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网络营销文案的力量
网络营销文案的力量
来源:中制冷设备网    2010-1-29
1105个人浏览过    0个人发表了评论  我要评论

Seth Godin的博客总是能给我很多启发。例如下面这篇。(原文因GWF的原因,可能无法直接访问)其实不应该翻译,破坏原文的流畅和语意,但是没有翻译就成了简单的复制粘贴,就没有价值了,所以请把我的翻译当做一个注脚。


Consider this riff from a professionaly printed freestanding sign in front of a Peet’s in San Jose: (假使说你在圣荷西的Peet’s 店里偶然注意到这么一个条幅)

 

“Unlike Any Coffee You’ve Ever Tasted Before.” (“不像你喝过的任何咖啡”,唉,这种翻译我都觉得别扭,为了强化unlike的否定的含义)

 

Wait. Why the capitals? (慢着,为什么要用大写呢?)

 

“Unlike any coffee you’ve ever tasted before.” (这样是不是好多了)

 

“Before” is redundant.  (“Before”看来也是多余的)

 

“Unlike any coffee you’ve ever tasted.” (这样是不是简洁多了?)

 

Too negative. And why is “unlike” a positive trait? I mean, boiled leech guts is also unlike any coffee I’ve ever tasted, that doesn’t mean I want to drink it. How about: (不对,太强的否定的意味, 而且为什么要”unlike”一件积极的事情呢, 我的意思是说,不像咖啡的东西多了,可那也不意味着我就一定想喝它啊, 如果改成这样呢:)

 

“The best coffee you’ve ever tasted.” (“你喝过的最好的咖啡”)

 

Well, the thing is, the only coffee that matters is coffee I’ve tasted, right, so we could get shorter still:

 

“The best coffee.” (慢着, 事实上,只有我尝过的咖啡才重要,那么是不是可以继续简化为:“最好的咖啡”)

 

The problem with that is that it’s nothing but bragging. Of course you think it’s the best coffee. So what? You’re lying. And even if you’re not lying, how do you know it’s the best? Compared to what? (问题是这么说除了自夸显得特别没有内涵,当然你认为它是最好的咖啡,那又能说明什么呢?只能说明你在撒谎, 如果你不是撒谎,你怎么知道那是最好的,和什么比它是最好的?)

 

This is where the smart copywriter becomes a marketer. (这时候,聪明的文案撰写就开始从营销者角度思考了)

 

“Better than Starbucks.” (比星巴克还好)

 

Well, it’s still bragging. This is the moment where the marketer becomes a smart marketer and realizes that changing the offer or the product is more important than changing the hype. (这么说还是有点自夸,对不对,这时候,营销人员就需要成为更聪明的营销专家,而且意识到改变提议或者产品比改变你的浮夸之词更重要)

 

“FREE TASTE TEST (免费品尝测试)
Are we better than Starbucks?”( 看看我们是不是比星巴克还好?)

 

Invest $20 in espresso in little cups, and maybe, just maybe, your sign will make some magic. (花上20元,提供一些小杯的espresso, 可能,当然仅仅是可能,你的标识就会产生魔力)

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