文案与商业写作2020creativesamba.substack.com
比利时饼干、包装与文案写作
Belgian biscuits, packaging, and copywriting
导读
这篇短文从比利时饼干包装上的“now with less fat（现在脂肪更少）”说起：盲测中口味不变，但只要包装上出现健康字样，人就会觉得更难吃。它值得写作者读，是因为它说明文案不只传达信息，还会预设读者的期待和判断——文字会先于产品本身起作用。
可以直接用的写作要点
- 01
先弄清读者买这件东西的真实动机（比如饼干是为了放纵享受），文案必须服务这个动机，别和它对着干。
- 02
写卖点前先想读者会由此联想到什么：“低脂”在多数人脑里自动翻译成“更难吃”，这类联想比事实更有力。
- 03
文字会在体验之前就设定预期，所以描述产品时，要主动管理读者带着什么预设在读。
- 04
如果是产品概念本身有问题，再漂亮的文案也救不回来——写之前先确认要写的东西对不对。
HN 评论精选
文案要贴合购买动机；动机错了，改文字无济于事。
人们买比利时饼干不是为了健康，而是为了放纵享受，他们期待并且希望里面有脂肪。你写“现在脂肪更少”，读者读到的是“大概比以前难吃”。错的不是包装，而是产品概念。
fvdessen查看英文原文
People don't buy Belgian biscuits for health, but because they want to indulge. People expect and want them to have fat in it. When you write 'now with less fat' people read 'probably tastes worse than before'. It's not the packaging that is wrong, it's the product concept.
读者的联想来自长期经验，写作要顺应而不是无视既有认知。
我们已经把大脑训练成相信“更健康的食物更可能难吃”，而且这种直觉通常是对的，因为健康食品往往确实更难吃。
hu3查看英文原文
> "There's your problem. It doesn't matter what something tastes like in blind tastings, if you put "low in fat" or any other health indicators on the packaging you'll make the contents taste worse". Well we've trained our mental models to believe that healthier food has a greater chance to taste worse. And rightly so because it usually does.
读者缺少语境时只能按字面推断，文案要替他们补上语境。
我觉得这类嘲笑普通人不够理性的论调是站不住脚的。理性指的是评估提供给你的信息。如果你没给任何定性信息（比如味道），那只能靠定量信息（脂肪更低）来判断，哪怕这个指标对很多人根本不重要。甚至无麸质风潮里，消费者也多少有道理：厂商最初标注无麸质是为了服务乳糜泻患者，但普通人不知道这种病，自然以为这条信息是说给自己听的，于是合理推断“麸质不好”。这当然错了，可你不是营养师，怎么会知道？问题不在理性，而在于不了解信息产生的语境时，很难评估信息。
umilegenio查看英文原文
I feel that these attacks on the rationality (and intelligence) of the average person are misguided. Rationality means evaluating the information provided to you. If you do not give importance to any qualitative information (e.g., taste), it makes sense to evaluate them on the quantitative information alone (i.e., lower fat) which is not relevant for many people. I would go as far as to say that even in cases such as the gluten-free fad, people are somewhat justified. Producers started saying that their products were gluten-free to serve the customers that needed that information (i.e., celiacs). However, the average person did not know about celiac disease, so they reasonably thought that the information was for them. The logical conclusion was that gluten was bad. Now, that is wrong, but to be fair how are you supposed to know that? You are not a dietitian. It's not a matter of rationality, but that is difficult to evaluate information if you do not understand the context in which is produced.
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