假如你生產(chǎn)了一款最新的手機(jī)，有800萬(wàn)像素?cái)z像頭，1080p分辨率的顯示屏，可以進(jìn)行超高清拍攝，還能編輯和分享。你會(huì)怎么向用戶推銷？是不是會(huì)這么說(shuō)：“新的800萬(wàn)像素?cái)z像頭提供了高達(dá)1080p超高清的視頻拍攝功能，同時(shí)手機(jī)內(nèi)置編輯工具，可以直接分享給朋友?！痹掚m然說(shuō)清楚了，但普通用戶會(huì)被擋在諸如1080p這樣的專業(yè)詞匯外。他們不知道這個(gè)數(shù)字代表什么，也不知道多少才算好。再來(lái)看看iPhone怎么說(shuō)。
If you produced a new cell phone, a 8000000 megapixel camera, a 1080 p resolution display, can undertake high-definition filming, can edit and share. How will you sell to the user? Will say: "the new 8000000 megapixel camera provides up to 1080 p high-definition video cameras, and mobile phone built-in editing tool, can be directly share to friends." Although words make myself clear, but the average user will be blocked outside the professional vocabulary such as 1080 p. They don't know what the number represents, also don't know how much is good. Take a look at how to say the iPhone.
“拍攝，編輯，分享。所有都是高清。”不需要太復(fù)雜，用戶一眼就能看懂。我們說(shuō)，用戶不關(guān)心這些技術(shù)參數(shù)，就關(guān)心“能干啥，能比別人的強(qiáng)多少”。（感謝胖胡斐提供案例，更多Apple文案可參考Apple文案初品 ）
"Shoot, edit, share. All are hd." Don't need too complicated, user can understand at a glance. We say that the user does not care about these technical parameters, is concerned with "can do, how much" can be better than others. (thanks to fat flying fox provide case, more Apple document may refer to Apple copy) at the beginning of
知道的東西往往比不知道得東西更能激發(fā)信心，陌生的東西只能產(chǎn)生敬畏和猜測(cè)。如果把“怕上火喝王老吉”變成“能消解人體內(nèi)熱的寒性中草藥飲料”，把“給你的腸子洗洗澡吧”變成“清除體內(nèi)宿便，排毒養(yǎng)顏”，你還會(huì)記住他們嗎？
Know things often don't know than what can inspire confidence, more strange things can only produce fear and speculation. If "afraid of lose drink wang ji" into "can eliminate the human body internal heat the cold resistance of Chinese herbal medicine drink", "to your intestines to bathe" into "removes waste, discharge poison to raise colour, would you still remember them?
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簡(jiǎn)明而足夠
Concise and enough
大家都覺(jué)得Apple文案寫的很不錯(cuò)，簡(jiǎn)明扼要，一語(yǔ)中的。那么是不是字越少越好呢？
Everyone find Apple copywriter to write great, concise, fits. The words as little as possible?
我認(rèn)為站在設(shè)計(jì)的角度是這樣，字越少頁(yè)面就越簡(jiǎn)潔大氣。但是，在文案撰寫人的眼里卻不是這樣。
I think to stand in the Angle of the design is such, the less word page is more concise atmospheric. However, in the eyes of document writing people are not.
79%的人不會(huì)閱讀，只會(huì)掃描瀏覽；而16%的人閱讀一切。這16%的人是你的目標(biāo)群體，對(duì)你的產(chǎn)品感興趣。如果他們對(duì)你的產(chǎn)品不感興趣，也不會(huì)管你頁(yè)面上字多字少。國(guó)外IDC機(jī)構(gòu)對(duì)網(wǎng)購(gòu)用戶做出了研究，有50%用戶未完成購(gòu)買的原因是得到的信息不足。一旦用戶發(fā)現(xiàn)了需要的信息，他們會(huì)跳過(guò)其它部分點(diǎn)擊購(gòu)買按鈕。如果他們看完整個(gè)網(wǎng)頁(yè)都沒(méi)有被打動(dòng)，那就有問(wèn)題了。
79% of people don't read, will only scans; And 16% of people read everything. This is your target group 16%, interested in your products. If they are not interested in your products, also can't tube you more than words on a page. IDC institutions abroad has made a research to online users, with 50% of users are not complete the purchase of reason is the insufficient information. If users find the needed information, they will skip the rest click the buy button. If they see the whole page has not been touched, that's a problem.
這是某網(wǎng)站首頁(yè)，你能看出它是做什么的嗎？
This is a web site home page, you can see what is it doing?
所以說(shuō)，盡量提供完整的信息。沒(méi)有長(zhǎng)文案，只有差文案，少要建立在足夠的基礎(chǔ)上，同時(shí)要兼顧上下文。可能有人會(huì)問(wèn)，那頁(yè)面上的信息太多怎么辦？其實(shí)很簡(jiǎn)單，用tab 或link就可以解決。
So, as far as possible to provide complete information. Not long, only a poor copy, little to build on the basis of enough, at the same time to take into account the context. May someone will ask, too much information on the page? Actually very simple, use TAB or link can be solved.
