Do you ever need to persuade or convince someone of your point of view? Do you need to win support for a proposal, or get backing for a project? Of course you do. Persuasion – convincing someone of something – is an essential part of almost everything we do, from informal discussions to formal negotiations. To be successful, you need to be persuasive. You need to get people to accept a different point view, to see things your way. How can you be more persuasive? In this three-part series, we’ll be giving you some answers.
你曾经需要说服或让别人接受你的观点吗？你需要为提议赢得支持或是在项目上想要得到帮助？当然，你有过这样的需要。说服也就是劝某人接受某事几乎做什么事都是必要的部分，从非正式讨论到正式协商。想要成功，你必须有说服力。你需要让别人接受一个不同的观点，一个和你用同样的阳光来看待事情。怎么才能有说服力呢？在3节系列课程，我们会给你一些答案。

Throughout the years, many talented speakers and researchers have been developing ways to persuade people effectively. One of the most widely used methods is Alan H. Monroe’s. In the mid-1930s, Monroe created a persuasive process called the “Monroe sequence” that has become a standard in business, media and politics. Once you know it, you’ll recognize it everywhere – in speeches, statements, proposals, advertisements. It’s popular because it is logical and effective.
经过多年的努力，很有智慧的演说家和研究人员都开发了用来陈功说服他人的方法。奇异一个被广泛使用的是Alan H. Monroe发明的方法。在20世纪30奶奶地中期，门罗创造了一种说服方法叫做“门罗序列”，它已经成为商务，媒体和政治中的标准。一旦你了解这种方法，你会意识到它到处都存在——在演讲中，陈述中，提议和广告中。它使用普遍是因为这种方法很有逻辑而且很有效。

So, over the next three Business English Pod episodes, we’ll be studying language and strategies for persuasion based on the Monroe Sequence.
所以接下来的三节课中，我们将要学习基于“门罗序列”说服法的语言和策略。

The Monroe Sequence has five parts.
1) Get the audience’s attention
2) Establish a need
3) Satisfy that need
4) Visualize the future
5) Call for action
门罗序列有5个部分
1.吸引观众的注意
2.建立需求
3.满足需求
4.想象未来
5. 呼吁行动

This show will focus on the first step, getting the audience’s attention.
今天的展示将学习第一步上：吸引观众的注意。

The listening takes place at Swift, a bicycle manufacturer whose major market is the U.S. We’ll be listening to a good example and a bad example of persuasion. First let’s examine the bad example.
录音发生在一家以美国为主要市场的自行车制造厂Swift。我们来听下说服事例的一个好例子和一个坏例子。首先我们来看下一个坏例子。

Listening Questions:
Bad example
1. Whose needs does Franz focus on? That is, whose needs is he taking into consideration when he makes the proposal?
2. Why is Franz’s proposal so ineffective?

Good example
1) What does Steve do at the beginning of his presentation?
2) Whose needs does Steve focus on – the workers’ or the management’s?