6 ways to be more persuasive · TED-Ed
视频通过心理学家和作家的演讲案例，解析如何通过解释、比喻、故事和“直觉泵”等技巧，一步步改变听众的既有观念。适合练习英语演讲、逻辑表达和说服性对话。
You can’t give a powerful new idea to an audience unless you can learn how to explain it.
如果你无法学会如何向听众解释一个强大的新想法，那么你就无法把这个想法传达给他们。
Each step builds on what the listener already knows, and metaphors and examples help show how the idea is pieced together.
每一个步骤都是建立在听众已有知识的基础上；通过比喻和例子的运用，有助于清晰地展示这个概念是如何被逐步构建起来的。
But if explanation is building a brand new idea in someone’s mind, persuasion is something a little more.
但如果解释的目的是在某人的脑海中构建一个全新的概念，那么说服的作用就有所不同了。
Persuasion means convincing an audience that their way of seeing something— their perspective— isn’t quite right.
说服”指的是让听众相信他们看待事物的方式（即他们的观点）并不完全正确。
That means taking down the parts of their thinking that aren't working and rebuilding something better.
这意味着要摒弃他们那些无效的思维方式，然后重新构建更合理的认知体系。
Psychologist Barry Schwartz gave a talk that changed the way his audience thinks about choice.
心理学家巴里·施瓦茨（Barry Schwartz）做了一场演讲，这场演讲改变了听众对“选择”这一概念的认知方式。
Many people are obsessed with maximizing choice; Schwartz sees things differently.
许多人热衷于尽可能多地增加选择机会；然而施瓦茨（Schwartz）的看法却不同。
He gave a talk on what he calls “the paradox of choice.”
他做了一个关于他所称的“选择悖论”的演讲。
Schwartz builds the surprising case that in many circumstances having too many choices actually makes people unhappy.
施瓦茨提出了一个令人惊讶的观点：在许多情况下，选择太多反而会让人感到不快乐。
Author Elizabeth Gilbert did something similar.
作者伊丽莎白·吉尔伯特也做了类似的事情。
She showed how the power of storytelling can help persuade an audience of a new idea.
她展示了故事讲述的力量如何能够帮助人们说服他人接受一个新的想法。
Her goal was to change the way they thought about creative genius.
她的目标是改变人们对“创造性天才”的看法。
Instead of imagining genius as something people are born with— either you have it or you don’t— she wanted to persuade her audience to think of it as something people receive as a gift from time to time.
她并不认为“天赋”是人与生俱来的东西（要么你有天赋，要么你没有）；相反，她希望说服听众将天赋视为一种偶尔从“时间”中获得的礼物。
Gilbert used her brilliance as a storyteller to persuade her audience of this idea.
吉尔伯特利用她作为故事讲述者的卓越才能，说服听众接受了这个观点。
She also showed them the term “genius” was viewed differently in history.
她还向他们说明：“天才”这一概念在历史上的理解方式是有所不同的。
It wasn't always thought of as a thing a person was.
人们并不总是将某种特质视为一个人本质的一部分（即认为它是构成一个人“本质”的重要组成部分）。
It used to be thought of as something that came to them.
过去，人们总是认为这种东西是自然而然地降临到他们身上的。
If you're giving a talk that requires persuading an audience to see something differently, the key is to take the journey one step at a time.
如果你要做一个演讲，目的是说服听众以不同的方式看待某个问题，那么关键就在于一步一步地引导他们理解这个过程。
Prime your listener’s mind for a change.
让听众的思维为即将到来的变化做好准备吧。
The philosopher Daniel Dennett uses the term “intuition pump” to refer to any language that makes a new idea seem more believable.
哲学家丹尼尔·丹内特（Daniel Dennett）使用“直觉泵”（intuition pump）这一术语，来指代那些能够使某个新观点显得更可信的语言或表达方式。
In Barry Schwartz’s talk, “Paradox of Choice,” a shopping story he uses is an example of an intuition pump that primes his audience’s mind for a change: So I went to replace my jeans after years and years of wearing these old ones.
在巴里·施瓦茨（Barry Schwartz）的演讲《选择的悖论》中，他讲述了一个购物故事，这个故事其实是一个“直觉激发工具”（intuition-pumping tool）的例子——这个工具旨在引导听众的思维发生转变。演讲内容如下：“多年来我一直穿着同一条牛仔裤，现在终于决定换一条新的了。
And I said, “I want a pair of jeans, here’s my size.”
然后我说：“我想要一条牛仔裤，这是我的尺码。
And the shopkeeper said, “do you want slim fit, easy fit, relaxed fit?
店主问道：“您想要修身款、宽松款还是舒适款呢？
Do you want button fly or zipper fly?
您想要纽扣式裤门还是拉链式裤门呢？
You want stonewashed or acid washed?
您想要石洗（stonewashed）还是酸洗（acid washed）处理的效果呢？
Do you want them distressed?
你是想让他们感到痛苦或不安吗？
Do you want bootcut?
你想要那种“bootcut”款式的裤子吗？
Do you want tapered?”
您需要锥形的（产品）吗？
On and on he went.
他一直这样说着，没有停下来。
My jaw dropped.
我简直惊得下巴都快掉下来了。
And after I recovered I said, “I want the kind that used to be the only kind.”
在我恢复健康后，我说：“我想要那种曾经是唯一存在的那种东西。
Once an audience has been primed, it’s much easier to make your main argument.
一旦观众已经接受了你的观点或信息，那么你就更容易向他们阐述你的主要论点了。
Even if it contradicts an idea the audience held true.
即使这个观点与观众原本持有的信念相矛盾，也是如此。
Another powerful tool is reason.
另一个强大的工具是理性。
By using reasoning, you can show how and why something is true.
通过运用推理能力，你可以解释某件事为何是正确的（即其背后的逻辑依据）。
Each true assumption leads to a conclusion that must then also be true.
每一个正确的假设都会引出一个必然也是正确的结论。
Reasoning works using the tool “if, then.”
推理过程依赖于“如果……那么……”这样的逻辑结构。
If X is true, then clearly Y must be true.
如果 X 为真，那么 Y 也必然为真。
Another kind of reasoned argument is the detective story.
另一种合乎逻辑的论证方式，就是侦探故事。
Some of the most persuasive TED Talks are set up like detective stories.
一些最具说服力的 TED 演讲采用了侦探故事的形式来进行讲述。