卡耐基演講·2.必須強(qiáng)調(diào)一個(gè)緣由——而且一個(gè)足夠

推銷(xiāo)員可以提出很多理由，告訴你為什么應(yīng)該購(gòu)買(mǎi)他們的產(chǎn)品；你也能舉出好幾個(gè)理由來(lái)支持自己的論點(diǎn)，并且全都與你所使用的事例有關(guān)。然而，最好還是選一個(gè)最突出的緣由或利益為好。說(shuō)給聽(tīng)眾的最后幾句話應(yīng)該清楚明確，像刊登在全國(guó)性的雜志里的廣告詞那樣。如果你去研究一下這些融入許多人智慧設(shè)計(jì)出的廣告，對(duì)你處理講演中的“重點(diǎn)和緣由”會(huì)很有幫助。沒(méi)有哪個(gè)廣告試圖一次推銷(xiāo)兩種或兩種以上的產(chǎn)品。在銷(xiāo)行范圍很廣泛的雜志中，沒(méi)有廣告使用一個(gè)以上的理由來(lái)說(shuō)明你為什么該買(mǎi)。同一個(gè)公司也許會(huì)把它激發(fā)動(dòng)機(jī)的請(qǐng)求從一種媒介改到另一種媒介，比如從電視改成報(bào)紙，但是同一家公司卻很少在一個(gè)廣告里有不同的請(qǐng)求，不論是口頭上的還是視覺(jué)上的。Most salesmen can give a half-dozen reasons why you should buy their product, and it is quite possible that you can give several reasons to back up your Point and all of them may be relevant to the Example you used. But again it is best to choose one outstanding reason or benefit and rest your case on it. Your final words to the audience should be as clear-cut as the message on an advertisement in a national magazine. If you study these ads upon which so much talent has been expended, you will develop skill in handling the point and reason of your talk. No ad attempts to sell more than one product or one idea at a time. Very few ads in the big circulation magazines use more than one reason why you should buy. The same company may change its motivational appeal from one medium to another, from television to newspapers, for instance, but rarely will the same company make different appeals in one ad, whether vocal or visual.

如果研究一下在報(bào)紙雜志和電視上的廣告，分析它的內(nèi)容，你會(huì)驚訝地發(fā)現(xiàn)，“魔法公式”用在勸誘人們購(gòu)買(mǎi)物品上的次數(shù)真是太多了，你可以因此體會(huì)到，“切題”是讓整個(gè)廣告成為統(tǒng)一的整體的經(jīng)緯線。If you study the ads you see in magazines and newspapers and on television and analyze their content you will be amazed at how often the Magic Formula is used to persuade people to buy. You will become aware of the ribbon of relevancy which binds the whole ad or commercial together into a unified package.

還有可采用其他的方式的事例，例如陳列、展示、引述權(quán)威、比較和引用統(tǒng)計(jì)數(shù)字等。這些將在第五章中詳細(xì)解說(shuō)——在該章里將討論較長(zhǎng)的說(shuō)服性的演講。本章中的公式僅限于單個(gè)人的情況，因?yàn)樵凇矮@得聽(tīng)眾行動(dòng)的響應(yīng)的簡(jiǎn)短講演”中，這套公式是迄今為止最有趣、最戲劇性而且最具說(shuō)服力的方法。There are other ways of building up an example, for instance, by using exhibits, giving a demonstration, quoting authorities, making comparisons, and citing statistics. These will be explained more at length in Chapter Thirteen, where the longer talk to persuade will be discussed. In this chapter, the formula has been restricted to the personal incident type of example because, in the short talk to get action, it is by far the easiest and most interesting, dramatic, and persuasive method a speaker can use.