How to increase the persuasive power of soft text in the two central problems of soft marketing

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Soft text to achieve the goal of action, usually, to be persuasive or contagious. Excellent soft paper or both. Of course, we do not say that there is no persuasive and appealing soft wen is not good, controversial, interesting soft wen can also achieve some kind of action goal. We focus on the persuasive power and appeal of the mainstream soft text. Among them, the persuasive power is expressed in the soft text of argumentation form, and the appeal is more manifested in the soft text of narrative form.

As the name suggests, persuasion refers to the ability of the speaker to use every possible skill to persuade the audience. The persuasive power of the soft text is simply how to convince the reader of the ideas in the soft text, and how to obey the action target of the soft text.

1. Attacking the consumer's heart is the way to success

Marketing positioning Master Trout said: "Consumer's heart is the ultimate battlefield of marketing." "Then the soft Wen also has to study the consumer's mental needs, also must start from here." The following only from the sense of security, value, domination, sense of belonging 4 aspects of the analysis, to give a start. Security: People are to avoid, the inner security is the most basic psychological needs, the product's function and security combined, is to persuade customers an effective way. For example, the new rice cooker sales Soft Wen said this rice cooker in the case of abnormal voltage can automatically power off, can effectively prevent electricity safety problems. The housewife who cares about the safety of electrical appliances must be a point of heart.

From a sense of security can be coming, but also from the opposite side. "Don't let the children lose at the starting line," let countless parents in children's education products on the happy to take out the "silver."

Sense of value: to be recognized by others is a fulfillment of self-value. Combining products with the realization of personal values can impress customers. The brain platinum impress consumers pay is precisely to meet their parents value sense.

The soft text of the sale of soy milk machine can be described as: "When children eat breakfast, they are eager to no longer go to the street to buy dilute soy milk, and drink just squeezed out of pure soy milk ah!" When the mother will be steaming soy milk on the end of the time, watching the dancing children, which mother will be unhappy? A sense of self-worth as a mother can inspire the purchase of parents ' consumers.

The sense of domination: "I am the Master of my Land", everyone wants to show their right to dominate. The sense of domination is not only a control of one's own life, but also a confidence in life and a starting point for soft writing.

A gentleman led his wife to a jewellery shop. The wife softly calls up, originally she found a very big diamond ring, very beautiful. Two people enjoy the price of this expensive diamond ring, the face of Mr Undaunted. The salesman very briskly quoted the price, then said: "This diamond ring was once the prime minister of a big country, only because a little expensive they did not buy." ”

"Is it?" The gentleman's eyes widened immediately, "Is there such a thing?" Asked Mr. The salesman simply talked about the day the prime minister and his wife came to the shop, Mr. Undaunted, his face away, asked a few questions, and bought the diamond ring, his face full of pride of color. This is a sense of domination over wealth. Sense of belonging: a sense of belonging to the actual label, you are what kind of people, successful people, fashion youth, petty bourgeoisie faction?

and each label under the people to have a certain characteristics of the way of life, they use the goods, their consumption shows a certain subculture characteristics. Use the sense of belonging to convince consumers, the key is to the product and consumers to promote the community, such as the pursuit of fashion youth, sales of soft paper can be written: "This car fashion, dynamic, modified also convenient, is the first choice to play a car." "For successful people or the pursuit of successful people can write:" This car stable, generous, open to see customers, talk about things more appropriate, also have face.

2. The use of persuasive technique is the guarantee of success

If from the heart of the consumer is to enhance the soft text persuasive "Road", then the following described a few techniques

Qiao is "surgery".

When expressing a point of view, if you can find a specific number, or can estimate a rough number, try not to use vague numbers. For example, the description of a woolen sweater with a high wool content is shown in two ways.

Description: The woolen sweater wool is of high purity.

The wool of woolen sweater is 60%, the woolen sweater is tested for 80%.

Clearly the second statement is more persuasive.

When the time is expressed, the more specific the better. For example, the coverage of Skyworth cloud TV public welfare activities are as follows two kinds of expression.

Description: According to the introduction, this time by Skyworth Cloud Television launched by the public welfare activities will be concluded at the end of the month.

Statement two: This time by Skyworth Cloud Television launched by the public welfare activities will end 25th this month.

Clearly the second expression is better.

In the third party's point of view to support their own arguments, if the name of a third party can be retrieved, it must be disclosed, it will appear more objective, especially to find the industry authority or famous sentences, even ancient poetry that more convincing.

Network Marketing integration expert Liu Dongming teacher is the Sage Wrath season song friend, their team in the operation of a case, in borrowing force Wang Elopement planning an event marketing, because found a poem written by Li Bai "Dragon Lou Gongquan refused to live, fly straight to the roof," wrote the name "Mysterious ancient poems leaked Wang Elopement whereabouts, Eight evidence was blown! Network Soft Wen, put out the effect of more than expected, "Li Bai's verses predicted Wang Elopement, and ran to the Tiantai mountain." Not only let Wang Elope Tiantai Mountain has a persuasive, more full of fun, netizens attention and follow-up activities of unprecedented participation.

Emphasis on product or service selling point of the soft, suggest that each of the points to write a soft article, only concentrated writing can be said more thoroughly, readers remember also more profound, soft text can enhance the persuasive nature.

If the soft text promotion is already on the market for a period of time products or services, regardless of the emphasis on which selling point, it is best to have a customer witness case. In the product or service after the sale, can truthfully do, you can openly promise, but do not disorderly commitment.

Also, do not use absolute language. No product or service customer satisfaction rate is impossible to achieve the persuasive is zero. Do not believe, you go to investigate soft Wen 100%, if who in the soft Wen wrote, then persuade the fish is zero. Do not believe, you will investigate the effect of soft paper. The words in soft text can not be exaggerated or reduced too much, the expression should be as objective as possible.

The author studies the soft article of crisis PR and finds an interesting phenomenon. Media exposure, the enterprise first denied, and then continued to prove the media, enterprises have to admit that the media continue to pursue responsibility, enterprises have to apologize, and ultimately have to bear the corresponding responsibility.

Therefore, the author thinks that the soft text of crisis PR to be persuasive, first of all can not "strongly deny", otherwise will only make people doubt, first bright "dare to assume responsibility" attitude. Say a digression, really out of the crisis, dare not bear has not much meaning, because the consequences of the enterprise sooner or later must bear. That being the case, why should the impression of a coward and a shirking of responsibility be left behind? To sum up, we believe that a soft article can not be listed above the enhanced persuasive "surgery" on all of the application, but if one of the above listed in the "surgery" is not, then this soft text may not be convincing enough.

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