文案与商业写作2020quixoticnomad.blog编辑精选
技术文案写作：工程师能从苹果 M1 MacBook 营销中学到什么
Technical Copywriting:What Engineers Can Learn from Apple’s M1 MacBook Marketing
导读
这是一篇分析苹果 M1 MacBook 营销文案的博客，作者试图总结工程师写技术文案可以借鉴的手法，比如少堆数字、多讲实际好处、语气像聊天。评论区的反驳比原文更有价值：有人指出它把广告文案当成技术写作来推崇，还忽略了受众和品牌前提；也有人现身说法，说无标注的对比图反而让人不信。适合写作者读，是因为它示范了「好文案」和「可信表达」并不是一回事。
可以直接用的写作要点
- 01
把「无风扇」这类特性翻译成读者能感知的场景（工作时听不到风扇狂转），而不是只罗列参数。
- 02
图表和对比必须交代清楚对象与刻度，含糊的「对比顶级 PC 笔记本」会削弱可信度，甚至适得其反。
- 03
借鉴大品牌的文案前先确认前提：你的受众是谁、你的品牌能否支撑这种口气，否则同样的写法会失效。
- 04
先分清你写的是说服性广告还是精确传达的技术文档，两种文体的规则不同，不要混为一谈。
HN 评论精选
别把营销话术当成产品事实，也别脱离受众和品牌条件照搬大厂写法。
作者把广告词读得太深、太当回事了。「免费」那句我原以为是暗讽不送充电器；「无风扇也没有性能妥协」其实并不成立，MacBook Air 长时间高负载约十分钟就会降频，苹果自己也只说了轻薄和无风扇。所谓「人们讨厌风扇噪音」更像是先想出一个差异化卖点再倒推理由。文章通篇没提受众，也没说什么情况下这些手法会失灵，只是把苹果的说法照单全收。
BossingAround查看英文原文
> Finally, ending with “free of charge” lets us know that we aren’t going to paying more for this increased efficiency. Hmm, I thought this was a cleverly veiled joke. Free of charge no charger, wink wink chuckle. > However, even without a fan, there is no tradeoff with performance. There most certainly is a trade off with performance. The Macbook Air throttles after around 10m of extensive work as far as I know. The marketing claims no such thing, either. It just claims that the Macbook Air is thin and fan-less. > real problem is that most people hate the sound of their laptop’s fan cranking away while they are trying to get work done This is a bit of a generous interpretation. Instead, I'd argue that Apple thought how they can differentiate, and came up with the idea of reducing fan noise, which can be considered a "cool feature". The fact that their faulty keyboards on the previous 3 (?) generations of Macbooks were insanely loud and obnoxious somehow didn't matter in their quest for silence. The article strikes me as looking too deep into something it idolizes. Yes, Apple is great at marketing. Can you get away with the same writing if you're a small or a medium-sized company? Depends on who's your target audience (and I'm sure it also depends on your brand). Funnily enough, the article doesn't mention target audience. It doesn't mention why certain tactics work (or when would they not work). It takes Apple's claims at face value, without deeper thought. I think a fellow commenter summary of "sell benefits, not features" is fair to the article, as the article doesn't offer that much more.
含糊的对比会适得其反，具体、可核实的参照物才建立信任。
苹果那些没有标注的图表，以及只写「顶级 PC 笔记本」却不点名对比对象，反而让我以为 M1 会翻车，实际还不如当时的高端戴尔。现在看 M1 确实很强，但这绝不是我从那套广告里得到的印象。
CJefferson查看英文原文
Apple's graphs without labels, and comparing to "top PC laptops" without naming them actually made me assume the M1 was going to be a flop, and in practice worse than a current high-end Dell laptop. It now looks like that isn't true, and the M1 really is revolutionary, but that certainly isn't what I took away from Apple's advertising.
说服性文案与精确传达是两种文体，先认清自己在写哪一种。
别把技术写作和科技产品广告混为一谈。广告和推销话术不是技术写作；技术写作是把复杂、细节化的东西讲得清晰准确，广告则相反，目的是说服。想学广告就去正经学广告，别换个名字装成别的东西。技术写作可以是广告文案的输入，但广告里放张图表并不等于技术写作。
finnthehuman查看英文原文
> Technical Copywriting: What Engineers Can Learn from Apple’s M1 MacBook Marketing Let's not play too fast and loose with the distinction between technical writing and ad copy for a technology. This article wastes times talking around the point: advertisements and sales pitches are not technical writing. Technical writing is about clear and precise communication of complicated and/or detailed ideas. Ads are the opposite, ads are about persuasion. Full stop. End of. If you want to learn ads, learn ads. Do it properly and don't pretend it's something else. Technical writing can be an input to ad copywriting, but the presence of a graph or chart in an ad does not make it technical writing.
三条可操作的文案原则：说人话、讲好处、别端着。
总结一下：一、用受众能听懂的清楚简洁的语言；二、讲具体可感的好处，而不是只甩数字；三、保持口语化、像对话的语气。
jdhn查看英文原文
To sum it up: 1) Use clear, concise language that your audience will understand. 2) Focus on tangible benefits, not just pure numbers. 3) Have a conversational tone.
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