文案与商业写作2011robots.thoughtbot.com
推出 Copycopter：让你的客户自己写文案
Introducing Copycopter: let your clients do the copy writing
导读
这篇文章介绍 Copycopter：一个让客户直接修改产品文案的工具。评论重点讨论产品文案里的痛点场景是否真实、落地页文案和截图说明是否清楚，以及如何把“开发者语言”转成“客户语言”。对写作者来说，它提醒我们：产品文案要服务真实用户和真实工作流程，不能靠牵强假设撑场面。
可以直接用的写作要点
- 01
写产品文案时，痛点场景要真实可信；牵强的假设会让读者质疑作者是否理解实际工作。
- 02
落地页首屏的 tagline 要能立刻说明“这是什么”，价格入口不要抢过产品解释。
- 03
截图和示例要自带说明或标注，否则读者看不出改动，也理解不了价值。
- 04
把开发者术语翻译成客户能懂的话，可以借鉴本地化/翻译管理的思路来组织文案。
HN 评论精选
用牵强场景写文案会暴露流程问题，写作者应避免虚构不真实的痛点。
原文说：“这时，你要解释 master 分支有还没准备好上线的功能吗？你要基于上一个稳定分支新建分支、改文案、部署，再把改动 back port 回 master 吗？还是告诉他只能等下一次部署？”如果你经常需要这样想，你的工作方式就有严重问题。
jdietrich查看英文原文
FTA: "At this point, do you try to explain that your master branch has features that aren’t ready to go live yet? Do you create a new branch based on the previous stable branch, change your text, deploy that, and then back port the change to master? Do you tell him he’ll just have to wait until the next deploy?" If you often have cause to think like that, something is terribly wrong with the way you work.
首屏文案和示例要能自解释，价格入口不应压过产品说明；博客文案也要避免牵强场景。
我没读博客介绍就先看了网站。作为不知道要读什么的用户，我的想法是：logo 下的 tagline 几乎完美，立刻告诉我这是什么；设计很漂亮，顶部很简单；Plans & Pricing 太突出，我知道你想让我点进去注册，但我对产品全部了解只能靠猜 tagline，建议干脆移除它，并让 tour 里的“Next”按钮更突出；我看不懂 Editing 截图里发生了什么，希望元素有标注；到 Viewing 截图时，我只是因为记得 Umbrella Today 原来的 tagline 才知道改了；Plans & Pricing 很漂亮。之后我读了博客，对产品整体图景清楚多了，写得很好，但“master 分支有还没准备好上线的功能”那句让我皱眉，感觉有点牵强；多数人知道不该在 master 写长期功能，我相信 thoughtbot 也是这么做的。
r00k查看英文原文
I went to the actual site without reading the introduction on the blog. As a user who had no idea what he was about to read, here were my thoughts: * The tagline below the logo is nearly perfect. Instantly told me what I was looking at. * Gorgeous design. Love how simple the top section is. * Plans & Pricing seems too prominent. I know you want me to click there so I can sign up, but ALL I know about the product is what I can guess from the tagline. I think you could remove it entirely (and make the "Next" button in the tour more prominent). * I didn't really understand what was happening in the "Editing" screenshot. I wished the elements in the shot were labeled somehow. * When I reached the "Viewing" screenshot, I only knew a change was made because I remembered the original tagline from a previous visit to Umbrella Today. I'm not sure it's clear otherwise. * Plans & Pricing is gorgeous. After that, I read the blog post, which gave me a much better overall picture of the product. It's written very well, though I'll admit raising an eyebrow at: "at this point, do you try to explain that your master branch has features that aren’t ready to go live yet?" This feels a little contrived. I think most folks know not to write long-running features in master, and I have little doubt that's how you're doing it at thoughtbot. Just one guy's thoughts, though I am pretty squarely in your target market. Anyhow, I'm psyched to see you guys launch this. It's clear you're scratching your own itch, and that's quite promising.
产品文案可以理解为把开发者语言翻译成客户语言，本地化和众包翻译的思路值得写作者借鉴。
这基本上是把应用从“开发者语”本地化成“客户语”，对吧？我觉得一个高度面向客户、容易使用的 Rails i18n 方案可能更有用。我特别想到 tr8n，它的主开发者在 LA Ruby Meetup 演示过，Geni 团队投入的程度让我震惊。它侧重众包翻译，而且以它的能力，这完全不现实。我三年前用 Globalize 做过一个网站，即使不算众包，tr8n 也领先太多。我以前没想过把它用在单语网站，现在能看到用处了。
zach查看英文原文
This is basically localizing your app from developerese into clientspeak, right? I would think a highly client-accessible Rails i18n solution might be even more useful. I'm thinking in particular about tr8n, whose lead developer presented at the LA Ruby Meetup and blew me away with the level of work that had been put into the system by the team at Geni. The focus is on crowdsourcing your translations, and I can tell you that's not at all unrealistic with the capabilities it has. I did a site with Globalize three years ago and am just amazed how far a leap ahead tr8n is even without the crowdsourcing aspect. I hadn't thought about using this for a monolingual site but now I can see the use. http://www.tr8n.org/
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