文案与商业写作2013blogs.hbr.org
想涨价？先讲一个更好的故事
If You Want to Raise Prices, Tell a Better Story
导读
这篇文章主张：给产品配上更好的故事，就能支撑更高的定价。对写作者来说，它展示了叙事如何创造感知价值，也提醒我们：故事必须建立在真实与一致的声音之上；否则，它就只是包装话术。
可以直接用的写作要点
- 01
与其罗列产品参数，不如把参数翻译成读者能感知的利益点，故事就藏在利益里。
- 02
故事能解释溢价，但前提是不撒谎；编造的叙事一旦被识破，反而会伤害信任。
- 03
一致的声音和叙事风格最难也最关键，它决定故事是否可信。
- 04
很多消费其实是在为身份感买单，故事要触及读者“想成为什么样的人”的想象。
HN 评论精选
好文案能提升销售，但真实与一致的叙事风格才是真正的难点。
这不就是 J. Peterman 那套故事的翻版吗？给普通物品配上优美的长文案确实能卖得更好，这个现象存在很久了。关键在于：a) 你不能撒谎（有些故事就在撒谎）；b) 形成一致的声音和叙事其实相当困难。（免责声明：我曾是 J. Peterman 的 CTO。）
MattRogish查看英文原文
Isn't this just The J. Peterman story re-told? http://37signals.com/svn/posts/1677-j-peterman-selling-stories-not-just-products Yes, putting nice, long-form copy around regular objects will get them to sell better. I'm pretty sure this phenomenon has been around for a long, long time. The big thing is a) you can't lie (like some of those stories do) and b) coming up with a consistent voice and narrative is actually quite difficult. (Disclaimer: I used to be the CTO of J. Peterman)
把参数翻译成利益点，故事就藏在利益里。
当确实有故事可讲时，这个说法成立。我认为可以聚焦物品的“利益点”来简化故事。比如我收到的一封促销邮件里，手表只列了参数：石英机芯、表径 43mm、矿物水晶、不锈钢表壳、黑色表盘、防水 50 米。改写成故事后：“走上街头，带出风格与自信。这块表有大表盘、钢表壳，石英机芯比你的手机信号还可靠！就算遇到比想象更深的水坑，它也扛得住。”——故事就藏在利益点里。买 10 美元手表的人，谁真的在乎石英机芯是什么？
mgaphysics查看英文原文
This makes sense when there is, in fact, a story to tell. Depending on the item, I think that the story can be simplified by concentrating on the BENEFITS of the item. For example this is the description of a watch for sale in a daily deal I just received on email: Lancaster XXXX Quartz movement Case diameter: 43mm Mineral crystal protects watch Stainless-steel case; black dial Water-resistant to 165 feet (50 M) Rewrite, with story: When you hit the street, do it with style and confidence. The Lancaster XXXX features a big face, steel case (unapologetic rhyme there), and a quartz movement that is more reliable than your cell phone service! Oh yeah, and if that unassuming pothole is deeper than you thought, this watch will survive a dip in the water. So you get the general idea, there is a story in the benefits. After all, how many people buying a $10 watch really care or know what a quartz movement or mineral crystal are?
消费者常为地位而买，故事通过身份想象起作用；但原文的实验证据并不充分。
首先，这个实验没有对照组：得先知道同样的东西在 eBay 上不带故事能卖多少，否则 27 倍的差距可能只是因为挂到了 eBay 上。其次，这套建议能否推广到其他产品也存疑——对艺术品和古董很明显，对科技产品就不然。但“故事”这个概念确实适用于许多消费品，因为大多数消费品至少部分是为地位而买的。比如懂技术的人买笔记本，超出基本需求的部分多半由感知到的地位提升驱动，而不是那些功能带来的额外便利；买完后功能带来的兴奋很快消退，就是明证。
mistercow查看英文原文
First off, there's no control in this experiment. You'd need to find out how much they sell for on ebay without the story. Otherwise, the entire factor of 27 could simply be from listing it on ebay. Second, it's iffy whether this advice generalizes to other types of products. It's obvious when it comes to art and antiques. It's less obvious when it comes to technology products. But to some extent, while this article doesn't provide good evidence, the "story" concept can arguably be applied to many other consumer products. Most consumer products are purchased at least in part for status, regardless of the buyer's conscious intent. For example: A tech savvy person buying a laptop may actually need the laptop, but anything they buy over the bare necessities is likely driven largely by the perceived status boost obtained thereby, not by the extra convenience those features will afford. The reason it feels good to imagine having lots of computing power at your finger tips is not that you are conceiving of that convenience, but that your status-increasing hardware is perceiving that in that fantasy, you have higher status than you do now. You are imagining being the kind of fancy schmancy person who has a computer with that much power. Whether you realize that consciously is irrelevant. The telltale sign of this is that after purchasing the laptop, the thrill of those features dies off rapidly. That's not just that you're getting used to the convenience; that would take longer. Rather, your status seeking instinct has assimilated the high speed computer into "status quo" and has turned its avarice to other status symbols. So in that sense, "stories" attached to consumer products can increase their value. There's a reason that Steve Jobs liked to mention that the Titanium PowerBook was made of the same alloy used in space shuttles, for example. What I wonder is whether businesses are as susceptible to that kind of pressure. My gut tells me "no", but perhaps the people making the buying decisions will still want to bring high status talismans back to their "tribe".
编造的故事不可取，销售应建立在真实的故事之上。
用编造的故事去包装没人想要的物品，哪怕再花哨，也不是用故事提价或促进销售的好办法，对想做出人们真正想要的产品的创业公司更没帮助。我推荐一个更好的例子 thisisstory.com：它用故事来销售，却不依赖离奇的虚构，线上线下结合、商品与品牌角度都有意思，还能为企业引入产品、做新品调研。
kjhughes查看英文原文
Wrapping unwanted objects in fabricated stories, however colorful, is not an ideal way to use stories to raise prices or facilitate sales. It's also hardly helpful for startups looking to build products people want (as opposed to peddle junk nobody would normally want). Let me suggest a more inspirational example of leveraging stories in sales: http://thisisstory.com/ And the founder's TEDx talk: http://www.youtube.com/watch?v=fbnWY-swsK0 This company uses stories to sell without relying on outlandish fiction. They have interesting blends of off- and on- line operations, merchandising and branding angles, and opportunities to introduce products for companies or conduct marketing research for potential new products.
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