增长营销与打造爆款文案的底层公式

The Underlying Formula for Growth Marketing and Copywriting (Julian Shapiro)增长营销与写出爆款文案的底层公式（朱利安·夏皮罗）

Great copy does not sell products; it creates desire and removes friction.优秀的文案从不强行推销产品；它制造渴望，并消除转化阻力。

Most marketers fail because they write about features instead of benefits.大多数营销者之所以失败，是因为他们一直在写产品功能，而不是用户利益。

To write copy that converts, you must master the Demand and Friction equation.要想写出高转化的爆款文案，你必须掌控“需求与阻力”的平衡公式。

C (Desire + Trust) - (Friction + Confusion)转化率 =（渴望 + 信任）-（阻力 + 迷茫）

1. Desire: Tap into pre-existing motivation.2. 渴望：激发用户心中本就存在的动机。

You cannot create desire out of thin air; you can only channel existing desire.你无法凭空创造渴望；你只能去引导和放大用户心中既有的渴望。

Focus on the end state: How will the user's life be better after using this?聚焦于终极改变状态：使用这个产品后，用户的生活会发生怎样具体的变好？

Don't sell a mattress; sell a restful night of deep, peaceful sleep.不要卖床垫；去卖一整晚深度、安宁的高质量睡眠。

2. Trust: Overcome skepticism immediately.3. 信任：瞬间化解用户的怀疑心理。

People are naturally skeptical of marketing claims.人们天生对营销宣传抱有戒备和怀疑心理。

Build trust with social proof, specific data, logos, and real user reviews.通过社交证明、具体的数据、知名客户标识以及真实的用户评价来快速建立信任。

Specific claims are believable; vague claims are ignored.具体的陈述才令人信服；模糊不清的套话只会被用户直接无视。

Saying "We saved 12,410 hours for 300+ teams" beats "We save you time."说“我们为 300 多支团队节省了 12,410 个小时”，远胜过说“我们帮您节省时间”。

3. Friction: Eliminate every step of effort.4. 阻力：砍掉行动过程中的每一个额外步骤。

Friction is anything that makes the user work harder to get the value.阻力是指任何需要用户付出额外努力才能获取价值的环节。

Reduce form fields, eliminate unnecessary clicks, and speed up page load time.减少表单填写项、砍掉不必要的点击步骤，并大幅提升页面加载速度。

The simpler the action required, the higher the completion rate.要求采取的行动越简单，最终的完成率就越高。

4. Confusion: Make the value proposition crystal clear in 5 seconds.5. 迷茫：在 5 秒钟内将价值主张表达得清晰透明。

If a user visits your page and doesn't understand what you do in 5 seconds, they leave.如果用户来到你的页面，5 秒钟内还没搞懂你是干什么的，他们就会直接离开。

Use the 5-Second Test: Show your hero section to a stranger and ask what it offers.使用 5 秒测试法：把你的首屏方案展示给陌生人看，问他这个产品是干什么的。

Clear beats clever every single time.清楚易懂永远胜过故作聪明的文字游戏。

5. The Hook: Grab attention before you attempt to inform.6. 钩子：在试图传递信息之前，先死死勾住用户的注意力。

The first headline has only one job: to get the user to read the second line.头条标题的唯一使命，就是吸引用户接着读完第二行字。

Use curiosity, counter-intuitive statements, or intense relevance to stop the scroll.利用好奇心、反直觉的断言或极强的相关性，让用户滑动屏幕的手指停下来。

Growth marketing is an engineering problem disguised as a creative one.增长营销本质上是一个伪装成创意问题的工程学问题。

Test systematically, double down on what works, and eliminate what fails.系统化地测试，对有效的方法加大投入，对无效的策略果断剔除。