假如你生產了一款最新的手機，有800萬像素攝像頭，1080p分辨率的顯示屏，可以進行超高清拍攝，還能編輯和分享。你會怎么向用戶推銷？是不是會這么說：“新的800萬像素攝像頭提供了高達1080p超高清的視頻拍攝功能，同時手機內置編輯工具，可以直接分享給朋友。”話雖然說清楚了，但普通用戶會被擋在諸如1080p這樣的專業詞匯外。他們不知道這個數字代表什么，也不知道多少才算好。再來看看iPhone怎么說。
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。”不需要太復雜，用戶一眼就能看懂。我們說，用戶不關心這些技術參數，就關心“能干啥，能比別人的強多少”。（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信心，陌生的東西只能產生敬畏和猜測。如果把“怕上火喝王老吉”變成“能消解人體內熱的寒性中草藥飲料”，把“給你的腸子洗洗澡吧”變成“清除體內宿便，排毒養顏”，你還會記住他們嗎？
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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簡明而足夠
Concise and enough
大家都覺得Apple文案寫的很不錯，簡明扼要，一語中的。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?
我認為站在設計的角度是這樣，字越少頁面就越簡潔大氣。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%的人不會閱讀，只會掃描瀏覽；而16%的人閱讀一切。這16%的人是你的目標群體，對你的產品感興趣。如果他們對你的產品不感興趣，也不會管你頁面上字多字少。國外IDC機構對網購用戶做出了研究，有50%用戶未完成購買的原因是得到的信息不足。一旦用戶發現了需要的信息，他們會跳過其它部分點擊購買按鈕。如果他們看完整個網頁都沒有被打動，那就有問題了。
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.
這是某網站首頁，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，盡量提供完整的信息。沒有長文案，只有差文案，少要建立在足夠的基礎上，同時要兼顧上下文。可能有人會問，那頁面上的信息太多怎么辦？其實很簡單，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.
