文案与商业写作2017medium.dave-bailey.com编辑精选
一句话产品描述写作的艺术
The Art of Writing One-Sentence Product Descriptions
导读
这篇文章讨论如何为产品写一句话描述，核心是把复杂产品压缩成一个能打动人的句子。对写作者的价值在于：学会抓主要功能、用户痛点和差异化，并用具体例子替代空泛形容词。评论区还补充了可操作的公式、对“只讲原则”的批评，以及一句话总结与电梯演讲的区别。
可以直接用的写作要点
- 01
一句话产品描述优先说一个核心功能，并落到用户最大痛点或与最近竞品的最大差异，而不是罗列功能。
- 02
用简单具体的动词和结果，让读者一眼知道产品能做什么、带来什么，例如“无需写代码即可自动追踪用户行为”。
- 03
一句话总结不等于电梯演讲：总结先帮人快速理解，演讲再展开说服，别用“XX界的Airbnb”这类类比套话代替思考。
- 04
可以读旧《电视指南》式剧情简介，练习用一两句交代人物困境和行动，训练压缩叙事的能力。
HN 评论精选
一句话公式是核心功能加痛点或差异化，并配具体例子。
有效的一句话产品描述可以归结为：用简单的话描述一个主要产品功能，这个功能要么解决客户最大的痛点，要么让你与最接近的竞争对手区别最大，或两者兼具。例子：Heap“自动追踪所有网站和应用用户行为——无需写代码”；Mailchimp“最容易使用的邮件营销平台”；Pipedrive“拖拽式界面CRM——按类型一眼查看所有交易”；Revue“轻松发送每周新闻通讯来吸引受众”；Art of Emails“经过验证的预写销售邮件模板”。
natvod查看英文原文
Writing effective one sentence product descriptions can be boiled down to: Describe in simple terms a major product feature that either or both: a) solves the biggest pain point for your customer b) makes you the most different from your closest competitor Examples: https://heapanalytics.com: Automatically track all website and app user actions - no coding required https://mailchimp.com/: Easiest to use email marketing platform https://www.pipedrive.com/: Drag and drop interface CRM - view all deals by type at a glance https://www.getrevue.co - Effortlessly send a weekly newsletter to engage your audience http://www.artofemails.com/ - Proven prewritten sales email templates
批评文章只给原则不给提炼方法；复杂产品难压缩，需要具体路径。
我原本希望看到更多关于如何把产品提炼成那一句话的洞见。显然这没有万能公式，但文章大多是“你应该这样做”，实质内容很少。作者说“我认为即使最复杂的SaaS平台也能用一个有说明性的主打功能来简化”，我再次希望能看到为什么他这样认为。我在一家提供SaaS/PaaS产品的公司工作，产品非常强大但出了名地难描述；公司很成熟，却仍难吸引第三方开发者，除非他们之前接触过产品。我常觉得答案是把功能提炼成短得离谱的描述，但目前还没成功写出这样的描述。
haswell查看英文原文
I was hoping for more insight into how to distill a product into that one line sentence. Obviously there is no magic formula for this, but the article mostly consists of "You should be doing this" with little other substance. > I’d argue that even the most complex SaaS platforms can be simplified with an illustrative lead feature. Again, was really hoping for some insight into why he argues this. I work for a company that provides a SaaS/PaaS product that is immensely powerful but notoriously difficult to describe. The company is well established in the marketplace, but still has a difficult time getting 3rd party developers on board unless those developers had prior exposure to the product for some reason. I've often felt that the answer involves some distillation of the functionality into a ridiculously short description, but have not been successful in crafting such a description (yet).
一句话总结不等于电梯推销；要避免类比套话，真正提炼出核心。
电梯演讲本质上是一次推销，一句话总结本质上是一次总结，两者根本不同。我和一位朋友航海时，他问我在做什么，我脱口而出一句总结，效果特别好。我当时在比赛、满脑子调帆，根本没想过走电梯演讲流程，但我记住了那句总结，以后会用，甚至可能用它开场。顺便说，最糟的一句话总结是好莱坞式总结：“这是Ubuntu发行版的Airbnb”。这种总结说明你还没真正想清楚，是陈词滥调，听的人眼睛立刻发直。
CalChris查看英文原文
The elevator pitch is fundamentally a pitch. And a one sentence summary is fundamentally a summary. They're fundamentally different. I was sailing with a buddy (a made man in SV) and he asked me what I was working on. I blurted out a one sentence summary and did it ever hit. I hadn't even thought of running through an elevator pitch because I was racing and was really thinking about sail trim. But I remember the summary and I'll use it. I may even lead the pitch with it. BTW the worst single sentence summaries are the Hollywood summaries: this is Airbnb for Ubuntu distributions. That sort of summary says that you haven't really thought it out. It's a trope and their eyes just glaze over immediately.
用旧电视指南式剧情摘要练习压缩人物、冲突和行动。
读读旧《电视指南》的剧情简介，比如《Mr Ed》第一季“Busy Wife”：Carol沉迷于妇女俱乐部，完全忽略了Wilbur；得靠Ed帮她摆脱这种痴迷。
ohdrat查看英文原文
Read old TV Guide plot summaries, e.g. Mr Ed, Season 1 Busy Wife: Carol gets wrapped up in a woman's club and completely ignores Wilbur. It's up to Ed to try and help her overcome the obsession.
同类还值得读
好文笔是一种商业优势
Good writing is a business advantage
这是广告人 George Tannenbaum 的一篇博客短文，主张清晰的写作在商业中是实打实的竞争优势——能把事情说明白的人，在会议、邮件、提案里就已经赢了一半。
文案与商业写作2020 · 449 分 · 198 评4 条写作要点编辑精选如何为落地页撰写文案
Writing copy for landing pages
这是 Stripe Atlas 关于落地页文案的写作指南，核心是把文案当成回答读者疑问的工具，而不是自我表达。
文案与商业写作2018 · 416 分 · 84 评4 条写作要点编辑精选我曾是扎克伯格的演讲稿撰写人
I was Zuckerberg’s speechwriter
这篇是第一人称回忆：作者曾为扎克伯格写演讲稿，借此复盘在剑桥分析丑闻前后，科技巨头的公开表达如何被构思、修饰和交付。
文案与商业写作2018 · 347 分 · 254 评4 条写作要点编辑精选Ask HN：为技术岗位写求职信
Ask HN: Writing cover letters for tech jobs
这篇 HN 讨论科技岗位是否需要写求职信、写给谁看、用什么语气和格式。
文案与商业写作2017 · 265 分 · 123 评4 条写作要点编辑精选分析 1 亿篇帖子：写出最佳标题的要点
100M Posts Analyzed: What You Need to Write the Best Headlines
BuzzSumo 分析了 1 亿条帖子，找出高点击标题的常见句式，但评论者提醒：这些“最佳标题公式”在两年内就完全失效，说明它测的可能是 Facebook 算法的偏好而非人类读者…
文案与商业写作2021 · 218 分 · 110 评4 条写作要点编辑精选