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Art of Explanation: Making your Ideas, Products, and Services Easier to Understand

Li . Li Fei Er (Author)
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Art of Explanation: Making your Ideas, Products, and Services Easier to Understand
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Product Title: Art of Explanation: Making your Ideas, Products, and Services Easier to Understand 這樣表達,再複雜也能一聽就懂!商品或點子再好,都需要這3個步驟讓全世界了解 这样表达,再复杂也能一听就懂!商品或点子再好,都需要这3个步骤让全世界了解 Art of Explanation: Making your Ideas, Products, and Services Easier to Understand Art of Explanation: Making your Ideas, Products, and Services Easier to Understand
Author Name(s): Li . Li Fei Er (Author) 李.李菲爾 (Author) 李.李菲尔 (Author) Li . Li Fei Er (Author) Li . Li Fei Er (Author)
ISBN: 9789862724033
Release Date: 2013-07-11
Language: Traditional Chinese
Pages: 288 Pages
Publisher: Shang Zhou Chu Ban
Package Weight: 380 (g)
Shipment Unit: 2 What is it?
YesAsia Catalog No.: 1033697567

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亞馬遜網路書店4.6顆星推薦!

產品功能太多、服務內容太複雜,

但每個人的注意力只有剛開始的幾分鐘,

該怎麼介紹,才不會詳細得讓人一頭霧水,或簡略得讓人興趣缺缺?

本書教你只靠三個步驟,

讓對方抓住重點、提起興趣,立刻掌握你還沒說出口的價值!

一個工程師可能會告訴你:「RSS是以XML資訊為基礎的內容整合格式」

一個保險員可能會告訴你:「保單的預定利率實拿一定小於定存利率實拿」

我們經常受限於自己圈子內的行話,讓其他的聽眾覺得一頭霧水又乏味無趣

但是再好的商品、服務或點子,一旦講解的不夠好,就會徹底被遺忘!

在向別人講解事情時,務必要注意以下幾個原則:

◆降低他人理解的成本

請注意你是在降低對方理解的成本,所以千萬不要抓著對方講上好幾個小時,或是丟出一堆專有名詞讓對方消化,這樣反而是增加對方理解的障礙!

◆提供了解的墊腳石

不要一下子就把一個大概念往對方身上丟,而要把這塊大石板削成一塊塊的小石片,成為對方理解的墊腳石。你可以建立「連結」,告訴對方為什麼這件事和他有關係?也可以講一個「故事」,說明有些人曾經碰到某個麻煩,而你的產品或服務如何幫他解決。

◆回答別人為什麼要關心一件事

如果對方問你「這是什麼?」請不要直接了當地回答,而要改成回答「為什麼你需要關心這個?」例如與其解釋新實施的二代健保,要對哪些人扣百分之幾的稅額,不如指出「像你這樣的自由工作者,沒有加入工會,那麼就會所得就會被扣多少……」。

◆說明是為了讓別人看見價值

解說的目的,就是讓別人看見你的點子、產品或服務有什麼價值──而且是對他們而言的價值,而不是對你!所以,與其說你的新產品擁有獨步業界的創新,不如說它可以幫對方節省百分之多少的時間!

本書將協助你改善自己的解說技巧,讓目標群眾都愛上他們的創意、產品或服務。

無論你是要宣導新公司制度的人資,向顧客推銷產品或服務的業務,向客戶描述創意巧思的設計師,還是想說服投資者的創業家……

這本書都是你最實用的工具書! 作者簡介 李.李菲爾
Lee LeFever

Common Craft公司的創辦人兼首席說明者,該公司的核心業務即是「販賣解釋」──透過拍攝動畫短片、運用淺白的英語,來解釋複雜的概念。該公司的影片在線上的瀏覽次數已超過五千萬次,曾為樂高(LEGO)、英特爾(Intel)、福特汽車(Ford Motor)、微軟、Google和Dropbox等公司說明他們的產品。目前與妻子莎琪居住在西雅圖。

推特帳號:twitter.com/leelefever

twitter.com/commoncraft 譯者簡介 蕭美惠

國立政治大學英語系畢業(前為西洋語文學系),目前擔任專業財經報紙編譯。從事翻譯已有二十餘年,譯作包括《人性的弱點75周年最新增訂紀念版:改變一生的人際溝通關鍵法則》、《美髮教父沙宣》、《泡沫年代》、《自信,沒人能給,更別自己摧毀!》、《殺手級企畫!》、《投資人的生存戰役》、《景氣為什麼會循環》、《投資最重要的3個問題》、《翻動世界的Google》,《透明社會》等數十本。
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