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如何做到有说服力
How to Be Persuasive
导读
这篇汇总了《Yes! 50 Scientifically Proven Ways to Be Persuasive》中的说服技巧，并提醒读者：这些方法有科学实验支撑，但使用时必须真诚、避免操纵。对写作者来说，它值得读，因为论证、文案和叙事都离不开说服力，而评论进一步讨论了技巧与伦理、信任之间的关系。
可以直接用的写作要点
- 01
用具体实验和案例来解释抽象的说服原则，读者更容易记住并迁移到自己的写作中。
- 02
下笔前先确认自己的真实意图：技巧应服务于真实价值，而不是制造读者反感的操纵感。
- 03
引用社会认同、权威等证据时要诚实、具体，避免让读者一眼看出是在套话术。
- 04
与其收集零散技巧，不如系统理解少数核心原则及其适用边界。
HN 评论精选
读原书中的实验案例比看摘要更能记住说服原则，而且作者强调不要滥用技巧。
很高兴有人把这本书整理出来。我读原书时也想边读边做摘要，但每章都太有意思，舍不得停下来写。书里的方法在我的创业和个人生活中都很有用。我认为最好的一点是，作者完全主张正当地使用这些技巧——光看书名你可能想不到。事实上，每章结尾都会提醒你如何避免误用刚学到的技巧。我强烈建议读原书而不是只看摘要，因为书里有许多来自真实科学研究的反直觉行为案例，作者会逐一解释，这些例子能让内容更牢地留在脑子里。
randomwalker查看英文原文
I'm glad someone wrote this up. When I was reading the book I started to do exactly this, but then it was such an interesting read that I couldn't tear myself away after each chapter to write the summary. The lessons have proven very useful both in my start-up and in personal life. The best thing IMO is that the authors are all about playing it completely straight. You probably wouldn't guess that from the title of the book. But in fact, each chapter ends with advice on how not to misuse the technique you just learnt. I highly recommend that you read the book rather than just skimming the summary. The reason is that there are numerous case studies in the book (drawn from actual scientific studies) of counterintuitive human behavior, which the authors then explain. The examples will make the material stick in your head a lot better.
系统化的说服框架比零散技巧清单更有学习价值。
我正在读这本书，但更喜欢西奥迪尼的《影响力》，因为它用更系统的方式来理解什么能说服人。比如有一章专门讲“社会认同”，并讨论了相关实验所展示的力量和微妙之处。
ShabbyDoo查看英文原文
I'm reading this book now but prefer Caldini's _Influence_ (http://www.amazon.com/Influence-Psychology-Persuasion-Business-Essentials/dp/006124189X/) because it takes a more systematic approach to understanding what persuades others. For example, a chapter is dedicated to "social proof" and relevant experiments showing its power and subtleties are discussed.
社会认同话术一旦显得刻意操纵，反而会激起读者的逆反行为。
我最近几乎原封不动地看到第2条技巧被用于实践：酒店信息里说，住在这个具体房间的大多数客人都选择更环保、重复使用毛巾。这让我觉得明显是在操纵人，于是我出于原则把毛巾揉成一团扔在地上——我平时并不这样做。
cubix查看英文原文
I recently saw no. 2 put into practice ("... the message mentioned that majority of the guests who stayed in this specific room chose to be more environmentally conscious and reused their towels") almost word for word. It struck me as so obviously manipulative that I left my towels in a crumpled heap on the floor, which I don't normally do, as a matter of principle.
说服技巧被滥用会消耗信任，只有意图真诚才能长期有效。
我觉得使用这些技巧的人的真实意图，和接收者感知到的意图，很容易不一致。两者一致时，这些方法很好用；不一致时，长期来看会让人更加幻灭，并迫使他们使用更隐蔽的手段。没有广告拦截插件，我简直无法逛商场或上网，那就像在谎言的海洋里游泳。世上确实有诚实真诚、产品也配得上其宣传的营销者，但其他营销者用着完全相同的套路，噪音太大，我听不见他们。
sofal查看英文原文
It strikes me that there could easily be a mismatch between the actual intent of the person utilizing these tricks and the perceived intent. To the extent that these two are the same, these are great methods to use. If they are different, then these tricks will lead to greater disillusionment in the long run, requiring even subtler approaches. I can't stand to walk through a mall or browse the web without Adblock because it's like swimming through a sea of lies. Somewhere out there are honest and genuine marketers with a product that is deserving of everything they say about it, but I can't hear them through the noise of all the other marketers using the same exact tactics.
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