Hey, there.

嗨！大家好

It's Marie Forleo and you are watching MarieTV,

我是 Marie Forleo，你正在收看 MarieTV

the place to be to create a business and a life that you love.

一個打造理想事業與生活的地方

Now, if you're looking for some small tweaks that you can make

現在，如果你正在尋找一些你能做到的小撇步

to help you connect more powerfully with your customers, this is the episode for you.

可以用來幫你有效地連結顧客，這集就是為你而做的

Today's question comes from Dr. Cheryl, a clinical psychologist and couples therapist

今天的問題來自 Dr. Cheryl，一位臨床心理學家和伴侶治療師

who is also a member of B-School and The Copy Cure.

他也是商學院和 The Copy Cure 的一員

Now, I was cruising through the member comments when I found Dr. Cheryl's question

我是在瀏覽會員評論時找到 Dr. Cheryl 的問題

and I thought it was the perfect opportunity for some copywriting before and after.

我想這是一個展示廣告文宣修改前後差別的絕佳機會

Dr. Cheryl wrote:

Dr. Cheryl 寫道：

Hi, everyone.

大家好

I created my site 15 months ago without the benefit of this program.

15 個月前，在沒有這個計畫的支持下，我創建了我的網站

I love the design of my site.

我喜歡我的網站的設計

I wanted it uncluttered, welcoming, and not overwhelming.

我想要它整齊、受歡迎，但又不是太受歡迎

But I know I need some changes.

但是我知道我需要一些改變

Any constructive thoughts?

有什麼建設性的想法嗎？

Now, you guys know me.

你們了解我

Of course I had some thoughts, which I'm going to share with you in a moment,

當然我個人是有些想法，稍後會分享給你

but here's what's really great for you.

但接下來這個真的對你有幫助

These ideas are applicable to virtually anyone who uses words for their job or their business.

這些想法適用於幾乎任何在工作、生意方面要使用文字的人

And they're all based on a subtle but important shift

它們都是根據一個微妙但重要的改變基礎

that instantly helps you connect better with your audience and likely increase business.

能立刻幫你有效連結你的觀眾，且可能增進你的事業發展

It's called the spotlight method and it's based on one simple idea.

它叫做鎂光燈法，是根據一個簡單的想法

In business, the spotlight can either be on you or your customers.

在商業運作中，鎂光燈可以是在你或者顧客身上

Meaning if the spotlight's on you, the focus of your words is likely on your passion,

也就是說，如果鎂光燈在你身上，你的文字就有可能聚焦在你的熱情、

your cleverness, and your goals.

才智和目標

However, when you shift that spotlight over to your customer, the focus of your words

然而，當你將鎂光燈轉移到你的顧客，你的文字就會聚焦

is on the people you serve: their problems, their aspirations, and their goals.

在那些你所服務的人：他們的問題、渴望和目標

Now, unfortunately most of us get this wrong, especially when it comes to our writing.

而不幸的是，我們大部分人都搞錯了，特別是關於我們的寫作

Generally speaking, we all shine way too much of that spotlight on ourselves

一般來說，我們身上的鎂光燈太多

and not enough spotlight on our customers.

而顧客身上的鎂光燈則不足

But in business we know our customers want to feel seen and heard and acknowledged.

但在生意上，我們知道顧客想要被看見、被聆聽、被知曉

So an easy way to do that is to make sure you're putting them in the spotlight,

一個簡單的方法就是確保你把他們都放在鎂光燈下

and that's what I'm gonna show you how to do.

而那就是我將展示給你們看的

So we're gonna walk through a few specific changes we can make on Dr. Cheryl's site,

我們將對 Dr. Cheryl 的網站做一些特定的改變

so you can see what I mean.

而你就可以理解我剛說的是什麼意思

So, as you can see, Dr. Cheryl was right.

你可以看到 Dr. Cheryl 是對的

She has a beautiful, clean, modern, uncluttered website, which is great.

她有很漂亮、乾淨、現代、不凌亂的網站，這很棒

And she has a big, bold header when you first land on her site.

當你初次造訪她的網站，會發現她有一個大且粗體的標題

This headline reads: "Dr. Cheryl is the go-to modern day guru of mindful loving."

這個標題文字寫著：「Dr. Cheryl 是協助維持親密關係的現代領袖。」

Now, from a spotlight perspective, here's the problem.

從鎂光燈的觀點來看，這就是問題所在

This headline is about Dr. Cheryl, but it doesn't really contain a benefit or a hook for her visitor,

這個標題是關於 Dr. Cheryl，但這根本和造訪網站的訪客沾不上邊

who's likely on the site because they need some serious relationship help.

他們可能是真的急需關係協助才來造訪這個網站的

I mean, maybe they're on the brink of divorce, maybe they're feeling shameful

我的意思是，他們可能瀕臨離婚，或許他們正覺得羞愧

or broken or embarrassed or at the end of their rope.

傷心或尷尬難堪，甚至感到無力挽回

The point is, if they're coming to this website they're probably saying,

重點是，如果他們來到這個網站，他們可能是在說：

"I need help with my relationship."

「我需要挽回親密關係。」

They're probably not saying, "I need a mindful, loving guru."

他們可能不是在說：「我需要一個親密關係的領袖。」

And I told Dr. Cheryl this: "I don't even know what a mindful loving guru is."

我還告訴 Dr. Cheryl：「我甚至不知道親密關係領袖是什麼。」

I mean, of course I can guess, but the fact that we as a visitor

我的意思是，我當然可以猜，但事實上我們身為一個訪客

have to decode that makes us work just a little bit too hard.

還必須去解讀那些東西，對我們來說有點太難了

And that tells us the copy is about Dr. Cheryl, not about her customer.

而只告訴了我們這是關於 Dr. Cheryl 的文宣，而不是關於她的顧客

So you might be asking, what's the fix?

所以你可能會問，要怎麼修改呢？

Well, using the spotlight method we can write some new headlines that are more customer-focused.

嗯，使用鎂光燈法，我們可以寫下一些新的標題，使它能更聚焦在顧客身上

Now, these aren't perfect, but they get us moving in the right direction.

這還不夠完美，但它使我們邁向正確的方向

First up: "Need relationship help? Let me help you get your love back on track."

開頭：「需要親密關係的協助嗎？讓我幫你把愛導回正軌吧！」

Or we can try this one: "Get the passionate, playful relationship you want. I'll show you how."

或者我們可以試試看這個：「讓我教你如何抓住想要的激情、富情趣的親密關係！」

Or how about this one: "Relationship in trouble? Let's get your love life back on track."

又或者這個？「親密關係觸礁？讓我們把愛導回正軌！」

Instantly we see how these headlines are more customer-focused than Dr. Cheryl-focused.

我們馬上就看出這些標題變得更聚焦在顧客身上，而非 Dr. Cheryl

Right?

對吧？

I mean, if we have relationship trouble and we land on this page,

我的意思是，如果我們有感情問題，然後我們造訪這個網頁

we're much more likely to feel like Dr. Cheryl understands us, she empathizes with where we're at right now,

代表我們更可能想要 Dr. Cheryl 懂我們，想要她同情我們的處境

and she wants to help.

並且感受到她想提供協助

Okay, so let's move on.

好的，那我們繼續

Another place we can make some customer-focused spotlight method improvements is the navigation.

另一個可以利用聚焦顧客的鎂光燈法來改善的就是「導覽列」

So let's look at our current navigation.

我們來看一下現在的導覽列

We see "About Mindful Loving, About Cheryl, What I Have to Share,

我們看到「關於親密關係」、「關於Cheryl」、「我要分享的東西」、

Blog, News and Events, and Connect."

「部落格」、「最新消息與活動」和「連結」

So while "About Mindful Loving" and "About Cheryl" aren't so bad,

雖然「關於親密關係」和「關於Cheryl」看起來不糟

this "What I Have to Share" is really about her.

但這個「我要分享的東西」就真的只是關於她的事而已

So what would happen if we rethought this navigation from our customer's point of view?

如果我們用顧客的觀點，重新發想瀏覽列，那會發生什麼事呢？

If we really shifted that spotlight?

如果我們真的轉移了聚焦的點？

So think about it.

想想看

What is your customer looking for?

你的顧客在找些什麼？

How can we help her find what exactly she wants to find

我們可以如何幫顧客找到她真正想要找的

using words that are simple and clear and customer-focused?

同時利用簡單明瞭又聚焦其身上的文字呢？

I took a stab at a simpler navigation inspired by the spotlight method

受到鎂光燈法的啟發，我試著想了更簡單的導覽列

and here's what I came up with.

而這就是我想到的

Simpler, right?

簡單吧？

So first up, I'm starting with "About," since that's something we all understand and look for.

所以首先我從「關於」開始，因為那是我們都知道而且想要找的

And under "About" if we want we can put a dropdown that talks about "About Dr. Cheryl,"

在「關於」下方，如果想要的話，我們可以放一個下拉選單，說明「關於Dr. Cheryl」

then maybe "About the Methodology,"

之後或許放「關於方法」

and if she has them perhaps testimonials from couples she's helped.

再來，就是如果有的話，可以放一些 Dr. Cheryl 幫助過的伴侶的感謝話

Next I put the word "Services," which is also customer-focused.

接下來我放了「服務」，這也是聚焦顧客

It's something people who want to hire a therapist are probably looking for.

這就是人們想要雇用治療師時可能會找的東西

Again, we can easily add a dropdown for In-Person Therapy or Virtual Therapy

同樣地，如果 Dr. Cheryl 有提供多種服務的話

if she offers multiple services.

我們可以簡單地加個下拉選單，是給面對面治療或者遠端治療的

Next up you'll see I put "Couples Workshops."

接下來你會看到我放了「伴侶工作坊」

Once again, customer-focused language.

又是一個聚焦於顧客的語言

Then I thought about a word like "Resources," which is simple and clear copy

然後我想到一個字，像是「資源」，這也是簡單明瞭的文案

that speaks to what her customer might be looking for.

表達了 Dr. Cheryl 的顧客可能在找的東西

Now, there we also might want to consider a dropdown and list simple subcategories

現在，我們也可能考慮做一個下拉選單，來列出簡單的次類別

like Blog or that's where she can put Upcoming Events, Books, DVDs, or Audio Programs

像是部落格，或者可以放即將舉辦的活動、書籍、DVD、有聲節目

if she has them.

如果 Dr. Cheryl 有的話

And then finally we're ending with "Contact,"

最後，我們放入「聯繫」在結尾的地方

which is much more clear and customer-focused than "Connect."

這會比「連結」更加簡明，並且聚焦在顧客

I want you to remember this: when it comes to effective copywriting, especially for your navigation,

我要你記得這個：關於廣告文案，尤其是你的導覽列，

clear and customer-focused beats clever or cute every day of the week.

簡單明瞭且聚焦在顧客的文案，往往會贏過聰明或可愛的每日標籤文（Hash Tag）

So those are just a few simple shifts inspired by the spotlight method

以上是一些由鎂光燈法所啟發，並且很簡單的改變方法

that can help put more of the focus on Cheryl's customer instead of her.

它可以更聚焦在顧客身上，而非 Dr. Cheryl 本人

Hopefully you can see how this one subtle shift in your focus can help you write better,

希望你看到這個關於聚焦的微妙轉變是如何幫助你寫出更好的、

more customer-centric copy – thereby allowing you to create a stronger connection with your audience.

更以顧客為中心的文案，也因此使你打造與聽眾之間更加堅固的連結

Now, if you enjoyed this and you want to learn even more ways to improve your copywriting,

現在如果你喜歡這個，而想學更多關於改善廣告文案的方法

go check out TheCopyCure.com.

去看一下 TheCopyCure.com 網站吧！

It is a phenomenal writing course that teaches you how to write copy

這是個具有影響力的寫作課程，這可以教你如何寫文案

that makes your audience feel seen and heard and understood,

使你的聽眾覺得被看見、被聆聽和被理解

which is the most important and overlooked aspect of a meaningful and profitable business.

這也是一項有意義、有獲利的生意中，最重要也最常被忽略的一環

And if you ever forget, remember this Tweetable.

如果你忘了，記得這是可以推到 Tweeter 上的

The secret to a meaningful, profitable business is putting the spotlight on your customers,

有意義又賺錢的做生意訣竅，就是把鎂光燈投在你的顧客身上

not on you.

而非你本人

Now I would love to hear from you.

現在我很想聽來自你的消息

What's one piece of copy on your website that you can use the spotlight method on

你網站上的哪個部分可以用到鎂光燈法

to shift the focus away from you and onto your customers?

將焦點從你身上轉移到顧客身上呢？

Take a stab at changing it and give us the before and after in the comments below.

嘗試努力改變它，然後在下面留言區給我們看看改變前後的差別

Now, as always, the best conversations happen over at MarieForleo.com,

現在，一如往常，最好的對話交流就在 MarieForleo.com

so go there and leave a comment now.

現在就到那邊留下評論吧！

Once you're there, be sure to subscribe to our email list and become an MF Insider.

一旦到那裏，確認你已經加入我們的 Email 名單，成為 MF 圈內人

You'll get instant access to a powerful audio training called How To Get Anything You Want.

你將立即有權限瀏覽超強的有聲訓練，叫做「How To Get Anything You Want」

You'll also get some exclusive content and special giveaways

你也將取的一些獨家內容，還有特別贈品

and personal updates from me that I don't share anywhere else.

還有我不分享在其他地方的個人的近況

Stay on your game and keep going for your dreams

繼續你的遊戲，繼續追尋你的夢想

because the world needs that special gift that only you have.

因為世界需要只有你有的特別天賦

Thank you so much for watching and I'll catch you next time on MarieTV.

謝謝收看！ MarieTV 下次見囉！

Ready to find your voice and sell with heart?

準備找到你的聲音然後誠心地賣出嗎？

We'll show you how.

我們會做給你看

Get started now with our free writing class at TheCopyCure.com.

現在開始試試看我們在 TheCopyCure.com 的免費寫作課

Side effects include enlarged profits.

副作用包含更多的獲利