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It takes an audience about 15 seconds (at most) to decide whether your presentation is worth their attention. Fritter away those fifteen seconds and your audience will either mentally check out or pull out their phones to start texting.
對一位觀眾而言，他最多只會用15秒鐘來判斷你的演示是否值得一聽。如果你浪費了這15秒，你的觀眾就會開始神游四海或者掏出手機開始發短信。
Here's how to begin a presentation so that your audience really sits up and takes notice.
以下是如何做演示的一點技巧，能使你的觀眾們打起精神并集中注意。
1. Have somebody else introduce you.
1.讓其他人來介紹你。
Don't waste time explaining who you are and why you're there. Write a short (100 word) bio and a short statement (50 words) of what you'll be talking about. If you were invited to speak, have whoever invited you read this information to the audience. If you called the meeting yourself, put that information in the invite.
不要浪費時間解釋你是誰以及你來干什么。對你將要講的東西寫一段簡短的介紹（大約100字左右）和陳述（大約50字）。假如你是受邀前來的，讓邀請你的那個人來為觀眾讀這段介紹。假如是你自己召開了這次會議，就把那些信息寫在邀請函里。
2. Do not tell a "warm-up" joke.
2.不要說暖場笑話。
I have no idea how the "warm-up joke" became part of conventional business wisdom. Most of the time, the "joke" consists a weak attempt at situational humor (like "why are these meetings always on Monday?") that merely communicates that you're nervous and unsure of yourself. The rest of the time, the "joke" is a long story with an obvious punch line that tries everyone's patience.
我不知道為什么暖場笑話成為了傳統商業智慧的一部分。大部分情況下，暖場笑話只是對即興幽默的一種微弱嘗試（比如“為什么這種會議總在禮拜一呢？”），這僅僅說明了你很緊張并且對自己缺乏自信。除此之外，如果暖場笑話是一個笑點明顯又拖拖拉拉的長故事的話，那就是在挑戰觀眾的耐心了。
3. Do not begin with "background."
3.不要用“背景介紹”開場。
Many presentations begin with a corporate background that's intended to build credibility. (Example: "Our company has 100 years of expertise!") The problem here is that at the start of a presentation nobody cares about your company. You're asking them to translate your background information into something that's meaningful to them and their business. Why should they bother?
許多演示都以企業背景信息開場，試圖以此來建立信任（比如：“本公司是百年老店！”）。問題是，在演示的開始，根本沒人在意你的公司。你在試圖迫使他們將你的背景信息翻譯成某種對他們和他們的公司有意義的東西。他們憑什么要這么做？
4. Open with a startling and relevant fact.
4.以一個令人吃驚的相關事實開場。
To get an audience focused on what you're going to tell them, you must first break through the "mental noise" that causes their attention to waver. This is best accomplished by a slide showing a fact that is new to the audience and important enough to capture their attention. Build the rest of your presentation to answer the business questions that this initial fact has raised in their minds.
要讓觀眾關注于你將要告訴他們的東西，你必須突破那些會導致他們注意力動搖的“精神噪音”。做到這一點最好的辦法就是用一張幻燈片展示一個對觀眾而言前所未聞而又有重大意義的東西來抓住他們的注意力。你接下來的演示就要回答那些由最初的事實吸引了觀眾眼球的相關商務問題。
Here are two samples presentations to help explain these points:
以下是兩個例子，它們能解釋上述的觀點：
BAD:
錯誤的方式：
"Hi, I'm John Doe from Acme and I've been working in the widget industry for 20 years. And boy, has it been an exiting time (just kidding!) Acme is the industry leader in widgets with over a million satisfied customers!! I'm here today to talk to you about how we can help you save big money on your purchases of high quality widgets."
“嗨，我是來自Acme的XXX，我在配件行業工作已經20年了。伙計們，是不是激動人心啊（開個玩笑）！Acme是配件業的行業領袖，擁有一百萬忠實用戶！我今天來這兒是為了向你們展示我們公司將如何在購買高質量配件方面為貴公司節省成本。”
BETTER:
更好的方式：
"Yes, one million dollars." (Pause.) "That's how much money you're losing every year because of widget failure. Fortunately, there IS a better way and I'm going to explain how you can easily save that money rather than waste it."
“沒錯，一百萬美元。”（停頓）“那是每年你們因為配件收購上的失敗而損失的錢。所幸的是，你們有更好的選擇，而我接下來就要為你們解釋你們能通過什么辦法輕松地節省下那筆錢，而不是浪費掉。”
Needless to say, the slides in the above example are simplistic. The "better" example could probably be made more visually rich, perhaps with an illustration of money going down a drain (along with the $1m).
毫無疑問，以上展示的幻燈片都過于簡單了。“更好的”那個例子可以做得更具有視覺效果，或許能做成錢幣從排水管排走的圖片。（保留原來的100萬字樣）
What's important here is that you realize why the surprising and relevant first slide is far more likely to capture the audience's attention than the typical rambling intro.
重要的是你必須意識到為什么驚人而又與觀眾有關的幻燈片比起那種典型的閑聊式的介紹更能夠抓住他們的注意力。
Please note that the "startling and relevant" fact need not be an attempt to generate fear. The fact could just as easily be about possible opportunity, the achievement of a long held goal, or something else that inspires. As long as it's surprising and relevant, the audience will listen.
請記住，所謂的“驚人而又相關”的事實并不是要營造恐懼。這個事實可以是可能的機會、長期目標的實現，或者其他啟發性的東西。只要它們足夠驚人并與聽眾密切相關，他們會認真聽的。
