英语晨读TED演讲系列：伟大的领导者如何激发购买力(3)

Let me give you an example. I use Apple because they're easy to understand and everybody gets it. If Apple were like everyone else, a marketing message from them might sound like this: "We make great computers. They're beautifully designed, simple to use and user friendly. Want to buy one?" "Meh." That's how most of us communicate. That's how most marketing and sales are done, that's how we communicate interpersonally. We say what we do, we say how we're different or better and we expect some sort of a behavior, a purchase, a vote, something like that. Here's our new law firm: We have the best lawyers with the biggest clients, we always perform for our clients. Here's our new car: It gets great gas mileage, it has leather seats. Buy our car. But it's uninspiring.

interpersonal /ɪntə'pɜːs(ə)n(ə)l/ adj. 人际的，人与人之间的

The successful applicant will have excellent interpersonal skills.

成功的申请人应具有出色的人际交往技巧。

我来举个例子吧。我举苹果公司是因为这个例子简单易懂，每个人都能理解。如果苹果公司跟其他公司一样，他们的市场营销信息可能是这个样子：“我们做最棒的电脑，设计精美，操作简单，界面友好，你想买一台吗？” “嗯哼”。这是我们中大多数人的沟通方式。是大部分市场营销所采取的做法，是大部分销售人员的做法，也是我们多数人人际沟通的交流方式。我们说我们做了什么，我们说我们如何的与众不同，或者我们如何的优秀，然后我们就期待着别人的一些反应，比如购买，比如投票，诸如此类。这是我们新开的律所：我们拥有最好的律师，庞大的客户群，我们总是能满足我们客户的要求。这是我们的新车型，它的每英里耗油量相当低，配备皮座位，买一辆吧。但是这些推销词并没有任何鼓舞作用。

Here's how Apple actually communicates. "Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?" Totally different, right? You're ready to buy a computer from me. I just reversed the order of the information. What it proves to us is that people don't buy what you do; people buy why you do it.

reverse /rɪ'vɜːs/ vt. 颠倒，倒转

The Court of Appeal reversed the earlier judgment.

上诉法院推翻了先前的判决。

实际上苹果是这样宣传的，“我们做的每一件事情，都是为了突破和创新。我们坚信应该以不同的方式思考。我们挑战现状的方式是通过把我们的产品设计得十分精美，使用简单，界面友好。我们只是在这个过程中做出了最棒的电脑。你想买一台吗？”完全不一样，是吧？你已经准备从我这买一台电脑了。我所做的只是将这些信息的顺序重新排列。事实已经向我们证明，人们买的不是你做的产品， 人们买的是你的信念和宗旨。

未完待续…