4.11 Power of One Word

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来自 Arizona State University 的课程

商务英语课程:市场与营销英语 Marketing & Sales

3 个评分

Arizona State University

商务英语课程:市场与营销英语 Marketing & Sales

3 个评分

课程 3（共 4 门，Specialization 商务英语课程 Business English）

如果你在营销、销售或是广告部工作，你已经知道有效率的沟通是必要的。当你要用英文并用说服他人的方式来表达你的想法，这可能会是很困难的。在本课程，你和全球的成功专业人士加入学习行列时，你将学到有效地使用英文。当你随着在营销部工作的真实情境的人物，看着他们努力地提升他们的沟通技巧，同时你也会提高你的能力。从你的成功和失败的经验中学习，反省你自己的沟通方式、优点和需改进的方面。上完本课程后，你将能够: ● 透过有效率的电子邮件、报告和有说服力的简报来表达你的想法 ● 学习有关市场调查研究、品牌建立，直接营销和广告费用等字汇和用语 ● 对于你商务英语沟通能力的效率，立即获得全世界的销售和营销专业人士的回馈 ● 成为提升商务英语沟通能力全球商务专业人士社群的一份子 If you work in marketing, sales, or advertising, you already know that effective communication is a requirement. This can be even more difficult when expressing your ideas in a persuasive manner in English. In this course, you will learn to use English more efficiently while joining successful global professionals around the world. Develop your skills along with authentic characters that work in marketing and also work hard to improve their communication skills. Learn from your successes and failures, reflect on your own style, strengths, and improvement areas. After taking this course, you will be able to: ● Express your ideas through efficient emails, reports and persuasive presentations ● Learn words and phrases related to market research, branding, direct marketing, advertising costs, etc. ● Get instant feedback about the efficiency of your business communication skills in English from sales and marketing professionals from around the world ● Become part of a global community of business professionals who are developing their English communication skills

从本节课中

说服术 Persuasive Techniques

在这周结束时，你将会对罗伯特．席尔迪尼，以及他的六大说服通用原则很熟悉。如何让你的顾客顺从别人点头说「是」?当杰克和珊蒂讨论这些原则时，这些问题都将会一一回答。 By the end of this week you will be familiar with Dr. Robert Cialdini and his six principles of persuasion. How do you get your customers to say “yes” in an ethical and honest way? This and more will be answered as Jake meets with Sandy to discuss these principles.

4.11 Power of One Word6:14

4.15 Influential Language8:06

与讲师见面

Andrea Mürau Haraway
International Educator
Arizona State University, Global Launch
Wanda Huber
International Educator
Arizona State University Global Launch
Jenny Young
International Educator
Arizona State University Global Launch
Beatriz Fuentes-Anderson
International Educator
Arizona State University Global Launch

Hi there, I hope you've enjoyed Andrea's videos that discuss Cialdini's book

Influence: The Psychology of Persuasion.

In this English for Marketing and Sales lesson,

we'll further discuss one of these studies and the power of the word, because.

This study is famously known as a Xerox machine study.

Though, Cialdini refers to it in his book,

the study was actually performed by Ellen Langer, a social psychologist at Harvard.

First though,

join me in a poll in answering if your parents ever did this to you.

Did the pole results surprise you?

In her study, Dr. Langer had people ask for

a small favor while waiting in line for the copy machine at a library.

When someone said ,excuse me, I have five pages,

may I use the Xerox machine because I'm in a rush?

94% of those asked let the person cut in front of them in line.

Though next question used was only this.

Excuse me, I have five pages, may I use the Xerox machine?

This time only 60% of those asked let the person move ahead in line.

But this last question is what makes this study so interesting.

When said, excuse me, I have five pages,

may I use the Xerox machine because I need to make copies?

93% still let that person cut in line.

But wait!

The answer didn't even make sense.

Of course, they needed to make copies.

They were in line at a copy machine, for goodness sakes!

What do these results tell us about human nature?

Yes, that our parent's phrases of because I said so

still give us reason to do something.

When we ask someone to do a favor for us,

we will most likely get a yes answer if we give a reason.

And based on this experiment, it really can be any reason.

It's the word because that made the difference.

As Andrea already emphasized,

this trick is not to be used to exploit or to hurt others.

But it may help us be more aware when others are trying to persuade us.

Also, when used in a positive way, adding because adds power to our words.

What if I said, I am strong and healthy and I feel great?

Okay, that's good for you Jenny.

But when I say, I feel great because I'm strong and healthy, you have a reason now

to believe me, or even to put a perception in your mind that I do look great,

and I do feel great, or label me as the strong and healthy one at the office.

Use this power word, because, to also motivate your employees.

I like working here because everyone dresses professionally and

takes their work seriously.

Soon your employees will believe it as they start to dress less casually,

come to work early, and make their days more productive.

Your business and marketing will also benefit from giving reasons for

the word because.

If you're giving away something free or have an enticing offer,

give reasons why you're giving it.

Your customers will know that you are sincere and that it's not a trick.

If you can't do something, or meet a deadline for a client,

give an honest reason why.

They will be more considerate.

Let's learn how to form some of these sentences using because.

Because can go in the middle or

at the beginning of your sentences, these are called complex sentences and

they have one independent clause and at least one dependent clause.

More specifically the word because is a subordinating conjunction.

However, that information may not be as an important

as to know just how to form these sentences.

Just remember, because is needed to glue these clauses together.

Other popular subordinating junctions similar to because is, since.

Because is easy to use as we've already seen.

It gives us a reason, why.

Look at the simple sentence with Sandy and Jake.

When talking about the widget, Jake says, this tool is really powerful.

How can we make this sentence more complex?

We ask why is this widget so powerful?

This tool is really powerful and as Jake continues, because it's able to mine data.

There's your glue.

We just joined those two clauses together.

You can also use because at the beginning of a sentence.

Because it's able to mine data, the widget is a powerful tool.

Notice with because at the beginning, you now need a comma to separate your clauses.

Also, when using because you may want to list many reasons.

This will make your sentences too long.

In English, sentences generally have only two and sometimes three clauses total.

In business setting short and direct sentences work best.

What are the takeaways from this lesson?

Others will be more likely to say yes to a request if you give them a reason.

Don't abuse this word.

Rather use it to promote positive happenings in the workplace and

in your marketing.

If you're honest and genuine, others will respond.

Because joins independent and dependent clauses and

can be used in the middle or the beginning of sentences.

Remember, your sentences should be direct and short.

Only two and occasionally three clauses long.

Glad you made it to this lesson of English for Marketing and Sales.

See you soon.

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