In order to be successful, you must have eloquence in addition to your mind. Every minute of Ma Yun’s speech is worth millions of dollars. Each of his impromptu speeches has made the business community cannot help applauding. Every speech is humorous and wonderful, and every speech is enriched in philosophy. He may convince everyone the instant he talks.

This book explains and analyses of Ma Yun's speaking skills. The book has selected his speeches, large and small, in various occasions, summing up Ma Yun's eloquence art and speaking skills. Through the analysis of the experience and skill of these speeches, the reader will understand the essence of Ma Yun's art of eloquence.
After reading this book, readers will get to learn the passion, intelligence, humorous and honesty of Ma Yun. While feeling the charm of Ma Yun’s language, you will unconsciously improve your expressive ability and show your own eloquence.

Wang Li, a best-selling writer on commercial books, specializes in human resource management and e-commerce operations. He has been working on the internal mechanisms of well-known companies for many years and has applied the core work law of well-known companies to corporate management. He follows the principle of "people-oriented", draws management wisdom from well-known business leaders, helps many companies train high-quality management talents, and enhances the overall strength and competitiveness of enterprises.

Chapter I Good Words Need “Heartiness”

Be Sincere; Genuinely Praise Others / 002
Keep a Low Profile, Your Suggestions Can be Well accepted / 005
Capture the Listener's Psychology to Win their Heart / 009
Tell Your Own Story, Plain but Wonderful / 012
Adhere to the Principles, Plain Words Can be Convincing / 015
Don't Want to be "Embarrassed", be More Careful When You Talk / 018


Chapter II Be a Person Who Can Tell Jokes

Convey Emotions Humorously, You Will be the Next Ma Yun / 022
Express Seriousness at Ease, there Will Not be Embarrassment / 025
Dare to Laugh at Yourself; You Will Have a Different Future / 028
Ma Yun’s Humor Comes from Profound Knowledge / 031
Bring Out Facts and Reasons in a Humorous Way, One Sentence Counts for Ten Thousands / 035
The More Knowledge, the More attractive for Others / 038

Chapter III Sensation, Make Your Words Warm

Full of Passion, Your Words Will be More Touching / 042
Believe in Yourself, Your Emotional Words Will be Convincing / 045
As Long as There is Passion, Plain Language Will Also Touch People / 048
Fill Yourself with Positive Energy to Encourage Others / 051
Moderate Affection-instigating, Build Emotional Resonance / 054
A Good Story is better Than a Bunch of Ideas / 057
Keep Your Passion, Your Words Will be More Energetic / 060


Chapter 4 What You Say Should be Incisive

Ineffective Rhetoric Will Only Make People Annoyed / 064
Countering the Challenge, You Must Have Reasons / 067
Brave Words are Not Proper in Some Occasions / 070
In Front of Sharp Questions, Calmly Answer without Anger / 073
Negotiation Scenes are Different, Negotiation Styles Have to Change / 076
Giving advice is More Motivating than Pointing Mistakes / 079
Even If the Customer is God, You Should Refute Back If They Make a Mistake / 082


Chapter V You Have to Style the Way You Talk

Be Pride, But Not be arrogant / 086
The More You Talk, the More Likely You are to be Right / 089
Talk What Other People Might be Interested, They Will be interested in You / 093
Frankly Admit Mistakes, You Will Win More Trust / 096
The Person Who Dares to Make His Own Voice is the Most Attractive / 099
Sincerity + Complements, Listener Would Like to Hear You Talk / 102


Chapter VI Positive Energy, Shine the Words You Said

With No Principle or Bottom Line, You Will End up being Alone for a Lifetime / 106
Use Your Dreams to Motivate Others, You are More Likely to Persuade Others/ 109
As Long as You Keep Saying, You Could Convince Anyone / 112
Speak with Faith; It Will Have a Higher Impact / 115
Persevering in Your Mouth, You Can be More Persistent in Your Heart / 118
Take Your Own Way of Expression, You Will Have Opportunities / 121
The More You Reveal, the More Hearts You Would Win / 124


Chapter VII Be Modest, Don't be Proud

How to Say It is More Important Than What You Say / 128
Less Complaints, Your Life is on Your Mouth / 131
Have the Courage to Do What You Said, Keeping True to Yourself is the Most Valuable / 134
Being Low-Key and Modest, It is also an Eloquence / 137
Respecting Others is the Way to Ensure Smooth Communication / 140


Chapter VIII Say Something Unexpected.

Say Your Words by the Name of a Celebrity, the Effect Will be Better / 144
Confession Will Make Criticism Easier / 147
Aggressiveness Exposed Outside, Spearhead Hidden Inside / 150
Grasp the Essence, There is No Question That Cannot be answered / 153
Take the Extraordinary Step, Bypasses the Language Trap / 156
Alternate Kindness with Severity, Do What You Said / 160


Chapter IX Let the Confidence Shine between Words

If You believe the Words You Said, Others Will believe You/ 164
Have a Firm Tone, Build Confident Atmosphere / 167
Resonate with Listeners by Capturing their Needs / 170
You Will be More Emboldened If You Do a Good Job/ 173
Being Honest Would add Charm / 176


Chapter X Tell the Truth and be True to Yourself

Open Your Heart and Show Your True Feelings / 180
Seek Truth from Facts, Don’t Pretend to be able to Do Things beyond Your ability / 183
Talk Less about Great Truth, Tell More Stories / 186
Create Dreams with Aura Language, Cheer for Employees / 190
Break the Barrier of Thinking and View the Problem from Different angles / 193
Practice Eloquence and Convince People Who are Doubtful / 196

Appendix I Ma Yun’s Wonderful Speech Appreciation (Selection)

Alibaba's 10th Anniversary Celebration Speech - "Chase Dreams, Open New Business Civilization" / 200
Ma Yun's Speech Delivered when Leaving as CEO (Full Text) / 208
An Open Letter from Ma Yun to All Employees - "Survival For Ideals" / 212
Ma Yun's Wonderful Speech at The New York Economics Conference In 2015 (Full Text Translation) / 216

Appendix II Ma Yun's 30 Pieces of Classic Advice

Postscript to be a Sweet Talker, Daring to Speak is the Key