One: a straightforward picture? Before talking about this topic, let's say a poem: will there be frost in the moonlight in front of the window? Looking up, I found that it was moonlight and sank again, and I suddenly remembered home. ? What I want to ask is: Can an uneducated person understand such a poem? The answer is definitely one word: yes! ? Second, when listening to this poem, what activities will our minds have? There will be a picture: a wanderer who has left his hometown, looking at the bright moon on a full moon night in a foreign country, thinking of his relatives far away from home ...? Poetry that more people can understand will spread widely and be sung through the ages; The more picturesque the poem, the easier it is to remember. So, imagine what happens when you listen to an opera you don't understand at the opera house. Then, don't make your lecture full of technical terms, which is difficult to understand. In that case, your drowsiness in the opera house will infect the middle-aged and elderly listeners who listen to your opera. ? I have always believed that when there are one sleepy old man after another in your class, it means that there is a big problem in your lecture: you make them confused … you make them bored … you make them feel disgusted …? Therefore, for the marketing lectures of middle-aged and elderly people, we must always implement a principle: simple and easy to understand. That's what I said straight away. You'll understand as soon as you listen. Don't use your head! ? And the sense of picture is the key to let the audience remember a certain paragraph and a certain key point! ? In an hour's lecture, the audience can't remember every word you say. However, if you set a few paragraphs in key places with a sense of picture, they will be as bright as the highlights, which will make your audience remember them vividly and deeply! You must set your picture-rich paragraphs where you need the audience to remember! For example, paragraphs that cause strong vibrations; An image metaphor when expounding diseases; The most shining place or places of the product! Wait a minute.

Two: speech design? Zhou Libo's Shanghai faction has been cleaning up the mess until now. What did he say? "Friend, help me?" "tune a tune, tune a tune", "that Iraq is doing something special" and so on. It is said that the audience laughs every 2 minutes. If, I mean, if Zhou Libo's Shanghai school clears its mouth every 20 minutes, how many times can his special performance be held? ? Why do you want to set 2 minutes to shake a burden or exaggerate or add gimmicks? Why add hilarious spice to a serious topic? Because listeners have the habit of listening. Without all the wonderful intrigues, the audience's attention will be distracted, just like when we first watched Transformers, we were stuck together by wonderful shots; Just like when we watched the first season of Prison Break, we couldn't stop because of the interlocking plot; Just like when we got Huang Yi's Rain and Clouds, we couldn't show it because of suspense. ? Long and mediocre soap operas can make people sleepy. Similarly, serious lectures will also make the middle-aged and elderly audience under the podium walk away at the invitation of Duke Zhou. I want to ask: if most of the audience in your class are in a sleepy state and can't hear you clearly, how can you let the audience finally snap up the products you sell? ? The most basic requirement of marketing lecture is: let the audience listen to your class from beginning to end! ? In order to achieve this goal, we must design our courses like the planning team behind Zhou Libo. In each time period, it can be 3-5 minutes or 5-6 minutes, designing our luggage, planning our humorous language or scene, and rendering our various emotions: excitement or sadness or firmness or anger. . . These hooks will attract your audience to follow you to the last second of your speech! ? We should learn from the wisdom of others, absorb nutrients from sketches, cross talks, storytelling and burlesque, including other people's wonderful speeches, and turn these nutrients into our own vivid language, actions, expressions and gestures. , into a wonderful node, into a wonderful paragraph, into a few dazzling highlights in your 1 hour lecture ... in this way, you can better put as much as possible what you want to say. ? To put it bluntly, sales means doing two things: stuffing your own opinions into other people's heads; Take out other people's money and put it in your pocket! ?

Three: story? A good lecturer must be a storyteller! ?

What's the story? Story is the packaging of creativity, story is the clothes of products, and story is the best carrier of creativity that you want to say but may cause disgust! ? Many things are said naked. First, they have no taste; The second is boredom; The third is to attract people to beware. Therefore, the story of * * * appealing to both refined and popular tastes is told in an entertaining way, just like the spring rain that moistens everything and goes straight to people's hearts. While telling a story, what you want to express will naturally be stuffed into other people's heads. ? So, how to tell a story? ? First of all, the story should be concise, clear and concise. Briefly explain the story characters and some necessary information. Then the development, climax and final result of the story. Never delay, cherish words like gold. After all, a class may be interspersed with several stories. If you can make it clear in three minutes, don't put it off for five minutes. ? Second, the language of the story should be easy to understand. In other words, you don't need the audience to stop and slowly digest one of your profound words or sentences. Once this happens more, your story will fail and be useless. Remember: we don't give lectures to experts, but to middle-aged and elderly people. Their minimum education may only be illiteracy. ? Third, close to life. It must be what your audience usually sees, hears and even experiences. This is easy to cause * * * sound, cause thinking. You should know that there is an idiom: it's none of your business to hang high! ? Fourth, the key or climax part must have details. Telling a story is different from telling an event. To tell the truth, you must inject details into some parts. These details will help your story to be fuller, more real, more vivid, more empathetic and more fascinating. For example, the narrative language is: "After this incident, the old man didn't sleep well for more than two months and was too thin." The language of the story is: "The old man told me that after this incident, she couldn't sleep every night for more than two months, staring at the ceiling with her eyes open, thinking and thinking, and the more she thought, the more she couldn't sleep. It turns out that she is chubby with a round face. Now, her face is sallow and there is no meat at all. The cheeks are sunken and the eyes are like two wells. . . "When you speak, you can also use facial movements to show the depression of your cheeks, so that the audience can get a more real feeling. Unlike the narrative part, the details of the key part must not be omitted. ? Fifth, speed and intonation. The narrative part can be dull, but the key and climax part must not be dull! To cadence, clear priorities, strewn at random. Fast speech and high intonation can make people concentrate, but the more highly concentrated, the easier it is to enter the period of mental slack; Slow speech and low intonation have a soothing and relaxing effect, but slow speech and low intonation will make people sleepy for a long time. So, when you watch Dan Tianfang tell stories, you will know how to tell them. When expressing high-profile emotions, rhetorical devices such as quick words and parallelism can be used; When expressing heavy emotions, use whisper speed to emphasize pronunciation on some words or words.