Source: Chen Ciling
There's one word I've mentioned in a lot of articles: structured.
But as far as I've observed, many of us don't really have a good understanding of the concept of structuring, and we can't tell what it means.
Structuring is actually a way of organizing and managing information, data, or knowledge to improve efficiency, clarity, and comprehensibility. Structuring can have different meanings and applications in different domains and contexts, but the core idea is to break down complex information into parts that are easy to understand and process, and organize those parts in a logical and orderly way.
For example, some people will sound very coherent when they speak, but some people will make you feel uncoherent. On the surface, it is the language that has not been rectified, but behind it is the thinking that has not been rectified.
Today, I'm going to share with you 4 very useful structured expression tools to help you quickly improve your speaking structure.
The four structured expression tools are: PREP model, FABE model, RIDE model, and STAR rule.
01 PREP model
The PREP model is an acronym for Point, Reason, Example, and Point, which divides the process of expression into 4 steps:
(1) Speak the point first, (2) Speak again, (3) Give an example, and (4) Reiterate the point.
Let's say you're a project manager and need to make a proposal for adopting a new project management tool at a team meeting.
Point: First, you make your point clear that the team should adopt a new project management tool to be more productive.
Reason: You then explain what supports this idea. You point out that the tools your current team uses lack real-time collaboration capabilities, resulting in poor communication and lagging project progress updates. In addition, the new tool's advanced reporting capabilities can help management better understand project status and team workload to make more informed decisions.
Example: To reinforce your argument, you provide a concrete example. You mentioned that a competitor company has adopted the new tool and reduced project delivery time by 20% in three months. You also shared a case study showing that other teams using the tool increased project management efficiency by an average of 30%.
Point: Finally, you reiterate your point that adopting a new project management tool will significantly improve your team's productivity and speed of project delivery, as well as enhance collaboration and communication among team members.
02 FABE model
FABE 模型是 Features(特征)、Advantages(优点)、Benefits(利益)、Evidence(证据)的首字母缩写。
To put it simply, it is to find out the characteristics that customers are most interested in, analyze the advantages generated by this feature, and find out the benefits that this advantage brings to customers, and finally provide relevant evidence.
A standard sentence pattern that uses the FABE model is:
Because...... (Features)
Thereby...... (Pros)
...... for you (Benefits)
You see...... (Evidence)
Let's say you're an automotive sales consultant and you're pitching a new electric car to potential customers.
Feature: The electric car is equipped with the latest lithium-ion battery technology and can travel more than 500 kilometers on a single charge.
Advantage: Due to the high energy density of this battery technology, the vehicle's range is high, which means you can easily complete long journeys without the need for frequent recharging.
Benefit: For you, this means you can enjoy a hassle-free driving experience without worrying about running out of battery or finding a charging station, while also reducing the time spent between gas and charging stations.
Evidence: According to recent consumer reports, more than 80% of EV owners using this battery technology say their vehicle has ranged beyond their expectations, and in the past year, they have averaged 20% more miles per charge than expected.
03 RIDE model
The RIDE persuasion model is an abbreviation for the first letters of Risk, Interest, Differences, and Effect.
To put it simply, it means that risks, benefits, differences, and flaws.
These four steps are like a well-designed roadmap that helps us on the journey of convincing others to reach our goals.
How to use the RIDE model?
First, talk about the risks of others not taking your advice. Psychologically, people are more sensitive when they lose than when they gain.
Next, talk about the benefits of others taking your advice. Psychologically speaking, the first step lowers the psychological expectations, and at this time, it is easier to accept through the comparison of benefits and risks.
Then, talk about the differences between your advice and others. Psychologically speaking, everyone doesn't like the same thing, and something unique is more likely to attract attention.
Finally, talk about the minor drawbacks of your suggestion. Psychologically speaking, it means that something that is too perfect is not real, a little flawed but not hidden.
For example, I want to convince you to follow my official account:
RISK: Pay attention to the official account, you must look at the quality of the other party's content, otherwise it is a waste of energy and time;
Interest (Interest) :(Interest) My public account, so that readers can read it in the morning and use it in the afternoon;
Difference: Because all the content is summarized from the first-line experience, it not only provides theories, but also methods to ensure empathy and application;
Effect: But there is also a point, often sent at noon, everyone is busy all morning, and I don't want to burn my brain to read dry articles......
04 STAR Rule
The STAR rule is a technique commonly used in interviews and workplaces to report on work, interview, answer questions, or demonstrate personal abilities and experience.
Its biggest advantage is that it can present a clear structure and ideas when reporting and expressing, so that there are key points, bright spots, difficult points, and cool points, like telling a story, one after another, fascinating.
How to use the STAR rule?
First, express the specific situation you are in, describe the background of the project and the problem you want to solve.
Next, express the task or goal you are working on.
Then, express what specific actions you took to solve the problem (Action) and how did you deal with the difficulties and challenges?
Finally, express what you have achieved and what highlights have you created?
Upper Case:
Situation: During my tenure as a marketing assistant, the company was facing a decline in market share, especially among younger consumers.
Task: My task is to design and implement a campaign with the aim of increasing brand awareness in the 18 to 35 age group and increasing sales by at least 15%.
Action: I started by doing market research to understand the interests and preferences of the target group. Based on the results of the research, I proposed a campaign with social media as the main platform, including collaborations with popular influencers, creative ads, and interactive contests. I also coordinated a cross-departmental team to execute this activity and ensure that every step was within budget and schedule.
Result: The campaign was a great success, with a significant increase in brand awareness among the target age group, a 200% increase in engagement on social media, and a 20% increase in sales over the following quarter, exceeding expectations.