Lao Xie: Talking about some points of attention in soft paper of enterprise products

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The enterprise's product soft article is the enterprise propaganda main form, today old thanks me to talk about the enterprise product soft article several attention point, hoped the enterprise product soft article promotion has some help!

Do a good job of soft text advertising program

Soft-Text advertising is the concrete manifestation of the soft culture of advertising target, and advertising is the brand target and sales target advertising product, ultimately to achieve is the construction of image and the purpose of profit, therefore, soft text advertising should also have a soft text plan, especially the products of some enterprises soft, more need to have such a plan, this point, Some enterprises often do not attach importance to.

"Brain Platinum" successful operation of soft text advertising cases in the industry are already very familiar with, no more words. In the 2003, the XI ' an media presented the "Soft Wen advertisement hot" and therefore the formation of "wash Lang soft model", it is not difficult to see the good operation of soft paper enterprises of its well-planned planning and planning of the system, which is the key to its success.

Headline has a journalistic nature

The release of soft text ads is the demand of enterprises, but to achieve the brand propaganda goals or product sales targets, but the writing of soft text ads first to consider the needs of readers, the reader is the soft text of the disseminator and receiver.

As for the whole soft text ads, the title is like "face", whether or not to attract the reader's attention depends on it. Of course, just to attract attention is not enough, the title should also allow readers to be tempted, and produce "Let me see" desire.

"Man can Live Forever?", "Men's popular eyebrows?", "The liver price is too high, the public how to do?", "Father and mother poisoned", "Prao Bath PA Why" Pa "capital?" Like these excellent headlines, not only once rage, and now fresh memory, why? Because it is not only like news headlines, but even more attractive than the news headlines.

In the 2003 "Chinese business Newspaper", there has also been a batch of memorable soft text advertising title:

Example: "A 99% of people ignore the health habit", this is the SARS period of "Wash Lang" (Electrical products) Soft text title, time for the media to give a big space to teach people to "wash hands", "scientific hand washing" occasion, because the washing lang is "intelligent after the cleaning machine" some people commonly known as: wash the buttocks of health appliances.

Example: "Trinidad to Rong only to live a bear-like"

Reported was rescued in 04 by the Tianjin battered black bear Emma, was sent to Chengdu to treat the matter. "Trinidad to Rong", a brief description of the black bear was transferred to Chengdu to seek treatment, and this personification also conforms to the black bear's concern; Only to live a bear-like ", inherit the context of the previous sentence, relaxed and humorous to attract the reader's desire to read the news, read the news, and feel that this humor is borrowed on the black bear's ridicule, and the bear to condemn, and then trigger the reader's heart of compassion.

(shoulder title) tomb price of 4000 yuan 1500, an acre of land rental 350 yuan can build 200 graves

(main title) "The Graveyard profiteering person" cannot afford to die "

You can tell the whole story from the shoulder, graveyard profiteering has been the people dare not say, this news not only for people to speak this issue, but also a sharp tunnel out of the people's voice-----people "dead", anger and condemnation of the meaning of life but out, let a person to ponder. are very newsworthy.

Organize the content of the article with the news body

With a good soft title, only half of success, to allow readers to absorb more soft text information, soft content is essential. But most of the company's planning creators do not know news writing, even for corporate services planning or advertising company's creators do not know news writing.

The target content of soft text is mainly reflected by soft text, which plays an important role in introducing commodity, setting up the consumption image of commodity and promoting purchase. The advertising body has different forms in different media. In the printed advertisement, the text is the narration, is called the manuscript, in the broadcast advertisement, the text is narrated by the language, is called the script; in the television advertisement, the text is narrated by the language and the picture activity, is called the story edition; The main function of the text is to describe and report the information content of the advertisement.

Writing soft text, first of all to have ideas. Generally speaking, there are three aspects to be consulted:

First, it is factual and is conceived in a direction that is fully in line with the facts. This method is easiest, as long as the name of the product, specifications, performance, price, quality, characteristics and telephone, address can be.

Second, persuasion, that is, in the direction of persuasion. Persuade the consumer to buy the benefits it can get. Persuasive techniques include comparative method, proof method, warning method, etc. This kind of advertising text can also be collectively referred to as rational appeal words.

Third, emotional, that is, to the emotional direction of the idea. Emotional words can impress consumers and make them buy ideas. This kind of advertising text is exquisite with words, the lines are full of touching power, is emotional appeal.

These three conceptual orientations can be used alternately. If the series of advertisements will be used in three aspects, it will be fruitful and colourful.

Good at using news words

In the process of writing soft text, we should be good at using some of the words used in the news to enhance the "journalistic nature" of the text, how to use good news words?

Time, place vocabulary: such as "recently", "Yesterday", "Just xx Time", "X month X Day" and "in our city", "xx shopping mall", "lives xx Street xx" And so on, these time and the place concept can guide the reader to produce with that time, the place correlation Association, deepens the impression, the dilution advertisement information.

In the text, often can use the author, this record, reports and other words.

Product information to be cleverly blended

In the process of creating a soft-text advertisement, "What to say" and "How to say" are two important factors that the creators should consider first.

The first is "what to say". This is also an important link to fully integrate information resources. But we have seen most of the soft text ads, to seek great perfection, there is a most important information submerged in the "novel" feeling, but not worth the candle. Strive to do, brand name, product name, telephone number and other information, are cleverly arranged in the article, so that the reader unconsciously in the very natural access to these important information, this is the best way to express the pursuit of enterprises.

News typesetting Style design

Soft text advertising layout design is also learned, the author based on many years of experience in the operation of soft text summarized as follows, only for reference and discussion.

Fonts: headings (including primers and subtitle, subheadings), and body fonts should be consistent with the press fonts used by the publishing media. The decoration of the font (such as shading, shading, stereo, etc.) should be consistent with the design style of the news.

Font Size: In addition to the design of the font and news consistent, the font size and news articles used to the same size, so that the overall audience will be "like news."

Newspaper soft text column: For a longer soft document (generally 800 words or more), in the design of the column processing. In the column, you should refer to the distribution of the media column way, strictly grasp the length of the column width of each column. In general, each edition of the newspaper is divided into five columns, each column is about 6 centimeters wide, each edition of the tabloid newspaper is divided into four columns, each column is about 5.5 centimeters wide.

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