Bullet Communication, Many people will answer “like”. Recently, I often hear the saying that “now is the era of YouTube, and TV is out of date”. As a member of the TV industry, I really have mixed feelings in my heart. Having said that, I also like to watch YouTube myself, watching the recommended videos one after another on my smartphone, I lose track of time before I know it. But I have a question for the readers:
Which is longer, a YouTube video or a TV show?
Generally speaking, YouTube videos are relatively short, the shortest is only tens of seconds, and the longest is only about 30 minutes. TV shows can easily be 30 minutes or 1 or 2 hours, which is much longer than YouTube videos. Why is there such a difference? Because YouTube is an individual creator who arranges all the work from shooting to editing, and the time is limited. But I think that besides the difficulty of making a long film by one person, there is one decisive difference, and that is:
The “arrangement” mentioned here refers to the structure of conveying things; “expression” refers to the technique of presenting the charm of things. Whether there is choreography and performance is not only a difference in technique, but also a key difference between YouTube videos and TV shows. As long as you can understand the differences, it will help you understand the meaning and effect of “bullet communication” introduced in this book.
Here we take the actual “arrangement” and “expression” techniques used in TV program production as an example to unlock this secret!
Short can be shorter! Focused arrangement
What I want to tell you here is the most important and most commonly used technology when making TV programs. Please look at the following two paragraphs of text, A and B are both saying the same thing, and the words used are similar, but B adds an important point, and it becomes an impressive sentence:
- Because of the chairman’s decision of “10% salary increase for all employees”, the company has grown significantly.
- Because of the chairman’s decision, the company has grown significantly. That is: “All employees have a 10% salary increase.”
Article B uses the basic structure of “hint” and “reveal” commonly used in TV programs. Compared with A’s emphasis on “10% salary increase”, B gives people a more lively impression. “Hint” and “revelation” are very important elements of programming. It is these two indispensable elements that make the audience not turn the channel and have the idea of ”care about the next development!”.
Recipe 1: Use “hint” and “reveal” to deepen the impression
What exactly are “tips” and “reveals”? We use the example sentence just now as an example.
This text emphasizes that “all employees get a 10% salary increase.” The content of “disclosure” should be placed in the position that needs to be emphasized most in the entire article. The preceding “reminder” and “prompt words” (“that is” in the example sentence) are a set to illustrate the words and sentences of “revealing”.
Before the words you want to emphasize, add “that is!”, “that is!” to explain the structure, which is the structure of “reminder” and “revelation”.
Representative prompt words include: “That’s it!”, “That’s there!”, “That’s it!”, “Besides!”, etc. These prompt words are all common and familiar words. Many people are familiar with the expression techniques of TV programs. When they hear the preface of “That is!”, they will immediately react:
what! Here comes the point!
Let the audience unconsciously or consciously notice the content of the TV program.
For example, viewers who watch TV while washing dishes will involuntarily stop their hands and move their eyes to the TV screen the moment they see the prompt “That’s it!” Even if you are swiping your phone, when you hear the TV narration saying “That’s it!”, you will stop your hands and look at the TV screen. After the important message that the director most wanted to convey on TV was “revealed”, the audience suddenly realized “that’s how it is”, and went back to washing dishes and swiping their phones.
Repeated use of this pattern, with moderate gaps, can actually grab the audience’s attention when key information is presented. In this way, even if the audience is not paying attention, they can know what the content of the TV program is about. Now it can be explained why the length of YouTube videos is short: because watching YouTube videos for a long time is tiring.
Don’t you think watching TV all the time is not as tiring as watching YouTube? One of the reasons is the lack of use of “tips” and “reveals”.
Most YouTube videos don’t have a similar structure, so there are no ups and downs. If you don’t pay attention to it, you will not be able to follow the dialogue, and you will miss important content. The audience has to think and find the key points by themselves, so they can’t relax, so it will be very tiring to watch for a long time. Because of this rule of thumb, viewers unknowingly choose to watch the short film, and the film becomes shorter as a result.
When communicating, make the other party feel tired and lose
To convey information to the other party, and to really leave an impression, you must abide by the following iron rules:
Don’t make the other person feel tired.
Don’t make the other person think.
Whether the other party is a business client, an interviewer when looking for a job, or a husband and wife, in various communication and negotiation situations, the “obedient party” is usually less attentive than the speaking party. Therefore, when communicating, we must hold the following psychological preparations:
The other person doesn’t want to listen to you more than expected
Unfortunately, the reality is so cruel. Thinking about it from another angle, we can say this: “Make people who don’t want to listen to you, willing to listen to you” is the essence of communication skills. For the same speech, depending on the other party’s status and preferences, whether they are busy or not, and whether the communication status is good or not, will greatly affect the impression of the content of the conversation. In other words, the method of information transmission will affect the effect of communicating with the other party. If the audience doesn’t listen, it’s not communication, but you can’t always wait until the most suitable time to communicate with the other party before opening your mouth, right? In such a situation, “good communication provided by the speaking party” is the best way.
When you speak, you must never make the other party feel confused: “What is the point of what you want to say?”, because raising doubts is a “thinking act” that takes a lot of effort, and once the other party is exhausted, you will lose. I didn’t want to listen to you very much, and I had to spend extra effort to use my brain and think about unnecessary things, and my concentration would be interrupted, not to mention that I didn’t care what you said at the beginning.
Don’t make the other person feel tired.
Don’t make the other person think.
This is the most important premise of communication, please keep it in mind.
This article is excerpted from “Bullet Communication: Ordinary Words Become Weapons, 27 Precise Eye-catching Methods of Super Producers”, published by Saile
: Ato Motohashi Translator: Yang Zhengmin
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Turn ordinary language into bullets, and accurately implant the message into the minds of the audience!
The decisive point of effective communication lies in the degree to which the listener is “willing to concentrate”.
The director/producer of “Land’s Big Challenge” and “The King’s Brunch” was released for the first time,
refined and extracted in the battle of ratings, the precise communication skills that are not spread in the TV circle, and
the rearrangement of seemingly ordinary messages, It can become a killer weapon!
- After a well-prepared report, the audience bowed their heads and swiped their phones after only 5 minutes of speaking?
- Colleagues and friends turn around and ask “what did you just say” after hearing what you said?
- Clearly the report to the supervisor is very detailed, but I am always asked “what’s the point”?
- How to introduce a product that has no special selling point and is similar to competitors to customers?
Do you also have these problems?
Put it another way, add keywords, and the audience will have a completely different reaction:
- Create your own ranking list as “bait”: change the theme of the boring weekly report to “the top three in this week’s customer QA ranking list”
- Starting from the “consumer’s perspective”: replace the boring product introduction with “the first day that Ms. A used XX hair dryer directly”
- Use reverse thinking to create bright spots: Autobiography plus “Although not a cadre, it is an indispensable “lubricant” for coordinating conflicts in the community.”
Concentrating 20 years of ratings evidence, dismantling the tricks to grab attention
As a well-known Japanese variety show producer, the author racks his brains every day to win the ratings war, and
organizes the information of “accurately hitting attention” in TV program production The skills,
after being modularized and disassembled, turned into 5 mental methods and 27 recipes that are easy to remember and use:
Bullet Method 1: The prerequisite for willingness to listen is “not feeling tired”
- Use “hints” and “revelation” to arrange dialogues, and grasp the key points as soon as you listen
- “Big vernacular” allows listeners to understand in seconds, avoiding showing off professionalism and causing fatigue and distraction
Bullet Method 2: Standing in the position of the listener, solve the problem and attract the attention
- With a “cold opening” to throw out the incentives, the listeners are reluctant to be distracted until the end of the presentation
- Use “rhetorical questions” to build a bridge between you and the listener, and naturally reach a consensus
Bullet Method 3: Go deep into the subconscious mind of the listener, draw the key points and never forget them
- Open a “door” as a foreshadowing, and massive information can be clearly remembered
- From the introduction of different “climbing paths”, the best image of the product is stacked
Bullet method 4: Use the contrast method to point out the topic stems, and design selling points for ordinary products
- Follow the veins of the shortcomings and change the angle to find out the hidden advantages
- Excellence comes from “comparison”, actively provide comparison benchmarks to set off the charm of products
Bullet Method 5: Create a situation with “fuel and vinegar” to create decisive persuasiveness
- When reporting the progress, add the “two words” with a sense of presence, and the supervisor will no longer ask about the progress all the time
- When you are not number one in the industry and do not have many supporters, you can stand out by choosing the right “additional words”
Either “talking a lot” or “communicating well”!
Say goodbye to exhausting and ineffective communication from today, and
apply the modular bullet communication method to all areas of life:
daily interpersonal communication, briefing proposal, job interview, product sales, and
guide the other party to unknowingly engage in dialogue, so that
you can speak without vain. Grab your audience’s attention with your mouth!