| 每日 EZ Word | | ![]() | ![]() | An eye for an eye, a tooth for a tooth 以眼還眼，以牙還牙
我們的成語裡有「以牙還牙」，而西方聖經裡也有An eye for an eye, a tooth for a tooth，意思是說要是有人傷你，你就應該報復回去。不過在本日對話中，Ken在後面加了但書，他是指「好的方面」in a good way，所以是如果有人對你好，你就應該報答回去。 | |
| 今日會話 EZ Talk | | ![]() | ![]() | Law of Reciprocity 平等互惠法則──人們通常會投桃報李
Ken: All right, Paul. We need to talk about our marketing plan for our bakery. Sales have been steady, not 1)stellar.
Paul: Marketing? I say word of mouth is the best marketing. If we make good bread, people will tell their friends and our business will 2)boom.
Ken: Good bread is a 3)given—we need to be more 4)sophisticated than that. Before I applied for our business license I read a book about how to 5)influence others. It says there are six laws of 6)persuasion that 7)marketers should use.
Paul: The six laws? What are they?
Ken: The first law is the Law of 8)Reciprocity. It means that people tend to return favors. You know, an eye for an eye, a tooth for a tooth, that kind of thing. But in a good way.
Paul: Makes sense. But how can we apply that to the bakery?
Ken: Free cookies. We'll hire a pretty girl to give out free cookies at the door every day.
Paul: But won't people take advantage of that? Come by and eat the free cookies and then not buy anything?
Ken: Sure, some might. But even more will try one free cookie and then buy a dozen. Trust me—people will be lined up around the block.
肯恩：好了，保羅。我們得談談我們麵包店的行銷計畫。我們的銷售向來穩定而不凸出。
保羅：行銷？我覺得口碑就是最好的行銷。我們麵包做得好，人們自然會告訴他們的朋友，我們的事業就會蒸蒸日上。
肯恩：好麵包是前提──我們必須做得更精細。在我申請營業執照之前，我讀過一本講如何影響他人的書。書中說行銷人員應採用六條說服法則。
保羅：六條法則？哪六條？
肯恩：第一條是平等互惠法則，也就是說人們有投桃報李的傾向。你知道，以眼還眼、以牙還牙那種事情，只不過是以好的方式。
保羅：有道理。但我們要怎麼將它運用到麵包店？
肯恩：免費的餅乾。我們可以聘一個可愛的女孩，每天在門口發送免費的餅乾。
保羅：但人們不會佔便宜嗎？光來吃免費餅乾，然後什麼也不買。
肯恩：當然或許有些人會這樣。但會有更多人在試吃免費餅乾後買一打。相信我──人們會排到轉角過去的。 | |
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| 今日EZ單字 | | ![]() | ![]() |
1) stellar (a.) 優秀的
2) boom (v.) 繁榮
3) given (n.) 既定、已知的事實
4) sophisticated (a.) 複雜的
5) influence (v.) 影響
6) persuasion (n.) 說服
7) marketer (n.) 行銷人，商人
8) reciprocity (n.) 相互利益，互惠主義 | |
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