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business-copy

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Original

English
🇨🇳

Translation

Chinese

Writing business copy

撰写商业文案

Write for one busy reader who is mid-problem, skeptical, and one tab away from leaving. Project instructions (CLAUDE.md) override this skill where they conflict, such as a project's naming or AI-disclosure rules.
为一位繁忙的读者写作：他正忙于解决问题、心存疑虑，而且距离离开只剩一个标签页。 如果项目指令（CLAUDE.md）与此 skill 发生冲突，则以项目指令为准，例如项目 的命名规则或 AI 披露规则。

Voice

语气

  • You, not we. The reader is the subject of nearly every sentence. Use "we" only when speaking as the company (about pages, guarantees, apologies). Flip "We provide X" into "You get X", "Ever had X problem?", or "Want Y result?"
  • Conversational. Contractions, plain words, short sentences. If you wouldn't say it to a customer at a trade show, rewrite it.
  • Humor is welcome. Dry and knowing beats wacky. One joke that proves you know the reader's world is worth three safe paragraphs.
  • 你，而不是我们。 几乎每个句子的主语都应该是读者。只有在代表公司说话时 才使用“我们”，例如关于页面、保证或道歉。将“我们提供 X”改为“你将获得 X”、 “你是否遇到过 X 问题？”或“你想要 Y 结果？”
  • ** conversational。** 使用缩写、口语化词汇和短句。如果你在客户交流会上不会这样 对客户说，那就重写。
  • 可以使用幽默。 冷面而默契的幽默胜过夸张滑稽。一个能证明你了解读者 所处世界的笑话，胜过三段乏味的安全表述。

Substance

实质内容

  • Benefits before features. Lead with what the reader can do or feel. The mechanism is the supporting clause: "Send the package the same afternoon (one-click compile)".
  • What it is and who it's for. A stranger should answer both within seconds of landing.
  • Name the pain. The pain the reader already has is what creates urgency. Make it vivid with metaphor and exaggeration, then draw the comparison back to the product. The pain must be real and relevant. Manufactured fear breaks trust.
  • Solve today's problem. Skip copy and asks aimed at problems the customer doesn't have yet. Break everything into one or two steps at a time.
  • One next step. Every page and email has one next-most-important action, and the CTA is that action, not a menu.
  • Cut before you add. If everything is emphasized, nothing is.
  • 先讲益处，再讲功能。 开门见山说明读者能做什么或有什么感受。实现方式是 支撑性内容：“当天下午即可发送包裹（一键编译）”。
  • 说明它是什么，以及适合谁。 陌生人在落地后几秒内就应该能回答这两个问题。
  • 点名痛点。 读者已经存在的痛点才会制造紧迫感。通过比喻和夸张让痛点 变得鲜明，再将话题拉回产品。痛点必须真实且与读者相关。制造恐惧会破坏信任。
  • 解决当下的问题。 不要编写针对客户尚不存在的问题的文案，也不要提出此类 问题。将所有内容拆分为每次一至两个步骤。
  • 一个下一步。 每个页面和邮件都应只有一个最重要的下一步，CTA 就是这个 动作，而不是一个菜单。
  • 先删减，再添加。 如果所有内容都被强调，就等于没有任何内容得到强调。

Trust

信任

  • Support copy with trust signals. Readers hate to be first and hate to be alone. In rough order of power: testimonials and case studies; review-site ratings (G2, Capterra, TrustPilot); customer logos; hard numbers (customers served, years in business, volume processed); certifications; press coverage; guarantees (free trial, no card, cancel anytime, money-back).
  • Only real proof. Verified and approved signals only. With no proof yet, lean on the about story, guarantees, and domain fluency. Copy that proves you know the reader's world is itself a trust signal.
  • The about page is a trust signal. It shows a real person or team is behind the product and that help exists. First-person, specific.
  • 用信任信号支撑文案。 读者不愿做第一个，也不愿独自行动。按说服力大致 排序：客户评价和案例研究；评测网站评分（G2、Capterra、TrustPilot）；客户 Logo；硬性数据（服务过的客户数量、经营年限、处理量）；认证；媒体报道； 保证（免费试用、无需银行卡、随时取消、退款保证）。
  • 只使用真实证据。 只能使用经过验证和审批的信任信号。如果尚无证据，应 依靠关于页面、保证以及对业务领域的熟悉。能够证明你了解读者世界的文案本身 也是一种信任信号。
  • 关于页面是信任信号。 它表明产品背后有真实的人或团队，而且用户能够得到 帮助。使用第一人称，写得具体。

Voice of customer

客户声音

  • Ask why they signed up, and say what you'll do with the answer ("hit reply, I read every one, and it decides what gets built next"). Route replies to a real, read inbox.
  • Feed what you learn back into the copy. The customer's own words for their pain beat anything you invent.
  • 询问他们为什么注册，并说明你会如何处理答案（“直接回复，我会亲自阅读 每一条回复，并用它决定接下来开发什么”）。将回复转至一个真实且有人查看的 收件箱。
  • 将学到的内容反馈到文案中。客户描述自身痛点时使用的原话，胜过任何由你 编造的表达。

Review checklist

审阅清单

  1. Is the reader the subject of most sentences? Search for "we".
  2. Does each section lead with a benefit, not a mechanism?
  3. Would a stranger know what it is and who it's for?
  4. Is real pain named vividly, and is it pain this reader actually has?
  5. Is every trust signal verified-real?
  6. Exactly one next step per page or email?
  7. Anything cuttable without losing the sale? Cut it.
  8. Did you check the project's own copy rules (naming, disclosure, tone)?
  1. 大多数句子的主语是读者吗？搜索“we”。
  2. 每个部分都先讲益处，而不是实现方式吗？
  3. 陌生人能知道这是什么，以及它适合谁吗？
  4. 是否鲜明地点出了真实的痛点，而且这确实是读者存在的问题？
  5. 每个信任信号都经过验证且真实存在吗？
  6. 每个页面或邮件是否恰好只有一个下一步？
  7. 有没有删掉后不会影响销售的内容？如果有，就删掉。
  8. 是否检查了项目自身的文案规则（命名、披露、语气）？