纽约时报畅销书作者教你如何优雅地标题党


Basecamp 团队的博客,读下来总是好轻松。

他们会非常白话地说:设计好不好,睡一觉起来就清楚了。会煞有介事地做警告:喂,别把道歉玩坏了。会通过一次购物体验来讲讲「防御性设计」。女人会写自己买爆款羊毛衫的经历,顺带扯扯大数据的「猜你喜欢」或「大家都在看」。新加入 Basecamp 团队的设计师也会毫不掩饰地写下自己的忐忑不安与自我怀疑

他们会很「干货」地推荐自己关注的播客列表(当然人家最近也做了自己的 Podcast),也会很「水」地发一张截图就成了文章(话不在多有趣则行嘛)。

内容不定,题材不定,长短不定。我喜欢这样的群体博客:分享、真诚、有趣,神级产品背书带来的自信,让写作姿态好看。

(是的,我对键盘侠有偏见。)

最近,他们就写了这么一篇文章「自黑」:「我们发现博客的标题命名没有跟上潮流,所以,我们将过去的文章重命名了一遍 — — 天啦噜,这酸爽简直难以想象!」

知乎党看到这儿可能会给 Basecamp 贴上「抖机灵」的标签啦。嗯,人家不仅机灵,还身体力行地将这篇关于「标题党」的文章取了个非常「标题党」的名字 — —

你不得不看的 37 条改变人生的商业建议》(37 pieces of life-changing business advice you’ll have to see to believe):

(前)记住,设计依然和文字有关(Reminder: Design is still about words)
(后)你或许认为设计就是图像,但事实真的会让你大吃一惊(You might have thought design was about pictures, but what it’s really about will surprise you)
(前)花五分钟(Give it five minutes)
(后)如何在 5 分钟内出奇制胜地化解困境(How to ease any situation by doing something unexpected in 5 minutes)
(前)早晨告诉你真相(Morning tells the truth)
(后)在你想不到的地方得到真相,激发创造潜能(Unleash your creative potential by getting the truth in this unlikely place)
(前)来自 Jeff Bezos 的一些建议(Some advice from Jeff Bezos)
(后)为什么这个亿万富翁不愿下定决心(Find out why this billionaire just won’t make up his mind)
(前)四个字母的单词(Four letter words)
(后)小心这七句脏话,它们真的好危险(Watch out for these 7 dirty words that are totally NSFW)
(前)一生的工作(Your life’s work)
(后)难以置信,这个自命不凡的年轻人这样看待他的事业(You won’t believe what this brash young upstart thinks about his career)
(前)我们可以不使用工具(It’s OK not to use tools)
(后)天啦噜!戒掉一些貌似重要的东西,这个办法让你生活更美好(Amazing! We found a way to make your life easier by avoiding something you thought was important)
(前)开始的第一步(The first step is to start)
(后)有很多方式让你行动起来,但是最首要的那一步真的会让你大吃一惊(There are lots of ways to get started, but the first step will shock you)
(前)为什么我们不用 Photoshop(Why we skip Photoshop)
(后)别错过了:简单小技巧帮你高效省时,还能避免职业尴尬(Don’t miss: This one simple trick will save you time and professional embarrassment)
(前)为什么商业写作这么糟糕?(Why is business writing so awful?)
(后)遇见一个完全不懂你在写什么的人(Meet the person who just can’t stand what you’re writing)
(前)培养品位(Acquire taste)
(后)这东西很火,甚至比下一代 iPhone 还难得到(Check out this hot commodity that’s even harder to get than the next iPhone)
(前)有着「图书馆规则」的办公室(An office with “library rules”)
(后)你的办公室有多吵?如果超过了这个,那真的很糟糕(How noisy is your office? If it’s louder than this, you’re doing it wrong)
(前)来点火花(Give me spark)
(后)这家伙认为和每个人吵架是件超爽的事儿(This guy thinks it’s super fun to argue with everyone)
(前)写作决定:节省空间的同时保持原意(Writing Decisions: Saving space without losing meaning)
(后)你需要这个革命性的压缩空间小技能,它真的会改变一切(You need this revolutionary space-saving trick that’ll change everything)
(前)超棒的购物体验:Nut.com 比用户多想一步(A great customer experience: Nuts.com goes the extra mile)
(后)神预测!这个不可思议的产品预测了未知,且看它是怎么做到的(Fortune Telling! This unbelievable product predicted the future, here’s how they did it)
(前)总有时间实现梦想(There’s always time to launch your dream)
(后)这个捷径,再大胆的梦想也能立马实现(Here’s a shortcut to make your wildest dreams come true right away)
(前)刚加入 Basecamp 前几个月的快乐与痛苦(The joy and a good dose of pain of my first few months at Basecamp)
(后)迷惑、焦虑、还是快乐?我们告诉你一份新工作会带给你的感受(Confused, anxious, or happy? We’ll tell you how you’re supposed to feel at a new job)
(前)拉斯维加斯最糟糕的事情就是赢(Winning is the worst thing that can happen in Vegas)
(后)在拉斯维加斯最糟糕的事情,比你想象中还要糟百倍(The worst thing that can happen in Vegas is way worse than you thought)
(前)我只需要三个图表(Three charts are all I need)
(后)让这个男人开心,你只需要三个图表(It only took these 3 charts to make this man happy)
(前)毛衣之歌(The Sweater Song)
(后)这个引领风尚的人说服她所有的朋友买了同一件衫,这是个疯狂的故事(This trendsetter convinced all her friends to wear the same shirt, here’s her wild story)
(前)野心可能有毒(Ambition can be poison)
(后)健康预警:这个常见的人格特质可能会影响你的身心健康(Health Alert: A common personality trait might be hurting your mind and body)
(前)最终的信念(Faith in eventually)
(后)这个成功 CEO 将他的所有信念汇聚一处,且慢,和你想的不一样哦(Meet the successful CEO who puts all his faith in one thing. It’s not what you think!)
(前)每个人的工作都像屎一样(Making shit work is everyone’s job
(后)这个疯狂的公司让每个人都做屎一样的工作,然后……(This crazy company convinced everyone to do shit work. Here’s what happened next)
(前)你一定要爱上你所做的吗?(Do you have to love what you do?)
(后)速问速达:你一定要爱上你所做的吗?答案是……(Pop Quiz: Do you have to love what you do? Come find out)
(前)为何有些人如此擅于坚持?(Why are some people so good at persisting?)
(后)叫警察?这些人无论如何就是不愿走开(Call the cops? These people just won’t go away no matter what)
(前)崇拜一个人?给他们写封信,你可能会大吃一惊(Admire someone? Write them an email, you might be surprised.)
(后)我们发现了让名人和你讲话的最简单办法(We found the easiest way to get famous people to talk to you)
(前)拥抱慢时间(Embracing slow time)
(后)当全世界都在加速,他慢了下来。DNA 有问题,是吗?可能!或并非如此?(When the whole world is speeding up, this man slows down. Does he have turtle DNA? Yes? He might! Or not?)
(前)网页界面设计小贴士: 黄色淡出技巧(Web Interface Design Tip: The Yellow Fade Technique)
(后)消失了!这个经典动画小窍门在你眼前消失了。注意看,别错过了。(Vanishing! This classic animation trick disappears before your very eyes. Look now before you miss it)
(前)繁文缛节的终结(The end of formality)
(后)六个原因,现在你真的该把西装领带扔进垃圾桶了(6 reasons you should throw your suit and tie in the trash right now)
(前)一个手术实实在在的花销成本是这么多(Here’s exactly how much that surgery will cost)
(后)噢!我们发现了手术的真实成本,你最好保佑奇怪的腹部疼痛感能自动消失(Ouch! We found out how much surgery really costs, and you’d better hope that weird abdominal pain goes away on its own)
(前)为什么我们不在工作上说出心声(Why we don’t speak up at work)
(后)三个超棒的办法让人们开口把想说的话大声说出来(3 awesome ways to get people to speak words out loud using their mouth holes)
(前)试味 M&M 豆(The Great M&M Taste-Off)
(后)世上哪种 M&M 豆最好吃?我们都替你亲自试了一遍(Which M&M flavor is the world’s best? We tried them all so you don’t have to)
(前)截至日期前胡乱狂扔东西(The mad dash to remove something before the deadline)
(后)在冲向终点时,这些设计师开始向窗外扔东西,然后……(In a race to the finish, these designers started throwing stuff out the window…then this happened)
(前)THE DISTANCE 来了:一本关于仍未破产的商业的商业杂志(Introducing THE DISTANCE — the business magazine about businesses that haven’t gone out of business)
(后)这些商业还没破产,说不定哦?在这篇文章中寻找答案(These businesses didn’t go out of business. Or did they? Read this for the answer)
(前)无
(后)这个营销邮件有一个有趣的细节(This marketing email has a funny detail)
(前)这话是一通狗屁(The bullshit of outage language)
(后)三个反面教材:这种狗屁道歉真的让人很恶心(3 really disturbing examples of bullshit apologies that will make your skin crawl)
(前)一个水濑、Kenny Loggins, 以及 Campfire 是如何帮助选举总统的(How an otter, Kenny Loggins, and Campfire helped elect a President)
(后)剧透预警!当 Kenny Loggins 和一个半水生动物被搅和到了总统选举,将会发生……(Spoiler Alert! This is what happens when Kenny Loggins and a semiaquatic animal get involved in a presidential campaign)

咦?读到这里,回头再看本文标题,似乎明白了点什么……

后记:在我写这篇文章的时候,一个前端程序猿默默发来了百度指数的链接。他说:起名字,SEO 很重要。呐,技术宅早就看穿了一切……

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