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好的商務寫作永不過時

好的商務寫作永不過時

Megan Hustad 2012年04月05日
如果中心思想本身就平淡無奇,表達上還不加任何修飾,結果只能是自曝其丑。

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????典型的微軟Office文檔充斥的并不是形容詞,而是縮寫以及不必要的大寫字母,似乎擔心如果沒有這些東西,人們就不會認真對待這篇文案。但依賴專業(yè)術語和熱門字眼——目前我最喜歡用的詞是“真正有所不同”——暴露出的是文案的另一種不安全感,不同于“擔心聽眾轉頭去拿一盤花生”。超長PowerPoint的制作者似乎非常擔心人們認為他們不夠聰明,因此只好用越來越水的文字不斷畫蛇添足。

????廣告人會說,更應該擔心平庸。不過,篇幅超長的文件有時也不乏真知灼見。剔除專業(yè)術語和公司名稱縮寫后,剩下的內容也不全然都是垃圾。但如果基本創(chuàng)意無聊,平實的語言會讓這種愚蠢無處遁形。

????不過,如果用平實的語言表述一個聽起來不怎么樣的觀點,可能是繼續(xù)改進的一個信號。不僅僅是文字,也包括創(chuàng)意,因為兩者密不可分。

????《文案之書》供稿者反復提到的一個主題是他們會在一段文字上推敲無數(shù)遍。戴維?艾伯特說:“一個標題我可能要改五六十遍,才能準確無誤地傳遞出我的想法,同時平衡各方面的因素?!彼麄儠车羧魏我粔K寫得不怎么樣的文字。

????因此,為什么如今大多數(shù)工作場所不在實行類似的流程呢?有些人歸咎于秘書制度的撤銷以及流程不斷地修訂?!斑^去只要把信函口授給秘書,她會打出來給你一份,你看一遍、標出修改之處即可,”一位從業(yè)多年的訴訟律師稱?!翱赡茉谶@個過程中,你會重新考慮原本打算想說的東西,但三思之后又決定不說了。如今所有人都是不假思索、接二連三地發(fā)電子郵件?!?/p>

????其他人歸罪于日常工作匯報所需時間越來越多,犧牲了實際做事的時間。

????如今,文件越來越多、越來越厚,在這樣的時代,聽到這樣“少說點”的強烈呼聲,真是令人耳目一新?!爱斈銓ψ约旱奈陌敢呀?jīng)非常、非常滿意的時候,”吉姆?德菲建議,“再砍掉三分之一。”托尼?考克斯會反復修改自己的文案,直到“最后刪無可刪”。安德瑞安?荷美斯建議,從視覺效果角度進行一番考察,看看一頁里哪段看上去過于冗長,然后刪掉一些字詞。

????這反映了文案撰稿的一個核心悖論:文案深知自己的作品被人讀到的概率非常有限,更別提從頭讀到尾了。但鑒于自己的作品可能被會別人不屑,反而促使文案更加努力地去打磨它。

????如今,太多的媒體關注度都投向那些隨意發(fā)帖或YouTube視頻的人們,令文案的日子更加難過。獨特性成就了新聞。當今生產的大部分內容都被忽視了。內容越來越多,時間越來越少。留給我們的是必須更加嚴格流程,壓縮篇幅?!段陌钢畷返募s翰?伯維斯總結:“文案撰稿教會我,(我們的作品)不僅或滋養(yǎng)、或銷蝕著我們自己,同時也或滋養(yǎng)、或銷蝕著這個社會?!币虼耍斘覀冋加脛e人的注意力時,“應該盡力回報給他們一些更有價值的東西”。

????譯者:老榆木

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????The typical Microsoft Office document is less cluttered with adjectives than abstractions and Unnecessary Capitalizations placed there out of fear that the work won't be taken seriously without them. But the reliance on jargon and catchphrases — move the needle is my current favorite — betrays a different insecurity than that of the copywriter worried over losing his reader to a bowl of peanuts. The authors of overlong PowerPoint decks seem to worry most that they won't be considered smart, and so they have to keep typing, in increasingly puffed-up language.

??? The ad man would say they should worry more about not being boring. There's some strategic insight in the excess length, however. If you extract the jargon and corporate-speak abstractions, what's left may not be all that impressive. If the basic idea is fatuous, its stupidity has nowhere to hide once phrased in plain language.

????But if the point sounds unremarkable once put in plain English, maybe that's a signal to keep working and reworking. Not just the text, but also the idea -- because there's no separating the two.

????How many times they go over a text is a theme the contributors to The Copy Book keep coming back to. Says David Abbott: "I might rework a headline 50 or 60 times to get the thought and balance exactly right." They took a chopping block to any portion of the work that wasn't accomplishing much.

????So why is a similar process not in place in most workplaces? Some blame the disappearance of secretaries and the revision process they enabled along with it. "Used to be that you'd dictate a letter to your secretary and she'd type it up and show you a copy, and you'd look it over and mark it with changes," one longtime litigation attorney I spoke to said. "Maybe in that interim you reconsidered some things you thought you wanted to say but on further reflection didn't. Now everyone just fires off an email."

????Others blame the increasing amounts of time spent reporting on what we've been doing all day at the expense of actually doing it.

????So it's refreshing, in this era of swollen documents, to come across such strong endorsements of saying less. "When you get your copy to the point where you're really, really happy with it," Jim Durfee advised, "cut it by a third." Tony Cox edits his copy down "until I end up with the nub of the thing." Adrian Holmes suggested looking at a page as a visual object and asking if any paragraphs looked excessively heavy, in which case, words got deleted.

????Which points to a paradox at the heart of copywriting: A copywriter knows how limited the chances are of anyone reading his or her work, let alone read it all the way to the end. But the fact that the work was likely to be disrespected only spurred them to improve it.

????Today, a great deal of media attention is paid to people whose indiscreet post or impolitic YouTube video makes life difficult for them. It's news because it's the exception. The majority of content produced today is ignored. There's too much of it and not enough time. We're left with an argument for more process, fewer pages. Concludes The Copy Book's John Bevins: "Copywriting has taught me that [our work] enriches or impoverishes not just us, but society itself." When we borrow someone's attention, "we should strive to give something more valuable back."

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