Discussion on soft writing: topics, contents and planning

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Open the newspaper, soft text abound, but the level of mixed. True, Soft Wen who will write, but to write a good soft text, but it is difficult. After all, the consumer is the final referee, standing in the perspective of consumers may be more close to life, more authentic and credible, more effective fruit. Here, the author summed up the three big chunks of soft writing: title, content and planning, Fenggang information hope to communicate with you to discuss.

I. Elements

Good article first depends on the title of good and bad, whether the topic is novel, there is no innovation, with no penetrating power, which can arouse the interest of readers, to achieve the resonance of the heart is very important. In the final analysis, it should first have the following three elements:

Shock Force

As the name suggests, that is, a word or phrase that can make the reader mentally shocked in an instant. Examples like this are many, such as Safflower Huayu freckle capsules have a text "strange!" afraid of the old woman snapped up crazy, the title at the beginning of a "strange" word, inadvertently caused by the attention of consumers; again, such as the autumn birth in Beijing to launch the capsule, soft text for the title of "Special notices: Every woman fresh body imminent" and so on. In fact, there are a lot of similar words, such as the Absolute, God, wonderful, careful, vigilance, and so on, in fact, many people know these words, but really want to use the time to think, the key is to rely on ordinary life more attention, more observation, more accumulation.

Temptation

When we create titles, we can grasp the curiosity of consumers, adopt a rhetorical tone, ask questions directly, and create suspense. "Brain Platinum" "Human can Live forever?" The reason why the market started to play such an important role, is mainly its title to take advantage of this; Similarly, in some form of serialization of soft text, can also play the same effect. such as a well-known health care industry marketing experts in the planning of three three "crazy" word series of soft wen, the topic is this--three strains, sell "crazy", three strains, autumn "crazy" more strong, three strains, "Crazy" King line. When consumers see these three titles, they will think of the same problem. "Three strains, really selling ' crazy '?" and thus tentatively approached the product and used the product. It can be seen how strong the effect of this temptation.

Mystery

It can be seen from the psychological tests of humans that people tend to be interested in things that are cloaked in mystery, especially those that are neglected or forgotten, and even some unheard of news. The success of the brain platinum, swept all over China, by the "Two biological atom Bomb", "Glindon space" and other such anecdotes; again like: Gungessen of the Reagan phenomenon: What happened to Americans? "," The Japanese think: The Chinese are fierce "," Huang Zhihua to whom to give gifts ", the German Al The" Oscar actress's failure "and other articles. But there is a point to draw attention, this so-called mysterious soft language strategy in the opening up the market in the early days, even for a long time, can play a multiplier effect, but with the popularity of the product, the mystery is slowly receding.

Digital

We have mentioned some of the textual skills, so as to achieve a qualitative analysis, then the number of references to let this qualitative analysis has been sublimated, quantitative changes ultimately affect the qualitative change. The number of extraction is manifold, not only can combine the product itself to appeal, but also from outside the product to make a fuss. For example: "One day does not defecate is equal to smokes three packs of smoke", "the woman 40, is the flower or the bean curd dregs", "40 years old:" The heart "question typical!" and so on.

Looking for selling point, forging concept, Jiang, extract Essence

Elements have, the topic of how to write? Simple and simple, difficult to say, summed up a total of 14 words "to seek selling points, forging concepts, Jiang, extract the Essence."

Looking for selling points:

The ultimate goal of our writing is to improve our sales force, or more far-sighted is to establish a brand image, then how to combine the product will become extremely important, I think the general can be from the following aspects to seek: product raw materials, nutrition components, functional characteristics, consumer groups, treatment symptoms, prices and market positioning and so on.

Forging concept:

Any concept needs a set of justified theory to support, and must come from a theory or doctrine, that is, the so-called "mechanism", otherwise it is roots, can not win the trust of consumers. The development process of the concept is the process of understanding the market and consumers, discovering the needs that consumers have not been satisfied with, and differentiating from the competitive brands. The concept is not made out of thin air, but the crystallization of knowledge, the aggregation of experience, the fruit of imagination. such as many health products in the market promotion of the "growth factor", "sugar-resistant factor", "Growth factor" and "environmental protection", "burning fat" concept is this case type.

There are two kinds of technical sources in the development of concept: one is new material and the other is novel effect. New material: can be newly discovered or newly invented materials, such as: "Melatonin"-brain platinum; New effect: 2001 Hai Wang Kin Bottle with hangover to protect liver effect.

Jiang, extract the Essence:

All concepts should be publicized, publicity needs to spend money, soft wen is the depth of the concept of communication tools, but the price is not Netherfield. A soft article in the 2-tier city average of 3-5 yuan per word, in a class of city prices as high as 6-10 yuan, so expensive, how to line! Therefore, concise wording is particularly important. The essence of soft writing is to strengthen the tone and intonation of the sentence, and to keep the meaning unchanged, to minimize the long sentence, and to put forward the central word. Such as: there is such a sentence, the same expression of a meaning, but the use of the above methods, after three changes can achieve different results.

"China's nutrition industry is very surprised!"

"What makes Chinese nutrition academics so surprised?"

"Surprise!" said the expert from China's nutrition industry ...

Ii. Content

Soft text According to the content can be divided into news, popular science two types, and the news soft Wen can be divided into the storyline as the main line of cases and product demand for the main effect of the article. Health products should be based on their own market period, planning creative different forms of soft text, can play a multiplier effect.

In soft wen more and more today, how to effectively attract the attention of consumers become particularly important. Therefore, the content of soft text should be from the following aspects:

Conceptualization: For any enterprise's products, the concept of life and death, quality determines life. The concept is the core, the good concept makes the product one cannon and red, seizes the market, the new product can survive; product quality and effectiveness of the product determines whether the long-term vitality, planning properly, boiled water can also be sold as wine, but, this "wine" can only sell once. In short, the birth of a concept must be exactly in line with this product, and to be able to quickly be accepted by consumers to produce market effects. Otherwise, you just create a concept, the concept of not selling goods would rather give up, we have to do is the concept of sales force, the concept of raising the wolf is a truth, the poor is it kicked.

Virtualization: Health products can always find some material to put on their own virtual appearance, such as brain platinum draped in astronauts, Americans, Jean-Austrian nucleic acid into the 72 Nobel Prize winners, snow-covered bone bao on the Tibetan caravan, the British mountaineering explorers ... As long as there is a suitable material on the product to buckle, but, can not be too far-fetched buckle up, consumers are not idiots, good soft wen is to make consumers feel credible, buckle the bad instead of spoiling the trust of consumers.

Credibility: Many consumers are now aware of health products in the continuous improvement, has not been as impulsive as before, tend to rational, how to make consumers feel more believable products? Can be reflected in the following ways:

Data type

Health products enterprises to write plans, should pay attention to the novel, if the entire article is functional mechanism, the text lay out, monotonous boring do not say, boring hollow inevitable. Therefore, appropriate through the collection of authoritative news organizations or professional departments of the latest or recently released health care products main function positioning has some contact data to speak, will cause consumers to be vigilant, memorable, impressive.

Report Style

Through the organization of large-scale service public welfare or community activities, the use of communication reports to record scenes of the lively atmosphere, touching cases, consumer voice, and so on, high credibility and easy to infect people.

Feedback type

Health products in the market for some time, more or less will have some impact. This time can not be one-sided based on the enterprise perspective propaganda, on the contrary, if the focus on the market angle, through the external feedback to show the function of products, often will achieve better results.

Iii. Planning

Any work, any kind of event needs careful planning, leaving the planning will appear messy and disorderly, like a missile off the track, at any time can cause explosions. The so-called "planning" is the formulation of the strategy and methods of the process, is a certain activity in the direction, objectives, content, procedures and so on a comprehensive and detailed arrangements and settings, is a kind of human creativity and the potential of planning to give the most effective tools to excavate.

Soft Wen also needs planning, including content theme planning, media planning and layout planning, and so on, and then two general is responsible for some advertising companies, here is not one to elaborate, the following simple to talk about content theme planning.

At present, everyone in the press to see a lot of soft, has preliminarily formed a certain systematization. For example: Now the advertisement invests the bigger product "The Snow domain Bone Treasure", the article beginning all almost quoted some magical events to draw out the product, has formed a Tibet mysterious theme, has brought a kind of anticipation to the consumer psychologically, just like the TV series, the next story will be how? How will the outcome be developed? Of course, Soft article theme should be no end, to do the story constantly, the plot constantly, in order to make money rolling. At the same time, soft theme planning can also be combined with some festive days, such as 51, Mid-Autumn Festival, Xi, New Year's Day, Spring Festival, such as the traditional festivals, but also for some Western festivals: Valentine's Day, Mother's Day, Thanksgiving and so on, the formation of a large-scale holiday theme,