How to make the hype of soft text advertisement

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As the saying goes, every line has its own way. In the soft Wen hype, there are also art, there is a realm of points. Turn over the newspapers and magazines on hand, the level of the soft realm of a look at it. The state of the soft text can be easily between the intangible wins tangible, so that you unknowingly accept the enterprise want to disseminate information, and the state of the soft text is either the reader's eyes through its true face, or be simply as spam ads, see also do not look at a glance.

In order to avoid the company wasted advertising costs, or spent money, please others to eat food to be looked down upon, people spit, we do propaganda will have to "endure humiliation", painstaking study soft wen hype realm. I think, soft wen according to the level can be divided into three kinds, enterprises need to take the seat, to see what kind of their own, in order to determine the direction of future efforts.

Three realms of advertising soft text

1. Spam advertising

This kind of soft paper is often seen in the newspaper. It is characterized by: generally in the newspaper ad Special edition, very few pictures, some also added a border, its content from beginning to back from the Wang Po-like boast business, such as product technology how high, how powerful and so on; the title is mostly lack of originality, address, contact, telephone are obviously marked in the text, like the fear of others can not contact. This kind of soft paper is almost entirely paid, because for the newspaper, these pages are sold as advertising page. The reader who really reads the newspaper will turn the page without even glancing at it. Therefore, its propagation effect is very poor. Enterprises for this soft wen spent a lot of advertising costs, but not good results, it is a pity.

Obviously, this kind of soft wen is the realm of the worst. But most companies stay at this stage. They are often tired of dealing with product development, capital operations, sales channels and other work, advertising production is also given carte blanche to the advertising company to do, and the soft text is not attached to.

So how do you improve?

First of all, to understand the concept of soft text and print ads are different. Soft text is completely written, it passes through the reader verbatim reading to convey content, so the soft text has no effect, first of all, it can not attract readers reading interest. and print ads are different. A creative design, a very powerful picture, or a few poetic phrases, may give an irresistible appeal to people. Therefore, the production of soft paper must be fully aware of these differences, to avoid weaknesses, can not be soft text with hype advertising way to deal with.

Specifically, adhere to the two-point principle:

First: Must not be placed in the advertising version, the article around the best is the text, preferably with the industry related to the issue, special editions, columns. Also cannot publish whole edition, so also have advertisement suspicion. What's wrong with the text? That's not going to happen! There is no good soft text in the advertising layout! No conditions to create the conditions must be done!

Second, the article writing requirements without commercial flavor, strictly prohibited puff-style tone, as far as possible to avoid easy to let consumers think the article is advertising all nouns, pictures and forms, if not special needs, do not leave contact. You think it's a pity? It's a pity, but it has to be! Soft text is not advertising, it is to change the concept of consumers, understanding, if it is marketing information, can be reflected in more impact ads.

2. Positive report

This kind of soft wen is a medium state. They often appear in the text of the newspaper layout, characterized by a small article, belong to the news report type. Of course, its content is to press the angle of view to report the enterprise, in the between the lines or implicit or straightforward to praise the enterprise. Thus for the enterprise to carry out "objective" propaganda. Because they are news forms, most readers look at it, so the soft text still has some reading rate. However, with the spread of "paid news", the reader's eyes are more and more bright, for some obvious tendentious reports, they are also aware of, this will affect the reading rate of the article sooner or later.

This kind of soft article needs to note: One should pay attention to editors, reporters will be written too flat, or even some negative taste (the latter may be public relations do not do), the second to prevent them from irresponsible, the enterprise to the publicity material without modification on the received, to the tone of the manuscript is not obvious boast of the feeling.

Do you think that people should "take money to help people", and everything is done for you? They are very busy all the time, no mind to word for word of your meaning, and this kind of manuscript for them is almost the same as rubbish, a lot of writing to you do not want to real name.

3, "three win" approach

The top of the soft text is: No matter how you look at it is difficult to determine whether it is a soft text. It is the "three win", that is, the reader, the media, the enterprise three benefits. This kind of soft Wen said more complex, in a sense, this soft text is not the common sense of "soft wen", but the media spontaneously published the representative of its "impartiality" of the text. It is generally divided into two categories, one is that enterprises do not have to pay, the content of the article is the enterprise to provide a very valuable thing, and the other is the media paid to write about the company's positive or neutral reports. Generally speaking, this kind of soft article characteristic is: the media produces the valuable article, the reader obtains the useful information, the enterprise through the media report promoted the popularity and the reputation. This "three win" result should be all soft wen hype people dream.

The soft text of three kinds of realm is listed, the contest is awarded. However, how to achieve the "three win" state? Here is a question of experience with perception.

Experience is to be familiar with the workings of the media. Because this kind of communication carrier is the result of the interaction between the enterprise and the media, so to create a good soft wen, it requires the specific hype personnel must fully understand the operating characteristics of the media, to the news dissemination law has a certain understanding, and a strong sense of news events.

Savvy, it is all in your heart not heart, can be intoxicated to delve into, to achieve the selfless situation.

Of course, this is not to say that there is no method or skill to follow.

Soft Wen speculation in the initial stage, like a handmade workshop, to an order, to do a product, but after a period of time, the company contacted the media more and accumulated a lot of reports, then it should be to the scale, "industrialization." It is a clever way to establish standard parts of soft text.

The standard parts of soft paper is to unify the words of the enterprise to the outside world, avoid the repetitive work, and avoid the inconsistency of the external caliber of the enterprise. Standard parts must be carefully and carefully compiled, as it represents the formal statement of the business. Standard parts Once promulgated, must immediately in the company propaganda, the dissemination, the best lets the staff unify the study, thus may maintain the stick in the different occasions.

Some enterprises have standard parts, but only a few articles about the company and products, because in various newspapers and periodicals are used, the results of people look tired. We have a "modular" production of standard parts, through the combination of each module, write the soft text is not only uniform, but also ever-changing.

This is done by creating a specialized folder in the corporate database that includes the following modules (additional modules can be added as appropriate):

1. Enterprise history. List the larger, newsworthy events and milestones of the company since its inception, and through internal interviews, understand the entire process and story of the enterprise from its inception to the present, such as what difficulties have been encountered, how to overcome them, and what opportunities and how to seize them.

2. Enterprise scale. Including business scale, personnel size, member enterprises and marketing network, such as representative of the development status of information.

3, Enterprise Products (business) series of introduction. Perhaps the company product category more, so separately introduced. But either way, the introduction of the word needs to highlight the concept of product positioning and functional characteristics, and stick.

4, enterprise certification, honor and market position. Including the company's market influence, a variety of certification and ranking. This piece usually needs to be added to the new content in time.

5. Enterprise planning. Including the company's goals for a period of time, strategic development direction, planning and so on.

6. Enterprise method. Including corporate culture, management theory, business model, can also be a unique management strategy.

7. Key figures. Including the company's chairman, the general manager, as well as some other in the company's development of important people. Introduce their views, stories, anecdotes and brief language tidbits. This type of module must focus on accumulating and enriching the content and integrating the media's reports.

8, pictures, film library. For example, the company's landmark buildings, office scenes, important event scenes, product packaging, advertising pictures and important people photos and so on.

Need to emphasize is that the standard parts must be in accordance with the "search for news points" of the train of thought, to "transposition thinking", fully consider the media and the reader's perspective, to avoid the sale of melons, Wang Po, should not be entangled in product function details and ignore the real news value of things.

So when do you use these modules and how do you arrange them? There are two points to note:

One is to seize the opportunity. To find a header in terms of time. For example, new product listing, winning awards, major projects won the bid, and other enterprises to establish cooperative relations, the industry emergency and corporate litigation and so on.

The second is to be targeted. Different newspapers and periodicals have their own background and characteristics, and different layout content focus is different, so that the final soft text style must be different. However, because the required data are derived from soft standard parts, their basic content is consistent.