Helishi: A brief talk on soft wen marketing and soft marketing "10 parts"

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There is a talk about soft wen, from the 90 's in the last century from the newspaper media published text ads, across the 20th century, the soft text has been from the traditional newspapers, magazines, manuals gradually spread to all kinds of network media and even mobile media, such as Web portal paid to publish soft, blog free soft text, forum planning event soft Wen, etc. Soft Wen experienced several decades of development, in more and more enterprises and marketing attention, while the concept of their own gradually enriched, on the definition of soft text, and the definition of soft marketing is not uniform standards. In this, as hundreds of enterprises in the soft text service providers, Soft Wen home will be "soft wen marketing" to express their personal views, for the soft text marketing scholars for reference.

In real life, there are often examples where a person does something wrong, often attributing the reason to something closest to the event. For example, one day the boss asked Xiao Zhang to submit a soft paper marketing proposal in a short time, but when he hastily submitted the proposal to the boss, the boss saw the whole idea of the plan is very good, but there are problems in the expression, the most serious is a lot of typos, for this reason, the boss of the small Zhang called into the office, In the scheme of the existence of the typo phenomenon seriously criticized small Zhang, and small Zhang but bite tight teeth said: "Because time is too urgent, typos too late to check." "Think about it, time can be a reason for many typos, but where is the most fundamental reason?" The boss for Xiao Zhang's defense is very atmosphere, his atmosphere Xiao Zhang not only realized that he did not develop good typing habits and check typos habits, but the root causes to the urgency of time.

The case is to illustrate such a problem, in the soft marketing, a lot of enterprises and small Zhang, when a lot of bosses to carry out soft marketing effect is not good, will directly to the reason to soft, light said the soft Wen did not write well, the heavy is therefore completely denied the value of soft marketing. And entrepreneurs do not know, soft marketing failure of the root cause, must be from the soft marketing of the whole process to look for, just think soft wen bad is not scientific, but also very finally let the provision of soft marketing service people feel very injustice!

If the soft text is not up to the expected effect, not all because of the quality of soft text, perhaps the media is not selected soft text, perhaps the soft text hype follow up not in place, perhaps soft wen early investigation is not clear enough. Because the soft wen is a system of engineering, any system on a link out of the problem, may affect the whole soft marketing effect.

Soft Wen's home that: the so-called soft marketing is to achieve a specific marketing goals, from the market investigation and analysis of soft paper, analysis of demand, product/service concept of refining, soft marketing strategy planning, soft writing, and then to use a certain carrier for the release of soft text, speculation, and finally based on one, Implementation of the software policy adjustment of the system marketing project.

The core of soft marketing is a system of marketing engineering, rather than a simple soft writing, soft text release of a process, all aspects are very important, including soft writing is the key factor in the whole process. Therefore, the soft house in the process of customer service, in order to ensure the quality of service, in the creation of soft text before the customer must be the product, market, target audience to make a very clear definition, and to the customer's entire soft marketing strategy is not a unified plan, if the lack of systematic, we will also according to customer actual situation, Give constructive reference.

Soft Wen's home that the soft Wen marketing should follow 10 steps, we call it "soft marketing 10 Music", the following figure:

Soft Wen Marketing "10" Every episode is soft Wen Marketing "a piece" in an indispensable note, the notes are high and low, the weight is of course, but there is no alternative. In the soft marketing process, we do not require each step to spend a lot of time to study, but at least have a general understanding, only in this way to ensure that the entire soft marketing process in the right direction to go down.

For example, in the process of providing a single service to a client for soft writing, the home of soft language usually the customer's entire soft marketing market to do a systematic understanding, through these understanding and then grasp the development trend of the entire industry, and then according to customer products for the audience, analysis needs, and finally according to the need to develop a strategic plan, Then at different times for different audiences to adopt different demands, at the same time, in the lock target audience at the same time, will eventually lock soft text release carrier. Finally, considering the attribute of the carrier, the attribute of the target audience and the attribute of the product itself, the writing of the soft paper is done. To do so, the creation of soft talent have the marketing force, can finally achieve the desired effect.

Here, for example, in October 2009, we served a client guru. Master LU is a system optimization software, 09 just came out, then called Z Weapons, behind because the state stipulates that product brand name can not contain "weapons" and other words, renamed "Lu Master", the emergence of new famous LU means that the previous software accumulated visibility and recognition of the zero, market-oriented, Master LU must be marketed again to improve the software's awareness and reputation while increasing the number of software downloads. To this end, Lu master related personnel to find old he (the founder of the Soft House), for the market to do a series of soft propaganda, we provide different times of the soft text creative and manuscript content.

To this end, we constitute a project research group, specifically for the master of the software itself, found that the function of the software and other optimization software on the market similar functions, such as Optimization master, Super Rabbit, 360 and so have the master software features, but the only difference is that Master software to operate a simple and convenient and well received by the audience, some of the functions of hardware detection, for not professional computer users are very useful, can be described as "fool-type" software. In today's advocating simple humanization, Lu Master of this software value is self-evident.

After a careful study of Master Lu's software, we have done a soft paper survey of the whole system optimization software, the survey found that such as "Optimization Master", "Super Rabbit", "Drive Wizard" and other software are published in the IT vertical portal of the evaluation of soft, and these software are also related to these it portals have partnerships, Publish article is also very convenient, but the article writing angle is very single, the majority of statements, and for active in the IT portal fashion it clan, these content is a bit boring, lack of fun. To this end, we have developed a series of soft paper concept strategy, such as "News", "Letter", "Science description", "Hot-type", "suspense", "intimidation" and so on, before and after for the master software to provide software more than 20 more than three months, software awareness and visibility to make critical progress. 2009, Lu Master as a system optimization software rookie, unexpectedly in IT system software to include 6 awards, which is with the master of the soft Wen marketing propaganda inseparable.

In short, soft wen marketing is a systematic marketing project, remind you must keep in mind the 10 steps of soft marketing, when the enterprise in the process of soft marketing problems, please do not beat that is soft writing not to write, but from the soft marketing of the 10 links to detect, to find the crux of the problem, In order to make the soft marketing strategy to adjust, so that soft marketing in the direction of the expected development.

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