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如何煽動別人 做你想要他們做的事情?
或許你該試試 Monroe 的 ANSBA 原則
Alan Monroe(1903 – 1975)
Purdue 大學傳播教授,曾合著《演說傳播原理》
Monroe 最為人所知的,是提出一套煽動性演說的順序,被人稱為 :
Monroe’s Motivated Sequence 。
Monroe’s Motivated Sequence
Attention Need
Solution /Satisfaction
Benefit / Visualizatio
nAction
ANSBASequence
Monroe’s Motivated Sequence
Need
Solution /Satisfaction
Benefit / Visualizatio
nAction
ANSBASequence
Attention
Monroe’s Motivated Sequence
Richy 老師歸納出引起注意的
SPOOR 法則
Speaker 夠格的演講者為什麼是你講
Purpose 明確的目的
重點是什麼?
Opening 強力的開場
聲音、影像、故事
Organization 讓 TA 知道
你寫 or 說到哪裡
Relation 強調你和
TA 之間的關係
Monroe’s Motivated Sequence
Attention Need
Solution /Satisfaction
Benefit / Visualizatio
nAction
ANSBASequence
Monroe’s Motivated Sequence
點出 TA 需求 記憶力衰退、減重失敗…………
Monroe’s Motivated Sequence
Attention Need
Solution /Satisfaction
Benefit / Visualizatio
nAction
ANSBASequence
Monroe’s Motivated Sequence
為 TA 提出方案 ( 產品或服務 )
Monroe’s Motivated Sequence
Attention Need
Solution /Satisfaction
Benefit / Visualizatio
nAction
ANSBASequence
Monroe’s Motivated Sequence
從紙袋拿出來的 MacBook Air
具體的成效
Monroe’s Motivated Sequence
Attention Need
Solution /Satisfaction
Benefit / Visualizatio
nAction
ANSBASequence
Monroe’s Motivated Sequence
「請打免費電話」
促使 TA 行動
Monroe’s Motivated Sequence
Attention Need
Solution /Satisfaction
Benefit / Visualizatio
nAction
ANSBASequence
End.Monroe’s Motivated Sequence