Yes!

是的！

Yes!

是的！

Yes, drill sergeant!

是的，教官

Whether we're salespeople, whether we're bosses, or even in our own personal lives, we're trying to get other people to do something.

無論我們是銷售人員，還是我們的老闆，甚至在我們自己的個人生活中，我們都在試圖讓其他人做一些事情。

And so, how can we be more effective at doing that?

那麼，我們如何才能更有效地做到這一點呢？

If you understand the science of language, you can communicate much more effectively.

如果您瞭解語言科學，就能更有效地進行交流。

I'm Jonah Berger.

我是喬納-伯傑。

I'm a professor at the Wharton School at the University of Pennsylvania, and best-selling author of magic words.

我是賓夕法尼亞大學沃頓商學院的教授，也是暢銷書《妙語連珠》的作者。

The most fascinating thing I've found from the work that we and others have done is that subtle shifts can have such a big impact.

從我們和其他人所做的工作中，我發現最吸引人的一點是，微妙的變化可以產生巨大的影響。

Adding a couple letters to the end of a word can increase the likelihood that other people do what you ask them.

在一個單詞的末尾添加幾個字母，可以增加其他人按照你的要求去做的可能性。

So some researchers a couple years ago went to a local preschool, and they asked four or five-year-old kids to clean up a messy classroom.

是以，幾年前，一些研究人員來到當地一家幼兒園，讓四五歲的孩子們打掃凌亂的教室。

The floor was covered in crayons and toys and books, and they asked the kids for help cleaning up.

地上滿是蠟筆、玩具和書籍，他們請孩子們幫忙打掃。

For some of the kids, they used a normal approach we might use.

對於一些孩子，他們使用了我們可能會使用的普通方法。

They said, hey, can you help clean up?

他們說，嘿，你能幫忙打掃一下嗎？

But for the second half of the kids, they tried a slightly different strategy.

但在孩子們的下半場，他們嘗試了一種略有不同的策略。

They asked them, would you mind being a helper and cleaning up the classroom?

他們問他們，你們介意做個幫手，打掃一下教室嗎？

Now the difference between asking for help and asking for someone to be a helper is infinitesimally small.

現在，請求幫助和請人幫忙之間的差別微乎其微。

It's adding two letters at the end of the word help.

就是在 help 一詞的末尾加上兩個字母。

Yet those two letters led to about a 50% increase in people's likelihood of helping.

然而，這兩封信使人們提供幫助的可能性增加了約 50%。

Again, the difference between vote and voter is infinitesimally small, just one letter in this case.

同樣，投票和選民之間的差別微乎其微，在這種情況下只有一個字母的差別。

Yet that one letter led to about a 15% increase in people's likelihood of turning out at the polls.

然而，這一封信卻使人們參加投票的可能性提高了約 15%。

What's the difference between help and helper and vote and voter?

幫助和幫手、投票和選民之間有什麼區別？

Why might one be more effective than the other?

為什麼一種方法比另一種方法更有效？

It turns out it comes down to the difference between actions and identities.

原來，這就是行動和身份之間的區別。

We all want to see ourselves as smart and competent and intelligent and a variety of different things.

我們都希望把自己看成是聰明、能幹、智慧和各種不同的人。

So rather than describing someone as hardworking, describing them as a hard worker will make that trait seem more persistent and more likely to last.

是以，與其說某人勤奮，不如說他是一個勤奮的人，這樣會讓這種特質看起來更持久，更有可能持續下去。

Rather than asking people to lead more, tell them, can you be a leader?

與其要求人們更多地發揮上司作用，不如告訴他們，你能成為領導者嗎？

Rather than ask them to innovate, can you be an innovator?

與其要求他們創新，你能成為創新者嗎？

By turning actions into identities, we can make people much more likely to engage in those desired actions.

通過將行動轉化為身份，我們可以讓人們更有可能參與這些預期行動。

Another way to get people to listen is by showing confidence.

另一種讓人傾聽的方法是表現出自信。

All of us know someone in our lives that's particularly charismatic.

我們每個人都知道生活中有一個人特別有魅力。

When they open their mouths, whether to tell stories or make presentations, everybody listens.

當他們開口時，無論是講故事還是做演講，每個人都會傾聽。

How do they do it?

他們是如何做到的？

How are they so charismatic?

他們為何如此有魅力？

What makes them so effective as communicators?

是什麼讓他們成為如此有效的傳播者？

It turns out some insight into that question can come from a recent president of the United States.

事實證明，美國最近的一位總統可以對這個問題提出一些見解。

He's done a great job, whether you like him or hate him, of convincing his audience to listen and take action on it.

無論你是喜歡他還是討厭他，他都做得很好，他說服聽眾傾聽並採取行動。

We're going to win in Iowa, we're going to win these caucuses at levels that people haven't seen before.

我們將在艾奧瓦州獲勝，我們將以人們從未見過的水準贏得這些黨團會議。

You know, we set the record last time, we're going to set it again, bigger and better.

你知道，我們上次創造了記錄，我們將再次創造記錄，而且規模更大，效果更好。

And next November, we're going to very simply make America great again.

明年 11 月，我們將非常簡單地讓美國再次偉大。

The thing that he's doing is the same thing that transformational leaders do, is the same thing that great salespeople do, is the same thing that noteworthy entrepreneurs do.

他所做的事情與變革型領導者所做的事情相同，與偉大的銷售人員所做的事情相同，與著名企業家所做的事情相同。

Trump speaks with a great deal of confidence.

特朗普說話非常自信。

One way he communicates that confidence is what's called linguistic certainty.

他表達這種自信的一種方式就是所謂的語言確定性。

He communicates using certain language.

他使用某種語言進行交流。

He speaks, in fact, with a lot of what some people might call definites.

事實上，他的發言中包含了很多某些人可能稱之為 "定論 "的東西。

It's obvious, everyone agrees, the answer is clear, regardless of whether it's true.

這是顯而易見的，每個人都同意，答案是明確的，不管它是否屬實。

We can build any city at any time, and we can build it better than any one.

我們可以在任何時候建造任何城市，而且我們可以比任何人建造得更好。

You know it, I know it, everybody knows it.

你知道，我知道，大家都知道。

Not surprisingly, this certainty makes him more persuasive.

毫不奇怪，這種確定性讓他更有說服力。

And so the language of confidence can increase the likelihood that other people do what you ask them.

是以，自信的語言可以增加別人按照你的要求去做的可能性。

A couple of years ago, I was working with a coaching client that was trying to become a more effective salesperson.

幾年前，我與一位教練客戶合作，他想成為一名更有效率的銷售人員。

What they were saying when they were pitching their ideas were full of ums and uhs and even likes from time to time, what people might call fillers.

他們在推銷自己的想法時說的話充滿了 "嗯 "和 "嗯"，甚至不時還有 "喜歡"，也就是人們常說的 "填詞"。

Like free speech used to be a left or liberal value, and yet we see from, you know, the in quotes left, a desire to actually censor.

言論自由曾經是左派或自由派的價值觀，然而我們卻看到，你知道的，引號左側的人，想要真正進行審查。

And that seems crazy.

這似乎太瘋狂了。

We use fillers all the time, even the best of us use fillers.

我們一直在使用填充劑，即使是最優秀的人也會使用填充劑。

We use them to essentially buy conversational time.

我們用它們來購買對話時間。

But if we're saying um and uh all the time, it makes us seem like we don't know what we want to say, which leads our audience to be less likely to listen to us.

但如果我們總是說嗯和呃，就會讓人覺得我們不知道自己想說什麼，從而導致聽眾不太願意聽我們說話。

And so what do we do about this?

我們該怎麼辦？

How do we overcome these fillers?

如何克服這些填充物？

First, just try pausing instead.

首先，試著暫停一下。

We all need time to think, but great speakers often pause rather than filling in those blanks with ums or uhs.

我們都需要時間思考，但偉大的演講者往往會停頓一下，而不是用嗯或嘸來填補空白。

I'm here today because this is one of those pivotal moments when every one of us, as citizens of the United States, need to determine just who it is that we are, just what it is that we stand for.

我今天來到這裡，是因為這是一個關鍵時刻，作為美國公民，我們每個人都需要確定我們是誰，我們代表什麼。

The second thing I would say, it's really painful to do, but I've done it and it's worth trying, just record yourself talking.

我要說的第二件事，做起來真的很痛苦，但我已經做到了，值得一試，就是錄下自己的談話。

Record that audio, get it transcribed, and look at what you're saying.

錄製音頻，將其轉錄下來，看看你在說什麼。

It's going to be painful.

這會很痛苦。

It's painful listening to ourselves, even more painful reading.

聽我們自己說很痛苦，讀起來更痛苦。

But by seeing how we use language, we can be more persuasive and more memorable.

但是，通過了解我們是如何使用語言的，我們就能更有說服力，更令人難忘。

While we might think that some people are just naturally good at this and others aren't, it's actually not something you're born with.

雖然我們可能會認為有些人天生就擅長這個，而有些人則不然，但實際上這並不是與生俱來的。

The good news is it's not random, it's not luck, and it's not chance.

好消息是，這不是隨機的，不是運氣，也不是偶然。

There's a science behind how language works and how we can use it more effectively.

語言的工作原理以及我們如何更有效地使用語言背後蘊含著一門科學。

Get smarter faster with videos from the world's biggest thinkers.

通過世界上最偉大的思想家的視頻，更快地變得聰明。

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要想從世界上最偉大的思想家那裡學到更多，請為您的企業獲取 Big Think Plus。