyer status because it makes us look good to our peers.

我們談論飛行常客身份，是因為這會讓我們在同行面前有面子。

We talk about a new album coming out because it shows we're ahead of the curve.

我們談論即將發行的新專輯，因為這表明我們走在了時代的前列。

And so the key insight there is as communications professionals, as individuals who want to get the word out, we often spend a lot of time thinking about us, our message, our idea.

是以，其中的關鍵啟示是，作為傳播專業人士，作為想要傳播資訊的個人，我們經常會花很多時間來思考我們自己、我們的資訊、我們的想法。

We spend a lot less time thinking about how the audience will look if they tell people about it.

我們花的時間更少，考慮的是如果觀眾告訴別人，他們會怎麼看。

When I'm selling a product, maybe I make a perfect advertisement and I want to make sure that everyone will love the ad, but I don't think as much about, okay, well, if someone sees that, how are they going to look if they tell their friends about it?

當我在銷售產品時，也許我做了一個完美的廣告，我想確保每個人都會喜歡這個廣告，但我沒有考慮那麼多，好吧，如果有人看到了，如果他們告訴他們的朋友，他們會怎麼看？

Because the better that's going to make them look, the more likely they'll be to talk about it and share it.

因為讓他們看起來越好，他們就越有可能談論和分享。

And I have to tell you that we often speak on this podcast about knowing your audience and taking time to understand what they need.

我必須告訴你，我們在播客中經常談到要了解你的聽眾，花時間瞭解他們的需求。

And you're adding an additional layer to that, which is, it's not only what they need, but how does your message impact them and how they feel, how they look, and that can lead you to greater success.

在此基礎上，你又增加了一層，那就是，這不僅僅是他們需要什麼，而是你的資訊如何影響他們、他們的感覺如何、他們的外表如何，這可以讓你獲得更大的成功。

And I have to tell you, you use that technique on me as in preparation for this interview, you sent me a copy, an advanced copy of your new book, Magic Words.

我必須告訴你，你對我使用了這一技巧，因為在準備這次採訪時，你給我寄了一本你的新書《魔力之語》的預覽版。

I told lots of people I know that it's a great book and that they should pre-order it as a result of having that information.

我告訴我認識的很多人，這是一本好書，他們應該預購，因為我知道這些資訊。

And I have to share with you, some of my colleagues think I'm smarter because of what I shared from your book.

我必須和你分享，我的一些同事認為我更聰明瞭，因為我分享了你書中的內容。

So you helped make me look good and you helped me become an evangelist.

所以，你幫我樹立了良好的形象，也幫我成為了一名傳道者。

And I'd like to turn our attention to your new book.

我想把我們的注意力轉向您的新書。

In that book, Magic Words, you suggest impact on behavior.

在那本書《魔力之語》中，你提出了對行為的影響。

事實上，我在這裡引用了一句話。

You write, words suggest who's in charge, who's to blame and what it means to engage in a particular action.

在你的筆下，文字暗示著誰是負責人，誰該受到指責，以及從事某種行為意味著什麼。

Consequently, slight changes in the words we use can have a big impact.

是以，我們在用詞上的細微變化都會產生巨大的影響。

So my question to you, Jonah, is what kind of impact are you talking about?

喬納，我想問你的是，你所說的影響是什麼樣的？

And can you provide one or two examples that demonstrate that quote?

你能提供一兩個例子來證明這句話嗎？

So what I find fascinating is we use words all the time, how we even to connect with our loved ones, we use words.

是以，我發現我們無時無刻不在使用語言，甚至在與我們所愛的人溝通時，我們也在使用語言。

Yet, while we think a lot about the general ideas we want to communicate.

然而，儘管我們對想要傳達的總體思想想了很多。

So maybe we get up in front of an audience and our goal is to sell them on a certain project.

所以，也許我們站在觀眾面前，我們的目標是向他們推銷某個項目。

We talk a lot about how great the project is.

我們經常談論這個項目有多棒。

We think a lot about the topic or the what we want to communicate.

我們對主題或想要傳達的內容進行了大量思考。

We don't think a lot about the how we communicate it, the specific words we use when sharing ideas.

我們很少考慮如何交流，以及交流想法時使用的具體詞語。

And unfortunately, that's a mistake because it turns out that subtle shifts in language can have a huge impact on everything from convincing clients and holding attention to connecting with loved ones in our lives.

不幸的是，這是一個錯誤，因為事實證明，從說服客戶、吸引注意力到與生活中的親人建立聯繫，語言的微妙變化都會產生巨大的影響。

And so by understanding the science of language, the power of language, how it works, and these types of magic words, we can increase our own impact, whether that means being more creative, being more persuasive, holding attention and captivating audiences.

是以，通過了解語言科學、語言的力量、語言的工作原理以及這些神奇的詞彙，我們可以提高自己的影響力，無論是更有創造力、更有說服力、吸引注意力還是吸引閱聽人。

In almost every area of life, we can use language to be more effective.

幾乎在生活的每一個領域，我們都可以利用語言來提高效率。

I have often told people that words matter.

我經常告訴人們，語言很重要。

We really have to think about the language we use and we need to make sure that that language is appropriate for our audience and serves a purpose for them and for us.

我們真的必須考慮我們使用的語言，我們需要確保這些語言適合我們的閱聽人，併為他們和我們自己服務。

Do you have some examples you can share about language use and how it can help us achieve our communication goals?

您是否有一些關於語言使用以及語言如何幫助我們實現交流目標的例子可以分享？

I like frameworks, so I put them in a framework called the speak framework, that's S-P-E-A-C-C, because I couldn't come up with something that had a K in it, but that stands for words that evoke similarity.

我喜歡框架，所以我把它們放進了一個叫 "說話框架 "的框架裡。"說話框架 "是 S-P-E-A-C-C，因為我想不出帶 K 的詞，但它代表了能喚起相似性的詞。

Posing questions is the P, E is for emotion, A is for agency and identity, one of the C's is concreteness, and one of the C's is confidence.

提出問題是 "P"，"E "代表情感，"A "代表機構和身份，"C "之一是 "具體性"，"C "之一是 "自信"。

And so I'll pick just one example from posing questions.

是以，我只想從提出問題中選一個例子。

I find questions really fascinating because they do a lot of work.

我發現問題真的很吸引人，因為他們做了很多工作。

We often think about questions as collecting information, right?

我們通常認為提問就是收集資訊，對嗎？

Getting us an answer, but they also have a big impact on how people perceive us and how we see the world and perceive others.

它們不僅能讓我們得到答案，還能對人們如何看待我們、我們如何看待世界和他人產生重大影響。

There's some nice research, for example, on asking for advice.

例如，有一些關於徵求建議的研究很不錯。

And often we think we shouldn't ask for advice.

我們常常認為自己不應該徵求意見。

Well, first of all, we don't want to bother someone, right?

首先，我們不想打擾別人，對吧？

So if we're at the office and we've got a problem that we're stuck on, we could ask a colleague, we could ask our boss, but we don't want to bother them.

是以，如果我們在辦公室遇到了棘手的問題，我們可以問同事，也可以問老闆，但我們不想麻煩他們。

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80.魔力之語改變你所說的話，激勵和影響他人 (80. Magic Words: Change What You Say to Inspire and Influence Others)

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