but it's true people don't care about you they only care about themselves really bluntly stated it's the absolute truth though when you're writing copy when you're reviewing

但這是真的，人們不在乎你，他們只在乎自己。說得很直白，但這是絕對的事實。當你在寫文案、當你在審核

whatever AI writes for you keep that in mind they only care about themselves hey so yeah we're going from really strategic with April's amazing talk to very execution Focus the

AI為你寫的任何東西時，記住這一點，他們只在乎自己。好，我們從April精彩的策略性演講轉到非常執行面的

words you're putting on the page in your email things like that the words chat GPT may be putting in your emails and things like that but hopefully you are

你放在頁面上的文字，你的郵件之類的。ChatGPT可能放在你郵件裡的那些字，但希望你

not just sending them out blindly um because there's a lot of stuff you can do to make them perform a lot better before you hit send on those emails or

不是盲目地發送出去，因為在你按下發送那些郵件或

hit publish on that page or whatever that might be so we're going to talk about money words words that help you make money and words that may cause you

點擊發布那個頁面之前，有很多事情你可以做來讓它們表現得更好。所以我們要談談賺錢詞彙，幫你賺錢的詞，以及可能讓你

to lose money both of those sides we're going to focus a little more on the lose money ones those are some quick wins that you might get in fact you might

虧錢的詞。兩方面我們都會談。我們會更多關注虧錢的詞，那些是你可能得到的一些快速成效。事實上，你可能

even look at this I know there's not room for your laptop to be out on your lap um but on your phone maybe um bring your own website up and really start

甚至可以看看這個，我知道沒有空間讓你把筆電放在腿上，但也許在手機上，打開你自己的網站，真正開始

looking through your site for these opportunities to just make tweaks very simple tweaks to the words that you're using um but in order for you to even

瀏覽你的網站，尋找這些機會，對你使用的詞做一些非常簡單的調整，但為了讓你

care to do that to take out your phone and look at your own website and take out your laptop and open your CRM is start making changes just we have to

願意這樣做，拿出手機看看你自己的網站，拿出筆電打開你的CRM開始做改變，我們首先得

first kind of align on whether words are even powerful like what do words do like I'm rattling off words I'm not selecting each word deliberately right now when you're writing your emails on your

對詞彙是否有力量達成共識，比如詞彙能做什麼？我現在正在說一堆詞彙，我沒有刻意選擇每個詞。當你在寫郵件、在

website you're probably not selecting each word very deliberately should you bother to do words really matter people have made decisions a lot of the time right you're just kind of like nudging

網站上寫東西時，你可能沒有非常刻意地選擇每個詞。你應該費心去做嗎？詞彙真的重要嗎？人們很多時候已經做了決定，你只是在推他們一把

them but I would argue having read a lot so I'm doing this talk um pulling together just years of research on word choice on syntax on nerdy nerdy things

但我會說，讀了很多資料後，我做這個演講，整合了多年關於詞彙選擇、句法的研究，關於詞彙的nerdy nerdy的東西

about words and how they get people to make decisions or not make decisions and so I've come across a lot of interesting studies and so let's kind of get on

以及它們如何讓人們做決定或不做決定，所以我遇到了很多有趣的研究，讓我們先看看

board with whether words matter or not so let's say outside of marketing let's say let's go to healthcare words having to do with Healthcare which of I'm going

詞彙是否重要。在行銷之外，讓我們談談醫療保健相關的詞彙。我要

to give you a little pop quiz a couple of them so audience engagement is encouraged it's a little quiet over on this side maybe but I'm listening to

給你們做幾個小測驗，鼓勵觀眾參與。這邊可能有點安靜，但我在聽

everybody so between these two let's say let's say you are somebody who is you and your partner have decided to go for IVF IVF you need assistance with

每個人的回答。在這兩個之間，假設你和你的伴侶決定做試管嬰兒，你們需要生育方面的協助

fertility issues okay fine so you go to do this it's $20,000 to get one round of this done which of these two is 4.6 times more likely to get you support for

好吧，所以你去做這個，做一輪要花2萬美元。這兩個中哪一個讓你更有可能獲得4.6倍的保險

insurance coverage so when people were asked which of these two terms which are coming up they're not there yet which of these two terms is more likely to get support for insurance

理賠支持？當人們被問到這兩個詞彙哪個更可能獲得保險理賠支持時，它們還沒出現，這兩個詞彙哪個更可能獲得保險

coverage infertility disability or infertility condition which one is more likely to get insurance to cover it any idea disability make it a disability now insurance covers it how we talk about it

理賠？不孕症殘疾還是不孕症狀況？哪一個更可能讓保險理賠？有人知道嗎？殘疾，把它定義為殘疾，保險就會理賠。我們怎麼談論它

though not as disability who is that good for insurance companies not for the people okay it's not political I'm not being political about that but it's a

雖然不是用殘疾這個詞，這對誰有好處？保險公司，不是對人們。好吧，我不是在說政治，不是政治性的，但這是一個

real money word it's a real money word if you work at an insurance company you're going to want to make sure people are saying condition not disability which of

真正的賺錢詞彙。如果你在保險公司工作，你會想確保人們說的是狀況而不是殘疾。這兩個中哪一個

these is most likely to result in twice the cooperation among players the community game or the Wall Street game if I sat you down and said you're playing the Community game or

最有可能導致玩家之間兩倍的合作？社區遊戲還是華爾街遊戲？如果我讓你坐下來說你在玩社區遊戲或

you're playing the Wall Street game which one is going to make you want to be more Cooperative with others you can say it we're all friends here the community game right you're

你在玩華爾街遊戲，哪一個會讓你想要更多地與他人合作？你可以說出來，我們都是朋友。社區遊戲對吧？你

with the community in fact 70% of participants were Cooperative in the community game and only 30% were in the Wall Street game so naming your products matters which of these help lead to the

是和社區在一起。事實上，70%的參與者在社區遊戲中合作，而只有30%在華爾街遊戲中合作。所以產品命名很重要。這兩個中哪一個幫助推動了

legalization of marijuana in Oregon and California there's no war on plant medicine right no there's a War on Drugs not on plant medicine and one more which of these is most likely to

俄勒岡州和加州大麻合法化？沒有對植物藥物的戰爭，對吧？有的是毒品戰爭，不是植物藥物。還有一個，這兩個中哪個最可能

result in fewer hotel bookings look just at the title of these two side by side nice place or nice place spelled wrong fewer hotel bookings if you have more

導致較少的酒店預訂？只看這兩個並排的標題，好地方還是好地方拼錯了。較少的酒店預訂如果你有超過

than two typos in a hotel review sign 22,000 I think it was reviews or studied and that led significantly to fewer bookings for the hotel just because of

兩個錯字在酒店評論裡。22000條我想是評論被研究了，這導致酒店預訂明顯減少，僅僅因為

review left by some Rando hotels are hiring people to go in and fix their typos now because of stuff like this so words do help us make decisions

某個隨機人留下的評論。酒店現在正在僱人去修復他們的錯字，因為這類事情。所以詞彙確實幫助我們做決定

deliberate choice of words can help us either make more money and if we do it wrong it can make us lose money let's start with some lose money words number one

刻意選擇詞彙可以幫助我們賺更多錢，如果我們做錯了，可能讓我們虧錢。讓我們從一些虧錢詞彙開始。第一個

okay I'm not going to just throw it at you but this is going to probably appear on your pricing page or if you're in e-commerce it will be in your product

好吧，我不會直接告訴你，但這個可能會出現在你的定價頁面上，或者如果你做電商，它會在你的產品

detail page so we're all familiar with optimizing if you're in growth at all you're likely optimizing in some way on your pricing table if you're in SAS even

詳情頁上。所以我們都熟悉優化，如果你從事增長工作，你可能在某種程度上優化你的定價表，如果你做SaaS，即使

if that is Enterprise um or in e-commerce on your product detail page so you've probably heard about doing things on your pricing page or your again e-commerce product page if a price

那是企業級的，或者在電商產品詳情頁上。所以你可能聽說過在定價頁面或電商產品頁面上做一些事情，如果價格

is very big like it's $2,500 or $7,000 to buy your laser printer or whatever you should make it physically smaller on the page there's studies on that use

很大，比如2500美元或7000美元買你的雷射印表機或什麼的，你應該在頁面上讓它物理上更小，有研究證明這一點。使用

just below prices like $99.97 instead of $10 to raise average revenue per user you should uh lead with the most expensive tier to get more users in you should lead with the least expensive

略低於的價格，比如99.97美元而不是10美元，以提高每用戶平均收入。你應該先展示最貴的方案來吸引更多用戶，你應該先展示最便宜的

tier and when using tier discounts like buy two get 20% off buy three get 25% off you want to minimize increments between thresholds okay these aren't money words these are just ways to help

方案。當使用階梯折扣，比如買兩個打八折，買三個打七五折時，你要最小化閾值之間的增量。好吧，這些不是賺錢詞彙，這些只是幫助

people say yes on your pricing page but my real question is in SAS in particular why are we dedicating an entire page on our site to reminding people about the money they're going to

人們在定價頁面上說是的方法。但我真正的問題是，在SaaS中特別是，為什麼我們要在網站上專門用一整頁來提醒人們他們要

spend with us this is like randomly pulled from tabs I had open many tabs open and you can see that in all of them there's one in particular that's tell me

花錢買我們的東西？這是隨機從我打開的標籤中選的，很多標籤打開著，你可以看到在所有這些中，特別是有一個在告訴我

that I'm going to spend money with you Ora leads with it pricing pricing we have across SAS all across SAS pricing wherever you go you can find pricing and

我要在你這裡花錢。Ora以它開頭，定價定價。我們在整個SaaS行業都有定價，無論你去哪裡都能找到定價，

if you do click mapping you will see that people click on the pricing tab in your nav all the time without clicking on tour or features or any of the other

如果你做點擊地圖，你會看到人們一直點擊導航欄中的定價標籤，而不點擊導覽或功能或任何其他

stuff they're going straight for how much does this cost me and we're telling them this is going to cost you money without having an Roi page or anything

東西。他們直接去看這要花我多少錢，而我們告訴他們這要花你錢，卻沒有ROI頁面或任何

anything else in our nav either to like balance that out so lose money word number one is pay and anything to do with it and people are using this all

任何其他東西在我們的導航欄中來平衡這一點。所以虧錢詞彙第一號是pay以及任何與它相關的東西，人們在你的網站

over your sites particularly again on pricing pages so our recommendation is called uh it's a depletion of assets sweep so you don't want people to come to your site and

到處使用這個，特別是在定價頁面上。所以我們的建議叫做資產消耗清除，你不想讓人們來到你的網站就

think of you as a place where they lose money of course not right we think oh but they understand it's an exchange of value it's actually not when you say

把你當作一個他們虧錢的地方。當然不對吧？我們想哦但他們理解這是價值交換。實際上不是，當你說

things like pay price money when you show your currency symbol even I know you have to but we have to remember what that is as a signal to people words

支付、價格、金錢這樣的詞時，當你顯示貨幣符號時，即使我知道你必須這樣做，但我們必須記住這對人們是什麼信號。詞彙

actually matter the words we're accidentally choosing or throwing on our site absolutely do matter so there's been studies on this and if you talk to people in sales they'll be quick to tell

確實很重要，我們不經意選擇或放在網站上的詞彙絕對很重要。所以這方面有研究，如果你跟銷售人員談，他們會很快告訴

you like just like let's not let's not talk too much let's not use words like money or cost or this is what you'll pay and I'm not switch to investment I'm not

你，就像讓我們不要說太多，不要用金錢或成本或這是你要支付的這樣的詞，我不是說換成投資，我不是

saying anything like that like there's lots of ways you can get around that but we do want to reduce the emphasis on our prices and there was a recent test uh

那樣說。有很多方法可以繞過這個，但我們確實想減少對價格的強調。最近有一個測試實驗

experiment that was shared in the Harvard Business Review around avoiding emphasizing prices for SAS in particular so that people don't feel pressure to use your product and then don't end up

發表在哈佛商業評論上，關於避免強調SaaS的價格，這樣人們就不會感到壓力去使用你的產品然後最終

using it then cancel really quickly so this is all over the place a bad word to use is price pay anything like that now we do need need people to find our

不使用然後很快取消。所以這到處都是，一個不好用的詞是價格、支付之類的。現在我們確實需要人們找到我們的

prices right so that's important we have to keep that label in our nav but we have to reduce the sense that there's like this this cost center so if you

價格，對吧？所以這很重要，我們必須保留導航欄中的標籤，但我們必須減少這種成本中心的感覺。所以如果你

were on your own website and you went to your own pricing page you might see a headline that looks a lot like this digital ocean again nothing against the

在你自己的網站上，去你自己的定價頁面，你可能會看到一個看起來很像這樣的標題。DigitalOcean，同樣，沒有針對

people behind some of these websites I'm going to follow up as examples they're just randomly selected examples and they're always the same this is the entire above the fold for the pricing

這些網站背後的人。我要用它們作為例子，它們只是隨機選擇的例子，而且總是一樣的。這是定價

page simple predictable pricing couldn't be any bigger the word pricing on there then I'll read you might able to see that always know what you'll pay with monthly caps and flat

頁面首屏的全部內容。簡單可預測的定價，定價這個詞不能再大了。然後我給你讀一下你可能能看到的：始終知道你將支付多少，有每月上限和固定

pricing 21% of the words in this hero section are turning this product into a cost center they are saying you're going to spend money here without any sense of

定價。這個hero區域21%的詞彙把這個產品變成了成本中心。它們在說你要在這裡花錢，卻沒有任何

the value there's no value proposition there's nothing like that 14 words in this hero CA aside three of them are words like pay or pricing also side note like you don't

價值感，沒有價值主張，什麼都沒有。這個hero CTA旁邊14個詞，其中3個是像支付或定價這樣的詞。另外順便說一下，你不

have to say pricing in your H1 this is like we don't say homepage we don't say product page you don't have to say pricing in your H1 so what can we do

需要在H1中說定價，就像我們不說首頁，不說產品頁，你不需要在H1中說定價。那我們可以做什麼

instead though here's an example again randomly chosen podia pricing this is their control on the left and then you optimize it so instead what's the offer start free podia grows with you it's

呢？這裡有個例子，同樣隨機選擇的Podia定價。這是他們左邊的對照版本，然後你優化它。所以改成什麼？優惠是免費開始，Podia與你一起成長。

good now I know what the offer is I'm on the pricing page I know we're going to be talking about money but you're making it more about like what's in it for me

很好，現在我知道優惠是什麼了。我在定價頁面，我知道我們會談錢，但你讓它更多是關於對我有什麼好處

which is basic um switching from pay yearly to yearly plan very small tweaks right but we're pulling out the words that make people feel weird about it

這是基本的。從pay yearly改成yearly plan，非常小的調整對吧？但我們拿掉了讓人們感覺奇怪的詞

switch from buy now to get it now really straightforward stuff convertkit does a very good job of this a lot of websites do good job of this just not enough and

從buy now改成get it now，非常簡單的東西。ConvertKit在這方面做得很好，很多網站做得很好，只是不夠多

I would wager possibly not yours lose money word number two all right we're going to show you two side by side A and B and you guess it's hard to say because

我敢打賭可能不包括你的。虧錢詞彙第二號，好吧，我們要給你看兩個並排的A和B，你猜，很難說因為

we're not doing a proper experiment here but you guess at which one you're more likely to remember the details of option A maximize team productivity with the world's fastest shared inbox this is a

我們沒有做正規實驗，但你猜哪一個你更可能記住細節。選項A：用世界上最快的共享收件箱最大化團隊生產力。這是

feature for intercom this is cross head for that feature or B maximize team productivity decision- making and efficiency with the world's fastest shared inbox which one might stand a chance as

Intercom的一個功能，這是那個功能的副標題。或者B：用世界上最快的共享收件箱最大化團隊生產力、決策和效率。哪一個可能有機會

sticking a or b a why shorter how hey how much shorter like what what's shorter about it what's really going on there it's a little more disciplined

被記住？A還是B？A。為什麼？更短。怎麼更短？什麼更短？到底發生了什麼？它更有紀律

it's removed a word that I argue is a big lose money word and it is all over your site all over the word and think of

它移除了一個我認為是大虧錢詞彙的詞，它遍布你的網站，那個詞是and。想想

it this way every time you use the word and in your copy you have to be okay with losing a conversion that means you have to actually be okay with it at least one

這樣看，每次你在文案中使用and這個詞，你必須接受失去一個轉化，這意味著你必須真的接受至少一個

conversion that you're going to lose because of it this goes back to Old marketing the marketing that we like to forget and move on from but it's so foundational there's this concept called

你會因此失去的轉化。這可以追溯到我們喜歡忘記和繼續前進的老行銷，但它是如此基礎。有一個概念叫做

interference this goes honestly back to like the n 1930s interference kind of makes sense when you just hear it this is when we're talking about your ability to retain information is hindered every

乾擾。這老實說可以追溯到1930年代。乾擾聽起來有道理，就是當我們談論你保留信息的能力被阻礙，每

time you add something new in so every time you add the word and or or or a comma every time you're like I'm not sure which adjective to use let's use

次你添加新東西。所以每次你添加and或or或逗號，每次你想我不確定用哪個形容詞，讓我們兩個都用

both just choose one is the idea now here's a classic interference study so if I were to say to you X feature does y shared inbox does

只選一個是這個想法。這是一個經典的乾擾研究。如果我對你說X功能做Y，共享收件箱做

this one thing cool then I say what does it do chances are good you're going to have a pretty easy time answering it and this was an actual experiment done in

這一件事，很酷，然後我問它做什麼？你很可能很容易回答，這是1935年做的實際實驗

the 30s 1935 and then again and again through the 40s 50s and onwards great I tell you it does one thing you know that it does that one thing you move on with

然後在40年代、50年代等等一次又一次重複。很好，我告訴你它做一件事，你知道它做那一件事，你繼續你的

your life now if I say it does Why Oh and it does that as well and then I ask you what does it do again and again people are confused this shouldn't be

生活。現在如果我說它做Y，哦，它也做那個，然後我問你它做什麼？一次又一次人們感到困惑。這不應該

surprising to us of course you're confused right this is like sheer empathy we know that I know it's harder to retain more than one thing obviously it's so obvious that it feels maybe

讓我們驚訝，當然你會困惑對吧？這就像純粹的同理心。我們知道記住超過一件事更難，顯然，這麼明顯以至於在

weird bringing it up in the boardroom like doesn't everybody know this and why are we all approving this copy with so many words just repeating things and

會議室提出來可能感覺很奇怪，比如難道不是每個人都知道這個嗎？為什麼我們都在批準這些有這麼多詞的文案，只是重複事情

saying more and more things we can hold one idea in our heads at a time if you have empathy for your prospect for that visitor for the person reading your

說越來越多的事情。我們一次只能在腦子裡記住一個想法。如果你對你的潛在客戶、那個訪客、讀你

email and you know they can hold one thing at a time it doesn't mean you only have to say one thing but at one time give me a break between the different

郵件的人有同理心，你知道他們一次只能記住一件事，這不意味著你只能說一件事，但一次給我一個不同想法之間的休息

ideas so it's really easy to lose sight of the purpose of the message of the product of the company of everything when we keep listing stuff out so what would we do with something

所以當我們不斷列出東西時，很容易失去對信息、產品、公司、一切的目的的關注。那我們該怎麼處理

like this smart simple Online safety powered by AI it appears to be doing all the right things for copy right we've heard things like um people were

像這樣的？智能簡單的在線安全，由AI驅動。它看起來像是在做文案的所有正確事情，對吧？我們聽說過像人們

shouting out it's too long it's too long this is objectively short as a headline but how am I what's interfering here what am I supposed to take away

大喊太長了太長了，這作為標題客觀上很短，但我應該從中得到什麼？什麼在乾擾？我應該帶走

from this so I could break it down to Smart Online safety powered by AI or simple Online safety powered by AI but we still have so much going on AI

什麼？所以我可以把它分解成智能在線安全由AI驅動，或簡單在線安全由AI驅動，但我們仍然有很多事情在發生。AI

powered Online safety bring it down to a thing I can remember because I don't really care for the most part when I'm landing on your site I'm not that

驅動的在線安全。把它降到我能記住的一件事，因為大多數時候當我登陸你的網站時，我對你不是那麼

interested in you we have to have the discipline to choose one thing for our overworked Prospect to be allowed to focus on just one thing and I know it

感興趣。我們必須有紀律地為我們過度工作的潛在客戶選擇一件事讓他們專注。我知道這

can be hard to do but if you have your phone out intercom is a great study in how to do copyright how to focus on just one thing

很難做到，但如果你拿出手機，Intercom是如何做好文案的一個很好的研究，如何專注於一件事

it can do all the things but just focus on the one thing all right lose money word number three is not a word it's the right word for the wrong action so what

它可以做所有的事情，但只專注於一件事。好吧，虧錢詞彙第三號不是一個詞，它是對錯誤行動使用正確的詞。那麼

is the thing that you don't want people to do and are you making it sound awesome to do that thing so this is a study you might be familiar with this is

什麼是你不想讓人們做的事情，而你卻讓它聽起來很棒？這是一個你可能熟悉的研究，這是

Chini which of these two is easier for you to understand please leave petrified wood in the park or please don't remove petrified wood from the park so let's

Chini。這兩個中哪一個更容易讓你理解？請把石化木留在公園裡，還是請不要從公園移除石化木。假設

say you're in the park you've walked through the park you put some wood in your pockets you're on the way out hoping no one notices that you've got

你在公園裡，你走過公園，你把一些木頭放進口袋，你正在離開，希望沒人注意到你

this in there and you see please leave petrified wood in the park or you see please don't remove petrified wood in the park which of these is easier for you to

帶了這些東西，然後你看到請把石化木留在公園裡，或你看到請不要從公園移除石化木。哪一個更容易讓你

understand probably that one right please leave like I get it please leave versus please don't remove which has a little bit less cognitive fluency which resulted in more wood being left in the

理解？可能是那個對吧？請留下，我懂了。請留下vs請不要移除，後者認知流暢度稍微低一點，結果更多木頭被留在

park I know I didn't put a or b above it the trickier one right the one that's a little bit harder to understand and so it's a little bit harder to argue with

公園裡。我知道我沒有在上面標A或B。更難的那個，稍微更難理解的那個，所以稍微更難反駁

this one's easier to process that one's harder to process so which one can I say yes or no to I there's one that's just a lot easier than the other one okay so

這個更容易處理，那個更難處理。所以哪一個我能說是或否？有一個比另一個容易得多。好吧所以

what do we do with this now in your product there's a lot that you can do with this depending on what you want your users to do or not to

我們該怎麼處理這個？在你的產品中，根據你想讓用戶做或不做什麼，有很多你可以做的

do sometimes your message should be harder to process so consider the actions that you don't want people to take cancelling accounts pausing accounts deleting team members um taking apart Integrations or removing

有時候你的信息應該更難處理。所以考慮你不想讓人們做的行動，取消帳戶、暫停帳戶、刪除團隊成員、拆除集成或移除

Integrations things like that so what do we typically do we hide those right I've had to call in to cancel an account that I was able to start online easily but I

集成之類的。所以我們通常怎麼做？我們隱藏這些對吧？我不得不打電話去取消一個我可以輕鬆在線開通的帳戶，但我

had to call and cancel and I got put through to a pager service and this was last year and there was still there's a pager service that existed that shocked

不得不打電話取消，我被轉接到一個傳呼服務，這是去年，竟然還有傳呼服務存在，這讓我比什麼都

me more than anything we can do something pretty simple we don't have to hide these actions you don't have to make me call a page or service to cancel

震驚。我們可以做一些相當簡單的事情，我們不必隱藏這些行動，你不必讓我打電話給傳呼服務來取消

we can just make the words a little bit weird instead of cancel account just don't remain is it's a little bit weird like oh and if I really want to not

我們可以只是讓詞彙變得有點奇怪。不是取消帳戶，而是不要留下。這有點奇怪，如果我真的想

remain I'll figure it out but if I'm just like I'm not really on I'm not sure um then I might be more likely to just kind of move on with my life and forget

不留下，我會弄清楚的，但如果我只是不太確定，那我可能更有可能繼續我的生活，忘記

that thing now if you're not sure if this is true or if de optimizing doesn't feel like it's a thing I'm going to show you this I'm from Canada this is just

那件事。如果你不確定這是否正確，或者反優化感覺不像是一回事，我要給你看這個。我來自加拿大，這只是

something I observe this didn't affect me directly but if I was trying to De optimize an option here between remain a member of the European Union and leave the European Union what's the opposite

我觀察到的，沒有直接影響我，但如果我試圖在留在歐盟和離開歐盟這兩個選項之間反優化一個，leave的反義詞是什麼？

of leave stay why wouldn't it be stay in the European Union but sometimes things get deoptimized which option do you think Asana wants you to choose

stay。為什麼不是stay in the European Union？但有時候事情會被反優化。你認為Asana想讓你選哪個選項

so you can shout it out there's not that many of us here we can shout it premium right they've optimized it gold elocks principle any of the persuasion principles you may know of course

所以你可以喊出來，我們這裡人不多可以喊出來。Premium對吧？他們優化了它，金髮女孩原則，任何你可能知道的說服原則。當然

premium looks pretty good here they want us to choose that which is the easiest though to understand quickly between basic premium or business which one which one is easiest to

premium在這裡看起來很好。他們想讓我們選那個。但在basic、premium或business之間，哪一個最容易快速理解

get I would argue I don't know what premium is and if we were trying to De optimize one of these three premium is the one that I'd be like oh that's the

我會說我不知道premium是什麼。如果我們試圖反優化這三個中的一個，premium是我會說哦那是

one they don't want you to sell because what the hell is premium I don't know what premium is I know what basic is and I'm pretty sure I know what business is

他們不想讓你選的那個，因為premium到底是什麼？我不知道premium是什麼。我知道basic是什麼，我相當確定我知道business是什麼

but it's way over on the other side and it costs more so to me it looks like basic is the easiest and the fastest to understand what about now what the hell

但它在另一邊，而且花費更多。所以對我來說，basic看起來是最容易最快理解的。那現在呢？elemental到底是什麼

is Elemental I don't know what Elemental is suddenly your basic plan doesn't become quite as enticing and now I'm like okay am I Plus or am I business

我不知道elemental是什麼。突然你的basic方案變得沒那麼吸引人了，現在我想好吧我是plus還是business

Plus or business okay so those are the lose money words with 10 minutes left we have our make money words there are only two of them that I'm sharing here there

plus還是business。好吧，這些就是虧錢詞彙。還有10分鐘，我們有賺錢詞彙。我在這裡分享的只有兩個，還有

are many many more um but these are the two that I wanted to share with you today the first one is um maybe my favorite and the easiest to implement

很多很多，但這是我今天想和你們分享的兩個。第一個可能是我最喜歡的，也是最容易立即實施的

right away and it's based on well it's based on all copywriting but my friend Neville who's a copywriter out of Austin put it really nicely and people don't

它基於，好吧，它基於所有文案寫作，但我朋友Neville，一個奧斯汀的文案寫手，說得很好。人們不

like to hear this marketers don't like to hear this but it's true people don't care about you they only care about themselves really bluntly stated it's the absolute truth though when you're

喜歡聽這個，行銷人員不喜歡聽這個，但這是真的：人們不在乎你，他們只在乎自己。說得很直白，但這是絕對的事實。當你

writing copy when you're reviewing whatever AI writes for you keep that in mind they only care about themselves so as an example let's take a look read

寫文案、當你審核AI為你寫的任何東西時，記住這一點，他們只在乎自己。舉個例子，讀讀這個

this and tell me when you start to care it goes our creators are changing the game read about all the ways brands are achieving success with thinkific okay at what point are you

然後告訴我你什麼時候開始在乎。它說：我們的創作者正在改變遊戲規則。閱讀品牌用Thinkific取得成功的所有方式。好吧，你在哪個點

like cool I care this is I get it it's about me not really right you too can change the game and read about all the ways creators like you are achieving success

會說哦我在乎。這是關於我的，不是真的對吧？你也可以改變遊戲規則，閱讀像你一樣的創作者用

with think giic suddenly it's not about our creators some people I don't know people I don't care about why would I care about your creators now it's about me I'd kind of

Thinkific取得成功的所有方式。突然它不是關於我們的創作者，某些人，我不認識的人，我不在乎的人。我為什麼要在乎你的創作者？現在它是關於我。我有點

like to change I can change a game that sounds all right make money word number one is you now a good trick that we teach copywriters and anybody really

想改變，我可以改變遊戲，聽起來不錯。賺錢詞彙第一號是you。我們教文案寫手和任何人的一個好技巧

who's writing copy or responsible for getting copy out the door is to rewrite every line with the word you at the start if you just do this one thing

就是用you開頭重寫每一句話。如果你只做這一件事

until you're so sure people are noticing that every word every sentence begins with you and they must be annoyed by it you're doing it right at this point you

直到你非常確定人們注意到每個詞每句話都以you開頭，他們一定對此感到煩躁，那你就做對了。在這一點上你

you you they are the subject they are the thing that they care about they're really the only thing we should care about put you at the front of every

你你。他們是主體，他們是他們在乎的東西，他們真的是我們唯一應該在乎的。把you放在每句話的

sentence you or variation of it like your this is just called the U rule it's pretty straightforward rule it's about self-referencing which is again another older marketing idea that still holds true

前面，你或它的變體，比如your。這就叫做U法則，這是一個相當簡單的規則。它是關於自我參照的，這又是另一個較老的行銷理念，但仍然成立

self-referencing again showing people themselves in the copy that they're reading has been shown to do all of the things that we want it to do and enance consumer involvement in our message

自我參照，再次在他們讀的文案中向人們展示他們自己，已被證明可以做到我們想要的所有事情，增強消費者對我們信息的參與度

enhance their attitude towards our brand increase engagement particularly with direct response so email emails that have you in them are a very big deal and increase message recall and that's just

增強他們對我們品牌的態度，增加參與度，特別是直接回應，所以有you的郵件是非常重要的，還有增加信息回憶。這只是

like all over the place how does this look in practice now it can be very hard for companies to hear that they should lead with you instead of leading with

到處都是。這在實踐中是什麼樣子？對公司來說，聽到他們應該以you開頭而不是以

this cool feature they just worked on or leading with the product itself um but the most product Focus companies also do a really good job of this and I hate to

他們剛做的酷功能或產品本身開頭，這可能很難聽。但最以產品為中心的公司也做得很好，我不想

be a person who uses apple as an example but Apple's a very good company for doing this sort of thing they lead with you all over the place in fact I first

成為一個用Apple作為例子的人，但Apple是一個很好的公司，在這方面做得很好。他們到處以you開頭。事實上，我第一次

picked up on the whole you thing when I was reading through a long form salespage on apple.com and it felt like they were really using the word you at

注意到整個you的事情是當我在apple.com上閱讀一個長銷售頁面時，感覺他們真的在每件事的開頭都用you

the start of everything I was like maybe we should start doing that too um they do it all over the place their newest product which most of us are familiar

我想也許我們也應該開始這樣做。他們到處都這樣做。他們最新的產品，我們大多數人都熟悉

with and are not necessarily going to buy very quickly um is it's got all this hype around it the Vision Pro has all this hype and even still even still they

但不一定會很快購買，它有所有這些炒作，Vision Pro有所有這些炒作，但即使如此，他們仍然

lead with you throughout their copy they talk about you at the top of the page this is Canadian as well so I don't know if it's the same over here and then they

在他們的文案中以you開頭。他們在頁面頂部談論你。這也是加拿大版本，所以我不知道這裡是否一樣。然後他們

get into the product only once they've matched me on the page do they get into them then of course then the product starts to speak for itself but they're

只有在頁面上與我匹配後才進入產品，然後當然產品開始自己說話，但他們

really really really good at this and we should all be really good at this because it's as simple as editing a sentence to start with you you don't

在這方面真的真的真的很好，我們都應該在這方面真的很好，因為這就像編輯一句話以you開頭一樣簡單。你不

change the message you don't have to come up with a new message you can go into your WordPress or Shopify and change the sentence right now so on

改變信息，你不必想出新信息，你可以進入你的WordPress或Shopify，現在就改變句子。所以在

something like drift I'm going to read this out because I'm not sure how much you can see back there um where this is the before and the after with drift on your website any

像Drift這樣的東西上，我要讀出來因為我不確定你後面能看到多少。這是之前和之後。有了Drift在你的網站上，任何

conversation can be a conversion instead of a traditional marketing and sorry instead of traditional marketing in sales platforms that rely on forms and follow-ups drift connects your business

對話都可以成為轉化。而不是傳統行銷和抱歉，而不是依賴表單和跟進的傳統行銷和銷售平臺，Drift把你的業務

with the best leads in real time okay so drift is talking about drift if I'm reading about it I'm probably not caring too much about it but we can say the

與最佳潛在客戶實時連接。好吧所以Drift在談論Drift。如果我在讀它，我可能不太在乎。但我們可以說

exact same thing exact same me message just leading with you your team can turn any conversation into conversion with drift on your website you'll get the best leads in real time in ways you

完全相同的事情，完全相同的信息，只是以you開頭。你的團隊可以用Drift把任何對話變成轉化。在你的網站上，你將以傳統行銷和銷售平臺無法做到的方式實時獲得最佳潛在客戶

simply can with traditional marketing and sales platforms very simple copy tweak and now it's about me the subhead here basically we make your login box awesome basically you're about to make

非常簡單的文案調整，現在它是關於我的。這裡的副標題基本上是我們讓你的登入框很棒。基本上你即將讓

your login box awesome exact same thing just it's about me now only caveat on the U rule only thing to pay attention to is it works best with positive

你的登入框很棒。完全相同的事情，只是現在是關於我。關於U法則的唯一警告是它最適合正面

messages so if you have a negative message avoid that even ask yourself what the negative message is doing there and it works best with positive messages that brings us to our final money word

信息。所以如果你有負面信息，避免使用。甚至問問自己負面信息在那裡做什麼。它最適合正面信息。這就帶我們到今天最後的賺錢詞彙

of the day money word number two which is whatever word your prospect keeps using this should not be terribly surprising if you're at all familiar with conversion copyrighting um but the

賺錢詞彙第二號是你的潛在客戶一直在用的任何詞。如果你對轉化文案寫作有所了解，這不應該太令人驚訝。但

idea is that we want to steal messages from our customers not from our competitors not sitting around in a boardroom dreaming things up not even from me standing at the front of the

這個想法是我們要從客戶那裡偷信息，不是從競爭對手，不是坐在會議室裡空想，甚至不是從我站在

room telling you things go listen to your customers which you probably have heard about before so I'm going to actually show you how we steal messages but the idea here is called word mirrors

房間前面告訴你的東西。去聽聽你的客戶，你可能以前聽說過。所以我要實際給你展示我們如何偷信息，但這裡的想法叫做詞彙鏡像

right just helping people see themselves on the Page by like shaping them out of the words that you're using so many ways to go listen to customers we're going to hear about all

就是通過用你使用的詞彙塑造他們來幫助人們在頁面上看到自己。有很多方法去聽客戶，我們會聽到所有的

well we've heard about some things already but there's um more to come on jobs to be done and other things like that I love interviewing people to

好吧，我們已經聽說了一些，但還有更多關於jobs to be done之類的。我喜歡採訪人們

listen to what they have to say about our product what their problems they were going through that drove them to us all of that great stuff I love surveys I

聽聽他們對我們產品的看法，他們經歷的問題驅使他們來找我們，所有這些很棒的東西。我喜歡調查。我

love all of the things where you go and listen but one of my favorite ones that you might have access to um if you have a sales team at all are uh sales call

喜歡所有這些你去聽的東西。但我最喜歡的一個，如果你有銷售團隊，是銷售電話

recordings if you have access to these oh it's wild so this is the example I'm going to show you is for a product called git Prime which was required by

錄音。如果你能接觸到這些，哦，太瘋狂了。所以我要給你看的這個例子是一個叫GitPrime的產品，被

plural site and it measures Engineers how are they performing so I would spend and in this case I spent about 20 hours making notes just listening to these

Pluralsight收購了，它測量工程師的表現。所以我會花大約20小時做筆記，只是聽這些

calls and these notes turn into to quite a lot of pages of notes in apple like in Apple notes like that little yellow guy like it's not this doesn't have to be

電話，這些筆記變成了很多頁筆記，在Apple notes裡，就是那個黃色的小東西。這不需要

fancy it's not crazy you're already Saving Time with AI so like don't worry about it you can spend time here you can afford to spend time on this important

花哨。這不瘋狂。你已經用AI節省了時間。所以不用擔心。你可以在這裡花時間。你能負擔得起在這個重要的

work so we go through listen to all these sales calls watch people as they're reacting to the sales messages that the rep is sharing with them listen to the questions they ask put their

工作上花時間。所以我們聽所有這些銷售電話，看人們對銷售代表分享的銷售信息的反應，聽他們問的問題，把他們

actual words in quotation marks as your taking notes make sure your notes look different from those notes we're not going to get into the whole worksh shiness of that um but what you just

實際的話用引號記在筆記裡。確保你的筆記和那些筆記看起來不同。我們不會深入整個工作流程。但你只要

want to take away is you're listening to people talk about well show me that and what they don't care about the things that they're not interested in and then

帶走的是你在聽人們談論好給我看看那個，以及他們不在乎什麼，他們不感興趣的東西，然後

when they are interested how they express those things how they talk about where they get excited that's going to be really great for you called voice of customer data we organize this VOC voice

當他們感興趣時，他們如何表達這些東西，他們如何談論他們興奮的地方。這對你來說會非常有價值，叫做客戶之聲數據。我們組織這個VOC客戶之聲

of customer data across the course of multiple sales calls because there's typically going to be call one and then call two someone else comes into that

數據，跨越多個銷售電話，因為通常會有第一通電話，然後第二通電話，別人加入那個

call and call three and so on and so forth and as you watch people go through these calls and learn more and more about the product how it's going to fit

電話，還有第三通等等。當你看人們經歷這些電話，越來越多地了解產品，它如何適合

into their team you have nothing but messages to use across all of your copy so also if you do work with copywriters please give them access to this stuff so

他們的團隊，你除了有可用於所有文案的信息什麼都沒有。所以如果你和文案寫手合作，請給他們這些東西的訪問權限

we take that we take everything they've got we map it out really basically and then we use it to plot our email automations so if you've never been sure

所以我們拿到那個，我們拿到他們所有的東西，我們非常基本地畫出來，然後我們用它來規劃我們的郵件自動化。所以如果你從來不確定

how to put an email flow together if you're like oh well there's like a welcome email and then the other ones and then there's a sales email at the

如何組織郵件流程，如果你像哦好吧有歡迎郵件，然後其他郵件，然後最後有銷售郵件

end this is actually how you find the other ones as well so this is the kind of end result the wireframes of the emails that we write or in this case

這實際上也是你如何找到其他那些郵件。所以這是最終結果，我們寫的郵件的線框圖，或者在這個案例中

wrote for git prime using this but I'm going to zoom in to show you exactly how to take exactly what they say don't summarize it don't change it if it

為GitPrime寫的。但我要放大給你看具體如何拿取他們說的話。不要總結它，不要改變它，如果它

sounds interesting to you and it's on brand it's probably going to sound interesting to the person on the other side of it too so in this case this

聽起來對你有趣而且符合品牌，它可能對另一邊的人也聽起來有趣。所以在這個案例中，

again I mentioned this is for git Prime it's software for developers um to measure developers and it's sold to the VP of engineering I'm an English major

我提到這是給GitPrime的，這是測量開發者的軟體，賣給工程副總裁。我是英語專業的

I'm like I don't speak the language at all which actually puts you in a really good position um because I could learn a lot I was able to listen and not have my

我完全不會說這種語言，這實際上讓你處於一個非常好的位置，因為我可以學到很多。我能夠聆聽而不讓我

own crap getting in the way there so I learned so much and got to put that on the page and I didn't get involved in it so for example some of the things that

自己的東西擋路。所以我學到了很多，並把它放在頁面上，我沒有涉入其中。所以例如他們說的一些話

they said that I took as notes were um a problem is when so and so John commits a thousand lines right before the weekend and then it dies on the vine Okay cool

是我記下的筆記，比如一個問題是當某某John在週末前提交一千行代碼，然後它就死在藤上了。好的酷

so that's a good Insight um we take dyes on the vine and we just actually use that phrasing because why wouldn't we just use their phrasing in that case

所以這是一個好見解。我們拿死在藤上，我們實際上就使用那個措辭，因為為什麼不直接使用他們的措辭呢

it's hard to know who the bottleneck is um it's hard to know what's going on under the hood we take that and put those actual phrases is unchanged into

很難知道誰是瓶頸，很難知道引擎蓋下發生了什麼。我們拿這些實際的措辭不變地放進

our emails and this is just a few examples just for demonstration purposes but this entire email is filled with voice of customer data and if it looks a

我們的郵件。這只是幾個例子，僅作演示目的，但整封郵件都充滿了客戶之聲數據。如果看起來

little long it is a little long but it's completely jam-packed with the words and phrases that are prospect that we know they're using we've heard it from many people across multiple sales calls so

有點長，確實有點長，但它完全塞滿了我們知道潛在客戶正在使用的詞彙和措辭。我們從多個銷售電話中的很多人那裡聽到了

you can feel better about that than if you're sitting down and writing it or then if you're asking chat GPT to write it or if your boardroom is somehow

所以你可以對此感覺更好，比你坐下來自己寫或讓ChatGPT寫或如果你的會議室

getting together and opening a Google dot God forbid and writing emails together like that or websites or whatever it might be it's waiting the right words outside of the money words

聚在一起打開Google文件，天啊，一起寫郵件或網站或什麼的。它在等待正確的詞彙，在賺錢詞彙之外

that are just really good tweaks to make the best messages are 100% in the hearts and Minds spoken to you of your customer so these are those words the make money

真正好的調整。最好的信息100%在你客戶的心中，被說出來給你聽。所以這些就是那些詞，賺錢

words you and their words the lose money words pay or anything like that and and the right word for the wrong action and I'm over by 35 seconds but that's not

詞彙：you和他們的詞彙。虧錢詞彙：pay或任何類似的，以及and，以及對錯誤行動使用正確的詞。我超時35秒但這

too bad thank you so much

不算太糟。非常感謝