In her excellent book 100 Things Every Presenter Needs to Know About People, Susan Weinschenk lays out a research of making people pay attention to you backed 3 step process that are really impressed:
在Susan Weinschenk的著作《每個發(fā)言者都需要知道的關(guān)于人性的100件事》中，她提出了一種吸引人眼球的三步曲方法委實值得我們思考：

1) Start with what you know they believe.
第一步：從聽眾相信的開始說起

If you start your presentation with the opposite of what they believe, they may turn you off right away. For example, if you start a presentation to me by saying how amazing Android phones are or that Android phones are superior to iPhones, then you’ve likely lost me already. But if you start with an idea I agree with or know about— for example, how amazing iPhones are— then you have a chance of getting through to me.
如果你在發(fā)言一開始就說出了某些聽眾不贊同的觀點，那么他們就會直接“槍斃”你。舉個例子，如果你在演講伊始就大談特談安卓手機有多棒，或者說安卓手機比iPhone要好，那么我可能已經(jīng)對你的演講失去興趣了。不過，如果你從一個我贊同的觀點開始說起，比如iPhone有多出色，那么我可能就會開始關(guān)注你的講話了。

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2) Surprise people.
第二步：出人意料

One way to get past people’s filtering is to present them with information or an experience that they did not expect. For instance, I recently heard that over 50 percent of smartphone sales are Androids and only 33 percent are iPhones. That surprised me and made me stop and think, “Perhaps I should find out more about Android phones.”
想要發(fā)言能夠深入人心的一個方法就是出人意料，提供一些聽眾意料之外的信息或體驗。比如說，我最近聽說智能手機的銷售中有一半用的是安卓系統(tǒng)，iPhone只占三分之一。這一數(shù)據(jù)出乎我的意料，于是我就會停下來想一想：“也許我應(yīng)該多了解一下安卓的手機?！?/div>

3) Set up a situation of cognitive dissonance.
第三步：設(shè)置一種會產(chǎn)生認(rèn)知失調(diào)的情況

In 1956, Leon Festinger wrote a book called When Prophecy Fails. In it, he describes the idea of cognitive dissonance, which is the uncomfortable feeling a person gets when they are presented with two ideas that they believe might both be true. For example, if I believe that I am a person who cares about others but I don’t give money to charitable causes, then I now have cognitive dissonance.
1956年，利昂·費斯廷格（美國社會心理學(xué)家）寫過一本書叫做《當(dāng)預(yù)言破滅時》，書中闡述了認(rèn)知失調(diào)的這個概念，即當(dāng)一個人面對著兩種他認(rèn)為可能都是正確的觀點時會產(chǎn)生一種心理的不適感。舉例來說，如果我自認(rèn)為是一個關(guān)心他人的人，但我卻拒絕捐款給慈善機構(gòu)，那么我就會產(chǎn)生一種認(rèn)知失調(diào)。

The two ideas conflict with each other, and the cognitive dissonance will make me feel uncomfortable. I can either deny one of the ideas or change my behavior to get rid of the dissonance.
兩種觀點互相矛盾，由此產(chǎn)生的認(rèn)知失調(diào)就會使人感到不適。這時，聽眾要做的就是否定其中一種觀點或者改變自己的行為以擺脫這種認(rèn)知失調(diào)的情況。