假如你生产了一款最新的手机，有800万像素摄像头，1080p分辨率的显示屏，可以进行超高清拍摄，还能编辑和分享。你会怎么向用户推销？是不是会这么说：“新的800万像素摄像头提供了高达1080p超高清的视频拍摄功能，同时手机内置编辑工具，可以直接分享给朋友。”话虽然说清楚了，但普通用户会被挡在诸如1080p这样的专业词汇外。他们不知道这个数字代表什么，也不知道多少才算好。再来看看iPhone怎么说。
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.
“拍摄，编辑，分享。所有都是高清。”不需要太复杂，用户一眼就能看懂。我们说，用户不关心这些技术参数，就关心“能干啥，能比别人的强多少”。（感谢胖胡斐提供案例，更多Apple文案可参考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
知道的东西往往比不知道得东西更能激发信心，陌生的东西只能产生敬畏和猜测。如果把“怕上火喝王老吉”变成“能消解人体内热的寒性中草药饮料”，把“给你的肠子洗洗澡吧”变成“清除体内宿便，排毒养颜”，你还会记住他们吗？
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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2
简明而足够
Concise and enough
大家都觉得Apple文案写的很不错，简明扼要，一语中的。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?
我认为站在设计的角度是这样，字越少页面就越简洁大气。但是，在文案撰写人的眼里却不是这样。
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%的人不会阅读，只会扫描浏览；而16%的人阅读一切。这16%的人是你的目标群体，对你的产品感兴趣。如果他们对你的产品不感兴趣，也不会管你页面上字多字少。国外IDC机构对网购用户做出了研究，有50%用户未完成购买的原因是得到的信息不足。一旦用户发现了需要的信息，他们会跳过其它部分点击购买按钮。如果他们看完整个网页都没有被打动，那就有问题了。
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.
这是某网站首页，你能看出它是做什么的吗？
This is a web site home page, you can see what is it doing?
所以说，尽量提供完整的信息。没有长文案，只有差文案，少要建立在足够的基础上，同时要兼顾上下文。可能有人会问，那页面上的信息太多怎么办？其实很简单，用tab 或link就可以解决。
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.
