SVILUPPARE PUNTI CHIAVE DI FORZAUna volta che hai

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Example 2:
“The suit is designed to be about 11 liters more permeable than other suits on the market. Here’s how it breaks down:

“We get 7 liters from our breakthrough design using textured, dimpled-knit sharkskin, which we proved using an electron microscope in a wind tunnel simulating a 250-meter glide course.

“We get 2 more liters by slightly undersizing the suit, which also cuts about 7 percent of the aerodynamic drag.

“And we get 2 more liters per meter squared per second by redesigning the zippers and seams.

“That adds up to 11 more liters of permeability than any other suit.”

 

What did you notice that is different between the two versions?

Which one is more understandable? Why?

What purpose does summarizing serve?

Although the details are highly technical, most of us can follow Example 2 much better than Example 1. The key point comes up front (“you get 11 more liters of air with our suit”); then after three items of supporting data, the summary sentence ties the bow on the package.

Notice on page 71 how Tad used the planner tool to develop this key point.

The principle here is simple: Repeating a point makes it easier to remember. Through repetition you cement into their brains the new insight, the “aha!” moment that shifts a paradigm. Professional persuaders are well aware of this principle; as Malcolm Gladwell says, “Understand what Nike and Coca-Cola understand: that if they can make their brands ubiquitous—if they can plaster them on billboards, on product displays inside grocery stores, on convenience-store windows, on the sides of buildings, on T-shirts and baseball caps, on the hoods and the roofs of racing cars, in colorful spreads in teen magazines—they can make their message impossible to ignore. The secret is not deception but repetition, not artful spinning but plain speaking.”[26]

Your goal is to make your message impossible to ignore, to engage and reengage the brains of your listeners. You do that by stating, supporting, and summarizing each key point.

You can use this Triple S Formula in many communication situations, not just in a formal presentation. Use it when your boss asks you a question, when you’re responding in a meeting, when you’re on the phone with a client. The formula helps your listeners remember and understand your points.

In Amita’s presentation, she told her buyers they would never have more or less inventory than they needed. She came up with three points to support that claim and used the Triple S Formula to plan out those points. (See how Amita’s key points are broken out in the illustration that begins below.)

Amita is telling a convincing story of how her company differs from the typical manufacturer—instead of causing problems for her customers as the “others” do, she is solving them. And now she has three strong supporting points.

How about your presentation? Could you use the planner tool to come up with strong supporting points? Could you put them into the Triple S Formula, as Amita has done?

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YOKUTHUTHUKISA LWAQINA KEY AMAPHUZU
Uma uke kuhlelwe umlayezo wakho, ithuthukiswe injongo yakho, futhi ukuqonda izethameli, wena endaweni ukucacisa inyama namazambane senkulumo yakho, nge umgomo wakho njalo ekubeni bayeke ulwazi futhi ukuziphatha izilaleli zakho.

“Yini engingayisho?” Yilokho njalo umbuzo omuhle uma uhlela isethulo. Ungase Unomlayezo esiphezulu kakhulu engqondweni, umqondo omkhulu ukwabelana, kodwana khuyini empeleni uthi?

Indlela engcono kakhulu ukuthuthukisa okuqukethwe isidumbu isethulo sakho ukuqhamuka ke. Khumbula, usuvele Sesifunde okuningi ngokuhlaziya izilaleli, ecabanga ukuthi badinga ukwazi, kanye imibuzo abangase bakubuze, ngakho Ziningi ezingqubuzanayo ezaziyaluzisa bokuqukethwe emhlabeni engqondweni yakho. Manje okudingeka sikwenze nje ukuthola it out nokuwenza ihlelwe.

Kukhona izingxenye ezintathu kuya isethulo ngempumelelo: isingeniso, umzimba, kanye esiphethweni. Siqala umzimba ukuze uthole amaphuzu yethu kakhulu ukhiye esiphoqayo kuqala. Lokho ngeke ke lisiqondise ukwakha isingeniso enamandla kakhulu nesiphetho.

Nazi ezinye izindlela umcondvo ukuzama:

Thola wonke imicabango aphume ikhanda lakho ku-Post-layo, chofoza lana ku ikhibhodi, noma usebenzise izithupha ku-smartphone lwakho-kungakhathaliseki ukuthi kungcono ukhululekile kakhulu kuwe.

Xoxa njengoba fast unga futhi qopha izwi lakho, khona-ke izoyibhala.

Khuphukela njengoba imibono eminingi ngangokunokwenzeka, ngokushesha ngangokunokwenzeka.

Ningahluleli imibono yakho. Vele uwaqophe njengoba beze. Uma ngokuthi bathi izinto eziyizimungulu, ungagcina angisho lutho nhlobo.

Cabanga ubhekene siphikisana nomuntu ocabanga ukuthi uku off isizinda, futhi une imizuzwana ayisithupha ukuvikela isikhundla sakho. Zirekhode.

Qala kuphi. Awunayo ukuqala ekuqaleni isethulo sakho.

ososayensi Brain manje wazi ukuthi imininingwane emisha ngezikhathi ezifana nalezi. I “Nakho-ke!” isikhashana sivamile isipiliyoni kuhambisana “gamma spike” -indlela flash okungazelelwe womsebenzi gamma-wave yonkana neocortex, lokusungula ingxenye yobuchopho. Lezi spikes gamma kwenzeke nomaphi, ngokuvamile uma ‘Let Go “yenkinga futhi nje khulula ukuhambisa elizungezayo. [21] Yileyo indlela okusheshayo umcondvo imisebenzi. With lonke ulwazi enkulu kubutsela wenzile kakade, ubuchopho bakho sesivuthiwe synthesize futhi ukuthola imiqondo yakho okungcono-kahle ukuthi kudingeka ukusekela injongo yakho.

Ukuze isethulo sakhe esisha, Tad wakhetha bhala imibono ngokushesha ku-Post-ke amanothi. Buhle lendlela ngukutsi ayengakwenza iqembu futhi uhlele amanothi lapho umcondvo esiphelele. Bona amanothi Tad sika ekhasini elilandelayo.

 

Manje umsebenzi Tad wayehlose ukunikeza lezi imibono isakhiwo esithile.

Okokuqala, uwafake amaqembu okunengqondo futhi wanikeza ilebula lapho siya eqenjini ngalinye.

Wabe esehlela ukuba imibono eqenjini ngalinye ku-oda ukuthi kwakuzwakala kunengqondo kuye: qala ngedatha, tshela efika kanjani idatha, bese uchaza idatha (bheka oda yakhe yokugcina ekhasini elilandelayo).

Ngezinye Tad lokugcina engangikulo lalinegama imibono yakhe zihlelekile, futhi wamthatha kuphela cishe ingxenye yehora ukuba benze lo msebenzi. Nakuba imininingwane babe lobuchwepheshe, isethulo bekuyoba lula: yamahhashi yakhe isudi entsha kwaba ngokushesha kunezinye isudi, wayengase ukuthi kwakunguNkulunkulu

 

ngokushesha, futhi wayekwazi nginitshele ukuthi kungani kwaba ngokushesha. Lokhu kwenzeke izilaleli zakhe kwakudingeka bayeke Paradigm yabo. Okunye kuyomane ukucinanisa ubuchopho babo, ukudunga umthelela idatha, kanye alibale isinqumo.

Zama ngokwakho. Uhlanganisa imibono yakho siqu bese iqembu kubo. Ngabe ubona ukuxhumana phakathi imibono yakho? Shoot ngoba akekho amaqembu angaphezu kwamathathu main ke ukuhlela imibono ukuze ngaphakathi kweqembu ngalinye. La maqembu iyoba izihloko ayinhloko enkulumo yakho.

Three sika Charm
Kungani Tad beveza amaqembu amathathu imibono? Kunganjani ezine noma ezinhlanu noma eziyisithupha?

Ngoba yena smart. Uyazi amandla “ezintathu.” Odokotela bengqondo baye bathola ukuthi, uma uzama ukuthonya abantu othile, izimangalo ezintathu kukhona loluhhungako, ezimbili ngokuvamile akwanele, kodwa amane baningi kakhulu. UProfesa Suzanne B. Shu, Kurt A. Carlson ithi, “izimangalo Okuningi zingcono kuze isimangalo wesine, futhi ngaleso sikhathi [abalaleli] ubone yonke izimangalo abakwethembi.” Abacwaningi ukubiza lokhu kwenzeke “charm ezintathu,” futhi usola ke inokuthile ukwenzani kangakanani umuntu ovamile angakwazi ukusingatha e inkumbulo yesikhashana. [22]

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