【英語島教學實驗室】Perfect Pitch: 英文提案的四個要點
提案時，該注意哪些技巧？該如何用英文報告？參考下面四個方法，打造你的提案表達力！
1. Begin with a Question 提問開頭，快速抓住眼球
人在思考時，注意力最集中。試著用簡潔的問題作為開場，問題不用複雜，只要切合大眾的日常經驗、打中痛點，就能引起注意。參考下面的例子：
(1) “Do you want to spend the rest of your life selling sugared water, or do you want to come with me and change the world?
-Steve Jobs用這個提問成功挖腳百事可樂的總裁John Sculley
(2) “Ask yourself are you better off now than you were four years ago?”
- Ronald Reagan
(3) “Rather than wanting to be an entrepreneur or making money–what are some useful things that you do that you wish existed in the world?”
- Elon Musk
你可以試著這樣開場......
Have you ever noticed/thought...?
You know how...?
Rather than...would you rather...?
Would you want to...or would you rather...?
2. Tell the Audience Who You Are 個人化標語，加強聽眾的記憶
用簡潔的開頭介紹自己和公司。在簡報封面中安插一句具有特色的個人化標語（tagline）能替開場加分，標語要讓人一目瞭然，最好能貫徹理念。以下是三個典型的例子：
(1) “Broadcast Yourself.” – YouTube
(2) “Book rooms with locals rather than hotels.” -Airbnb
(3) “Eat fresh." - SUBWAY
你可以試著這樣說......
First, let me introduce myself. I am (name) from (company).
Let me start by giving you some background information.
3. State the Problem and Solution 清楚的問題與解方，讓提案更有說服力
告訴聽眾，你目前在市場上所觀察到的問題，以及你打算如何解決。參考下面Airbnb的例子，他們利用問題與解方，清楚地說明報告的方向：
(1) Problem
Price is an important concern for customer booking travel online.
對線上訂房的顧客來說，「價格」是最重要的考量。
Hotels leave you disconnected from the city and its culture.
「飯店」讓你與城市和在地文化的距離更遙遠。
No easy way exists to book a room with a local or become a host.
「目前沒有輕鬆的方式」可以訂房或出租。
(2) Solution
A web platform where users can rent out their space to host travelers to:
一個可以讓使用者把房間出租給遊客的網路平台：
Save money: when traveling 省旅費
Make money: when hosting 賺外快
Share culture: local connection to the city 分享文化
你可以試著這樣說......
We have found a way to solve... (Problems)
We are going to deal with these problem by... (Solution)
4. Provide a Short but Sweet Product Description 精準的產品描述，有效引起購買慾
介紹產品時，緊扣住三個重點，產品的內容、功能、以及獨特性。
(1) What your product is? 你的產品是什麼？
(2) What it’s for? 你的產品有什麼作用？
(3) What makes it unique? 它和別家的產品有什麼不同？
你可以試著這樣說......
Notice how our product has different features.
A notable feature of our product is...
*本文收錄於英語島English Island 2018年6月號
1. Begin with a Question 提問開頭，快速抓住眼球
人在思考時，注意力最集中。試著用簡潔的問題作為開場，問題不用複雜，只要切合大眾的日常經驗、打中痛點，就能引起注意。參考下面的例子：
(1) “Do you want to spend the rest of your life selling sugared water, or do you want to come with me and change the world?
-Steve Jobs用這個提問成功挖腳百事可樂的總裁John Sculley
(2) “Ask yourself are you better off now than you were four years ago?”
- Ronald Reagan
(3) “Rather than wanting to be an entrepreneur or making money–what are some useful things that you do that you wish existed in the world?”
- Elon Musk
你可以試著這樣開場......
Have you ever noticed/thought...?
You know how...?
Rather than...would you rather...?
Would you want to...or would you rather...?
2. Tell the Audience Who You Are 個人化標語，加強聽眾的記憶
用簡潔的開頭介紹自己和公司。在簡報封面中安插一句具有特色的個人化標語（tagline）能替開場加分，標語要讓人一目瞭然，最好能貫徹理念。以下是三個典型的例子：
(1) “Broadcast Yourself.” – YouTube
(2) “Book rooms with locals rather than hotels.” -Airbnb
(3) “Eat fresh." - SUBWAY
你可以試著這樣說......
First, let me introduce myself. I am (name) from (company).
Let me start by giving you some background information.
3. State the Problem and Solution 清楚的問題與解方，讓提案更有說服力
告訴聽眾，你目前在市場上所觀察到的問題，以及你打算如何解決。參考下面Airbnb的例子，他們利用問題與解方，清楚地說明報告的方向：
(1) Problem
Price is an important concern for customer booking travel online.
對線上訂房的顧客來說，「價格」是最重要的考量。
Hotels leave you disconnected from the city and its culture.
「飯店」讓你與城市和在地文化的距離更遙遠。
No easy way exists to book a room with a local or become a host.
「目前沒有輕鬆的方式」可以訂房或出租。
(2) Solution
A web platform where users can rent out their space to host travelers to:
一個可以讓使用者把房間出租給遊客的網路平台：
Save money: when traveling 省旅費
Make money: when hosting 賺外快
Share culture: local connection to the city 分享文化
你可以試著這樣說......
We have found a way to solve... (Problems)
We are going to deal with these problem by... (Solution)
4. Provide a Short but Sweet Product Description 精準的產品描述，有效引起購買慾
介紹產品時，緊扣住三個重點，產品的內容、功能、以及獨特性。
(1) What your product is? 你的產品是什麼？
(2) What it’s for? 你的產品有什麼作用？
(3) What makes it unique? 它和別家的產品有什麼不同？
你可以試著這樣說......
Notice how our product has different features.
A notable feature of our product is...
*本文收錄於英語島English Island 2018年6月號