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《人性的弱点》第3篇第11章 实行、推进,别停顿下来

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小编摘要:你要获得人们对你的同意,第十一项规则是:使你的意念戏剧化。

 

Many years ago, the Philadelphia Evening Bulletin wasbeing maligned by a dangerous whispering campaign. Amalicious rumor was being circulated. Advertisers werebeing told that the newspaper was no longer attractiveto readers because it carried too much advertising andtoo little news. Immediate action was necessary. Thegossip had to be squelched.

But how?

This is the way it was done.

The Bulletin clipped from its regular edition all readingmatter of all kinds on one average day, classified it,and published it as a book. The book was called OneDay. It contained 307 pages - as many as a hard-coveredbook; yet the Bulletin had printed all this news and featurematerial on one day and sold it, not for several dollars,but for a few cents.

The printing of that book dramatized the fact that theBulletin carried an enormous amount of interestingreading matter. It conveyed the facts more vividly, moreinterestingly, more impressively, than pages of figuresand mere talk could have done.

This is the day of dramatization. Merely stating a truthisn’t enough. The truth has to be made vivid, interesting,dramatic. You have to use showmanship. The movies doit. Television does it. And you will have to do it if youwant attention.

Experts in window display know the power of dramazation.For example, the manufacturers of a new ratpoison gave dealers a window display that included twolive rats. The week the rats were shown, sales zoomedto five times their normal rate.

Television commercials abound with examples of theuse of dramatic techniques in selling products. Sit downone evening in front of your television set and analyzewhat the advertisers do in each of their presentations.You will note how an antacid medicine changes thecolor of the acid in a test tube while its competitordoesn’t, how one brand of soap or detergent gets a greasyshirt clean when the other brand leaves it gray. You’llsee a car maneuver around a series of turns and curves- far better than just being told about it. Happy faceswill show contentment with a variety of products. All ofthese dramatize for the viewer the advantages offered bywhatever is being sold - and they do get people to buythem.

You can dramatize your ideas in business or in anyother aspect of your life. It’s easy. Jim Yeamans, whosells for the NCR company (National Cash Register) inRichmond, Virginia, told how he made a sale by dramaticdemonstration.

“Last week I called on a neighborhood grocer and sawthat the cash registers he was using at his checkoutcounters were very old-fashioned. I approached theowner and told him: ‘You are literally throwing awaypennies every time a customer goes through your line.’With that I threw a handful of pennies on the floor.He quickly became more attentive. The mere wordsshould have been of interest to him, but the sound ofPennies hitting the floor really stopped him. I was ableto get an order from him to replace all of his oldmachines.”

It works in home life as well. When the old-time loverProposed to his sweetheart, did he just use words oflove? No! He went down on his knees. That reallyshowed he meant what he said. We don’t propose on ourknees any more, but many suitors still set up a romanticatmosphere before they pop the question.

Dramatizing what you want works with children aswell. Joe B. Fant, Jr., of Birmingham, Alabama, was havingdifficulty getting his five-year-old boy and three-year-old daughter to pick up their toys, so he invented a“train.” Joey was the engineer (Captain Casey Jones) onhis tricycle. Janet’s wagon was attached, and in the eveningshe loaded all the “coal” on the caboose (herwagon) and then jumped in while her brother drove heraround the room. In this way the room was cleaned up- without lectures, arguments or threats.

Mary Catherine Wolf of Mishawaka, Indiana, was havingsome problems at work and decided that she had todiscuss them with the boss. On Monday morning sherequested an appointment with him but was told he wasvery busy and she should arrange with his secretary foran appointment later in the week. The secretary indicatedthat his schedule was very tight, but she would tryto fit her in.

Ms. Wolf described what happened:

"I did not get a reply from her all week long. WheneverI questioned her, she would give me a reason whythe boss could not see me. Friday morning came and Ihad heard nothing definite. I really wanted to see himand discuss my problems before the weekend, so I askedmyself how I could get him to see me.

“What I finally did was this. I wrote him a formal letter.I indicated in the letter that I fully understood howextremely busy he was all week, but it was importantthat I speak with him. I enclosed a form letter and a self-addressed envelope and asked him to please fill it out orask his secretary to do it and return it to me. The formletter read as follows:

Ms. Wolf - I will be able to see you on __________ a t__________A.M/P.M. I will give you _____minutes ofmy time.

"I put this letter in his in-basket at 11 A.M. At 2 P.M. Ichecked my mailbox. There was my self-addressed envelope.He had answered my form letter himself andindicated he could see me that afternoon and could giveme ten minutes of his time. I met with him, and we

talked for over an hour and resolved my problems.

“If I had not dramatized to him the fact that I reallywanted to see him, I would probably be still waiting foran appointment.”

James B. Boynton had to present a lengthy market report.His firm had just finished an exhaustive study for aleading brand of cold cream. Data were needed immediatelyabout the competition in this market; the prospectivecustomer was one of the biggest - and mostformidable - men in the advertising business.

And his first approach failed almost before he began.

“The first time I went in,” Mr. Boynton explains, "Ifound myself sidetracked into a futile discussion of themethods used in the investigation. He argued and I argued.He told me I was wrong, and I tried to prove thatI was right.

"I finally won my point, to my own satisfaction - butmy time was up, the interview was over, and I stillhadn’t produced results.

"The second time, I didn’t bother with tabulations offigures and data, I went to see this man, I dramatized myfacts I.

“As I entered his office, he was busy on the phone.While he finished his conversation, I opened a suitcaseand dumped thirty-two jars of cold cream on top of hisdesk - all products he knew - all competitors of hiscream.

“On each jar, I had a tag itemizing the results of thetrade investigation, And each tag told its story briefly,dramatically.

“What happened?

“There was no longer an argument. Here was somethingnew, something different. He picked up first oneand then another of the jars of cold cream and read theinformation on the tag. A friendly conversation developed.He asked additional questions. He was intensely

interested. He had originally given me only ten minutesto present my facts, but ten minutes passed, twenty minutes,forty minutes, and at the end of an hour we werestill talking.

“I was presenting the same facts this time that I hadpresented previously. But this time I was using dramatization,showmanship - and what a difference it made.”

PRINCIPLE 11  Dramatize your ideas.

 

那是数年前的事,费城晚报受到恶意的谣传所攻击。有人指那家晚报,广告多于新闻,内容贫乏、缺少报导,这使读者失去吸引而感到不满,同时影响到该报的发行销路这家晚报立即采取措施,设法阻止这项恶意谣传的渲染。

如何采取行动呢?

这里就是他们所使用的方法:

这家晚报将一天中各项阅读资料剪下,再加以分类编成一本书,书名就叫「一天」。这部书竟有三百零七页,和一本价值两元的书,页数差不多,而该报只售两分钱。

这本书出版后,把费城晚报新闻资料丰富的事实,具体的表现出来….:这比用图表,数目字,和空谈更有趣,更清楚,并予人深刻的印象。

柯特,和考夫曼所着的「商业上的表演术」一书中,举出很多例子,说明如何增加一家公司的营业数额。这部书中,引述一家电气公司销售冰箱,为了证明冰箱在通电时毫无声响,请买主在冰箱边燃擦火柴,借着听到擦火柴的声音,而证明他们的冰箱没有一丝声音……洛巴克帽子公司的营业项目上写着,有电影明星安苏珊签过名的帽子,每顶是一元九角五分……范尔巴把活动陈设窗停止后,如何会丢掉百分之八十的观众……一家玩具公司,用了米老鼠的商标,如何使他由破产转为兴隆……克莱斯勒汽车公司,如何在一辆汽车上,放下几头大象,证明他们出品的汽车是坚固、结实的。

纽约大学的巴顿,和伯西,分析一万五千个售货访问,他们写了一部书叫「怎样嬴得一次辩论」。他们将其中原则,归纳成一篇演讲稿,叫「售货六原则」。接着再把这些原则,摄制成电影。将这部电影,在数百家大公司的营业部职员面前放映。他们还在各公共场所,举行示范表演,指出售货时的正确和错误的方法。

现在是表演的时代,只是叙述其中的原理,还不能有具体的效果。这种原理需要生动、活泼,需要使它更有趣、更戏剧化,所以必需用有效的「表演术」。电影,和无线电的实行……你也应有像它们那种表演的本领……电影明星这样做,无线电台这样传播,假如你想引起别人注意的话,你也应该这样去做。

那些布置橱窗的专门人才,他们知道「戏剧化」有惊人的力量。例如:有一家鼠药制造商,替零售商布置了一个橱窗,面放了两只活老鼠,以证实他那种鼠药的功效。果然,在这星期内所销售出的鼠药,要比平时的销售量,增加了五倍。

「美国周刊」的波恩顿,要作一篇很长的市场报告。他的公司,替一家牌子最著名的润肤霜,完成了一篇详细的研究。别家润肤霜制造厂商,降低价格,准备跟他们竞争……这项事实,他必需要向该厂的主人说明。

波恩顿先生承认,第一次接洽算是失败了。

他说:「第一次我进去,我觉得自己走错了路,转到那条无用的讨论调查的方法那条路

上,……他辩论,我也辩论,对方指我是错误了,可是我尽力替自己证明,我并没有错误。

最后,虽然我的理由占了优势,自己也觉得很满意,可是我的时间到了,会谈完了,我仍然没有获得效果。

第二次,我没有去理会那些数目字和各项资料,我把事实用戏剧的手法表演出来。

我进入他的办公室时,他正忙着接电话。等他放下手里电话筒,我就打开一个手提箱,拿出三十二瓶润肤霜,放到他桌上;他知道这些束西,都是同业的竞争品。

每一个瓶子上,我都贴上一张纸条,上面写出调查的结果,那些纸条上,也简明的写上该项商品过去的情形。

结果如何呢?

这次不再有辩论了,反而发生了新奇的事情……他拿起一瓶又一瓶的润肤霜来看签上的说明。接着,友谊的谈话展开了,我们极融洽的畅谈,他问了若干其它的问题,而且也深切的感到兴趣。他本来只给我十分钟谈话的时间,可是十分钟过了,接着是二十分钟,四十分钟,快到一个钟头的时候,我们还在谈。

这次我所讲的,跟上次一样,可是这次我把事实戏剧化,并用了表演术;但所得的结果,多么的不同啊!」

所以,你要获得人们对你的同意,第十一项规则是:

使你的意念戏剧化。

标签:人性
1
2011-01-25 13:42 编辑:kuaileyingyu
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